With Custom Audiences, businesses can send personalized promotions or offers to customers on Facebook. A retailer, for example, can send offers to customers on Facebook for items that complement those they already purchased or try to get users to sign up for its mailing lists while excluding those who have already signed up.
The move begs a comparison to Google’s AdWords, which was among the first digital ad-buying interfaces to add powerful targeting tools to the SMB tool belt.
The comparison to AdWords is even more fitting in light of Facebook's addition last week of a website retargeting capability to Custom Audiences. That offering allowed marketers to go directly to Facebook for their retargeting needs -- in the same way AdWords brought retargeting to legions of small businesses.
The new features will begin rolling out for a limited number of US advertisers today. Global rollout will begin next week, with all advertisers worldwide having access by the end of November.