Facebook Custom Audiences: The Ultimate Guide to building Custom Audience Lists for Facebook and Instagram Ads

Facebook’s Custom Audiences feature is an advanced ad targeting capability that allows brands to significantly expand their reach on Facebook, Instagram and Facebook’s Audience Network. What makes Custom Audience campaigns unique is that they allow advertisers to connect with users on the platform who have already engage with the brand in some way.

Advertisers have a wide array of options for creating Custom Audience lists, from simply building out a customer list to using a list of contacts who have visited their website or engaged with their app. Brands can also build Custom Audience lists based on “on-platform” activity, meaning users who have watched one of the advertiser’s Facebook videos, submitted a lead form on the site or interacted with the brand’s Facebook page or Instagram account.

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The power of Facebook’s ad platform is two-fold: It’s ability to target specific audiences across its apps and the machine learning technology it uses to optimize an advertiser’s ad spend. Because of Facebook’s advanced capabilities, it is able to maximize an advertiser’s budget based on their campaign objective and available funds. But, the key to creating effective campaigns involves understanding Facebook’s ad cost and bid control functions so that you can enable a bid strategy that aligns with your primary goal.

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When it comes to digital advertising, Facebook has leveled the playing field for SMBs and marketing teams with limited budgets. But just because you can launch and run ad campaigns on Facebook and Instagram without the marketing budget of a big brand, you still have to build out creative assets that make your campaign spend worth the investment.

The good news: You don’t have to have an in-house agency, high-quality production tools or even a creative director to produce ad campaigns that have the same impact as ads produced by a major advertiser.

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Meta offers both major brands and small businesses unparalleled advertising opportunities across Facebook and Instagram. The platform’s sophisticated targeting capabilities, easy to use creative tools, metrics, and audience reach gives businesses of all types a competitive edge, helping them find new audiences and deepen their relationships with existing customers.

Brands that advertise on Meta (Facebook and Instagram) are able to access an entire suite of tools to implement and run campaigns – all from a single advertising hub and all tailored to fit their advertising budget. But, if you’re new to the ad platform, there are a few important steps you must take before you launch a Facebook or Instagram ad campaign.

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In June, Apple announced its upcoming iOS 14 update that among the various software changes, it will require apps, such as Facebook to ask users for their permission to collect and share their data using Apple’s device identifier. This announcement has caused tension between Facebook and Apple, which further intensified as Facebook released strong opposition statements today. Learn more about the significant forthcoming iOS 14 update, how it will impact advertisers working with Facebook Ads, and how you can prepare.

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Facebook gives ecommerce brands a wide array of advertising products, but few are as efficient at driving sales as Dynamic Ads. The ad format is designed to serve up ads to users who have already expressed interest in a product by visiting the advertiser’s website or app or have shown interest in similar products.

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Two years ago LinkedIn completely overhauled Campaign Manager, its self-serve advertising platform. Since then the company has continued to update its ad targeting capabilities – adding features like retargeting by video or lead gen forms, brand awareness campaigns and audience engagement insights. With more than 700 million global users, the social network designed exclusively for professionals has become a primary platform for advertisers wanting to connect with B2B decision makers.

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Instagram first launched Stories Ads in March 2017. The ad unit was a quick hit, with advertisers seeing a significant uplift in ad recall right out of the gate. Last year, ad tech platform Kenshoo reported that Stories Ads accounted for nearly 20% of ad spend on the platform during the second quarter of 2019, with the share of spend on Stories Ads doubling year-over-year.

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Consumer buying habits have significantly shifted this year since the start of the outbreak. Ecommerce has surged during the last six months, with online purchasing trends set to continue through the end of the year and beyond – greatly impacting the 2020 holiday season. Last month, eMarketer reported it expects there to be a 10.5% decline in total U.S. retails sales this year because of social distancing measures, but that ecommerce will likely grow by as much as 18% by the end of 2020.

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Facebook’s Click-to-Call ads, that allow advertisers to include a “Call Now” button in ads displayed on mobile devices, have long been available via the ad platform’s Reach objective campaigns. But recently, we noticed a way to run Click-to-Call ads via Website Traffic objective campaigns. This is a valuable update for advertisers as it opens the door for more direct engagement with consumers across the site.

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