How to spend your first $10K:

Using Custom Audiences to be 10x more effective

Apply to the FBStart ProgramGet $2.5K in free FB ads credits if you qualify*

Turn your $10K into $12.5K

How to spend your first $10K $12K

Hi, I’m Andy Artz

Partner @ Social CapitalHead of User Acquisition

We invest in transformative ideas with global impact to fundamental human needs

VP @ OMGPOPAnalytics & Finance

Real-time Multiplayer Social & Mobile Games

Are you ready to test spend?

• You already have some traffic & customers

• You have a working product

• You can service more customers

• Note: this is not a substitution for organic efforts!

Where do you start?

Facebook?

Twitter?

Youtube?

Content Syndication?

Adwords?

New stuff?

Yea, there’s a lot to choose from

Pick a scalable platform• The purpose of your first $X should be

to to prove out the viability of a channel

• If it works, you can pour more $ in based on your learnings

• Avoid one-offs and things that you don’t have control over (e.g. buying a billboard)

CONTENTCOMPLEX IDEAS

SOCIALTARGETING

SEMCAPTURE INTENT

VIDEOBRANDING

Find “product-platform fit”

Strategies to avoid when you’re young

http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/

Featuring = now 100% curated

It takes 50-100K installs in 24 hours to penetrate the Top 10 on iOS. The plus is organic discovery.

Incentivized networks charge ~$1-2 per install

App store charting & bursting

How charting works

Done well, spending ~$2K per day on incent traffic can yield 0.5x-1x organic

lift on iOS

Popular keywords are $$$

It is unlikely that your product’s v1.0 LTV can compete with their v10.0 LTV

IP-based geo-targeting ≠ great

We compared users’ GPS location from 1st

app open to determine what %

were within targeted city limits

~40%+ inaccuracy

Mobile ad network

CONTENTCOMPLEX IDEAS

SOCIALTARGETING

SEMCAPTURE INTENT

VIDEOBRANDING

Onwards to custom audiences…

4 core concepts for today:

1. Setup the proper tracking

2. Study your audience

3. Prime your audience [with content]

4. Convert your primed audience

Use FB’s custom audience pixel

Get the FB Pixel Helper

Install the FB custom audience pixel

4 core concepts for today:

1. Setup the proper tracking

2. Create derivative audiences

3. Prime your audience [with content]

4. Convert your primed audience

Create custom audiences

Your traffic

Your pixel

Analyze your custom audience

using FB Insights

Your audience

1.7K MAU

Men 25-34

Pro-Tip: Create a 1% Lookalike Audience

Your pixel

4 core concepts for today:

1. Setup the proper tracking

2. Create derivative audiences

3. Prime your audience [with content]

4. Convert your primed audience

Prime your audience using earned or owned media

No pixel found

Q: How do I get my custom audience pixel on my

earned media?

A: Use redirects or iframes. Snip.ly is your friend.

Short URL

Bonus CTA

Your FB Pixel

Recap:You now have placed your custom audience pixel on your earned media.

When you send traffic to that short URL, you are planting the seeds of your custom audience

Next - drive traffic to your site from your FB page

Create a hidden post from your FB page in FB power

editor using the snip.ly URL

Now boost the post using a Page Post Engagement ad

targeting your Lookalike 1%

Your audience

Why should you boost posts?

1. Your historical traffic flow is small and you want to grow it

2. You want to target a new niche not reflected in your current traffic

3. You accrue organic reach to your page

4. You can access cheaper CPM / CPC

Boosted post results

Boosted post results

4 core concepts for today:

1. Setup the proper tracking

2. Create derivative audiences

3. Prime your audience [with content]

4. Convert your primed audience

Convert the users who have visited your page/blog

Custom audience

Branded mobile app install ads

This test: show the ad to a “primed” custom audience

vs. a general lookalike audience of “non-primed”

Mobile app install ad results

Mobile app install ad results

4 core concepts for today:

1. Setup the proper tracking

2. Create derivative audiences

3. Prime your audience [with content]

4. Convert your primed audience

Hey…that was only 4x improvement…I want my

money back!

This test was run with $2500 in spend…which is the free credits you got to

start

Refinements1. Use the learnings from page post engagment

ads to refine content choice, copy, and targeting to maximize CTR/minimize CPC. Likes, comments, shares help to get organic reach. You need organic lift on page posts to make this work.

2. Because the cost of priming adds a fixed cost to your primed conversions but gives you a 4x multiplier – you have to find the sweet spot where the multiplier effect in increased conversion rate outweighs the cost of priming. For a detailed calculator download the excel here: https://s23p.box.com/FBPrimingCalculator

Let’s Recap!

Earned Media

Pixel

Branded FB Page

Owned Media

Snip.ly / Redirect

Unbranded FB Page

Page Post Engagement

Conversion Ad

Custom Audience

Branded FB Page

You can find this talk at:

socialcapital.com/artifacts