{"id":485,"date":"2021-03-23T14:00:06","date_gmt":"2021-03-23T22:00:06","guid":{"rendered":"https:\/\/adespresso.com\/?p=485"},"modified":"2024-01-31T13:44:01","modified_gmt":"2024-01-31T21:44:01","slug":"facebook-ads-custom-audiences-guide","status":"publish","type":"post","link":"https:\/\/adespresso.com\/blog\/facebook-ads-custom-audiences-guide\/","title":{"rendered":"Facebook Custom Audiences 101: The Complete Guide for Marketers"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A good ad will fail without the right audience. Facebook Custom Audiences let you target the right people every time, making it an essential<\/span> <span style=\"font-weight: 400;\">tool for successful<\/span><span style=\"font-weight: 400;\"> Facebook <\/span><span style=\"font-weight: 400;\">advertising<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, a lot has changed<\/span><span style=\"font-weight: 400;\"> since Facebook first rolled out the tool in 2013. T<\/span><span style=\"font-weight: 400;\">hat\u2019s why we created this updated 2021 guide to Facebook Custom Audiences.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-73620\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/guide-custom-audience-update.jpg\" alt=\"Facebook Custom Audiences | AdEspresso Blog\" width=\"1200\" height=\"628\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/guide-custom-audience-update.jpg 1200w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/guide-custom-audience-update-300x157.jpg 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/guide-custom-audience-update-1024x536.jpg 1024w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we will go through everything you need to know about Custom Audiences, from basic setup to advanced implementation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Facebook Custom Audiences help you improve your Facebook advertising campaigns by putting the power of ad placement directly in your hands. With your ads in front of your ideal readers, nothing is standing between you and advertising success.<\/span><\/p>\n<p><!--more--><\/p>\n<h2><b>Facebook Custom Audiences: The Basics<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Before we get into the juicy details, let\u2019s go over some basics to make sure the tactics in the following sections will make sense, regardless of your Facebook advertising skills.<\/span><\/p>\n<h3><b>What is a Facebook Custom Audience?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A<\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/744354708981227?id=2469097953376494\"> <span style=\"font-weight: 400;\">Facebook Custom Audience<\/span><\/a><span style=\"font-weight: 400;\"> lets you target your Facebook ads at a specific group of people who have already interacted with your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, instead of targeting your ads to people through luck or broad demographics like age or gender, you can target your ads based on data pulled from your own website, app, offline lists or from Facebook itself.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using a Facebook Custom Audience allows you to do some pretty cool things, such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Retarget ads<\/b><span style=\"font-weight: 400;\"> to people who have interacted with one of your Facebook posts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Craft ads for specific segments of your audience<\/b><span style=\"font-weight: 400;\">, like your bottom-of-the-funnel email list.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Upsell new products<\/b><span style=\"font-weight: 400;\"> to people who are currently customers.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In short, Custom Audiences can make your marketing efforts a lot more direct. And when you have the power to get your perfectly crafted Facebook ads in front of the eyeballs you designed them for, you should see an overall improvement in ROI and conversions.<\/span><\/p>\n<h3><b>Facebook Custom Audience Permissions and Rules<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">When it comes to Facebook Custom Audiences, there are a couple of rules you have to keep in mind.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Facebook lays them out in<\/span><a href=\"https:\/\/www.facebook.com\/legal\/terms\/customaudience\"> <span style=\"font-weight: 400;\">this document<\/span><\/a><span style=\"font-weight: 400;\">, but here are the basics you need to know:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can create Custom Audiences only with data you have received permission to use. This should go without saying, but you need to get permission to use people\u2019s data. You cannot scrape data from public websites or download email lists from people who have not given you permission to contact them or use their data.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can\u2019t keep people who have requested to opt out of your other customer lists (e.g., your email lists) in your Custom Audiences. If you created a Custom Audience based on a customer list and some of those customers have since opted out, you need to update your Custom Audience. This means that if you are basing your Custom Audiences on your own data, you will need to update them frequently to comply with this regulation.