Choosing the right audience and keeping your content relevant is the key to running a successful Facebook ad. If you’re selling women’s clothing, for example, don’t target men and women who are between the ages of 18-65 and live in the United States. Selecting such a broad audience typically leads to lower click-through rates, and Facebook can even cancel your ad if it has unusually low engagement or negative feedback.
The easiest way to zero in on the right audience is to use your contact list to build an audience of Facebook users who are similar to your customers and subscribers. Mailchimp gives you the power to find value in all sections of your contact list audience insights, even people who have unsubscribed. Now, you can leverage your subscriber activity and e-commerce data to create powerful segments that help you show relevant ads to the right people.