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How to set up custom audiences and create lookalike audiences in Facebook ads?

With Facebook ads , you can specify in detail the users (audience) you want to advertise to. However, it is roughly based on gender, age, and attributes.

Custom audiences are a setting that can be expected to be effective if you have a specific list and can run ads based on it . You can upload your list to Facebook and specify the users you want to promote to.

This curriculum explains custom audiences and other audience settings.

What is Facebook Custom Audience?

Targets can be specified from a specific list

Facebook ads usually narrow down users and target ads by specifying so-called “attributes” such as gender and age .

On the other hand, Custom Audience is a function that allows you to target your audience based on the list you have. For example, if your company has a list of 100,000 email addresses, you can pinpoint advertising to users who use Facebook.

Lists that can be specified with custom audiences

On the other hand, you may be reluctant to send your email address to Facebook.

So, in addition to email addresses, you can create a list using the following methods.

Custom audience example

With custom audiences for Facebook ads , the following examples exist for lists other than email software.

If a user views a provider’s homepage and then goes on Facebook, an advertisement for that company will be displayed. This is a case where the user saw the above-mentioned “ homepage ”. If you insert a specific code issued when setting up custom audience on your homepage, users who view it will be added to the list.

This is also called retargeting advertising , and its use is spreading not only on Facebook but all over the world. By being able to specify a more specific target, the expression of the ad can also be made with them in mind .

Setting up custom audiences for Facebook ads

Setting up custom audiences is very easy. This article will show you how to create a basic list of email addresses.

STEP1 Prepare CSV file

Prepare a text file with one email address per line . This is a so- called CS V file, and it can also be created using EXCEL.

When uploading to Facebook, you need to use a text editor to change the character encoding to UTF-8 .

STEP2 Upload to custom audience

On Facebook, open Ads Manager, click Audiences on the left side of the screen, and then click Create Custom Audience .

For CS V files, select “Data File Custom Audience “. Then enter the required information on the screen that appears.

Make the name and description easy to understand, and upload the prepared CS V file.

Check that you agree to the terms of use and save. From now on, when you create a Facebook ad , you will see a field where you can select a custom audience .

Expand your reach with lookalike audiences

Custom audiences are a way to specify targets more specifically using a list you own. However, depending on the number, you may be narrowing down your target audience, which may be a little unsatisfactory in terms of acquiring new customers.

In such cases, there is a feature called similar audiences that creates a list of users with similar attributes based on existing lists that include custom audiences .

Lookalike audiences can be created from Audiences in Ads Manager. Create a list based on pre-created audiences or users who have liked your Facebook page .

As shown in the image above, you can make adjustments to “broaden your reach” and create a list that is relevant and more likely to be seen by new users.

Please note that both Custom Audiences and Lookalike Audiences handle personal information, so you must agree to the terms of use each time.

It’s a good idea to use lists differently, using custom audiences for highly accurate targeting and similar audiences for new expansion.


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