<span style="font-weight: 400;">1.7 billion. This is the staggering number of daily active users on Facebook. It is one of the most widely used social media platforms. For your brand, utilizing it as a platform to implement marketing strategies is similar to hitting a jackpot. </span>

<span style="font-weight: 400;">Facebook Custom Audience is </span><span style="font-weight: 400;">used for advertising campaigns on Facebook</span><span style="font-weight: 400;">. What does it signify? </span><span style="font-weight: 400;">They are custom groups of people who have already established a  relationship with your business, such as past customers, people who have visited your website, or people who have installed your app.</span>

<span style="font-weight: 400;">By creating a custom audience, you will be able to reach out to</span><span style="font-weight: 400;"> different categories of Facebook users who are most likely to be interested in your business. This allows you to minimize your expenditure on ads and maximize ROI.  </span><span style="font-weight: 400;">The focus has to be on putting the right message in front of the right person at the right time.</span>

Hey, if you want professional assistance to<a href="https://vividreal.com/facebook-ad-campaigns/"> launch advertising campaigns on Facebook, our Facebook ad campaign experts</a> are here.

<span style="font-weight: 400;">Now, you must be wondering about the ways to create such custom groups on Facebook. We have got you covered. Let’s take a look at the different types of custom audiences and the ways to create them on Facebook.</span>

<span style="color: #00ccff;"><b>Different types of Custom Audiences</b></span>

<span style="font-weight: 400;">There are essentially four types of custom audiences.</span>

<strong><span style="color: #00ccff;">1. Customer Lists: </span></strong><b><span style="font-weight: 400;">It is a list of customers with whom you have an existing and ongoing relationship. This list provides information to Facebook which cannot be tracked via Facebook engagement or <a href="https://vividreal.com/troubleshoot-your-facebook-pixel/">Facebook Pixels</a>. </span></b>

<span style="font-weight: 400;">The prospects who have subscribed to your newsletter are those who expressed an interest in your business, but Facebook does not possess a medium to identify these prospects until and unless you upload the concerned information.</span>

<span style="font-weight: 400;">Once you upload the data, Facebook utilizes a process known as “hashing” to keep elements of the customer data private whilst giving permission to seek matches with Facebook user profiles. You can upload data of only those customers whose permission has been taken to market to them. </span>

<span style="font-weight: 400;">Using a purchased customer list is forbidden. If any of your existing customers choose to opt-out of your email list, you will have to exclude them from your Custom Audience.</span>

<span style="font-weight: 400;">Customers won't get notified that you've added them to an audience. Facebook will never contact them without your permission.</span>

<b><span style="color: #00ccff;">2. Website Custom Audiences:</span> <span style="font-weight: 400;">After you have finished installing the Facebook Pixel on your website, Facebook gets access to match your website viewers to their Facebook profiles. By using this spectrum of data, you can create custom audiences that aim to target all the website visitors. You can also use it to remarket to people who have scanned a particular product page or category.</span></b>

<span style="font-weight: 400;">You have the option to either target your recent visitors or those in the past six months time period. It’s crucial to install the Facebook Pixel on your website to get access to this data.</span>

<b><span style="color: #00ccff;">3. App Custom Audiences:</span> <span style="font-weight: 400;">A custom audience of people who have had interaction with your app can be created once you register your app and set up a Software Development Kit on the ‘Facebook for Developers’ site. Your team of developers can easily help you out with this process. </span></b>

<span style="font-weight: 400;">It is an efficient basis for engagement campaigns via apps. You will be able to target the spectrum of people who have </span>
<ul>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Downloaded your app but haven’t gotten around using it.</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Made in-app purchases.</span></li>
</ul>
<b><span style="color: #00ccff;">4. Engagement Custom Audiences:</span> <span style="font-weight: 400;">It provides you with an opportunity to target people who have had prior interaction with your brand on social media platforms like Facebook or Instagram.</span></b>

<span style="color: #00ccff;"><b>What are the different ways to create Custom Audiences on Facebook?</b></span>

<span style="font-weight: 400;">Before creating the various types of Custom Audiences, you have to alter your settings on Facebook. </span>

<span style="font-weight: 400;">Initially, navigate to the Ads Manager menu and choose “Audiences” from the section labelled “Assets”. Once you have done that, click on the “Create Audience” tab. The menu will give you three options:</span>
<ul>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Custom Audience</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Lookalike Audience</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Saved Audience</span></li>
</ul>
<span style="font-weight: 400;">Select “Custom Audience”. Ten options will be displayed on the screen. These options represent the audience sources. You can choose the options according to your preference.</span>

&nbsp;

<span style="color: #00ccff;"><b>(a) Creating Customer List Custom Audience:</b></span>

<span style="font-weight: 400;">Navigate to the “Customer File” option and click on it. This option allows you to upload information regarding your leads.</span>

