I was having a great discussion with some friends of ours the other day, and the topic of Custom Audiences on Facebook came up. As we were looking at all of our options, I was just so in awe of the possibility of reaching your existing customers with new ads, and creating a true social experience.

Have you dived into your custom audience options on Facebook? Let’s take a look together. Remember, these also work for Instagram.

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Customer File

In a customer file audience, you have a couple of options—you can either upload a CSV file with your customer’s information, or copy and paste the information. Your other option is importing your emails straight from MailChimp if you utilize MailChimp for your email marketing.

Once your file is loaded, or copy and pasted, you can choose from a couple of different identifiers.

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The one we use the most for our clients is email, and we have a great success rate with it.

Website Traffic

If you’re utilizing pixel traffic for your Facebook account, you can create custom audiences out of anyone who has visited your website.  When you click Website Traffic, you can target anyone who has visited your website in any number of days, up to 180. This is a great option for retargeting and using this created audience to keep your name in front of past and potential customers.

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App Activity

If your company has its own app, you can enter the app name and have anyone who has downloaded or engaged with your app become a custom audience for you as well. This is a great way to keep your current downloaders engaged and informed about your product.

Engagement on Facebook

This is a great one to use if you’re currently crushing it engagement-wise on Facebook. Here are your options of choosing people who have personally interacted with your content on Facebook.

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Are you using videos as part of your advertising strategy? You can take anyone who’s watched your video and turn them into an audience. You can retarget those who filled out lead forms and didn’t convert.

Canvas ads are super interactive, and people love to click and scroll through to see what you have to offer. It would be beneficial to retarget anyone who’s taken the time to look through your canvas ad. And of course, we definitely want to target anyone who has taken an action on your Facebook page—from likes to shares to clicks, Facebook will create an audience of those engaged users for you.

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So what are you waiting for? Are Custom Audiences on your Christmas List? If not, make sure you add them right away. Talk to your vendors about all these options, get them set up if you’re doing them in-house, and make everyone’s Christmas dreams come true!

Be sure to check for The Social Shakedown every Friday to see what I think is worth shaking about. Happy audience making!

About the Author

Denise Casagrande, Vice President of Marketing at PCG, is passionate about humanizing brands across social channels. She feels the connection businesses can make with their clients can be ever-lasting based off of the messages they're displaying through content. Creator of the Automotive Social Media Sales Funnel.