Facebook custom audiences are a crucial part of your marketing strategy. If you want to see the best results you should be using them.

A Custom Audience can be created from a list of people that have already engaged with your business. You can create ads to target these people on both Facebook and Instagram.

Because you are targeting people that are already within your sphere of influence, and are therefore warm traffic, you have a higher chance of conversion. The type of engagement people in a custom audience have taken places them at various points in the sales funnel.

 

Sales funnel

 

There are three main reasons you should be using custom audiences:

 

1.  Increase the value of website traffic

 

A lot of time, effort and money goes into to trying direct traffic to your website. Without remarketing a lot of this traffic can be lost, not leading to conversions or future engagement with your brand. By creating a website traffic custom audience, you are able to send out ads specifically to people that have visited your website, or even a particular page of your website within a set time period up to 180 days. This reminds visitors of your products and increases your likelihood of conversions.

 

custom audience

 

2. Direct people from social media to your website

 

Target people that have engaged with you on social media but not yet visited your website. These people clearly like something about what you’re doing, so it would be a shame to waste their interest. By using an engaged custom audience you can target these people and encourage them to visit your website. An ad including a call-to-action button to your website is an easy way to do this.

 

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3. Increase your customer lifetime value

 

Once a customer has purchased you want to encourage them to purchase some more. Custom audiences are an incredibly efficient way of doing so. Customer file custom audiences enable you to upload the data from your customer contact list directly into Facebook. Facebook then finds these people on the platform, enabling you to serve them ads. By uploading a list of purchasers you have an incredibly powerful audience to re-market to. You can also filter this to include customers that have spent over a certain amount to encourage people that are high-spenders to convert again.

 

create a custom audience

 

All three of these reasons play a part in directing people down your sales funnel towards conversion. If you want to get the best results you need to be re-marketing to people as soon as they enter your sphere of influence whether it is a like, a purchase or a visit to your website.

We’ve only covered three types of custom audience in this blog – the ones that we think are important and relevant to all businesses – however, there are more available for you to choose from, such as app activity.

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