Custom Audience

What is a custom audience?

A custom audience is a way to show ads to people who already know your business. That could include past customers or people who visited your website. It lets you control who sees your ads so you can speak directly to them and improve your results.

Why use a custom audience?

Bring back lost customers
Some people browse your site and leave without buying. Others add something to their cart but never check out. Custom audiences let you retarget these users with ads and try again when they might be ready to buy. You can test different messages to see what works best.

Send more targeted messages
You can also target people based on the pages they visited. For example, if someone looked at a specific planter, you can show them ads featuring that exact item. You can also block certain users from seeing offers—like excluding people who already bought something.

Make your ads more relevant
Facebook’s filters help you create ads that match what people care about. When your ads are more relevant, they perform better. Custom audiences let you show ads to people who already interacted with your site while your brand is still fresh in their minds.

Encourage repeat purchases
This tool isn't just for new customers. You can target past buyers and email subscribers, based on what they purchased. Then send them updates, new product alerts, or helpful add-ons. Use both email and ads to stay top of mind.

Get more value from Facebook ads
Custom audiences help you get more out of your ad budget. You can focus on people who are already familiar with your brand. It’s also a great way to cut cart abandonment and build stronger connections with your audience.

Rules for using custom audiences

There are a couple of important rules:

You can only use data you have permission to use. Don’t upload email lists or data collected without consent.
If someone unsubscribes from your list, remove them from your audience. You’ll need to update your lists regularly to stay compliant.

As long as you respect privacy and follow the rules, you’ll be fine.

How to create a custom audience on Facebook?

Go to Facebook Ads Manager
Click the dots on the top-left
Select Audiences
Click Create a Custom Audience

Now choose a data source. Options include:

Website visitors
Email or customer list
App activity
Video views
Instagram engagement
Lead form data
Events
Facebook or Instagram experiences

You can create up to 500 custom audiences. Start with the data you already have and experiment from there.

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