Facebook Custom Audiences and Remarketing | Social Media Masterclass

There are currently 13 different types of Custom Audiences you can create within Facebook Ads Manager.

You can create this whilst in the Ad Set Level of your campaign in the Audience section, or in the Audiences section of Facebook Ads Manager.

This is an audience based on the website visitors from your Meta Pixel (formerly known as the Facebook Pixel).

You can tailor your audience based on events you want to focus on, eg. visitors to a particularly page of your website or people who have purchased a product on your website.

Example: You might have an ecommerce store and are running a sale on a particularly product. You can target the people who have recently visited that product page to try to entice them to purchase during the sale.

This is an audience for people who have launched your app or game, or have taken a specific action while using it, such as purchasing an item.

Exampl: You might have an ecommerce app and a customer has palced items on their wishlist. You an target these particular users with a discount code or “don’t miss out” message to encourage them to purchase.

This is an audience based on people who have interacted with items from your Facebook Catalog (also known as your Facebook Shop).

Example: A customer purchased an item on your Facebook Shop. You an target this person with a ” refer a friend” deal wherein they receive a discount when one of their friends also purchases from the Facebook Shop.

This is an audience taken from a list of your own customers who have interacted with your business.

For privacy reasons, the information in this list is hashed into anonymised code before it reaches Facebook. You won’t know the exact people who are seeing your ads.

Example: You’re hosting an event and want to inform your existing customer based about it so they can attend.

This is an audience taken from a list of your own customers whose details you have collected offline, for example, in store or over the phone.

Example: You’re a shop owner who has just launched an ecommerce store to run alongside your physical store. You want to let your existing customers know that they can now shop their favourite goodies online.

This is an audience of people who have watched one or more of your videos on Facebook and Instagram.

You are able to select which videos they have watched, how much of those videos they watched and in what time period they were watched.

Example: You have a video series on Facebook and want to encourage your viewers to become members of your organisation or subscribe to your newsletter to find out more information.

This is an audience of people who have opened or completed a form in one of your lead generation ads on Facebook or Instagram.

Example: You have a database of new prospective customers and want to welcome them with a special offer.

This is an audience of people who have opened your Instant Experience Ad on Facebook or Instagram.

Example: You’ve run an Instant Experience ad to create brand awareness about your online store and decide to remarket to those users who have interacted with the Instant Experience with a promo code to use on the store.

This is an audience of people who interacted with your products in a shopping experience on Facebook or Instagram. They do not have to purchase something to be in this audience.

Example: A user has interacted with a product on your Facebook Shop and the item has now gone on sale so you target them with another ad to tell them about it.

This is an audience of people who interacted with your Facebook/Instagram profile, posts or ads. This can be as simple as them liking your page, engaging with your content or ad.

Example: You’re an organisation who is trying to grow their membership base so you target users who have interacted with a particular Facebook post to invite them to join.

This is an audience of people who are interacted with one of your events on Facebook.

Example: You recently hosted an event which was shared on Facebook and want to sell merchandise from the event. You target all of the users who clicke “attending” on the event to invite them to purchase.

This is a new Custom Audience available on Facebook Ads. This is people who interacted with the on-Facebook listings from your catalog. This means on Facebook Marketplace, as opposed to the Shop on your Facebook Page.

Example: You’re selling products on Facebook Marketplace and have low stock available which you want to get rid of quickly. You target the people who have recently viewed the listing with a “last chance to buy” message.