With the Marketing API you can set up audiences for ads so you reach consumers that are most likely to take an action based on an ad. You can develop audience segments based on customer frequency, behavior and purchasing so you can have more granular messages for each group.
Custom Audiences - With Custom Audiences, bring your first party data to Facebook and deliver ads to people who have already done business with you.
Lookalike Audiences - Build an audience for your ads which are most similar to established customers.
An key strategy you can use to maximize your potential to win ads auctions and deliver ads to the most relevant audience is known as the Tiered Audience Strategy. With the approach, you establish multiple sets of custom audiences with minimal overlap between audiences. For example with this strategy you can set up an audience targeting your VIP customers and another one for customers who have only purchased once. You can then bid separately for the two different segments, to maximize your odds of winning ads auction at the right bid amount for the different customer segments.
To learn more about creating and managing audiences for your ads with Marketing API, download the Marketing API Direct Response Playbook.