building custom audiences on social media · your data makes the most relevant audiences if...
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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .WHAT ARE CUSTOM AUDIENCES?Brands, retailers, and advertisers that run campaigns on social media sites know that they can use the existing targeting tools provided by the sites to reach their intended audience. What many don’t know is the availability (and capabilities) of using “custom audiences” for social media advertising.
A custom audience simply means using your own opted-in data, or opted-in data from a third party, to create your own advertising segments across social media. Facebook, Instagram, Snapchat, and Twitter all have thisfunctionality, with different degrees of customization.
HOW EACH SITE DEFINES “CUSTOM AUDIENCE”
BUILDING CUSTOM AUDIENCESON SOCIAL MEDIA Understand the basics of, and start using, this powerful feature
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Facebook and Instagram define a “custom audience” as: a type of audience you can create made up of your existing customers. You can target ads to the audience you've created on Facebook, Instagram, and Audience Network.
HELPFUL LINK: https://www.facebook.com/business/help/341425252616329
Twitter refers to their custom audiences as “Tailored Audiences”: Tailored audiences are a way to target your existing users and customers to create highly relevant campaigns.
HELPFUL LINK: https://business.twitter.com/en/help/campaign-setup/campaign-targeting/tailored-audiences.html
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Here’s how Snapchat defines their custom audiences: Snap Audience Match (SAM) Audiences are built directly from your customer lists of emails or device ids. With SAM Audiences you’ll be able to easily upload your customer lists, get audience insights (such as the number of matched Snapchat users), edit and delete audiences, and create lookalikes from your uploaded data.
HELPFUL LINK: https://businesshelp.snapchat.com/en-US/article/create-sam-audience
BUILDING CUSTOM AUDIENCES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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WHY ARE CUSTOM AUDIENCES IMPORTANT?Your data makes the most relevant audiencesIf you’ve taken the time to collect customer data, and been granted their permission to use it for advertising, you have the most relevant audience available. Reaching them on social media with timely messages will increase your campaign effectiveness. Plus, with Facebook eliminating “Partner Categories”, custom audiences can replace this functionality.
More bang for your buckBy bringing in data, and therefore audience segments, into the social media sites, you can frequently save on campaign costs. Using data outside of their system frequently results in lower cost-per-click fees.
People spend a lot of time on their phones, and on social mediaAccording to Pew Research, 78% of Americans own a smartphone, with 93% of 18-29 year olds owning one. Flurry states that people spend over 133 minutes per day in mobile apps, with a large percentage of that time devoted to browsing social media. Advertisers want to reach their audiences where they spend their time.
A new way to compete with the Facebook & Google duopolyAs Google and Facebook command more digital ad spend, it’s easy for advertisers to make their ad buys through these two platforms. By bringing in unique data as custom audiences, agencies can provide unique value back to their customers.
WHAT DATA CAN BE USED TOCREATE A CUSTOM AUDIENCE?The following data points can be uploaded to the platforms
USE CASES
RETARGETINGReaching your previous customers
with custom audiences is a great place to start. Encourage repeat visits with
the right offers & incentives.
COMPETITIVE TARGETINGBy using other data sources, find and reach consumers who shop
with competitors.
HIGH ASP PRODUCTSReaching consumers shopping for
high ticket items requires quick action before the buying cycle
extends again for years. Make sure they’re seeing you on social media.
INCREASE SCALEMany social media sites let you build “look alike” audiences based upon
the custom audiences you’ve created. This can be an effective way to increase your campaign’s reach.
MOBILE APP CUSTOMER ACQUISITION
Use custom audiences to reach your previous consumers or shoppers at competitive locations to encourage
mobile app downloads.
Email addressMobile phone number
Mobile Ad IDFacebook App User ID
Facebook Page User IDTwitter User name
Twitter User IDFirst name / Last name
CityState/Province
ZIPCountry
Date of birthYear of birth
GenderAge
YESYESYESYESYESYESYESYESYESYESYESYESYESYESYESYES
YESYESYES
YESYES
YESYES
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BEST PRACTICES & CONSIDERATIONSUse opted-in dataMake sure the data you’re using to create a custom audience has been granted permission to be used for marketing purposes.