<span style="font-weight: 400;">There are two options available to sync your customer lists:</span>
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Manual Upload -</b></span><span style="font-weight: 400;"> You can manually upload your customer list. It will present you with three options:</span></li>
</ul>
<ol>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Use a file that includes customer lifetime value (LTV). This requires a .csv or .txt file.This option is highly recommended.</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Use a file that does not include LTV. This requires a .csv or .txt file too.</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Import from MailChimp. </span></li>
</ol>
<span style="font-weight: 400;">Follow these simple steps:</span>
<ol>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Facebook provides up to 15 different elements or identifiers which you can select. These include phone number, city, country, gender, email address, the Facebook app user ID. </span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Once you have selected the identifiers, the next step is to upload the customer data file.</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">After that, enter an appropriate name for your audience which clearly describes them.</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Click on “Next”. Your Custom Audience will be prepared in 30 minutes or so.</span></li>
</ol>
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Sync with your Email CRM</b></span><span style="font-weight: 400;"><span style="color: #00ccff;"> -</span> You can ensure the leads in your email are automatically synced to your custom audiences via the use of Custom Audience Sync Tool.</span></li>
</ul>
<span style="color: #00ccff;"><b>(b) Creating Website Custom Audience:</b></span>

<span style="font-weight: 400;">By installing the Facebook Pixel on your website, it is not required to possess any data about the spectrum of users you plan to target. Facebook will automatically track, recognize viewers and add them to an Audience, ready for retargeting. This process will be initiated whenever a user visits your website.</span>

<span style="font-weight: 400;">Go to the “Website Traffic” option and click on it. Once you have done that, the next step is to add people to your audience. Although the default option is set to “All website visitors”, you can modify it by selecting other options from the dropdown menu. </span>

<span style="font-weight: 400;">The following options are available:</span>
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>People who visited specific web pages</b></span><span style="font-weight: 400;"><span style="color: #00ccff;"> -</span> It allows you to segregate the users based on URLs, including or excluding specific keywords, or the whole URL string.</span></li>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Visitors by time spent</b></span><span style="font-weight: 400;"><span style="color: #00ccff;"> -</span> you have the option to select the higher percentage of website visitors based on the time they spent browsing on your website.</span></li>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>From your events</b></span><span style="font-weight: 400;"><span style="color: #00ccff;"> -</span> you can choose from a variety of pixel events to build an audience. These events include sub-categories such as PageBView, AdvancedEvents, PixelInitialized etc.</span></li>
</ul>
<span style="font-weight: 400;">There are a few other advanced options at your disposal to finely filter the audiences. </span>

<strong><span style="color: #00ccff;">1. Dynamic Date</span><span style="color: #00ccff;">:</span></strong><b><span style="font-weight: 400;"> You are able to target visitors who have visited your website within a specific duration of time.</span></b>

<strong><span style="color: #00ccff;">2. Devices</span></strong><span style="font-weight: 400;"><strong><span style="color: #00ccff;">:</span> </strong>This gives the option of including devices such as Android, iOS, desktop, mobiles.</span>

<strong><span style="color: #00ccff;">3. Frequency</span></strong><span style="font-weight: 400;"><strong><span style="color: #00ccff;">:</span> </strong>It determines the number of times a website visitor performs an action of visiting a page, purchasing a product, an enquiry etc.</span>

<span style="font-weight: 400;">The last step is to give a name to your audience.</span>

<span style="font-weight: 400;">Although there’s a possibility of endless combinations, it is better to keep it simple and utilize the trial-and-error method to figure out what works best for your business.</span>
<h3><span style="color: #00ccff;"><b>(c) Creating an App Custom Audience:</b></span></h3>
<span style="font-weight: 400;">Navigate to the “App Activity” option and click on it. Now, the next step is to add people to your audience.</span>

