How to Create Custom Audiences in Ad Manager

A Custom Audience is a targeting feature that enables you to reach a specific group of individuals who have previously interacted with your business. This audience can include people who have visited your website, engaged with your Facebook or Instagram page, or interacted with your lead forms and other ad content. By using Custom Audiences, you can re-engage these users with tailored ad campaigns, enhancing the relevance and effectiveness of your advertising efforts. In this article, we will dive into creating Custom Audiences and utilizing them during the campaign creation process in Ad Manager.

Getting Started #

To get started, go to the Ad Manager section within Marketing and click on the Settings option.

Next, navigate to the Audiences tab and click the “+ Create New Audience” button. 

From the available options, select Custom Audience to proceed.

Alternatively, you can create a custom audience during the campaign creation process. In the Budget and Audience step, navigate to the Retargeting tab within the Audience Controls section. From there, click the dropdown menu under “Create new” or select “Retargeting Audience,” where “Create a Custom Audience” will be the first option.

Creating a Custom Audience involves two main steps:

Select a Source #

Clicking Create a Custom Audience opens a modal dialog to choose a source for the custom audience. Options include: Website, Facebook Page, Lead Form, and Customer List.

Configure Details #

Next, you will configure the specifics of the custom audience based on the chosen source.

Website Custom Audience #

• Pixel: Select from available pixels.
• Events: Choose from “All website visitors” or “Visitors by time spent” and set a percentile for the latter. You have two options for targeting website visitors:
  All Website Visitors: Includes all individuals who have visited or interacted with your website.
  Visitors by Time Spent: Targets those who have spent the most time on your website, with the option to narrow down further by selecting a specific percentile.

• Audience Retention: Define the number of days users remain in the audience, up to 30 days.
• Audience Name: Add a name to the audience to identify it easily.

Configure the remaining fields according to your preferences to tailor the Custom Audience to your specific targeting needs.

Note: You can add up to four additional clauses similar to the ones described. These clauses can be included or excluded by using the Include more people and Exclude people options, respectively.

Facebook Page Custom Audience #

By selecting Facebook Page as the custom audience source in the initial dialog, you can create an audience of individuals who follow or have interacted with your page. In the subsequent step, you can define the specifics of this audience.

• Page: Select from integrated pages.
• Events: Choose from 7 event options related to page interactions.
• Audience Retention: Define the number of days users remain in the audience, up to 365 days.
• Audience Name: Add a name to the audience to identify it easily.

Configure the remaining fields according to your preferences to tailor the Custom Audience to your specific targeting needs.

Note: You can add up to four additional clauses similar to the ones described. These clauses can be included or excluded by using the Include more people and Exclude people options, respectively.

Lead Form Custom Audience #

By selecting Lead Form as the custom audience source in the initial dialog, you can create an audience of individuals who have opened or completed a form from one of your lead generation ads on Facebook or Instagram. Define the specifics of this audience in the next step.

• Events: Choose the event that will serve as the basis for your audience creation. You can select from:
  Users who opened and submitted form
  Users who opened but didn’t submit form
  Anyone who opened the form
• Page: Select from integrated pages.
• Lead Form: Choose from forms associated with the selected page.
• Audience Retention: Define the number of days users remain in the audience, up to 90 days.

• Audience Name: Add a name to the audience to identify it easily.

Note: You can add up to four additional clauses similar to the ones described. These clauses can be included or excluded by using the Include more people and Exclude people options, respectively.

Customer List Custom Audience #

By choosing “Customer List” as the custom audience source in the initial dialog, you can create a targeted audience by uploading a list of contacts who have engaged with your business or select a preconfigured smart list, enabling more precise targeting of existing customers.

• CSV Upload: Upload your customer data, ensuring it adheres to Meta’s formatting guidelines.  The customer data must be in CSV format, containing appropriate identifiers such as email addresses, phone numbers, or other relevant details. Refer to the formatting guidelines and download the sample file to ensure the data is correctly structured.

Note: If the uploaded file format does not comply with the guidelines, the upload will fail, and an error message will be displayed. Additionally, before an audience can be created, you must accept the Customer List Custom Audience Terms of Service (TOS) from Meta. A notification will appear if you have not yet accepted the terms when you click on “Create Audience.”

• Use Smart List: If you prefer, select the Smart List option and choose one or multiple pre-created smart lists from the dropdown. Smart lists must be created beforehand from the contacts section of your account. Refer to Meta’s documentation for guidance on creating these lists.

After selecting your method, enter an audience name and description for easy identification. Finally, click on the ‘Create Audience’ button to finalize the process.

Finalizing Your Custom Audience #

Once you have completed all the required fields, click the “Create Audience” button to save your Custom Audience. It will be available for campaign targeting once it’s status is marked as ready.

By following these steps, you can effectively create and utilize Custom Audiences to enhance your Ad Manager campaigns.

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