Facebook has officially announced that targeting via Custom Audiences will be available to all advertisers by the end of November. This means that all types of businesses can start targeting their customers on Facebook using this feature.
What is Custom Audiences?
Custom Audiences is a targeting tool that allows advertisers to find their offline audiences/customers who are on Facebook, using contact lists. Previously, this tool was only made available through Facebook’s Power Editor Tool.
A new added feature is MailChimp support. For the first time, businesses can use their MailChimp lists with the Custom Audiences tool. Using the tool is easy – all you need to do is upload your customer email list or MailChimp list. Once they’ve been uploaded, then these matched users can be targeted with ads for your Facebook page, website or mobile app.
What are the opportunities?
With the Custom Audiences tool, marketers have the opportunity to turn first time customers into repeat customers by targeting them with customized and personalized advertisements. At the same time, the tool also allows marketers to exclude customers as well (example: if your goal is to acquire new customers).
Facebook has already shared a success story: in an effort to sell tickets for a music festival, a live events company was able to see 28X return on investment for a campaign by using this tool.