How to use Custom Audiences

Custom Audiences are a vital part of any Social Media ad buy strategy. You can create custom audiences out of people who have interacted with your brand in one way or another.

 Here are 3 ways you can use them. 

1) INCLUDE - You can Include specific customer audiences in your ad targeting. For example, if someone buys a printer from you, they might need to purchase ink cartridges in another 3 months time. So you can create a custom audience of people who have bought a printer from your website in Janurary, and send this very specific group of people an advertisement for ink cartridges in April!

2) EXCLUDE - You can also exclude specific audiences from your ad targeting. When someone buys a table from you, it's quite unlikely that this same customer will need to purchase another table in the next 3 years. You can create a custom audience of table customers, and exclude them from receiving your ads. This way, you won't waste money sending table ads to this group of people who have no intention of buying. 

3) LOOKALIKE AUDIENCES - This is when it starts to get really fun! Let's say you create a custom audience of your customers in the past one year. From this custom audience, you can create a lookalike audience. A lookalike audience has similar characteristics such as age and interests, to your custom audience.. But they are 2 different sets of people. Because your lookalike audience has similar charateristics to your actual paying customers, they are more likely to buy from your when you send them ads; compared to the general population. 

Save this post and give custom audiences a try! 

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