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">If you need help keeping your customer list and Custom Audience in sync, consider<\/span><a href=\"https:\/\/adespresso.com\/join\/\"> <span style=\"font-weight: 400;\">trying AdEspresso for free<\/span><\/a><span style=\"font-weight: 400;\">, and let us<\/span><a href=\"https:\/\/adespresso.com\/tour\/lead-ads-custom-audience-sync\/\"> <span style=\"font-weight: 400;\">keep your audiences synced for you<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For most people, these two rules shouldn\u2019t be a problem. Respect people\u2019s data and you have nothing to worry about.<\/span><\/p>\n<h3><b>Custom Audiences and Lookalike Audiences<\/b><\/h3>\n<p><a href=\"https:\/\/www.facebook.com\/business\/help\/164749007013531?id=401668390442328\"><span style=\"font-weight: 400;\">Lookalike Audiences<\/span><\/a><span style=\"font-weight: 400;\"> are audiences that Facebook can build for you based on your Custom Audiences or an external data source.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The people who will be in your Lookalike Audiences may have never even heard of your brand. Through advanced algorithms, Facebook identifies users similar to those in your custom audience and targets them with your ads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It works like this:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You are running ads to a Custom Audience made up of customers who have bought bikes from your local bike shop.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You ask Facebook to target the ad at a Lookalike Audience based on the Custom Audience.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Facebook analyzes the people on your list and builds a profile of who is most likely to want to go to your store\u2014perhaps people who live in the area, like biking, like the outdoors and are between the ages of 25-50.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Facebook targets your ads to people who fit your profile and continues to make adjustments based on how well the ads perform.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">If you are interested in learning more about getting the most out of your Lookalike Audiences, take a look at our guide on how to use<\/span><a href=\"https:\/\/adespresso.com\/blog\/facebook-lookalike-audiences\/\"> <span style=\"font-weight: 400;\">Lookalike Audiences for your online business<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>How to Make a Custom Audience on Facebook<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">You can start making a Facebook Custom Audience by signing into<\/span><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"> <span style=\"font-weight: 400;\">Facebook Ads Manager<\/span><\/a><span style=\"font-weight: 400;\">. Then, click on the dots in the top-left corner, and select <\/span><b>Audiences<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73542 size-large\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/ads-manager-1-1024x602.png\" alt=\"how-to-make-a-facebook-custom-audience-1\" width=\"1024\" height=\"602\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/ads-manager-1-1024x602.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/ads-manager-1-300x176.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/ads-manager-1.png 1120w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">On the next screen, you\u2019ll want to pick the first option: <\/span><b>Create a Custom Audience<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73543 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-1.png\" alt=\"how-to-make-a-facebook-custom-audience-2\" width=\"745\" height=\"763\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-1.png 745w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-1-293x300.png 293w\" sizes=\"(max-width: 745px) 100vw, 745px\" \/><\/a>Next, you will be given a choice of where you want to source the information for your Custom Audience.<\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73544 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-2.png\" alt=\"how-to-make-a-facebook-custom-audience-3\" width=\"881\" height=\"607\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-2.png 881w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-2-300x207.png 300w\" sizes=\"(max-width: 881px) 100vw, 881px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">These choices are split between <\/span><b>Your Sources<\/b><span style=\"font-weight: 400;\"> and <\/span><b>Facebook Sources<\/b><span style=\"font-weight: 400;\">. The options include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Website<\/b><span style=\"font-weight: 400;\">: Data picked up by a Facebook pixel on your website<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Customer List<\/b><span style=\"font-weight: 400;\">: People from your own customer lists<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>App Activity<\/b><span style=\"font-weight: 400;\">: Users of your apps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Offline Activity<\/b><span style=\"font-weight: 400;\">: Data you have collected the old-fashioned way, like in person or by mail<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Video<\/b><span style=\"font-weight: 400;\">: Audiences of your Facebook videos<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Instagram Account<\/b><span style=\"font-weight: 400;\">: Users who have interacted with your Instagram account<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lead Form<\/b><span style=\"font-weight: 400;\">: Facebook users who have started or completed one of your lead ads<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Events<\/b><span style=\"font-weight: 400;\">: People who have shown interest in or attended one of your events<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Instant Experience<\/b><span