1 What are Custom Audiences? 2 How to generate conversions with Custom Audiences What’s going to be covered… 3 A Marketer’s dream: Lookalike Audiences 4 How to measure success Learning more about your Customers Building a funnel with Facebook Ads !
What are Custom Audiences?
Section One Facebook data Age Gender Location Interests Partner Categories Life events/Behaviours Net worth/Income Political affiliation Household composition Your data Current purchasers Loyalty club members High LTV customers Website visitors
Lists of people who are already part of your audience (your current customers/users, past purchasers, high value customers, loyalty programme members, warm leads, etc). Section One Custom Audiences Website Custom Audiences ! ! Lists of people who have visited your website (or certain parts of it), and showed interest in your products or services or taken certain actions.
Section One Email addresses User IDs Mobile Advertiser IDs Phone numbers
How to create them 1
Custom Audiences Website Custom Audiences
Custom Audiences Manual upload
Website Custom Audience
Using Custom Audiences Use them when you are defining your audience in Power Editor
Can take up to 36 hours to fully process
Facebook doesn’t deliver ads to audiences of <20 /><100 people in a country
The shortest case study ever eCommerce
The shortest case study ever Lostmy.name Started Facebook ads only Lookalike Audiences 200% ROI Small budget
Nothing worked as well as Lookalikes
4 How to measure success
2. CPA 4. Frequency 3. Spend 1. Actions 5. Conversion Value Measuring the success of your efforts
Test regular targeting vs lookalike audiences and compare
3. Gabi Barbosa - Dri rock - @thenotoriousgbb
!
Gabi looks a er growth at Dri rock, where she gets the
chance to play with the latest and greatest ad products from
the leading social ad platforms. Together with Dri rock she
is on a mission to make advertising fun and help brands get
be er results by reaching their customers at the right time.
Today’s presenter
5. 1 What are Custom Audiences?
2 How to generate conversions with Custom Audiences
What’s going to be covered…
3 A Marketer’s dream: Lookalike Audiences
4 How to measure success
Learning more about your Customers
Building a funnel with Facebook Ads
!
9. !
!
Lists of people who are already part of your audience (your current customers/users, past
purchasers, high value customers, loyalty programme members, warm leads, etc).
Section One
Custom Audiences
Website Custom Audiences
!
!
Lists of people who have visited your website (or certain parts of it), and showed interest in your
products or services or taken certain actions.
27. Section Two
Building a funnel with Facebook Ads
Plan Use a sequence of ads that flows naturally
Run ads Use Insights, Customer Profiles, Personas to refine your audience
Segment Segment customers and signed up users
Cross-sell Encourage future purchases, referrals and cross-sell
Retarget Use Website Custom Audiences to retarget website visitors
28. Section Two
Really basic example
Visited Website Registered Added to wish
list or basket
Purchase Repeat Purchase
WCA Custom Audience Custom Audience Segmented Custom
Audiences
Segmented Custom
Audiences
Check out our
new collection
Get 10% off your
1st purchase!
Blue Coat
Take a look at
these Winter
accessories
Share your style
with a friend
31. LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
32. Section Two
Really basic example
Visited Website Registered Added to wish
list or basket
Purchase Repeat Purchase
WCA Custom Audience Custom Audience Segmented Custom
Audiences
Segmented Custom
Audiences
Lookalikes
Check out our
new collection
Get 10% off your
1st purchase!
Blue Coat
Take a look at
these Winter
accessories
Share your style
with a friend
37. Section Three
The shortest case study ever
eCommerce - children’s books
Launched last year
CPA too high
Not profitable
Lostmy.name
Tried a few channels
38. Section Three
The shortest case study ever
Lostmy.name
Started Facebook ads
only Lookalike Audiences
200% ROI
Small budget