A strategic Facebook advertising strategy should always aim to move the potential or current customer closer to the point of conversion. The reason why most businesses fail to make a positive return from Facebook ads, is they try to skip steps needed for the customer to convert. Facebook allows businesses to tell a story that builds trust, creates a relationship and solves the problems of the customer before they consider converting. It’s what makes Facebook different than any other medium of online advertising. To help drive a closer relationship with your customers, you can utilize built-in tracking features that Facebook has established in its advertising infrastructure. Each of these audiences is designed to gradually get the user to commit to performing different behaviors that create a closer relationship with the business. What are Custom Audiences? Put simply, they’re a range of different behaviors users perform that are tracked by Facebook. When one of these beha...