Custom audiences allow you to reach specific customers on your lists or people who are a lot like those customers. Most of the social platforms today let you upload a list of emails or phone numbers and target those customers with your social ads. When you create these custom audiences, you can also create lookalike audiences who share similar characteristics. This allows you to expand your reach.
Berklee College of Music used Facebook’s custom audiences and lookalikes to reach people more likely to complete an application for their undergraduate and graduate programs, as well as register for their summer program. By using this strategy, they saw:
- 40% increase in click-through rate for undergraduate program
- 12X higher conversion rate for the graduate program
- 10% increase in paid registrations for summer programs