style=\"font-weight: 400;\">: Users who have opened one of your experiences, either on Facebook or Instagram<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Facebook Page<\/b><span style=\"font-weight: 400;\">: Followers or visitors of your Facebook page<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Shopping<\/b><span style=\"font-weight: 400;\">: Data from anyone who clicked on any of your shopping experiences on Facebook or Instagram<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>On-Facebook Listings<\/b><span style=\"font-weight: 400;\">: Users who interacted with your On-Facebook listings<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As for which data source to choose, there are no wrong answers. You can have up to<\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/744354708981227?id=2469097953376494&amp;helpref=search&amp;sr=1&amp;query=custom%20audiences\"> <span style=\"font-weight: 400;\">500 Custom Audiences<\/span><\/a><span style=\"font-weight: 400;\"> on Facebook, so start where you have the most data, and don\u2019t be afraid to get crazy and experiment a little.<\/span><b><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Below, we will go over how to create some of the most popular types of Custom Audiences.<\/span><\/p>\n<h2><b>How to Create a Customer List Custom Audience<\/b><\/h2>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73546 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-customer-list-1.png\" alt=\"how-to-make-a-customer-list-facebook-custom-audience-1\" width=\"826\" height=\"578\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-customer-list-1.png 826w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/FBAds-audience-customer-list-1-300x210.png 300w\" sizes=\"(max-width: 826px) 100vw, 826px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">After clicking on the <\/span><b>Customer List<\/b><span style=\"font-weight: 400;\"> option on the <\/span><b>Custom Audiences<\/b><span style=\"font-weight: 400;\"> page, you can start to build a Custom Audience from your existing customer lists.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73545 size-large\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist-1024x421.png\" alt=\"how-to-make-a-customer-list-facebook-custom-audience-2\" width=\"1024\" height=\"421\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist-1024x421.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist-300x123.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist.png 1324w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In the next step, you can begin importing your customer list. You can do this in one of two ways:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Import a customer list from Mailchimp<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Import a CSV or TXT file<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">With Mailchimp, simply click on \u201cImport from Mailchimp\u201d and follow the prompts.<\/span><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" style=\"background-color: #fdfdfd;\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">If you are manually importing a list as a CSV or TXT file, you\u2019ll want to pay attention to how it is formatted so that Facebook can understand all of the data you&#8217;re giving it.<\/span><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" style=\"background-color: #fdfdfd;\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Facebook matches users with your data through identifiers like email addresses, phone numbers and names. The more identifiers you include, the more accurate Facebook will be.\u00a0<\/span><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" style=\"background-color: #fdfdfd;\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">When formatting your CSV or TXT file, follow the guidelines that Facebook sets out in<\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/2082575038703844?id=2469097953376494\"> <span style=\"font-weight: 400;\">this document<\/span><\/a><span style=\"font-weight: 400;\"> so that your list is as clear as possible to Facebook&#8217;s AI.<\/span><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" style=\"background-color: #fdfdfd;\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">For people new to this sort of thing, use<\/span><a href=\"https:\/\/www.facebook.com\/images\/ads\/signals\/example_files\/example_value_based_audience_file.csv\"> <span style=\"font-weight: 400;\">Facebook\u2019s template<\/span><\/a><span style=\"font-weight: 400;\"> to avoid any mistakes.<\/span><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" style=\"background-color: #fdfdfd;\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">When you are all done, hit next in the bottom right-hand corner.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" style=\"background-color: #fdfdfd;\"><img decoding=\"async\" class=\"aligncenter wp-image-73547 size-large\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist2-1024x525.png\" alt=\"how-to-make-custom-list-facebook-cutom-audiences-3\" width=\"1024\" height=\"525\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist2-1024x525.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist2-300x154.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist2.png 1331w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Now, you need to tell Facebook whether you have included a customer value on your list.