<span style="font-weight: 400;">There are many options that are available for you to specifically target users. Some of these, which will be displayed on the screen once you select the dropdown menu, are:</span>
<ul>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Anyone who opened the app</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Most active users</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Users by purchase amount</span></li>
 	<li style="font-weight: 400;"><span style="font-weight: 400;">Users by segment created in Facebook Analytics.</span></li>
</ul>
<span style="font-weight: 400;">A few additional options are available, such as App Launches, Session End, etc.</span>
<h3><span style="color: #00ccff;"><b>(d) Creating an Engagement Custom Audience: </b></span></h3>
<span style="font-weight: 400;">Navigate to the “Use Facebook Sources” category. This category provides six types of engagement custom audiences. It proves to be beneficial to newly-created businesses which have not expanded their horizons of reach yet.</span>
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Videos</b></span><span style="font-weight: 400;"><span style="color: #00ccff;"> -</span> Choose one of the content types which are based on the percentage of time watched. You also have to select the time window to be included.</span></li>
</ul>
&nbsp;
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Instagram</b></span><span style="font-weight: 400;"><span style="color: #00ccff;"> -</span> Choose from a variety of options available, which represents the spectrum of your audience meeting different criteria. The option of the time period is also provided to you.</span></li>
</ul>
&nbsp;
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Lead Form </b></span><span style="font-weight: 400;"><span style="color: #00ccff;">-</span> You have the options to either select a particular lead form or the entire account as a whole. Once that is done, choose the option of either those who opened the form or those who did or did not submit it.</span></li>
</ul>
&nbsp;
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Events</b></span><span style="font-weight: 400;"><span style="color: #00ccff;"> -</span> Select a particular event or the account as a whole. You will be provided with a variety of options.</span></li>
</ul>
&nbsp;
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Instant Experience </b></span><span style="font-weight: 400;"><span style="color: #00ccff;">-</span> Select either a particular or the account as a whole. Then, you can either open or click any links on the Instant Experience.</span></li>
</ul>
&nbsp;
<ul>
 	<li style="font-weight: 400;"><span style="color: #00ccff;"><b>Facebook Page</b></span><span style="font-weight: 400;"><span style="color: #00ccff;"> -</span> Choose the appropriate business page and then select from the variety of engagement options available.</span></li>
</ul>
<h3><span style="color: #00ccff;"><b>Strengthen your campaigns with Custom Audience</b></span></h3>
<span style="font-weight: 400;">Once you have created your Custom Audience and put everything in place, you have to explore the possible options to boost your marketing campaigns. Here are some ways to accomplish this.</span>
<h3><span style="color: #00ccff;"><b>1. Utilize Custom Audience to target your existing customers</b></span></h3>
<span style="font-weight: 400;">By using Custom Audience to target your current customers, you are increasing your chances of gaining a higher conversion rate. Since this spectrum consists of buyers who are already well-acquainted with your brand and satisfied with the service, it’s easier to convince them to make another purchase than acquiring a new prospect.</span>

<span style="font-weight: 400;">You can use the Customer List to contact past customers to return to your store and re-purchase something, provide special offers and inform them about any latest releases.</span>
<h3><span style="color: #00ccff;"><b>2. Grow your Facebook following</b></span></h3>
<span style="font-weight: 400;">Many of your existing customers must have already liked your page on Facebook. But there are chances that many might not be aware of the existence of your Facebook page. By utilizing a Customer List or Website Custom Audience, you can use Facebook ads to encourage this highly targeted group to follow your Facebook page.</span>

<span style="font-weight: 400;">Ensure that you exclude those customers who have already liked your page to avoid paying unnecessarily.</span>
<h3><span style="color: #00ccff;"><b>3. Make use of lookalike audiences</b></span></h3>
<span style="font-weight: 400;">In case you do not have a huge number of buyers to create a Customer list, you have the option to create a lookalike audience on the basis of a Custom Audience of people who have explored your website, following your Facebook page etc.</span>

<span style="font-weight: 400;">Implementing this strategy will target those people who have a similar profile to your existing customers. There are high chances that they will be interested in the products and services provided by your business.</span>
<h3><span style="color: #00ccff;"><b>4. Effectively utilize types of Facebook ads</b></span></h3>
<span style="font-weight: 400;">When you make proper use of Facebook ads, you will be able to reach a large number of prospects in your targeted group. Your Awareness campaign objectives will aid you in accomplishing the above. Increase your advertising bid to broaden the reach.</span>

<span style="font-weight: 400;">This will also help in building your Custom Audience. </span>
<h3><span style="color: #00ccff;"><b>5. Consistent testing of your ads for maximum conversions</b></span></h3>
<span style="font-weight: 400;">The relationship between your ad and Custom Audience is one of inter-dependence. The higher the efficacy of your ads, the broader the spectrum of your Custom Audience.</span>

<span style="font-weight: 400;">Consistent testing of elements of your ads will aid in its improvisation. Testing key elements like headline, ad text, ad format, CTA and images, is crucial. You can make the necessary changes accordingly and improve the layout of your ads.</span>
<h3><span style="color: #00ccff;"><b>6. Take the aid of Facebook Audience Insights</b></span></h3>
<span style="font-weight: 400;">To know the demographics of any category of your Custom Audiences, Facebook Audience Insights can provide valuable data. Use this data to acquire new Facebook connections through target ads. When the leads interact with your ad, they will become a part of your engagement Custom Audience.</span>
<h3><span style="color: #00ccff;"><b>Concluding it…</b></span></h3>
<span style="font-weight: 400;">Using such a brilliant and effective tool to strategically run successful ad campaigns is a must if you are looking to expand your reach of customers. Since Facebook is a widely used social media platform, your marketing and advertising campaigns have to be at par.</span>

<span style="font-weight: 400;">Custom Audiences can go a long way to increase your leads and sales. Make good use of it and you will surely witness positive growth in your conversion rates.</span>

<span style="font-weight: 400;">And if you are having problems creating one on Facebook, we would be more than happy to help you out. Here are the <a href="https://vividreal.com/facebook-ad-campaigns/">Facebook ad campaign services provided by us</a>.</span>

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