By selecting the Core Audiences you can spread advertisements more purposefully. It is also possible to combine single criteria so that you can define special target groups in detail. There are hardly any limits to the possibilities of targeting.
If you address an advertisement to Custom Audiences it can be addressed directly to persons that are already clients or fans. This includes for example existing clients, people who have already visited the website before or people who are using a certain app. You can systematically import your own contact lists with email addresses and/or phone numbers in order to spread the advertisement precisely to the people from this contact list. Nevertheless, it is generally not recommended to upload contact lists as most of the time the people whose data is stored in the contact lists did not agree to the transfer of their data to third parties.
However, the possibility to retarget via the Custom Audiences is very interesting: By adding the so called Facebook Pixel to the website code as a “tracker”, retargeting enables you to not only address people with your advertisements who have already visited the website but to systematically place advertisements for products or certain travel offers that those website visitors have been looking at.
Once defined audience groups can be saved so that you do not need to define and select them all over again for each advertisement or campaign.
BUDGET
If you have decided what your goals are and who your audience is, specify your budget.
For the beginning, CPM - meaning the thousand-contact price - and payment via credit card might be the best billing methods and invoicing modalities as you can alter the accounting period as well as the threshold value so that, in case of doubt, you do not receive 20 invoices in one month but only one or two.