How to Create Facebook Custom Audience

How to Create Facebook Custom Audience?

This article covers a step-by-step guide on How to Create a Facebook Custom Audience in Facebook Ads. One of the features of Facebook Ads is Custom Audience. If you can use it for ad distribution, you can get a high advertising effect.


“What are the main types of Facebook Audiences in Facebook Advertising?”

“What is Custom Audience”

“What kind of function is Custom Audience?”

“How to use Custom Audience?”

“How to set it up.”

Isn’t there a question like this?

For your reference; recently we published an article on How to drive traffic to your website with Social Media

3 Types of Facebook Audiences in Facebook Advertising

There are three main types of Facebook audiences in Facebook advertising;

In this article, we will explain what is “Custom Audience” function of Facebook Ads is, and tell you how to use it and how to set it up.

1. What is a Custom Audience in Facebook Ads?

Facebook Ads Custom Audience is a function to find existing customers among Facebook users

For example, you can deliver advertisements to users who have some kind of contact with your company, such as the following.

Users who have visited your site

People who viewed and liked your profile on your company’s Facebook page or Instagram

In-house app users, etc.

You can also expand the distribution target to people who are similar to the above users (similar users).

With Custom Audience, you can approach deep users such as your own customers.

2. Five Types of Custom Audiences for Facebook Ads

  • Website custom audience
  • Mobile app custom audience
  • Custom Audiences based on customer lists
  • Engagement custom audience
  • Offline Activity Custom Audience

These are the five main types of Custom Audiences that can be set up in Facebook Ads.

Let’s take a look at what kind of users you can target with each.

2.1 Website Custom Audience

Website Custom Audience is a feature that allows you to deliver ads to people who have visited your website.

Website Custom Audience allows you to serve so-called retargeting ads.

In order to implement it, you must install a Facebook pixel on your website and accumulate about 1,000 people to start.

As with other advertising media, it is also possible to set a user list that will not be distributed.

In addition to the visit history, it is also possible to deliver to users who have stayed on the website for a long time, called “visitors by time spent”.

2.2 Mobile App Custom Audience

Mobile App Custom Audience is simply a function that allows you to retarget app users.

For example, you can encourage users who have downloaded your app but aren’t using it, to use it.

It is also possible to encourage users who have started the app but have not yet made a purchase to purchase.

To use it, you need to register your app with Facebook Business Manager and set the Facebook SDK to your app.

2.3 Custom Audiences based on customer lists

Custom Audiences based on customer lists is a feature that allows you to deliver Facebook ads to customers who know customer information such as phone numbers and email addresses.

Typical customer information that can be used with this function is as follows.

  • address
  • email address
  • phone number etc.

The customer’s personal information is uploaded to Facebook.

However, it does not mean that the address and phone number will be uploaded as they are. It will be converted (hashed) into a random code and uploaded.

By matching the uploaded information with the registered information in Facebook, the company’s customers are identified by Facebook users and a list is created.

For reference; If interested visit NIDE to learn the Social Media Manager Course or Performance Marketing Course where you can learn more about Facebook Ads in depth with practicals.

2.4 Engagement Custom Audience

Engagement Custom Audience is a function that allows you to deliver ads to people who have taken some action on your Facebook page or Instagram account.

For example, advertisements can be delivered to users who take the following actions.

  • Play video
  • using a lead generation form
  • Used Facebook or Instagram shopping
  • Visited your Instagram profile or liked a post
  • Engaged by liking or sharing a post on your Facebook page
  • followed the Facebook page

2.5 Offline Activity Custom Audience

Offline Activity Custom Audience is a function that allows you to specify people to whom advertisements will be distributed based on customer lists acquired in the real world other than the web.

For example, we will use the following information:

  • purchase history
  • call history
  • Store visit history, etc.

To use this feature, you need to create an offline event set.

Please note that the volume of distribution users is small, so it is difficult to use it for distribution unless it is a large business.

3. What are the advantages and disadvantages of using custom audiences in Facebook ads?

  • Advantages

You can approach users who are closer to your customer base than interest-targeting.

You can approach users who are already interested in your company and similar users.

  • Disadvantages

Ads reach less than interest targeting.

Creating custom audience data takes time.

3.1 Advantages of using Custom Audiences

Benefits of using Custom Audiences include:

  • Advantage 1: Rather than interest targeting, you can approach users who are closer to your customer base.

Interest targeting can only be specified up to genre interests related to your company’s service.

It is good if it is for the purpose of recognizing products / services and guiding the site. However, if your goal is conversion, you can say that the range of targeting is a little wider.

With Custom Audience, it is possible to approach users who are likely to be more interested in your company’s products and services rather than targeting them based on their interests .

  • Advantage 2: You can approach users who are already interested in your company and similar users.

