Facebook recently removed third-party ad targeting segments, which were built into the Advanced Audience page.
Called Partner Categories, these segments included supplemental material from Experian, Axciom, Oracle Data Cloud and other sources of personal data. While these tools were considered helpful means for targeting users based on their offline activity, there are other robust tools within Facebook that enable organizations to take advantage of their first-party data in targeting the right audiences.
If your business has been affected by these recent changes, know that all is not lost—there are ways you can continue to engage your audience with Facebook’s Custom Audiences tool.
Using Facebook’s ‘Custom Audiences’
Attracting more customers is possible using the Custom Audience tool.
Marketers can target ads to the audience they’ve created on Facebook, Instagram, or Audience Network. Building custom audiences based on your first-party data such as past customer lists provides many advantages, including:
Generating sales from past contacts— Ads can be re-targeted to those who were interested before but didn’t make a purchase. Enticing loyal customers— New initiatives can be offered to past customers, including exclusive discounts and promotions. Website re-targeting— This allows brands to show ads to those who visited your website but did not make a purchase. Re-targeting in-store traffic— Brands can re-target ads to consumers within days after them showing interest in your product or service.
If you have never built custom audiences, you may be
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