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A customer value is a number given to each customer on your list that tells Facebook how valuable this customer is to your business. If you want to take advantage of<\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/917879191754763?id=401668390442328&amp;helpref=search&amp;sr=1&amp;query=customer%20value\"> <span style=\"font-weight: 400;\">value-based Lookalike Audiences<\/span><\/a><span style=\"font-weight: 400;\">, this value is required.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you are done, click next.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73548 size-large\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist3-1024x585.png\" alt=\"how-to-make-custom-list-facebook-cutom-audiences-4\" width=\"1024\" height=\"585\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist3-1024x585.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist3-300x171.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist3.png 1326w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Now, just upload your list, name your audience and add a description if you need a reminder of who this Custom Audience is targeting.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73549 size-large\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist4-1024x366.png\" alt=\"how-to-make-custom-list-facebook-cutom-audiences-5\" width=\"1024\" height=\"366\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist4-1024x366.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist4-300x107.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist4.png 1100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">If you are using a file with customer values, you will also need to tell Facebook which column has these values.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73550 size-large\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist5-1024x666.png\" alt=\"how-to-make-custom-list-facebook-cutom-audiences-6\" width=\"1024\" height=\"666\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist5-1024x666.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist5-300x195.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/customerlist5.png 1182w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Finally, Facebook is going to ask you to confirm that it has mapped your data to the correct identifiers. So, go through the list and make sure that emails are seen as emails, names as names, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you are done, hit <\/span><b>Import &amp; Create<\/b><span style=\"font-weight: 400;\">, and you\u2019re all done!<\/span><\/p>\n<h2><b>How to Create a Website Custom Audience<\/b><\/h2>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73551 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website1.png\" alt=\"how-to-make-website-facebook-cutom-audiences-1\" width=\"869\" height=\"607\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website1.png 869w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website1-300x210.png 300w\" sizes=\"(max-width: 869px) 100vw, 869px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Start by selecting <\/span><b>Website<\/b><span style=\"font-weight: 400;\"> from the Custom Audience Source menu.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73552 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website2.png\" alt=\"how-to-make-website-facebook-cutom-audiences-2\" width=\"795\" height=\"716\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website2.png 795w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website2-300x270.png 300w\" sizes=\"(max-width: 795px) 100vw, 795px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Now, Facebook will start walking you through the process of setting up a<\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/742478679120153?id=1205376682832142\"> <span style=\"font-weight: 400;\">Facebook pixel<\/span><\/a><span style=\"font-weight: 400;\"> on your website. The pixel is a piece of code that allows Facebook to collect information about the users of your site so that you can market to them on Facebook.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For this section, all you will need to do is pick a name for your pixel (most likely your website\u2019s name) and see whether installation on your site can be done easily. If you are using a common website builder like Wix or WordPress, Facebook can do most of the work for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If not, check out our guide to the Facebook pixel for a step-by-step walkthrough of the<\/span><a href=\"https:\/\/adespresso.com\/blog\/facebook-pixel\/\"> <span style=\"font-weight: 400;\">installation process<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once your pixel is installed, you can go to the next step \u2014 setting up your Custom Audience.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73553 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website3.png\" alt=\"how-to-make-website-facebook-cutom-audiences-3\" width=\"685\" height=\"737\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website3.png 685w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website3-279x300.png 279w\" sizes=\"(max-width: 685px) 100vw, 685px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">On this screen, you choose which website visitors Facebook will include in your Custom Audience from. Start by clicking on the <\/span><b>Events<\/b><span style=\"font-weight: 400;\"> drop-down menu.