Choose Audience

Using Facebook Custom Audiences is a crucial part of any Facebook ad strategy. And it’s a rewarding one – advertisers using these audiences in their remarketing campaigns see a lift-up in clicks and conversions.

If you’re not using Custom Audiences, you are missing out on opportunities for getting better results and lowering your Facebook ads cost.

As with all Facebook advertising, there are a million possible ways to create and use the Custom Audience feature. And if you’re just starting, it can be terrifyingly confusing. 

Much of the Facebook advertising success depends on setting your audiences and account structure correctly, right at the foundation.

Custom Audiences are often used for two purposes:

Setting up remarketing campaigns

As a source audience when creating Lookalike Audiences

But let’s not jump too far ahead of ourselves.

On a basic level, your audiences can be built using your sources or Facebook sources.

Your sources audiences are built using data collected about users outside of Facebook. This data may be collected using your Facebook pixel if you’re using the “Website” type of custom audience. Or, you may be targeting an uploaded customer list, offline activities, or activity from your app.

Facebook sources Audiences created with Facebook (now called Meta) sources use data collected from users’ behaviors and engagements that happened on Facebook. For example, people who liked or followed your Facebook page.