using paid social to find your place and customer_richard buckton
TRANSCRIPT
Using Paid Social to Find Your Place and Customer
Richard Buckton
rekrmend.com
How do you know it’s out there?
What Do I Mean By Audience?
A collection of users in one of my social network ad accounts
Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way –collected via tracking codes
Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way –collected via tracking codes
• Custom Audience - A list of my customer emails – uploaded by me
Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way –collected via tracking codes
• Custom Audience - A list of my customer emails – uploaded by me• Lookalike Audience – People with similar characteristics to one of my
audiences above – created by the network
Creating Audiences
Creating Audiences
Creating Audiences
•Collect people…
•Track what they do…
Get those pixels installed!
Start Tracking Now
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
What to Track – What Matters to You?
What Can You Track?View Content
Search Add to Cart
Add to WishlistInitiate Checkout Add Payment Info
Purchase Lead
Complete RegistrationCustom
Page Visit View Category
Search Add to Cart Checkout
Watch Video Signup Lead
Custom
Site Visit PurchaseDownload
Signup Custom
LeadSignup
PurchaseAdd to Cart Download
Install Key Page View
Custom
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
Website Custom Audiences!
• All Visits• Added to cart• Purchased
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
Later that month…
Target ‘All Visits’
Exclude ‘Purchased’
We don’t want to…
A) Annoy our customers
(this is proven to be bad)
B) Waste our valuable ad spend
(ditto)
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
What is a Lookalike Audience?
A collection of people on the social network in question who are closest in demographics to the source audience.
How Does It Work?
•Choose a source audience•Could be uploaded emails or a website custom audience•Network finds the people closest to the people in the source•You have a new audience
Yes, you can…
Create lookalikes from website actions too…
People who added to cart, purchased…
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
Is this just for acquisition?
And there’s more clever stuff…
Mutual benefit…
Example…
People who come from a Pinterest ad join not just your Pinterest ‘All Visits’ audience but if they also belong to Facebook they’ll be added to that audience too.
I’ll take him! Me too Who??
Just popped in!
My Audience Tracking
Mysite.com/displaylandingpage
Audience Overlap
Retargeting
Retargeting
Added to cart – didn’t buy
Retargeting
Added to cart – didn’t buy
Added to cart last 7 days
Retargeting
Added to cart – didn’t buy
Added to cart last 7 days
Spent more time on the site
Retargeting
Added to cart last 14 days
Exclude Added to cart last 7 days
(Give them chance to come back anyway)
Wouldn’t be the PMIs without mentioning…
