Can we combine multiple custom audiences to create a larger or more refined audience segment?

Yes, you can combine multiple custom audiences on Facebook to create either larger or more refined audience segments. This capability allows you to tailor your targeting to meet specific marketing goals. Here's how you can combine custom audiences and the implications of doing so:

### 1. **Combining Custom Audiences**

**1.1. **Using Audience Manager**

   - **Navigate to Audience Manager:** In Facebook Ads Manager, go to the Audience Manager.
   - **Create New Audience:** Click on "Create Audience" and select "Custom Audience." You can start by choosing to create a new audience from scratch or by using existing custom audiences.
   - **Combine Audiences:** Choose the option to combine multiple custom audiences. You can do this using the following methods:

**1.2. **Include or Exclude Audiences**

   - **Include Audiences:** You can combine multiple audiences by including all members of selected custom audiences. For example, you can create a new custom audience that includes everyone from Custom Audience A and Custom Audience B.
   - **Exclude Audiences:** Alternatively, you can exclude certain custom audiences from your targeting. For example, you might want to include all users from Custom Audience A except those who are also in Custom Audience B.

**1.3. **Create Lookalike Audiences**

   - **Combined Lookalikes:** You can also create lookalike audiences based on combined custom audiences. For instance, if you have Custom Audience A (high-value customers) and Custom Audience B (recent buyers), you can create a combined lookalike audience to find new users similar to both groups.

### 2. **Implications of Combining Custom Audiences**

**2.1. **Expanding Reach**

   - **Larger Audience:** Combining multiple custom audiences typically increases the size of the target audience, giving you a larger pool of users to reach. This is useful for broader campaigns where the goal is to reach as many potential customers as possible.
   - **Broader Targeting:** Larger audiences can lead to more data and insights, which can help optimize your ad campaigns. However, it's essential to ensure that the combined audience still aligns with your campaign goals.

**2.2. **Refining Targeting**

   - **Enhanced Segmentation:** Combining specific custom audiences can refine targeting. For instance, combining audiences of users who have interacted with different aspects of your brand can create a more nuanced segment that may be more likely to convert.
   - **Targeted Messaging:** You can tailor your ad creatives and messaging to address the combined characteristics of the audiences, making the ads more relevant and engaging.

**2.3. **Audience Overlap**

   - **Overlap Management:** When combining audiences, be aware of potential overlap. Users who appear in multiple custom audiences might be targeted multiple times. This can affect frequency and potentially lead to ad fatigue if not managed carefully.
   - **Frequency Control:** Monitor the frequency of your ads to avoid overwhelming users who are part of multiple custom audiences. Adjust your campaign settings to manage the frequency of ad delivery.

**2.4. **Budget and Performance**

   - **Budget Allocation:** Combining audiences can affect budget distribution. Ensure that your budget is adequate to effectively reach and engage the larger or refined audience.
   - **Performance Metrics:** Track performance metrics to understand how combining audiences impacts engagement, conversions, and ROI. Adjust your targeting based on performance data to optimize results.

### 3. **Practical Examples**

**3.1. **Combining Broad and Specific Audiences**

   - **Example:** If you have a broad audience of general website visitors and a more specific audience of users who completed a purchase, combining these audiences can help target users who have shown interest in your brand but are not yet customers.

**3.2. **Creating a Lookalike Audience**

   - **Example:** Combine a custom audience of your best customers with a custom audience of recent website visitors to create a lookalike audience. This approach helps find new users who resemble both high-value customers and recent interested visitors.

**3.3. **Refining Based on Engagement**

   - **Example:** Combine audiences of users who engaged with different types of content (e.g., blog readers and video watchers) to create a refined segment of highly engaged users. This combined audience can be targeted with ads that cater to their specific interests.

### Summary

**Combining Custom Audiences:**

- **Include/Exclude:** Combine audiences by including all members of selected custom audiences or excluding certain groups.
- **Lookalikes:** Create lookalike audiences based on combined custom audiences.

**Implications:**

- **Expanding Reach:** Results in a larger audience, providing more opportunities for engagement.
- **Refining Targeting:** Creates more specific segments for targeted messaging.
- **Overlap Management:** Be mindful of audience overlap and manage ad frequency.
- **Budget and Performance:** Ensure adequate budget and monitor performance metrics for optimal results.

By strategically combining custom audiences, you can effectively reach new users, refine your targeting, and enhance the performance of your ad campaigns.