Facebook allows the marketers to use the tool of custom audiences in many different ways. Marketers having the data of their customers can upload the file containing all the information of the including phone numbers, email addresses, name etc. of their customers and through cross-referencing Facebook targets those accounts with the ones the data matches.
Facebook provides re-targeting the customers who have visited the website of the marketer and ads are shown specifically to those customers, this is done by merely adding Facebook pixel to the website which would automatically tracks users and match them with their Facebook accounts. And marketers have options of creating their own customized audience of the users who have visited within n. number of days or even based on an event for example if a person has put an item in his cart but hasn’t bought it. Many marketers use this tool especially the retailers as well as real estate agents whom they find are interested in buying or renting a property. Even airlines use the tool to target people interested in going on holiday.
As a feature of customer audience described above, Facebook also allows re-targeting consumers who are using the marketers Mobile app. It has standard tools to re-target customers wherein the customers in a retail app add items to the cart, search or initiate check out and in case of game developers on completing tutorials, finishing levels and unlocking achievements.
Engagement Custom audience offered by Facebook helps marketers to target customers who engage or haven’t engaged in a particular action relating to videos, lead forms, pages, canvases events and Instagram business profiles.
The Latest offering by Facebook which would soon be rolled out would benefit a lot of marketers including the mom and pop stores by creating custom audiences who have visited the marketers physical store. Facebook automatically identifies its users through its Facebook app. According to Marketing Land notes, “it’s the same method that Facebook had employed when targeting ads to people near an advertiser’s chosen location and when estimating how many store visits were driven by a brand’s Facebook campaign.”
The only thing marketers need to focus on while using the tool of customer audience is the overlap when targeting multiple audience, fortunately Facebook offers a tool which helps in determining the amount of overlap between the two audience and hence the marketer can focus on rectifying to wade off the negative effect it might have on the campaign.
