Custom Audience

A Custom Audience is a group of individuals that businesses, advertisers, or marketers can construct on social media platforms based on very specific data. This feature is available in ad managers of platforms like Facebook, Instagram, and others, which are part of a similar advertising ecosystem. Audiences you can construct through these ad managers are usually built using information like email addresses and phone numbers, but also App Activity, website visits, and past engagement with content on the platforms.

Custom Audiences are useful in part because the individuals in them are highly likely to be 'low-hanging fruit' when it comes to conversion. If someone has interacted with your website, not completed a purchase, or engaged with one of your posts, they are a good candidate for your next ad. Both platforms allow you to create that kind of segmentation.

You can get incredibly granular and specific, or you can keep it broad. With either approach, you are sending content to an audience that can't help but see it as relevant. And that's kind of the point.

These are more efficient ads, more effective ads, and they're not ads that are going to annoy your audience.