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73554 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website4.png\" alt=\"how-to-make-website-facebook-cutom-audiences-4\" width=\"636\" height=\"247\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website4.png 636w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/website4-300x117.png 300w\" sizes=\"(max-width: 636px) 100vw, 636px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Your options include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>All website visitors<\/b><span style=\"font-weight: 400;\">: This is anyone who has visited your website(s).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>People who visited specific web pages<\/b><span style=\"font-weight: 400;\">: This allows you to filter based on URLs, either including or excluding certain keywords, entire URLs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Visitors by time spent<\/b><span style=\"font-weight: 400;\">: Select the top 5%, 10%, or 25% of website visitors based on the time they spend on your site.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>From your events<\/b><span style=\"font-weight: 400;\">: Pick a pixel event to build an audience from. For instance, use the purchase event to build a list of recent customers. This option may not be available if you have not set up any<\/span><a href=\"https:\/\/developers.facebook.com\/docs\/facebook-pixel\/implementation\/conversion-tracking#standard-events\"> <span style=\"font-weight: 400;\">pixel events<\/span><\/a><span style=\"font-weight: 400;\"> yet.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Depending on your choice, you can refine further so that your audience captures exactly the people you want it to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you are good to go, click <\/span><b>Create Audience<\/b><span style=\"font-weight: 400;\">, and you\u2019re finished<\/span><\/p>\n<h2><b>How to Create an App Activity Custom Audience<\/b><\/h2>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73555 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/appactivity1.png\" alt=\"how-to-make-app-activity-facebook-custom-audiences-1\" width=\"805\" height=\"562\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/appactivity1.png 805w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/appactivity1-300x209.png 300w\" sizes=\"(max-width: 805px) 100vw, 805px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Start by selecting the <\/span><b>App activity<\/b><span style=\"font-weight: 400;\"> source, and click next.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73556 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/appactivity2.png\" alt=\"how-to-make-app-activity-facebook-custom-audiences-2\" width=\"692\" height=\"702\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/appactivity2.png 692w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/appactivity2-296x300.png 296w\" sizes=\"(max-width: 692px) 100vw, 692px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">On this page, fill in all of the details: the app you will be sourcing your contacts from as well as the audience name and description.<\/span><b style=\"font-size: 34px;\"><\/b><\/p>\n<p><span style=\"font-weight: 400;\">If you see \u201cno apps available,\u201d you\u2019ll need to register your app with Facebook first. Head over to<\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/444614902378217?id=1858550721111595\"> <span style=\"font-weight: 400;\">this page<\/span><\/a><span style=\"font-weight: 400;\"> for instructions on how to do that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once your app is selected, you\u2019ll also be able to refine your audience based on in-app events.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This can include people who have:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reached a certain level of your game<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Added payment info<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Purchased something from your app<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Spent a certain amount of money<\/span><\/li>\n<\/ul>\n<p>Once you have chosen your app audience, you can create your ad. If you want to learn more about app events, you can read<a href=\"https:\/\/www.facebook.com\/business\/m\/one-sheeters\/app-events-overview\" style=\"background-color: #fdfdfd;\"> Facebook\u2019s description<\/a> of what they are and how you can use them for your Facebook marketing.<\/p>\n<p>&nbsp;<\/p>\n<p><b style=\"font-size: 34px;\">How to Create an Engagement Custom Audience<\/b><\/p>\n<p><span style=\"font-weight: 400;\">An Engagement Custom Audience is any Custom Audience that you create based on Facebook sources. Since all of the data is already on Facebook, these audiences are generally easier to set up.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73557 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-1.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-1\" width=\"811\" height=\"570\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-1.png 811w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-1-300x211.png 300w\" sizes=\"(max-width: 811px) 100vw, 811px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at each type of Facebook source you can use to create an Engagement Custom Audience.<\/span><\/p>\n<h3><b>Video<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The most important part of creating a Video Engagement Custom Audience is picking your target group.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73558 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-video.