Facebook’s Custom Audience Ads – And What They Mean for You

With a user base that includes hundreds of millions of active and highly engaged members, Facebook has established itself as an excellent way for brands to reach out to and connect with potential customers through either establishing Facebook communities on brand pages or purchasing in Facebook Ads. The problem for some, however, was that the two options for Facebook marketing often seemed to exist on opposite ends of the spectrum of “social media” and “marketing”. Facebook’s recently released Custom Audience advertising builds a bridge across that divide by giving brands the opportunity to include relationships built outside of Facebook in their targeting process. What is a “Custom Audience”? Facebook advertisers have long had the ability to target a specific audience segment through using some basic and fairly broad filters. These included general demographic information, such as age, gender, relationship status and location, as well as targeting options based on users’ self-described interests and what they have “liked” on Facebook. Until now, these filters created a smaller targeted audience that was narrowed down from Facebook’s entire user base. Custom Audience ads allow advertisers to include another filter: those who have previously purchased from you or otherwise interacted with you in a…

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