Custom Audiences: Facebook’s Most Powerful Targeting Tool
Facebook Custom Audiences let you target people who have already interacted with your business. These warm audiences convert at dramatically higher rates than cold audiences, making custom audiences the foundation of any profitable Facebook advertising strategy.
Types of Custom Audiences
Website Custom Audiences
Target people who visited your website using the Facebook Pixel. Segment by pages visited (product viewers, blog readers, pricing page visitors), time spent on site, and recency (last 7, 30, 60, 90, or 180 days).
Customer List Audiences
Upload your email list, phone numbers, or customer database to target existing contacts on Facebook. This is perfect for upselling, cross-selling, and re-engaging past customers.
Engagement Custom Audiences
Target people who engaged with your Facebook or Instagram content: video viewers, page engagers, form openers, and event responders. These audiences know your brand and are more likely to convert.
App Activity Audiences
For businesses with mobile apps, target users based on app activity: purchases, level completions, or specific in-app actions.
Lookalike Audiences
Once you have custom audiences, create lookalike audiences to find new people similar to your best customers. Start with 1% lookalike (most similar) and expand to 2-5% for broader reach. Lookalikes based on purchasers or high-value customers typically outperform lookalikes based on website visitors.
Custom Audience Strategies
- Retarget cart abandoners with specific product ads and incentives
- Upsell existing customers with complementary products or premium services
- Re-engage lapsed customers with win-back offers
- Exclude existing customers from acquisition campaigns to avoid waste
- Create sequential messaging based on funnel stage
Privacy Considerations
Always comply with privacy regulations when building custom audiences. Ensure you have consent to use customer data for advertising. Use Facebook’s data handling tools to maintain compliance.
Build Better Facebook Audiences
Brandastic creates sophisticated audience strategies that maximize Facebook advertising ROI. Get a free advertising consultation.
