Custom Audience ad targeting option allows advertisers to target an audience from an uploaded customer list. By building a custom audience for social media ads you can improve your advertising ROI.

Buffer contributor Heather-Mae Pusztai has shared a step-by-step guide to build custom audiences for your social media advertisements.

Pusztai says, “Let’s get dive into some of the details, starting with the biggest and most robust social advertising networks … Facebook and Instagram. 

How to Create Custom Audiences for Facebook and Instagram Ads

Advertising for both Facebook and Instagram is combined into the Facebook Ads Manager. You can run all your ads from here as well as create and manage all your audiences. 

Within Facebook, there are a handful of custom audiences that you can build. This list includes: 

1. A customer list — also known as a standard custom audiences.

This audience is based on a list of emails, phone numbers, or Facebook user IDs that Facebook can then take and match to its list of users. Typically you’ll find that Facebook can match between 60 and 70 percent of the contacts on your customer list”.

A Crash Course in Custom Audiences for Your Social Media Ads


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