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An Intro to Facebook’s Custom Audiences

If you have using Facebook as an advertising platform, you might have already heard about the recent announcement of their Custom Audience feature. This is one great feature that will surely help you – along with the thousands of marketers – target newer possibilities for your businesses. If, by some chance, you failed to hear anything about it, here is a short overview of this feature, along with tips on using this to your advantage, as shared in SEOmoz.

Defining Custom Audiences

Say you have an email list of all your current customers. Before, when running an ad in Facebook, it will show to all the people listed in your email list. With the Custom Audiences feature, however, you can choose to just run the ad to those customers who you think will find it valuable. For instance, you can run the ad to those people who are living in a certain area or those who have not liked your Facebook page yet. With this, the limits that you can impose on your target market are just limitless.

Aside from this, you can also upload your email list in Facebook to hash to their accounts. A test has showed that there is a 50% to 70% match rate of customer emails that are already in Facebook. And while there are those who state their concerns on privacy, it is important to know that Facebook will encrypt all the Facebook user IDs, email addresses and phone numbers that you have uploaded before matching it with Facebook profiles.

Using Custom Audiences

There are just so many ways that you can take advantage of this new Facebook feature. Some of them are as follows:

• Drive Facebook likes. Now that you are able to combine your email list to Facebook profiles, you can come up with a custom audience who have signed up for your email list and yet have not liked your Facebook page yet. So now you can run ads on their profiles to get them to know and like your brand page.

• Drive sales or conversions. If you sell products or services and collect emails addresses for lead gen purposes, you can come up with a custom audience that will serve Facebook ads to them. For instance, if a number of your customers have purchased product A and you recently have come up with product B that will complement product A, you can run ads on product B only to those customers who bought product A.

• Drive newsletter signups. This is the opposite of driving likes to your Facebook brand page. If you have customers who like your page and yet have not signed up to your newsletter, you can use this feature to serve ads to them to do so.
These are only a few of the things that you can do with Custom Audiences. As you go along using it, you should be able to come up with many more uses.

Setting Up Custom Audiences

To use this feature, you will have to use a third party vendor (such as SalesForce and GraphEffect) or the Facebook Power Editor. Facebook will then mash your email list with their user profiles to see which ones will match. After this, click “create ad using audience” to get started.

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