custom audiences: from zero to hero in 4 steps
TRANSCRIPT
The 2016
Facebook Advertising SummitHOW TO APPROACH FACEBOOK PERFORMANCE MARKETING DURING THE Q4 SHOPPING RUSH
Custom AudiencesFrom Zero To Hero In 4 Steps!
@AdEspresso
These are ads I saw yesterday
And This is my face when I saw them!
Every day hundreds of thousands of dollars
are wasted
Displaying a great ad …… To the wrong audience
The Solution ?
Custom Audiences
Upload a list of eMails, phone numbers, user IDs and create an audience of people you’ll be able to target with ads
On average 50-70% of the contacts are matched.
[email protected]@gmail.com
What are Custom Audiences?
Add a Facebook’s pixel and create an audience with anyone who visited your website (or specific pages)
Extremely effective. Analyze up to 180 days of data.
Add the pixel immediately!
Website Custom Audiences
Facebook create a BIG audience of users very similar to yours.
Lookalike Audiences
What are Lookalike Audiences?
Basic Custom Audience Strategies
Convert Leads into Customers
Users who already have a relationship with you are the
most likely to buy
Incentivize them with special discounts!
Shopping Cart Abandonment
26% of users who abandon the checkout will buy the product if
retargeted
Create WCA with users who start the checkout process but don’t
complete it!
Cross Device Targeting
People love to discover on mobile…
… but they usually don’t convert on the go.
Retarget your mobile traffic when they’re on desktop to maximize
conversions.
Custom Audience Exclusion
People love to discover on mobile…
… but they usually don’t convert on the go.
Retarget your mobile traffic when they’re on desktop to maximize
conversions.
Keep Custom Audiences in Sync
Custom Audiences have one major flow
If they’re not up to date they are useless
And keeping them up to date usually requires you going crazy with CSV files
:(
Best Tools to Keep CA in Sync
Select Facebook As Source
Pick a Form to Sync
Pick a Destination
Pick a List
Customize Fields
Advanced Strategies
Target Follow Up ads to users who read your emails!
Retarget users who have not opened your emails
Re-engage on Facebook with unsubscribes
Engagement Based Audiences
What are Engagement Audiences?
A Great way to retarget users based on their interactions with your ads
Engagement audiences currently support:
Video Ads
Lead Ads
Canvas
How to Create Engagement Audiences
Access the audience section of Business Manager
How to Create Engagement Audiences
Select Engagement on Facebook
How to Create Engagement Audiences
Pick the engagement you want to use
How to Create Engagement Audiences
Create a Custom Audience based on video views
How to Create Engagement Audiences
Or Lead Ads interactions
Advertising Strategies
Use video ads for top of the funnel engagement then retarget
anyone who watched > 50% to covert into leads
Retarget users who opened a Lead Ad but did not submit a form
and send them to a traditional landing page
Retarget people who submitted a lead ad to convert them into
customers
Advanced Pixel Tracking
Custom Events Tracking
Facebook Pixel can be used for much more than Website Custom Audiences and Conversion
tracking
How to track a custom event
Not only you can create a custom event to track.You can also pass arbitrary values!
And Create an Audience from it
And Create an Audience from it
Enter Advanced mode and include users based
on Events
And Create an Audience from it
Pick the event you want among standard and
custom ones!
And Create an Audience from it
You can even filter inclusion and exclusion based on custom parameters!
Advertising Strategies
Track custom parameters with the blog post category a user is
reading and target them based on their interests!
Target users based on specific interactions with your website like a
search for a specific Artist.
Track and target users by referral showing specific ads to users
coming from Google for example.