I have started using fb ads from couple of months. optimizing campaigns for best ROI is something which everybody wants, I read a lot about how can I increase CTR and increase ROI as well. I stumbled upon custom Audience feature and started my experience back in July mid. Its been one months and to be honest, My ROI has increased by 250% . I wanted to share few tips for my fellow BHW members. This post is only for the people who are familiar with FB ads. So coming to the point, There are two things, First, Re targeting= Targeting people again and again..so that they build a trust for your brand. Lets dive into Custom Audience. You can create custom Audience in FB ads and target that particular type of people when they come and open their FACEBOOK account. You can create 4 type of custom audience in FB. 1. The Email List : Custom Audience (The Killer) 2. The web site Custom Audience 3. The Facebook Likes- Custom Audience 4. Look Alike- Custom Audience It was hard for me to believe that, You can upload the Email list, Create a Custom Audience and then target them though FB ads. Its like, You get laser targeted emails ( the people who have bought from you in the past and the people who are subscribed to your news letter) , you upload the list and start serving to the right people. As they already hv trust on you, they tend to trust you more and get your services. For second type of custom audience, you have to put a code on your web site and who ever would go to your web site and then later open his fb Account , will see you ads right corner or new feed. This one is awesome, You can show your ads to all the people who have liked your page. The people who have liked you page, not necessarily have bought any thing from you in the past, But if they keep on seeing your ads, they can be your buyer. If you are new site, who hardly gets natural traffic and still you want to target a particular type of audience, you can do it though Look Alike Custom Audience. You can target people who are interested in same kind of services which you provide. On top of these 4 type of custom audience, you can narrow it further by geography/Gender and many more things. Let me know if you have any question.