Creating Custom Audiences for Targeted Campaigns in Ad Manager

Custom Audiences in Ad Manager allow businesses to target specific groups of people who have interacted with their brand on Meta platforms. This functionality enhances campaign precision by enabling personalized targeting based on website visits, Facebook page engagement, lead form interactions, and customer lists. In this article, we’ll walk you through the process of creating various types of custom audiences and how to leverage them for effective campaign creation.

How to Create Custom Audiences

Step 1: Access the Custom Audience Option

Navigate to the Ad Manager located within the Marketing & Sales > Email & Social Media tab.
In the campaign creation flow, go to the Intended Audience section under Audience Controls and select Create a Custom Audience from the dropdown menu.

Note: The Ad Manager feature is a paid add-on of $19/month.

Step 2: Choose an Audience Source

1. Website Custom Audience

Select Website as the source.
Choose a pixel from the dropdown list.
Define events (e.g., all visitors or visitors by time spent).

1. All website visitors - It refers to all the people who have visited or interacted with your website.

2. Visitors by time spent - It refers to the people who have spent the most time on your website and can be further narrowed down by selecting a percentile.

3. Example of using percentiles: Selecting 10% means the audience will consist of visitors who spent the top 10% of the time on your website.

Specify audience retention:

Note: You can add up to four additional clauses, similar to the default one, by selecting either "Include more people" to include them or "Exclude people" to exclude them from the audience.

Add audience name and description for easy identification.

2. Facebook Page Custom Audience

Select Facebook Page as the source.
Choose a connected page from the dropdown.
Define events (e.g., page likes, comments). Select the event you want to use as the basis for your audience creation. You can choose one from the seven available options in the dropdown list.
Set audience retention (maximum limit is 365 days).
Name and describe the audience.

3. Lead Form Custom Audience

Select Lead Form as the source.
Define events. There are 3 options in the dropdown list of events out of which one can be selected:

1. Users who opened and submitted the form.

2. Users who opened but didn't submit the form.

3. Anyone who opened the form.

Choose a page and associated lead form. All lead forms associated with the selected page will appear in the dropdown list. Choose one form from the list to create an audience based on users who have interacted with that specific form.
Specify audience retention (maximum limit is 90 days).
Add audience name and description.

4. Customer List Custom Audience

Option 1: Upload a Customer List

Upload a customer list in .csv format.
Ensure the file adheres to formatting guidelines. Use the sample file as a reference.
Enter an audience name for identification.
Before creating a custom audience from a customer list, users must accept Meta's Terms of Service for custom audiences. A notification will appear for users who have not yet accepted the terms when they click on "Create Audience."

Note: If the uploaded file format does not meet the required guidelines, the upload will fail, and an error message will be displayed.

Option 2: Use Smart Lists

Choose the Smart List option to select one or more pre-created smart lists from the contacts section of your account.
After selecting the Smart List option, a dropdown will appear where you can choose from existing smart lists. This list will include only those that have been predefined in the contacts section of your account.
Utilizing smart lists for creating custom audiences ensures that your advertising targets are updated dynamically based on the latest interactions and behaviors recorded in your contact management system.

Step 3: Use Your Custom Audience

Once created, your custom audience will appear in the Retargeting Audience dropdown list. Select it while creating your campaign to target this specific group.

Frequently Asked Questions (FAQs)

1. Can I create multiple custom audiences?

Yes, you can create multiple custom audiences based on different sources like website visitors, Facebook page interactions, or lead forms.

2. What happens if my customer list file format is incorrect?

If the file format is not in accordance with the guidelines, the upload will fail, and an error message will be displayed.

3. How long can users remain in a custom audience?

Retention periods vary by source:

Website: Up to 30 days.
Facebook Page: Up to 365 days.
Lead Form: Up to 90 days.

4. Can I edit a custom audience after creating it?

No, once a custom audience is created, its parameters cannot be edited. You would need to create a new audience if changes are required.

5. What is the next step after creating a custom audience?

Once created, the custom audience will appear in the Retargeting Audience dropdown. You can select it while setting up your campaign to target this specific group.

6. What are smart lists and how do they enhance custom audience creation?

Smart lists are dynamically updated groups of contacts that meet predefined criteria. They enhance custom audience creation by allowing advertisers to target users based on recent and relevant data, thus improving the effectiveness of campaigns.

7. Can I use multiple smart lists to create a single custom audience?

Yes, you can select multiple smart lists to combine into a single custom audience, allowing for more comprehensive and nuanced targeting in your campaigns.

8. Are there specific requirements for smart lists used in creating custom audiences?

Yes, only pre-created smart lists from the contacts section of your account can be used. These lists should be regularly updated to ensure they reflect current customer behaviors and preferences.

9. How is the audience affected if a contact moves in or out of a smart list after the custom audience is created?

Once a custom audience is created, it does not dynamically update to reflect changes in the smart lists. Regular updates and recreation of the audience may be necessary to maintain its accuracy.

10. What should I do if the smart lists are not appearing in the dropdown menu?

Ensure that smart lists are correctly set up and active in the contacts section of your account. If issues persist, review the setup or contact support for assistance.

11. Where can I use the custom audience after creating it?

Your custom audience will appear under the Retargeting Audience dropdown during campaign setup. You can select it to target the specific group in your advertising efforts.