Facebook Custom Audiences Now Available to All Advertisers
When Facebook announced its wider Custom Audiences rollout in 2013, a tool previously accessed through Power Editor was coming within reach of more advertisers. Businesses could use an existing customer email list, including one held in Mailchimp, to reach matched customers on Facebook.
Imagine a retailer with two campaigns. One offers a refill to people who bought a product last month. The other introduces the product to first-time buyers. The retailer could include previous buyers in the refill campaign and exclude them from the introductory offer.
That was the significance of the rollout at the time. An advertiser could start with a customer relationship it already knew about, then decide which message made sense for that group.