Facebook recently launched the ‘Custom Audience’ tool for CRM (customer relationship management) ads, and early outcomes are positive for targeting customers.

SMK recently reported on Facebook’s ‘Custom Audience’ tool that allows businesses to upload a database of email addresses, phone numbers or user IDs, to reconnect with customers through highly personalised targeted ads.

The litmus test

The early results indicate that these ads are increasing clicks and conversions and ROI.

TechCrunch reported that ecommerce company OpenSky totalled a 30 per cent better conversion rate when using the Custom Audience tool.

OpenSky targeted members of its site who were yet to make a purchase, or had not done so within 30 days.

The company used Facebook Like targeting to deliver advertisements of best-selling products that consumers would be interested in.

Advantage of using Custom Audience

If OpenSky had instead sent an email to everyone on their mailing list, the products displayed would not be targeted to specific interests of individuals.

In this instance, Facebook has allowed the company to match up products with the consumers who are most likely to purchase them.

So far, it’s proving to be an effective method of advertising where for a low cost per fan, businesses can reward loyalty, win back previous customers or gain new ones through product offerings.

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