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-2\" width=\"909\" height=\"488\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-video.png 909w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-video-300x161.png 300w\" sizes=\"(max-width: 909px) 100vw, 909px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">This drop-down menu shows you your options. You are free to select multiple options. Once selected, you can pick the specific videos you want the data pulled from.<\/span><\/p>\n<h3><b>Instagram Account<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To create an Instagram Custom Audience, select the Instagram account you\u2019ll be using, then pick the event you want your audience based on.<\/span><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" style=\"background-color: #fdfdfd;\"><\/a><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73559 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-instagram.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-3\" width=\"691\" height=\"722\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-instagram.png 691w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-instagram-287x300.png 287w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">This can be as broad as anyone who has engaged with your account or a more narrow selection, e.g. people who have saved your post or ad.<\/span><\/p>\n<h3><b>Lead Form<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">With the lead form selection, you can source data from your current or past lead forms to create a new Custom Audience.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73560 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-leadform.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-4\" width=\"692\" height=\"756\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-leadform.png 692w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-leadform-275x300.png 275w\" sizes=\"(max-width: 692px) 100vw, 692px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll need to specify the page and the lead ad you want to pull the data from, as well as the events that will determine who goes on your new audience list.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your options are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Anyone who opened this form<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">People who opened but did not submit the form<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">People who opened and submitted the form<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Fill in all other details and you are ready to go.<\/span><\/p>\n<h3><b>Events<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Select the event you want to draw data from, and then choose which segment of people you want to include in your new audience.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73561 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-event.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-5\" width=\"587\" height=\"556\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-event.png 587w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-event-300x284.png 300w\" sizes=\"(max-width: 587px) 100vw, 587px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Once you have decided which segment best fits your marketing goals, you can create your Custom Audience.<\/span><\/p>\n<h3><b>Instant Experience<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To create an Instant Experience Custom Audience, start by picking which Instant Experience you want to base your audience on.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73562 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-instantexperience.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-6\" width=\"571\" height=\"322\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-instantexperience.png 571w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-instantexperience-300x169.png 300w\" sizes=\"(max-width: 571px) 100vw, 571px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Then, simply choose from either \u201cPeople who opened this Instant Experience\u201d or \u201cPeople who clicked any links in this Instant Experience.\u201d<\/span><\/p>\n<h3><b>Facebook Page<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Similar to the Instagram option, for Facebook Page, start by choosing the page you want to use.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73563 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-page.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-7\" width=\"572\" height=\"618\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-page.png 572w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-page-278x300.png 278w\" sizes=\"(max-width: 572px) 100vw, 572px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Then, choose how broad or narrow you want your audience to be, fill in any other details and click <\/span><b>Create Audience<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>Shopping<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Start by choosing your platform \u2014 either Facebook or Instagram \u2014 and the page you want to use.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73564 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-shopping.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-8\" width=\"608\" height=\"698\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-shopping.png 608w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-shopping-261x300.png 261w\" sizes=\"(max-width: 608px) 100vw, 608px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Next, define the event that you will base your audience on and click create.<\/span><\/p>\n<h3><b>On-Facebook Listings<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Lastly, for On-Facebook Listings, start by choosing the listing you are interested in.