Understanding  Custom Audiences

Custom Audiences are groups of individuals who have interacted with your business in some way and have given you their contact information. These groups can be created on various platforms such as Facebook, Google, LinkedIn or Email Marketing Providers. You can use Custom Audiences to target your ads, create lookalike audiences, and improve your social media analytics.

What is a Custom Audience?

A Custom Audience is a group of individuals who have interacted with your business in some way and have given you their contact information. This could be a list of emails, phone numbers or Facebook User IDs that you've collected from your website or an event.

How do you create a Custom Audience?

To create a Custom Audience, go to the Ads Manager on Facebook, Google Ads or LinkedIn. Then upload your list of contacts and tag them with identifiers such as email or phone number. The platform will then match these identifiers to the user's profile on the platform.

What are Lookalike Audiences?

Lookalike audiences are groups of people who share similar traits to the ones in your Custom Audience. These are created by platforms like Facebook or Google by analyzing the data from your Custom Audiences and finding people who fit similar characteristics.

How do Lookalike Audiences work?

The platforms use machine learning algorithms to analyze data on the people in your Custom Audience. They then find patterns that match similar traits between users like interests, behaviors and demographics. From there, they'll create a Lookalike Audience with similar traits to target ads towards.

What are Retargeting Ads?

Retargeting ads are ads that are targeted towards people who have interacted with your business but haven't taken any action yet. It's a great way to bring back people who've shown interest in your products or services but haven't converted yet.

Can I use Social Media Analytics with Custom Audiences?

Yes, you can use social media analytics with Custom Audiences to gain insights into your customers. You can see how your ads are performing, who is interacting with them and make decisions on how to improve them.

How does Social Listening work with Custom Audiences?

Social Listening is when you monitor social media platforms for mentions of your business. It's a great way to understand what people are saying about your brand and gain insights into their needs and wants. By combining this data with Custom Audiences, you can create more targeted content that resonates better with your audience.


  • "The Power of Custom Audiences: The Complete Guide" by Jon Loomer
  • "Social Media Analytics Strategy: Using Data to Optimize Business Performance" by Alex Gonçalves
  • "Social Media Marketing All-in-One For Dummies" by Jan Zimmerman and Doug Sahlin
  • "Audience Based Advertising in the Age of Big Data: Targeting Consumers Using Their Own Data" by Bas van den Beld
  • "The Facebook Ads Pocket Guide: How to Create Custom Audiences That Convert" by Jason McDonald
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