A Crash Course in Custom Audiences for Your Social Media Ads

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    When you want to get your message in front of the right people on social media, where do you turn?

    More and more, brands and businesses are turning to social ads and custom audiences. You can do a lot of awesome, targeted messaging by focusing on the right audiences with your ads — whether you’re talking to a group of customers, a bunch of website visitors, or a list of subscribers

    In this post, we’ll talk you through ways to build custom audiences and lookalike audiences on all the major social media platforms, plus share a couple ideas of how you can put these audiences to the best use.

    Best wishes for some well-targeted, highly successful ads!

    An introduction to custom audiences
    There’s a huge amount to cover with social media ads.

    Since this blog post focuses specifically on audiences, let’s start there. In general, an audience is going to be the bucket of people who will potentially see your ad. This group can be customized based on a variety of factors, which we’ll get to in a minute.

    A custom audience is a step beyond the basic demographic and psychographic audience filters. A custom audience can be based on an outside source like a set of emails or website visitors or on the social media behavior of users.

    And then you have lookalike audiences, which take one of your custom audience and expand it to a larger group based on the qualities that the custom audience has in common. For instance, if all the people in your custom audience are interested in augmented reality, use social on a tablet, and have master’s degrees, then a lookalike audience will include people who share these attributes, too.


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