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73565 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-listings.png\" alt=\"how-to-make-engagement-facebook-custom-audiences-9\" width=\"627\" height=\"414\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-listings.png 627w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/facebook-sources-listings-300x198.png 300w\" sizes=\"(max-width: 627px) 100vw, 627px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Then, simply choose whether you want to source from \u201cPeople who viewed products in my catalog\u201d or \u201cPeople who messaged about products in my catalog.\u201d<\/span><\/p>\n<h2><b>How to Create a Lookalike Audience<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Once you have finished creating Custom Audiences, you can also take advantage of Lookalike Audiences. Lookalike Audiences find new potential customers by selecting users who are similar to the people who are in the Custom Audience that you base your new Lookalike Audience on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start by going back to the Ad Manager and clicking on Custom Audiences. This time, instead of clicking on \u201cCreate a Custom Audience,\u201d choose \u201cCreate a Lookalike Audience.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73566 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/lookalike-audience-1.png\" alt=\"lookalike-audience-1\" width=\"702\" height=\"690\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/lookalike-audience-1.png 702w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/lookalike-audience-1-300x295.png 300w\" sizes=\"(max-width: 702px) 100vw, 702px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">On the next page, you\u2019ll need to fill in three pieces of information:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Your Lookalike Source<\/b><span style=\"font-weight: 400;\">: This is the data source or Custom Audience you will base your Lookalike Audience on.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Audience Location<\/b><span style=\"font-weight: 400;\">: This is where your audience should be located.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Audience Size<\/b><span style=\"font-weight: 400;\">: This tells Facebook how precise you want them to be with this new audience. 1% will be smaller in size but the most precise, while 10% will be much larger but less precise.<\/span><\/li>\n<\/ol>\n<p><a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\"><img decoding=\"async\" class=\"aligncenter wp-image-73567 \" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/lookalike-audience-2-1024x586.png\" alt=\"lookalike-audience-2\" width=\"826\" height=\"473\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/lookalike-audience-2-1024x586.png 1024w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/lookalike-audience-2-300x172.png 300w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/lookalike-audience-2.png 1029w\" sizes=\"(max-width: 826px) 100vw, 826px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">When you have filled it all in, click Create Audience and let Facebook work its magic. This does take some time, so<\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/465262276878947?id=401668390442328\"> <span style=\"font-weight: 400;\">expect to wait up to 24 hours<\/span><\/a><span style=\"font-weight: 400;\"> for your new Lookalike Audience to be available.<\/span><\/p>\n<h2><b>Top Tips for Using Facebook Custom Audiences<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The best way to see the biggest returns on your Custom Audiences is to be very specific with how you pair ads with Custom Audiences.<\/span><\/p>\n<h3><b>Use Custom Audiences to Guide People Through Your Sales Funnel<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Custom Audiences can improve your Facebook marketing when you segment them by your sales funnel and specifically tailor ads to the needs of each funnel segment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start by creating or uploading customer lists segmented by funnel stage. You may already have this for email marketing campaigns. Next, upload these segments as separate Custom Audiences, and potentially make Lookalike Audiences based on them to widen your advertising net.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, create ads aimed at each particular segment&#8217;s needs, and target them to your Custom Audiences and Lookalike Audiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how we do it at AdEspresso:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">We boost blog posts to cold traffic on Facebook and collect data on who interacts with them.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">People who interact enter the top of our funnel and get targeted with free trial ads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Free-trial users who don\u2019t subscribe are added to our bottom-of-the-funnel segment and can be targeted with promotions and ads to try to bring them back.<\/span><\/li>\n<\/ol>\n<p><a href=\"https:\/\/www.facebook.com\/AdEspresso\"><img decoding=\"async\" class=\"aligncenter wp-image-73568\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/tips-adespresso-ad.png\" alt=\"how to use fcebook custom audiences adespresso example\" width=\"388\" height=\"543\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/tips-adespresso-ad.png 564w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/tips-adespresso-ad-214x300.png 214w\" sizes=\"(max-width: 388px) 100vw, 388px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">To keep our custom audiences as accurate as possible, we use<\/span><span style=\"font-weight: 400;\">\u00a0Facebook pixel to exclude current <\/span><span style=\"font-weight: 400;\">and previous customers.