The term “Custom Audience” is defined as a personalised audience of users created on third-party platforms, most notably Facebook and Google.
Through a matching feature, for example based on lists of email addresses or phone numbers, groups of users already known to the company can be identified within other databases.
The goal is to isolate these audiences to engage their constituents with retargeting campaigns or conversely to exclude them when acquiring new users.
A further application is to use “Custom Audiences” to find users similar to the same ones the company has already interacted with.
Matching with contacts already known to the company but that’s not all: Custom Audiences can, for example, also be created on Facebook by taking into account all users who interact with the website or content on social channels.
In the first case, the tracking pixel installed on the site comes into play, which allows tracking on social channels all users who interact with it, while in the second case, users who have performed actions directly within the platform can be targeted, such as:
- video display;
- Interaction with posts and page content;
- event registration;
- filling out a form.
On the Facebook side, Custom Audiences can be easily created by logging into your Business Manager and the features related to your advertising account.
Once logged in, you can select the “audience” option from the “resources” menu item, then proceed by selecting the “create audience” option. Here you can detect all the possibilities that the platform offers to create a Custom Audience.
As part of a marketing automation strategy, technology solutions and CDPs, such as Blendee, allow for the creation of custom audiences within the platform: these are user segments that meet certain characteristics that can then be exported and used as targets for one’s ADS campaigns.
