Audiences are as crucial to Facebook ads as keywords are in search. The better you are at identifying the right offer for the right user, the better your ad performance will be.
There are 3 different types of Audiences you can create:
Datafile Custom Audiences - Use your CRM data to target existing customers or prospects.
Website Custom Audiences - Dynamically target or retarget people who landed on a key page, who added product to basket, or checked out.
Lookalike Audiences - Find people who share attributes with people who have a higher propensity to convert.
Audiences can also be used to exclude groups of people. For example, exclude people who bought a product or excluding people that are subscribed to your email marketing.