What are Facebook Custom Audiences?
Custom Audiences allow retailers to reach customers they already know with ads on Facebook.
They can upload a list of email addresses or phone numbers (at least 20 people) and Facebook will deliver an ad to those Facebook users.
Retailers can also build audiences from the people that visit their website or from people who use their mobile app.
- Match their customer list against Facebook users in a secure and privacy safe way. Example: Email match rates are typically between 40% to 60%.
- Use their customer list together with Facebook standard targeting, such as demographics and location, to reach highly engaged customers
How Do Retailers Create Facebook Custom Audiences?
You can create a Custom Audience with any of the following tools:
- Power Editor
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Ads Manager
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Ad Creation
Create Custom Audiences in Power Editor
Step 1: Download the ad account in Power Editor
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Retailers should make sure they have Power Editor installed or learn how to install Power Editor
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In Power Editor, log in as an admin of the ad account, click the Download button in the top right corner and select All My Accounts. Then, click Download again.
Step 2: Design your audience
Step 3: Prepare and upload lists
- Email addresses: [email protected]
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Phone number: country code + number (ex: 1-650-234-5678)
Each list a retailer uploads must contain one type of identifier. If they want to create a Custom Audience based on emails / phone numbers, they will need to upload each list of identifiers separately.
Step 4: Create a Custom Audience
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Click Create Audience on the Audiences tab in Power Editor
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Enter a unique name for your Custom Audience
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Select which type of identifiers your list contains
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Click Choose File to upload your list and then click Create to finish
Step 5: Using your Custom Audience for ad targeting
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In Power Editor, retailers should make sure they are working with an updated version of their account and audiences. To do this, click Check Updates or re-download the ad account that contains a Custom Audience.
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Click Create Ad using Audience, in the Custom Audiences tab
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Select the campaign that you want your new ad to be a part of
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Enter ad details and schedule the ad to run as you would for any other ad
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Now the new Custom Audience will be targeted by the new ad
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Use the Custom Audiences fields among ad targeting options to exclude audiences from your targeting
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Note: if retailers exclude an audience from your ad targeting, this will override any other “include” targeting that was created
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Retailers can also add Facebook standard targeting, such as demographics and location, to reach highly engaged customers
Step 6: Updating your Custom Audience
Create Custom Audiences in Ads Manager
- Go to your Ads Manager.
- Select Audiences from the left side and click Create Audience.
- Choose whether you’d like to upload your Custom Audience through MailChimp or a data file.
- If you’re uploading a file, create a .CSV file in Excel with a customer list you want to create a Custom Audience with using email addresses, phone numbers or Facebook user IDs from your app. The document should have a single column of data with no heading.
- Follow the required steps to upload your Custom Audience.
Create Custom Audiences in Ad Creation
- Go to ad creation to start making your ad.
- Go to the Create Your Audience section and select Create New Audience.
- Choose whether you’d like to upload your Custom Audience through MailChimp or a data file.
- If you’re uploading a file, create a .CSV file in Excel with a customer list you want to create a Custom Audience with using email addresses, phone numbers or Facebook user IDs from your app. The document should have a single column of data with no heading.
- Follow the required steps to upload your Custom Audience.
If you experience an error while uploading your Custom Audience, report it or contact [email protected]
Facebook Product Ad Resources:
- Facebook Product Ads: A Retailer’s Guide To Facebook Advertising
- Facebook Dynamic Product Ads Live in Power Editor
- Facebook Friend-To-Friend Payments Paves the Way for Ecommerce Platform
- Facebook on the Forefront of Retail Advertising with TheFind Buyout
- Q&A with Brian Carter Bestselling Author of ‘Facebook Marketing’
- 5 Retail Experts Weigh in on Facebook Product Ads
- How to Get a Higher ROI on Facebook Ads Using AdEspresso
- Will Retargeting Platform AdRoll Brave the Launch of Facebook Product Ads?
- How to Set Up Facebook Business Manager – For Retailers
- How to Install the Facebook Conversion Pixel & Track Your Ads Across Devices
- Facebook For Retail: How to Create the Best Facebook Ads
- How to Set Up a Facebook Product Catalog & Upload a Feed