What is Lead Custom Audience?

"Lead Custom Audience" is rooted in the digital age, born out of the need for enhanced targeting abilities within social media advertising.

As social platforms like Facebook, Twitter, and Instagram grew in popularity, they developed more sophisticated tools for businesses. One of these tools was the ability to create a tailored advertising audience, ultimately giving rise to the term "Lead Custom Audience".

The concept is fairly simple, instead of showing your ads all over the social media platform to everyone, refining the targets of your ads to those people who are more likely to be interested in your product or service is far more efficient. In this context, a Lead Custom Audience refers to a group of individuals—normally your existing customers—that you wish to engage again with targeted ads. Targeting your current customers with ads increases the chance they'll return to your website and make additional purchases. Such customer retention efforts are especially valuable when aiming for "Conversion", the act of converting site visitors into paying customers.

Examples of Lead Custom Audience

1. Online Clothing Retailer: An online clothing store might use their customer email list to generate a custom audience on Facebook. They'd then target this audience with ads showcasing their new product line.

2. Mobile Game Company: A game company could create a custom audience of all players who have made in-app purchases in the past. They would then use this target audience for ads about their newest game release on platforms like Twitter and Instagram.

3. Streaming Service: A streaming service might use data from their subscribers to build a custom audience. This audience could then be targeted with ads related to new shows or movies to encourage repeat viewership or additional content consumption.

4. eBook Publisher: An eBook publisher could create a custom audience of all previous buyers (who are more likely to be interested in their latest releases) and retarget those people with specific ads on social media.

5. Fitness Center: A fitness center could use their membership data to form a custom audience. They would then target these individuals with offers or new classes, aiming to encourage additional memberships or upsell existing members.

Marketing Tactics Similar to Lead Custom Audience

• Lookalike Audiences - A way to reach new people who are likely to be interested in your business because they're similar to your best existing customers.

• Pixel-based Retargeting - This allows you to show ads to individuals who have previously visited your site by placing a pixel (a small piece of code) on your website.

• List-based Retargeting - Where you upload a list of email contacts to a social media platform. The platform will then display your ads to this audience.

• Dynamic Product Ads - Facebook's ad format that automatically promote products from your product catalogue to people who have expressed interest on your website or elsewhere on the internet.

• Conversion Rate Optimization (CRO) - A collection of techniques designed to convert website visitors into customers, which could effectively work with the Lead Custom Audience approach.

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