Facebook Custom Audiences
What Are They and How to Use Them…
If you’re already playing in the Facebook Ads arena, there’s a good chance you’re using or have used the Custom Audience capabilities offered through the Facebook Ads Manager. However, if you’ve been running Facebook ads without the use of the highly-targeted and effective audience options, it’s about time you step up your game and jump on the Custom Audience bandwagon.
With Facebook Custom Audiences you’re able to target a number of interest groups based on their interactions and engagements with your brand across the internet. You can upload email contacts and phone numbers, generate audiences based on Facebook user data and track user information from your website through use of the Facebook pixel. Crazy, right!?
Honestly, some types of Facebook Custom Audiences can get kind of creepy. If you’ve ever been on a website looking at a new kayak or new pair shoes and then go to your Facebook newsfeed and see an ad about the shoe or kayak you were just looking at, that’s a sure sign your data and actions were being gathered throughout that site visit. Your data will now be used by that brand for further interaction possibilities.
It’s almost guaranteed in today’s world, that every website you visit is gathering and using your online behavior data for something else. It’s also a guarantee that marketing professionals like us are using this data to retarget and remarket select content back at you.
Since Custom Audiences were introduced by Facebook back in 2013, it’s made huge leaps forward in making it a super powerful tool for marketers and savvy business owners. And with several audience types available, the opportunities for targeting past, present and future customers based on hard data while increasing your market reach, are basically endless.
Which Audience is Right for You?
Facebook provides a rich selection of Custom Audience options to choose from using either Facebook user info or external sources from your personal stash (ie. website visitor data, emails, phone numbers). User data is only used once and not stored in Facebook per the Custom Audience Terms. For the vacation rental industry, you’ll find a use for almost every type of Custom Audience Facebook allows you to create. Here’s a rundown of the audience types available and brief overview of how to use them.
As you play around with Facebook Custom Audience features, you’ll find an endless amount of interest and category options for drilling down and targeting certain groups of users. Over time you’ll see trends and be able to learn more about the behaviors of your page followers. This insight will help to develop a social content strategy that supports your goals and provides valuable insight into what your fans and followers find interesting and are more likely to engage with.
Facebook Custom Audiences are an essential piece of your Facebook Ads arsenal. This powerful tool can help boost your campaigns and could be the difference between wasting your advertising dollars and building a strong campaign strategy that will work for years to come.
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