<\/span><\/p>\n<h3><b>Turn Video Views into Sales<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A video is often the best way of introducing your brand to new prospects. But it\u2019s also very difficult to get across a brand awareness message and a sales call to action at the same time. By building a video view Custom Audience, it\u2019s possible to create a very simple two-step sales funnel.<\/span><a href=\"https:\/\/www.facebook.com\/hootsuite\/\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">For example, Hootsuite promotes videos with case studies, such as this one featuring Accor Hotels:<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/hootsuite\/\"><img decoding=\"async\" class=\"aligncenter wp-image-73571\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/hootsuite-example.png\" alt=\"facebook custom audience example of uses with video\" width=\"513\" height=\"510\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/hootsuite-example.png 656w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/hootsuite-example-150x150.png 150w\" sizes=\"(max-width: 513px) 100vw, 513px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Facebook viewers who watched the video can be targeted with a free trial offer by using the Video Custom Audience option.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This way, you know that your free trial offer is being seen by people who are interested in Hootsuite, and not just by the general public.<\/span><\/p>\n<h3><b>Upsell to Existing Customers<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s easier to sell to someone who has already bought from you than to sell to a total stranger. Yet it\u2019s surprising how often brands think that the sales funnel stops once the first purchase is made. Often, they\u2019ll exclude their current customer Custom Audience from ad campaigns instead of thinking about how they can leverage this audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example of how upselling can be done. GlobeIn uses an ad that offers a free glassware set on top of the perks usually offered by signing up for a yearly subscription to their service.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/GlobeIN\"><img decoding=\"async\" class=\"aligncenter wp-image-73569 size-full\" src=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/tips-globein-ad.png\" alt=\"facebook custom audience example of uses\" width=\"370\" height=\"562\" srcset=\"https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/tips-globein-ad.png 370w, https:\/\/adespresso.com\/wp-content\/uploads\/2021\/03\/tips-globein-ad-198x300.png 198w\" sizes=\"(max-width: 370px) 100vw, 370px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">This ad is clearly targeted at current subscribers, and it gives them a reason to rethink signing up for a yearly membership over a monthly one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since they are already subscribers, you know they like your product, so you have a better chance of upselling the more expensive subscription rather than finding all new customers to sell to.<\/span><\/p>\n<h2><b>Make the World\u2019s Largest Social Network Work for You<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Custom Audiences can be the x-factor in any great Facebook ad campaign. By granting you the power to place your ads with pinpoint precision, Facebook is giving you the freedom to truly create your ads with specific audiences in mind. Instead of having to rely on one-size-fits-all-advertising, you can give your potential customers the custom experience they deserve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Getting your ads in front of the right people, though, is only half the battle. Now it\u2019s time to talk design. Take a look at our <\/span><a href=\"https:\/\/adespresso.com\/blog\/9-tips-perfect-facebook-ad-design\/\"><span style=\"font-weight: 400;\">Expert Guide to Facebook Ad Design<\/span><\/a><span style=\"font-weight: 400;\"> to learn more about how you can make ads that are designed to attract readers and convert leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019d like to hear about how you use Facebook Custom Audiences! Let us know in the comments below.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A good ad will fail without the right audience. Facebook Custom Audiences let you target the right people every time, making it an essential tool for successful Facebook advertising. However, a lot has changed since Facebook first rolled out the tool in 2013. That\u2019s why we created this updated 2021 guide to Facebook Custom Audiences.<a class=\"more-link\" href=\"https:\/\/adespresso.com\/blog\/facebook-ads-custom-audiences-guide\/\"> Read More <\/a><\/p>\n","protected":false},"author":21,"featured_media":73620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[707],"tags":[103,169,884],"level":[5,3,4],"platform":[6],"target-user":[15,17,14,131,16,319],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Facebook Custom Audiences 101: The Complete Guide for Marketers<\/title>\n<meta name=\"description\" content=\"Make sure your Facebook ads are in front of the right audiences every time by learning how to use a Facebook Custom Audience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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