What are custom audiences?

Custom audiences are segments created to target specific groups based on previous interactions with your brand, website, or content. This approach allows advertisers to utilize data from various sources, such as website visits, app usage, customer lists, or engagement with previous campaigns. By focusing on individuals who have already shown interest or interacted with the brand, custom audiences can lead to more effective targeting and potentially higher conversion rates.

The ability to tailor marketing efforts based on actual user behavior ensures that marketing strategies are more relevant and impactful, as they resonate with an audience that is already somewhat familiar with the brand or product. In contrast, the other options describe audience segments that lack the specificity and tailored engagement associated with custom audiences. Generic audience segments do not leverage past interactions, and broad categories of all website visitors fail to account for the nuances of user behavior, making them less effective for targeted advertising. Lastly, while brand awareness might utilize specific audiences, custom audiences are not solely focused on this goal; they can be employed for various objectives, including customer retention and increase in conversions.