The ideal audience sizeAll sites require a minimum audience size, typically 1,000, for privacy reasons. Once this threshold is met, the ideal starting point for an audience size to perform for smaller campaigns is 5,000 - 10,000. That number can be smaller based upon the specific campaign goal, or be increased for larger campaigns.
Use look-alike audiences to build scaleAfter uploading your custom audience, many times you can build “look alike” audiences that will closely resemble your audience. This is a good tactic to deploy when you need bigger audiences larger scale campaigns.
Use clean & accurate data, include as much as you can to increase match ratesMake sure your CSV or TXT file is clearly labeled and organized. Simple things, like separating first and last names into separate columns, and including as much data as possible, can significantly increase the match rate and accuracy between your audience and the social media platform’s user base.
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Facebook & InstgramTo upload your audience to Facebook & Instagram, visit:https://www.facebook.com/ads/manager/audiences
TwitterTo upload a “Tailored Audience” to Twitter, visit:https://business.twitter.com/en/help/campaign-setup/campaign-targeting/tailored-audiences.html
SnapchatTo upload a Snapchat Audience Match (SAM) audience, visit:https://businesshelp.snapchat.com/en-US/article/create-sam-audience
The process for uploading data as a custom audience is similar across all sites. • Prepare and upload your data• The sites hash your data prior to uploading as an additional security measure• Your data is matched to the site’s user base, creating the custom audience• Your original data is deleted
Image via Facebook
RESULTSFAST CASUAL NATIONAL MEXICAN CHAINGoalReach people on Facebook with an interest in their food & brand, and have them redeem a mobile coupon
Target AudienceVisitors to their locations, direct competitors, and Mexican restaurants
Results 67% improvement in conversion rate
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BOUTIQUE HOTEL CHAINGoalReach people on Facebook that are actively looking to book a wedding location
Target AudienceVisitors to bridal stores, jewelry stores, and their hotel
Results131% cost savings vs. using Facebook’s audiences200% better click-through rate over control group
REGIONAL MATTRESS STORE CHAINGoalReach current mattress shoppers on social media and mobile apps to drive more foot traffic and sales
Target AudienceVisitors to their locations and competitive mattress stores
Results 160X CTR lift over desktop targeting266% CTR lift over social media behavioral targetingNew, campaign attributable mattress sales
67%LIFT
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131%COST
SAVINGS
2XCTR
160XLIFT
266%LIFT
Reveal Mobile has earned membership with the Network Advertising Initiative, conducting annual compliance audits. Reveal Mobile is EU-US Privacy Shield certified, and wil be EU GDPR compliant before May 25th, 2018.
We follow the best practices for location data collection set forth by Mobile Marketing Association (MMA), the Internet Advertising Bureau (IAB), the Digital Advertising Alliance, the Network Advertising Initiative, and the California Attorney General’s office. We sit on the Privacy Committee for the MMA and the Public Policy Committee at the IAB to stay up-to-date on the most recent privacy regulations and standards. We’re also members of the The Location Based Marketing Association and the Future of Privacy Forum. More information about our approach to privacy is at https://revealmobile.com/privacy
PRIVACY
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SALES FOCUSED ON LOCATION-BASED AUDIENCESWe built Reveal Mobile to support sales teams. Our biggest differentiator is having an intuitive user interface designed to make selling location-based audiences as easy as possible.
SINGLE SOURCE, DE-DUPLICATED DATAReveal Mobile provides a single source for vetted, de-duplicated first and second party location data. This ensures our source data is clean before matching to our own proprietary point-of-interest database.
DATA PORTABILITY & FLEXIBILITYWe allow customers to use their location-based audiences wherever they will work best - mobile apps, social media, audience marketplaces, and data management platforms. This flexibility prevents you from being locked into a single ad network or channel.
PRECISION LOCATION DATAWe improve the accuracy of our data by matching location signals to Bluetooth beacons, which require close proximity from a device in order to detect the beacon. This patented approach helps increase the accuracy of our audiences by up to 10x.
COMPLIANCEPrivacy and security are built-in by design. Our approach to privacy earned Reveal Mobile certification from the Network Advertising Initiative, and we undergo annual compliance reviews. We will be GDPR compliant when it takes effect on May 25th, 2018, and today are EU-US Privacy Shield certified.
ABOUT REVEAL MOBILE
Reach out to us to see a demo of our products in action, and to strategize how you can take advantage of location-based audiences. Contact [email protected] to start the conversation
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