Understanding how to make the best use of Facebook Custom Audiences can be frustrating for sure. I’ve already talked about creating lookalike audiences from web traffic in the previous blog post. Another great way to target a custom audience is by uploading a CSV of your current customers. Some well established businesses are just starting to use Facebook now, and need to connect with their already large and loyal fan base. Taking their existing customer database, we can create a custom audience and then boost page posts to that audience, or run a page-like campaign to that audience.
As with the web-visitors, I would also create a lookalike audience based on the customer list. Then, in ads manager, you can create a conglomeration of all these audiences and target them at the same time, or create different ad sets to see which audiences perform the best. So you are essentially targeting people who share common characteristics with the customers to whom you’ve already sold something, rather than random people who use FB. It just makes sense.