Lowdown: Facebook's custom audiences
Nadya PowellDare
Custom Audiences is the latest tool in Facebook's advertising armoury, and this time, it's personal. Facebook's targeting previously enabled you to target, for example, women who live in London and like opera. But targeting was restricted to what Facebook knew, and did not connect with other data you had on that individual.
Custom Audiences changes this. It enables you to connect Facebook data with your customer data and within Facebook advertising, to target messaging at your customers, lapsed customers and known prospects. Think of it as an email – where you know who...