Facebook’s ad platform has been getting more and more sophisticated as the years go on. More tools are added every year and it can be a challenge for marketers to keep up with it all.
One of the most powerful tools you can currently implement into your ads is custom audiences.
Custom audiences gives you tons more flexibility with who sees your ads, and the audiences that you can create. If you haven’t been taking advantage of this tool yet, the time to start is now.
Your conversions and leads will thank you.
Here’s three ways you can implement custom audiences today and start reaping the benefits.
1. Generate a new stream of customers with retargeting
Retargeting customers is an effective way of cultivating new interest in customers who have previously checked out your page or website.
The way it works is that if a customer has clicked on a certain product or page before that you’d advertised, but didn’t follow through to a conversion, Facebook will show them again and optimize based on only the products that they were interested in before.
Not only can you retarget those who visited your website, but even those who watched a portion of a video you posted. The possibilities with retargeting are endless.
This will greatly increase conversions as well as exposure to a new customer base.
2. Take advantage of existing customers
Not only does custom audiences allow you to retarget your products and ads, you can actually custom tailor your ads to reach specific people.
These would be people that have already recently purchased products from your site. By using smart segmentation and tailoring ads to them, you’ll be able to present them with special discounts for loyal customers, exclusive offers, and even referral programs.
In doing this, you’re effectively increasing the lifetime value of all your customers, by consistently offering them more and more.
3. Utilize look-a-like audiences to reach any demographic
The beauty about look-a-like audiences, is that you can take audiences that are already converting, and create the same ones, but in new locations and demographics.
This is especially useful if you’re trying to target a new country or region for example.
By keeping the same interests and tags, but just changing the location and demographic, you already know your ad will be effective.
Conclusion
Reaching new audiences and generating more value from existing customers is a challenge all marketers have to face. Luckily, custom audiences from Facebook take a few things off your plate for you.
It’s crucial as a marketer to consistently stay up to date with the tools that you use, as there are endless ways you can gain value from them for your business and clients.
