Which option is most effective for reaching existing customers in Ads Manager?

Using a Custom Audience in Ads Manager is the most effective way to reach existing customers. Custom Audiences allow you to target individuals who have already interacted with your business, whether by visiting your website, engaging with your app, or being part of your customer list. By leveraging this type of audience, you can effectively tailor your marketing messages to individuals who are already familiar with your brand, increasing the likelihood of engagement and conversion.

This strategy capitalizes on the existing relationship you have with your customers, allowing you to deliver personalized ads that cater to their preferences or previous actions. Therefore, Custom Audiences are especially useful for re-engagement campaigns, upselling, or cross-selling, as they target users who have shown a previous interest in your offerings.

In contrast, Lookalike Audiences target new potential customers who share similar characteristics with your existing customers but do not guarantee the same level of familiarity. Target audience options may not specifically focus on your existing customer base. Broad Audience settings are even more general, casting a wider net that includes people who have no prior engagement with your brand. Thus, Custom Audiences clearly stand out as the most directed and effective method for re-engaging existing customers.