• This minimum requirement is meant to protect the privacy of the audience members, reducing the likelihood of identifying individuals via Facebook pixels or their actions on ads. 
  • There have been instances of Facebook denying use of my audiences that were well over 100 but less than 1,000, so it’s always safe to shoot for a larger audience wherever possible. 
  • If you can’t reach 1,000, use the Audiences module, to see your list of audiences and their “Availability” for use in ad sets.
  • While 100 is the minimum number of people in a custom audience who can be served your ad, it's important to recognize that any list you import should be much bigger than this for a variety of reasons that I touch on below.
  • Firstly, it’s important to understand how it works.

Most common data sources of custom audiences for Facebook Ads
  • Website visitors - data collected by a Facebook Pixel
  • List of customer phone numbers
  • List of customer email addresses
  • Facebook then cross-references that imported information with their user database to match Facebook users to the data you import. The end result is a custom audience of Facebook users that can be served ads directly, and this audience must total at least 100 users. 
  • Ergo, some of the contacts in your initial list will not be linked to a Facebook account, so uploading 100 phone numbers alone will not be enough.
From Custom to Lookalike Audiences
  • An overabundance of data is also an advantage to the Facebook algorithm, which identifies those users most likely to act in accordance with your Campaign Objective. 
  • Their algorithm is then able to use your custom audience to create a Lookalike Audience of new customers with similar interests. The effectiveness of this Lookalike Audience depends solely on the amount of data it can use as a reference. 
  • For example, say you have a list of customers that have purchased your bird feeders. Facebook can use that list to identify potential customers who would also purchase bird feeders. 
  • Providing a large list of 5000 customers with varied interests & behaviors would result in a much more effective Lookalike Audience than one of only 100.
Tools Take the Pressure Off
  • Tools like AdRobin (full-disclosure, I am its founder) can speed up this process and boost the effectiveness of Lookalike Audiences by creating them with minimal effort on the part of its clients. 
  • You can stipulate exactly what you want your audience to look like, upload a custom list, or use our advanced auto-targeting system for hassle-free publishing.

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