advanced guide for advertising on facebook
TRANSCRIPT
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Advanced Guide for Advertising onFacebookBy Michael Patterson on November 20, 2014
ADVERTIS ING HO ME
Sprout Social Call us at: 1.866.878.3231 LO G IN
INSIGHTSFilter: NONE ARTIC LES RES O URC ES EVENTS
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Advertising Facebook
Facebook Advertising is always a hot topic – as evidenced by the great
conversation our recent Beginner’s Guide to Facebook Ads prompted. The article
discussed how to choose the best campaign objective and ad placement, but
glossed over the idea of choosing who to actually advertise to.
An advertisement is worthless if it doesn’t reach the right people. Thus, we
wanted to provide a guide to Facebook ad targeting using the network’s Power
Editor.
Getting Started with Power Editor
To kick off the process, open your Facebook ads account and find the link to the
Power Editor on the left hand side of your dashboard. Once there, navigate to the
Manage Ads box in the upper left hand corner and choose Audiences.
FREE TO O LS
C O NNEC T
Visit our social mediachannels:
Twitter LinkedIn Facebook Google+
RSS
FEATURED
Try our freeEngagementReport
Share jobs onsocial with JobBoard
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
From the Audiences page in the Power Editor navigate to the “Create Audience”
button, which allows you to create a new Facebook advertising audience using
one of three segmenting styles. We’ll go through how to create a segment using
each of these techniques and finish off with an example of a campaign that
employs each one.
7 Steps in Creating aWinning Social MediaMarketing Strategy
Social Media in HigherEducation: Strategies toMake You Best in Class
How to Find the BestTwitter Hashtags
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Facebook Custom Audiences
Facebook Lookalike Audiences
36 Free Tools for CreatingUnique Images
How to Use Hashtags onEvery Social MediaNetwork
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Facebook Saved Target Groups
Facebook Targeted Ad Example
Facebook Custom Audiences
Facebook Custom Audiences give you a secure way to import customers from
other sources to then target on Facebook. There are currently four ways to import
customers from other sources – Facebook’s Data File Custom Audience,
MailChimp Custom Audience, Custom Audience from an App and Website
Custom Audience.
1. Facebook’s Data File Custom Audience
This function enables you to upload your own spreadsheet of customer
data so that Facebook can cross-reference it with information they have on file to
find matches and create a target audience.
VIEW MO RE ARTIC LES →
Always Up-to-Date Guideto Social Media ImageSizes
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
There are currently four different types of data that Facebook will accept.
Email Addresses
There’s a good chance that you have a list of prospects’ email addresses that
you’d like to target on social. Just upload the list of emails and if any of
those email addresses match one on file for a user, that user will be put into a
custom audience.
Facebook User IDs
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Facebook User IDs are essentially unique identifiers given to each person by the
site. There are a handful of ways to find out someone’s user ID for targeting
purposes, but make sure you do it ethically; it’s against Facebook’s terms of
service to scrape user IDs.
Phone Numbers
Typically a sales team will have a CRM system full of phone numbers that could
make prime social targets. That’s why it’s key to keep the communication
channels open between sales and online marketing departments.
Mobile Advertiser IDs
Mobile Advertiser IDs are ways application developers can identify who is using
their mobile app. They can then use that information to go on to create
advertisements targeted to those users. Sometimes advertisers get nervous
about infringing upon their customers’ data privacy, but it should be known that
Facebook encrypts your data before uploading it. You can read all about the terms
of service for custom audiences here.
2. MailChimp Custom Audience
If you have a MailChimp account, you can use it to import email lists to Facebook.
Once you log into your MailChimp account through Facebook, you’ll have the
option to import any or all of your email lists to the site for targeting. The prompt
assures you that your leads will not be notified they’re being put on a targeting
list.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
3. Custom Audience from an App
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
3. Custom Audience from an App
This feature can be a powerful way to create hyper-targeted audiences for
businesses with their own apps. Not only can you create an audience based on
every person who accesses your app, but you can get even more granular by
targeting people who reach a certain part of the app, such as a high level in a
game.
4. Website Custom Audience (aka Facebook Retargeting)
Also known as Facebook retargeting, Website Custom Audiences are easily the
most powerful of the Facebook Custom Audience features. By placing a
Facebook pixel on your site, you will be able to track your visitors back to
Facebook where you can retarget them with a custom advertisement. You can
even refine the custom audience to target people who have visited certain pages,
not visited certain pages, or a combination of the two.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
For example, you could create an audience that will target someone who has
checked out your product’s features but never made it to the purchase page.
Facebook Lookalike Audiences
Now that you’ve combined your own data with Facebook, it is time to look for
new potential customers. With Facebook Lookalike Audiences, you can upload
one of your current audience segments and Facebook will use its own algorithm
to find users who are similar to the people in that group.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
There are three different audience sources you can create a lookalike from:
Custom Audiences
These can be based on email addresses, Facebook user IDs, phone numbers,
and mobile advertiser IDs.
Conversion Tracking Pixel
This is a specific type of pixel for your page that will only trigger when someone
accomplishes a goal, like clicks a particular button or makes a purchase.
Page
If you’re a Page admin, you can create a lookalike audience based on your Page’s
current following. Once you pick an audience source, choose the country you want
the new users to live in and decide if you want to optimize for similarity or reach.
The former choice will find fewer people who are more closely related to the
original group, while the latter will find more people who are not as
closely related.
