custom audiences: from zero to hero in 4 steps

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The 2016 Facebook Advertising Summit HOW TO APPROACH FACEBOOK PERFORMANCE MARKETING DURING THE Q4 SHOPPING RUSH

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Page 1: Custom Audiences: From Zero to Hero in 4 steps

The 2016

Facebook Advertising SummitHOW TO APPROACH FACEBOOK PERFORMANCE MARKETING DURING THE Q4 SHOPPING RUSH

Page 2: Custom Audiences: From Zero to Hero in 4 steps

Custom AudiencesFrom Zero To Hero In 4 Steps!

@AdEspresso

Page 3: Custom Audiences: From Zero to Hero in 4 steps

These are ads I saw yesterday

Page 4: Custom Audiences: From Zero to Hero in 4 steps

And This is my face when I saw them!

Page 5: Custom Audiences: From Zero to Hero in 4 steps

Every day hundreds of thousands of dollars

are wasted

Displaying a great ad …… To the wrong audience

Page 6: Custom Audiences: From Zero to Hero in 4 steps

The Solution ?

Custom Audiences

Page 7: Custom Audiences: From Zero to Hero in 4 steps
Page 8: Custom Audiences: From Zero to Hero in 4 steps

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

[email protected]

What are Custom Audiences?

Page 9: Custom Audiences: From Zero to Hero in 4 steps

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

Page 10: Custom Audiences: From Zero to Hero in 4 steps

Facebook create a BIG audience of users very similar to yours.

Lookalike Audiences

What are Lookalike Audiences?

Page 11: Custom Audiences: From Zero to Hero in 4 steps

Basic Custom Audience Strategies

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Convert Leads into Customers

Users who already have a relationship with you are the

most likely to buy

Incentivize them with special discounts!

Page 13: Custom Audiences: From Zero to Hero in 4 steps

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!

Page 14: Custom Audiences: From Zero to Hero in 4 steps

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.

Page 15: Custom Audiences: From Zero to Hero in 4 steps

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.

Page 16: Custom Audiences: From Zero to Hero in 4 steps

Keep Custom Audiences in Sync

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Custom Audiences have one major flow

If they’re not up to date they are useless

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And keeping them up to date usually requires you going crazy with CSV files

:(

Page 19: Custom Audiences: From Zero to Hero in 4 steps

Best Tools to Keep CA in Sync

Page 20: Custom Audiences: From Zero to Hero in 4 steps

Select Facebook As Source

Page 21: Custom Audiences: From Zero to Hero in 4 steps

Pick a Form to Sync

Page 22: Custom Audiences: From Zero to Hero in 4 steps

Pick a Destination

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Pick a List

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Customize Fields

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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

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Engagement Based Audiences

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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

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How to Create Engagement Audiences

Access the audience section of Business Manager

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How to Create Engagement Audiences

Select Engagement on Facebook

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How to Create Engagement Audiences

Pick the engagement you want to use

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How to Create Engagement Audiences

Create a Custom Audience based on video views

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How to Create Engagement Audiences

Or Lead Ads interactions

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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

Page 34: Custom Audiences: From Zero to Hero in 4 steps

Advanced Pixel Tracking

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Custom Events Tracking

Facebook Pixel can be used for much more than Website Custom Audiences and Conversion

tracking

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How to track a custom event

Not only you can create a custom event to track.You can also pass arbitrary values!

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And Create an Audience from it

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And Create an Audience from it

Enter Advanced mode and include users based

on Events

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And Create an Audience from it

Pick the event you want among standard and

custom ones!

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And Create an Audience from it

You can even filter inclusion and exclusion based on custom parameters!

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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.