Custom audience
An audience built from your own sources, such as site visitors, app users or a customer list, to which ads are shown directly.
- 01
Why it matters
Reaching people who already know you is usually the most efficient ad spend: those who left items in the basket, viewed the pricing page or bought before. If a customer list is uploaded, the people must have been informed about this use and, where needed, have given consent.
- 02
Example
A software company builds an audience from people who visited the pricing page but did not request a demo, and shows them ads featuring customer stories; demo requests increase.
- 03
Common mistake
Not excluding buyers from the audience. Showing someone an ad for a product they just bought wastes budget and annoys them.
- 04
Related terms
Related services and guides
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