Facebook Saved Target Groups
This type of user targeting is much more conventional. Facebook has a plethora of
information on all of its members and this is the place to come to take advantage
of that. Here are just a few of the many segmenting capabilities Facebook has for
their saved target groups:
Custom Audiences
Facebook Saved Target Groups has the amazing ability to upload one of your
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
custom audiences so that you can continue to refine the targeting around that
segment. For example, you can upload a big list of emails that you want to target,
then continue to refine that audience by adding on different parameters like age,
gender, or location.
Excluded Audiences
This is the ability to upload a custom audience to a saved target group, but
instead of serving the ad to those users, Facebook will make sure to not show the
ad to those people. So if your campaign objective is to bring completely new
visitors to your site, you can choose to exclude a list of people who have visited
your web page in the past.
Life Events
Facebook has a unique way of finding people who have experienced, or are about
to experience, important life events. This includes things like an approaching
anniversary, someone celebrating a new job or someone celebrating a new
relationship. This is a great way to target customers if your product fits into any of
these categories.
Categories
This data is interesting because it comes from third parties sources Acxiom,
Datalogix, and Epsilon. The companies that provide this information actually base
it on information collected on other websites, which is why it would definitely be
worth testing out.
Connections
This capability is great because it will allow you to solely target users connected
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
to your Page, so you have a good idea that they already like your brand. You can
also choose to target people not already connected to your Page, which can
boost your reach to unique users.
Facebook Targeted Ad Example
We’re now going to walk through an example of creating an ad and targeting it
using a custom audience, a Lookalike audience, and a saved target group.
Imagine the sales team of your company just sent over a list of about 700
customers who you would like to target with Facebook ads in hopes of bringing
them back to your site to buy more products.
Step 1. Upload the List of Potential Customers’ Email Addresses
You need to upload the file in the audiences tab of Power Editor. All of the email
addresses must be in the first column and the document must be saved as a .txt
or .csv file. When you upload the file in Power Editor you should see a prompt
similar to this:
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
The 727 instead of 730 mean that three of the email addresses weren’t uploaded
due to errors, most likely formatting mistakes. Facebook will now go to work
pairing the emails that did upload properly.
Step 2: Create a Lookalike Audience
Facebook finished matching as many emails as it could and we ended up with a
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
segment of 400 users, which doesn’t seem high enough for this campaign. That’s
why we should create a Lookalike audience to supplement this group. Open up
the Lookalike Audience section and choose the correct source, what you named
the email list in step one, then choose a target country and level of similarity.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
We chose to optimize for high similarity because we don’t want this list of very
relevant emails to be watered down with people who don’t fit. This Lookalike
yielded an additional 2.1 million users to target.
Step 3: Additional Targeting by Demographics
Now that we have a sizable audience pool, we can start to layer on some
additional targeting parameters. For instance, we can cut the audience down by
adding an age restriction, location, or interests. That’s what we did for this
example, and we went from an audience of more than 2.1 million users down to
30,000 very relevant targets.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Testing for Continued Success
As you can see, there are many different ways to find audiences to advertise to
on Facebook. The key is to keep testing new ways to find which one will drive the
lowest cost per goal and which will be the most effective.
If you’re not quite ready to start your foray into paid Facebook advertising
solutions, don’t worry. There are some great tools – like Sprout Social – that can
help you maximize your organic engagement with your customers.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Schedule all of your organic Facebook posts in advance.
Use our Facebook analytics to report on all of your success.
Monitor your best performing content to inform future posts.
UP NEXT
3 Tips for Getting YourPinterest Pins in Front of MorePeople
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
MICHAEL PATTERSON
Michael began his career at Sprout Social as an intern, but
has since transitioned to the role of Digital Marketing
Specialist. When he isn't researching new ways to drive
online traffic, he can usually be found exploring Chicago's
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
unique neighborhoods and breweries.
Dec 29, 2014
Nov 21, 2014
Newest | Oldest | Top Comments
StephanieB
HarshMehra
Sign in or Post as Guest 6 people listening
Hi Michael. Great Facebook articles. Wondering if you've thought about posting aguide for companies who manage other businesses' Facebook ads. I'm finding that thesetup and management is slightly different - i.e. billing, bulk ad creations, reporting, adaccount access, etc. and would love to know any tips on how to improve the processand configure things appropriately. Thanks!
LIKE REPL Y
Michael you post such a mice articles, Now I feel confident after understanding the
2 COM M ENTS
+ Follow Share Post comment as...
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
basics of Facebook advertising marketing.
http://www.graciasdios.in/seo-services/on-page-optimization/
LIKE REPL Y
FEATURES
Engagement
Monitoring
Social CRM
Publishing
Analytics
Team Collaboration
HelpDesk
Mobile
SOLUTIONS
Customer Service
Social Management
Social Marketing
Agencies
ABOUT
Pricing
Customers
Company
Careers
Privacy
Legal
Brand Assets
SUPPORT
Email Us
System Status
DOWNLOAD
iPhone/ iPad
Android
INSIGHTS
Articles
Resources
Press
Contact Insights
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
TwitterTwitter Certified Product
Sprout is a Twitter certified partner for
Engagement and Analytics.
FacebookPreferred Marketing Developer
Sprout is a Facebook Preferred Marketing
Developer for Management & Insights.
Google+Google+ Pages API Partner
Sprout is a Google+ Pages certified third-
party management tool.
Sprout Social 131 S. Dearborn St., Ste. 1000 Chicago, IL 60603 1.866.878.3231
SHARE
TWEET
SHARE
SHARE
PLUS 1
SECURE, RELIABLE and TRUSTED
Sign up to have social media resources sent to your inbox every week.
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
[email protected] SIGN ME UP!