Custom audiences refer to a tailored group of individuals whom advertisers can target with their digital advertising campaigns based on specific criteria, data, or past behaviors. This data might include website visits, prior purchases, interactions with an app or software, or any other user-specific activity. The idea is to create a segment of users who share common attributes, allowing advertisers to deliver more personalized and relevant advertisements.
Role of Custom Audiences in Marketing
- Personalization: Custom audiences allow marketers to tailor messages more specifically, increasing the likelihood of engagement and conversion. Rather than a one-size-fits-all approach, ads can resonate more deeply with users due to relevance.
- Retargeting: One common use of custom audiences is retargeting campaigns. For instance, a SaaS company might retarget visitors who have previously checked out their pricing page but didn't make a purchase, reminding them of the value the software offers.
- Efficient Spending: By targeting a specific segment of users, businesses often find better returns on their advertising spend, as they're reaching out to individuals already interested or familiar with their product or service.
- Lifecycle Marketing: SaaS businesses can utilize custom audiences to engage users at various stages of the customer journey, from onboarding to renewal reminders, ensuring appropriate messaging for each phase.
How to Create Custom Audiences
- Platform-Specific Tools: Most digital advertising platforms, like Facebook Ads or Google Ads, offer tools to create custom audiences. Advertisers can use platform-provided data (like interactions with a Facebook page) or upload their own data (like email lists) to create a custom audience segment.
- Website Activity: By integrating tracking tools like pixels or cookies on your website, you can create audiences based on specific site interactions, such as visiting a certain page or adding a product to the cart.
- CRM Integration: Businesses with CRM (Customer Relationship Management) software can often integrate this data with advertising platforms, creating custom audiences based on sales interactions, email engagements, or support tickets.
- Engagement on App/Software: Especially relevant for SaaS businesses, custom audiences can be made based on user behavior within an app or software. For example, targeting users who've utilized a specific feature or those who haven't logged in for a certain period.
Conclusion
Custom audiences are a powerful tool in the digital marketer's toolkit. They offer a way to provide more relevant advertising, increase the efficiency of marketing spend, and deeply engage users throughout their journey with a business. For SaaS companies, they provide an invaluable method to nurture relationships with users, from acquisition to retention.
