How To Set Up Custom And Lookalike Audiences

Custom Audiences are used when you want to specifically target people who already engage with you across your social media profiles, website, or even your email list.

Lookalike Audiences are used when you want to target people who 'look like' your Custom Audience(s) instead.

For example, you might want to target a new audience of people who aren't yet familiar with your business, but who do share similar characteristics, interests, and demographics with those who are.

This step-by-step guide will show you exactly how to set these audiences up.

Create Custom Audiences From Lead Lists

Access your Facebook Ads Manager Audiences page
Click "Create Audience" and select "Custom Audience"
Select "Customer List", and click "Next"
Download the "File Template", open it, and delete the columns you do not need or have data for
Export and open your customer/lead list (from your existing CRM, email marketing tool, etc.) as a CSV file
Change the column headings in your customer/lead list to match those from the Facebook File Template
Import this edited customer/lead list back into Facebook, give your Custom Audience a name, check the verification box, and click "Next"
Ensure that all fields are mapped correctly and click "Import & Create"

Create Custom Audiences From Instagram Followers

Access your Facebook Ads Manager Audiences page
Click "Create Audience" and select "Custom Audience"
Select "Instagram Account", and click "Next"
Select your Instagram Account, define the type of event(s) that should qualify someone to be part of this audience, and define a timeframe
Give your Custom Audience a name and click "Create Audience"

Create Custom Audiences From Facebook Followers

Access your Facebook Ads Manager Audiences page
Click "Create Audience" and select "Custom Audience"
Select "Facebook Page", and click "Next"
Select your Facebook Page, define the type of event(s) that should qualify someone to be part of this audience, and define a timeframe
Give your Custom Audience a name and click "Create Audience"

Create Custom Audiences From Website Traffic

Access your Facebook Ads Manager Audiences page
Click "Create Audience" and select "Custom Audience"
Select "Website", and click "Next"
Select your Facebook Pixel from the "Source" list, define the type of event(s) that should qualify someone to be part of this audience, and define a timeframe
Give your Custom Audience a name and click "Create Audience"

Create Lookalike Audiences

Access your Facebook Ads Manager Audiences page
Click "Create Audience" and select "Lookalike Audience"
Select your lookalike audience source from "Other Sources"
Select your Lookalike Audience location
Select the appropriate levels of similarity (you can create multiple Lookalike Audiences, each with different levels of similarity to your source audience)
Click "Create Audience"