Use Facebook Custom Audiences to improve your Market Targetting

Posted by Qasim Zaib

Facebook is increasingly being used for promoting businesses, and has been moving things around a lot in order to encourage more and more people to promote through it. According to its latest quarterly report, Facebook had more than 500,000 pages promoting their business, with over 30% of them new advertisers. This goes on to show that Facebook isn’t at a total loss at its campaign to still attract more and more users, and to retain its current ones. Recently, it introduced a new feature called Facebook Custom Audiences, which will help business reach out to customers beyond their reach.

Facebook Custom Audiences

Using Facebook Custom Audiences, businesses can connect to users who aren’t already connected to them. In-short, it’s an advertising as well as a targeting tool that will help businesses grow and sustain their audiences.

To use this feature, you’ll need to visit Facebook’s Ad Manager, and downloading Power Editor from there. It works with Google Chrome, so be sure to be on Chrome when you download it.

You can select Custom Audiences from the Ad Manager. Once you do, you’ll see a dialog box where you can create a list of users via email, ID, or phone number. You don’t have to be connected to these users. You could, for example, get the email addresses from your email leads list, or something similar.

Businesses can make use of this feature to get in touch with people they don’t have a connection with. This is especially useful for businesses who have a physical location or an online website where a lot of people come, but they might not have connected via Facebook. In such cases, just like lead lists, businesses could make use of phone numbers or email addresses to get in touch with those customers.

More features

To extend the functionality of this new promotion option, Facebook has teamed up with some marketing companies such as Datalogix, Epsilon, BlueKai, and Acxiom etc, and will allow any business working with these companies to use data they collect and customize their marketing campaigns with Custom Audiences.

Supposedly, businesses that work with other companies not teamed up with Facebook will also be able to use customer data. Facebook also says that it will provide some pre-defined lists of customers for businesses to use. For example, list of customers who want to buy a new Volkswagen, fashion buyers, and so on.