PG hadn’t heard of Facebook Custom List Audiences before. Here’s a simple description from Facebook:
A Custom Audience from a customer list is a type of audience you can create made up of your existing customers. You can target ads to the audience you’ve created on Facebook, Instagram, and Audience Network.
You upload, copy and paste or import your hashed customer list, then we use the hashed data from it to match the people on your list to people on Facebook.
Link to the rest at Facebook
PG hadn’t heard about Facebook Custom Audiences of any sort (there are a variety of different ones) before.
Basically, you send your customer list (or, maybe your email list, PG hasn’t checked to see what Facebook will accept) to Facebook (I know, I still don’t trust them either.)
Facebook identifies which people on Facebook and/or Instagram are also on your customer list and creates a one-of-a-kind advertising audience for your advertisements (for the book you just released, for example).
But wait, there’s more!
In the process of exploring Facebook Custom Audiences, PG discovered Facebook Engagement Custom Audiences as well. What are they?
An Engagement Custom Audience is a Custom Audience made up of people who have engaged with your content across the Facebook family of apps and services.
“Engagement” refers to actions like spending time viewing your videos or opening your lead form or Canvas. Using Engagement Custom Audiences, you can target ads to people who’ve taken these actions. You can also use it as a source for a Lookalike Audience, which will let you find people who are similar to those who’ve engaged with your Facebook content.
Here are the engagement types available, broken down Engagement Custom Audience type:
. . . .
When you create an Engagement Custom Audience, you tell us how many days you want us to go back when collecting engagement. This means that if you tell us to look back 30 days and someone has engaged 29 days ago, that person will be in your audience. However, if they fail to engage in the next day, they will then be removed from it. Anyone new who engages within the time period you choose will be added to the audience. This means that the audience is constantly being refreshed, so you don’t need to edit or create a new Engagement Custom Audience unless you want to change the time period or the type of engagement.
PG didn’t look at the costs involved with advertising via custom audiences but expects it’s greater than zero and probably higher than just buying a Facebook ad.
PG understands why some authors might not trust Facebook with their mailing lists. He deleted his personal Facebook accounts several weeks ago in response to Facebook’s privacy shortcomings/failures/abuses.
Advertising on Facebook may fall into the Doing Business with the Devil category for some people. However, some people are willing to use the services of those whose values differ from theirs. PG is willing to walk into a store owned by people he wouldn’t invite into his home.
Has anyone used any of the Custom Audience features on Facebook?
If so, what was your experience and what were the costs?