The Importance of Custom Audiences with Facebook Advertising

If you’ve read any of our previous blogs you know we talk about Facebook Advertising a lot. That’s because we’re big fans of both the functionality and usability of this tool.

We love it because it’s an incredibly useful tool that’s proven to deliver results. In a day and age where almost every business has a Facebook presence and given Facebook’s algorithm, it’s almost impossible to reach a mass audience organically.

Paid advertising on Facebook provides an effective and low-cost way of targeting users and generating leads.

We at Williams Media utilize Facebook Ads for most of our clients and continuously rely on it for lead generation and brand awareness. 

P.S. If you run an e-commerce store, or sell any products online, then you’ll want to pay attention.

Our Objective

We help a local business sell their products online and one of the key performance indicators that we wanted to focus on was their churn rates. Up until working with us, this business had several one time customers that never purchased again. Knowing the power of Facebook Ads coupled with custom audiences, we determined our objective involved the retargeting of one-time purchasers in hopes of leading them to another purchase decision. 

So, we knew we needed to get the right ad, in front of the right people, at the right time. And, here’s exactly how we did that.

We started with their customer’s e-mails. Having the e-mail of every customer from their previous purchase, we sorted e-mails by those who have only purchased once into their own list.

Next, we imported those e-mails into a custom audience on Facebook, which would allow us to target these specific people with a sponsored ad.  For a more in-depth look at Custom Audience’s, read our blog How To Increase Online Sales Through Facebook here.

After that, we created a Facebook Ad Campaign that deployed an ad specifically targeting these one time customers that incentivized them to purchase and re-engage with the business again. 

The Result

After monitoring the ad and paying close attention to the data, here’s what we happened.

After two weeks of running the campaign, the ad reached a vast majority of our targeted audience and we were able to generate over $1,200 in the course of just two weeks. The best part? We spent a grand total of $18 on the advertisement itself, resulting in a great return on investment.





So how can you create a campaign that produces great results at the lowest cost?

First, it’s important to identify your audience or audiences. For our purposes, we identified a specific audience to target: those who were one time purchasers. It can be as simple as one or multiple audiences, but it’s important to identify what those are. In order for your ad to work, you need an audience that will be receptive to it.

Secondly, it’s important to determine your content. What will you offer that matters in the eyes of the consumer? Offering relevant content that leads customers through the buyer’s journey will make all the difference in generating leads or sales. What value are you offering to the consumer? Just as it’s important to find the right audience, it’s equally important to determine the content that will resonate with them.

Once you have those down, you’ll be well on your way to constructing a successful campaign through the use of custom audiences.

Now that you have an example, we encourage you to go out and try it for yourself. The other great thing about Facebook Ads? You can get as advanced or simplified as you want, but we encourage you to not be afraid to invest in it. A few dollars can go a long way. If you have any questions, don’t hesitate to let us know.

For a more in-depth look at custom audiences and the power of Facebook Ad’s, be sure to download our newest e-book below.


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SingleSource Accounting

SingleSource Logo Main

Your one-stop shop for outsourced accounting services.

We partnered with SingleSource to create a forward-thinking, playful and engaging website to uniquely position the startup within the saturated landscape of financial services. SingleSource takes pride in making state-of-the-art accounting solutions accessible to businesses of all sizes using their unique people + technology approach. With powerfully simple visuals and effective user flow, this conversion-optimized site was built to foster their growth.




Buffalo, NY


Web Design & Development

Digital Marketing

Custom Illustration 



Visualizing the brand.

It was important for us to convey the brand in the most accurate way, so our team also crafted a suite of 24 custom illustrations to demonstrate every aspect of the SingleSource experience.


The Team

Custom headshot illustrations.

Business headshots are boring. We thought we would spice things up by hand-drawing everyone on the accounting team to create an inviting presence while maintaining brand consistency.