Custom Audiences allow you to reach Facebook users and similar users who are already interested in your company.

You can expect high CTR and CVR because you can narrow down your advertising appeal to people who are already using the service or are considering purchasing it.

It can be expected to be highly effective in promoting repeat purchases, upselling, and cross-selling from existing customers.

3.2 Disadvantages of using Custom Audiences

On the other hand, let’s also hold down the disadvantages of Custom Audiences.

  • Disadvantage 1: The reach of ads is less than interest targeting

Custom Audience is a feature that finds existing customers among Facebook users.

Since Facebook users and customers of the company are targeted for delivery, the volume of delivery will be less than interest targeting.

If your ad reach is low, can’t serve ads

Ads are displayed many times to the same user and make them feel uncomfortable and so on.

  • Disadvantages 2: It takes time to create custom audience data

Custom Audiences take time to accumulate data after setting up the list.

If the number of users on the list is small, ads cannot be delivered until the volume that can be used for ad delivery (1,000 users or more) is reached.

If the accumulation is too slow, consider extending the number of days of accumulated data or switching to another targeting.

4. Effective Custom Audience Settings

  • Site retargeting
  • Video viewer
  • Actions on Facebook pages and Instagram accounts
  • Customer list

Here are 4 common and effective settings for Custom Audiences. Please take advantage of it in your ad delivery.

4.1 Site retargeting

The most orthodox and easy-to-understand method is retargeting your own website.

Install a Facebook pixel on your website to collect website visitor data and distribute advertisements.

Target lists can be created not only for visitors to the entire website but also for visitors to specific pages or users by time spent on the website.

Furthermore, these conditions can be multiplied.

For example, if you don’t want users who have made a purchase to see your ads, we recommend excluding conversion page visitors.

4.2 Video viewers

Video viewers target viewers of videos posted organically on Facebook pages and Instagram accounts for ad delivery.

In addition, viewers of videos delivered with advertisements are also included, and advertisements can be delivered to these users.

As a use case, it is possible to appeal to users who have watched more than 50% of the video with ads such as still images and carousels.

In addition, it is also possible to plan to distribute video B, which is the continuation of A, to people who have played 100% of video ad A.

Depending on the plan, it will be possible to implement interesting advertising measures that can be expected to have high engagement.

4.3 Actions on Facebook pages and Instagram accounts

A user who likes a post on your Facebook page or saves a post on your Instagram account has a positive interest in your company.

Such users are highly attractive targets for advertisement delivery.

To engage users, it is recommended to take measures such as directing them to the site requesting materials, and encouraging them as prospective customers of your company.

Users should be aware that they are still casual users who engage with them casually.

4.4 Customer list

Advertisement delivery using the company’s real customer list is a powerful measure to encourage the company’s customers to repurchase, upsell, and cross-sell products and services.

Also, by distributing advertisements to similar users, you can approach people who are close to the tastes of existing customers. Therefore, you can expect a higher effect than simply targeting by interest.

However, personal information is required when using customer lists. Be sure to obtain the customer’s consent to use it for advertisement distribution.

5. Two Ways to Set Up Custom Audiences in Facebook Ads

Finally, we’ll show you how to set up Custom Audiences in Facebook Ads.

There are two methods, “How to prepare a user list” and “How to use a customer list”, so I will tell you in order.

Method 1: Prepare your user list

To set up a Custom Audience, you need to prepare your user list.

To create a user list, follow the steps below. (This time, I will explain the case of the website.)

Transition from Facebook Ads Manager to [Audience]

Select [Custom Audience] from [Create Audience]

Select the Custom Audience source and click Next.

Set the source (target Facebook pixel, etc.), event (all users who accessed the website, etc.), retention (how many days of past events to target), enter the audience name, and click [Create Audience] Click

Once 1,000 users have accumulated in the created audience list, the list can be used for ad delivery.

Method 2. Use your customer list

If you use a customer list, you need to upload your customer list to Facebook. The procedure is as follows.

Transition from Facebook Ads Manager to [Audience]

Select [Customer List] from [Create Audience]

Click [Download file template] to download the format and click [Next]

Select [Yes] to add Customer Value to the customer list, or select [No] if not to add it, and click [Next].

Upload the file, give the audience a name, and click [Next]

Map the data in the preview and click [Upload and create]

If it can be uploaded, it can be used for advertisement delivery. Please note that this is personal information, so be careful when handling it.


Facebook Ads Custom Audience is a function that finds existing customers of the company from among Facebook users.

There are 5 Custom Audiences you can set up with Facebook Ads

By using Custom Audiences, you can approach users who are closer to your customer base.

Facebook Ads Custom Audience is a method that allows you to deliver ads that target users close to your own customers or your own customers rather than regular targeting.

You can expect an increase in conversion acquisition rate and click-through rate, so be sure to take advantage of it!


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