Earlier this month, we announced
objective-based ad buying — an easier way for businesses to buy Facebook ads based on the objectives that matter to them. Today we’re further enhancing ad buying by giving every advertiser access to
Custom Audiences targeting. Now it’s not only easier for businesses of every size to buy ads on Facebook, but it’s also easier to find and reach customers and prospects.
Reaching the right customers
With Custom Audiences, marketers can use their own contact lists to reach customers with targeted ads on Facebook. Thousands of advertisers, including more than half of the AdAge 100, already use Custom Audiences targeting in their campaigns.
Previously available only through Facebook’s API and Power Editor tool, today’s announcement means marketers will be able to use Custom Audiences in any Facebook ad interface. Small businesses in particular will now be able to use their current customer lists to reach people on Facebook. And, for the first time, businesses can use MailChimp lists with Custom Audiences.
Getting started with Custom Audiences is simple — just upload customer email lists or a MailChimp list. Once contacts have been uploaded, you can target matched users with ads for your site, Facebook Page or mobile app.
Custom Audiences is data protective and specifically designed so that Facebook doesn’t share the private information people put on Facebook without their consent. People will continue to have the same control over the ads they see on Facebook. For more information see
here.
Powerful possibilities
With Custom Audiences and objective-based ad buying, businesses can:
Message existing customers with promotions or offers on Facebook. For example, a local auto dealer can reach people who bought a car a year ago with an ad for a free oil change.
Find new customers in a specific area by excluding existing customers from campaigns. A clothing boutique might try to reach new customers in its area by excluding people who have already signed up for its mailing list.
Working with the marketing agency Umbel, live events company Transmission Entertainment was able to use Custom Audiences to help sell tickets to the Fun Fun Fun Fest music festival. As a result of its collaboration with Umbel, Transmission Entertainment saw a greater than 28X return on investment, outperforming other campaigns running concurrently.
Today Custom Audiences will begin rolling out in all ad interfaces for a limited number of US advertisers. Global rollout will begin next week, with all advertisers worldwide having access by the end of November.
