Sophisticated Facebook Custom Audience Targeting Techniques
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This document discusses advanced Facebook custom audience targeting techniques aimed at improving ad spend efficiency and ROI. It covers various audience types and best practices for structuring custom audiences, including customer lists, website visitors, and lookalike audiences. The case study highlights a client's successful increase in Facebook revenue through targeted audience prospecting and dynamic ads.
Sophisticated Facebook Custom Audience Targeting Techniques
- 1. Sophisticated Facebook Custom Audience Targeting Techniques #CPCStrategy Saving Your Ad Spend, Driving More Traffic & Improving Your ROI
- 2. Today’s Logistics Session Recording + Slides Will Be Sent Out Join in the Poll Questions! Submit Questions to Our Panelists
- 3. Today’s Event Speakers Sarah Rogers Manager, Performance Social Polly Flinch Director of Marketing
- 4. Overview Founded in 2007 Recognized as a Google Premier Partner 400+ Active Retail Clients Top 50 fastest growing company in San Diego DELIVERING LASTING RESULTS FOR OUR CLIENTS Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing About CPC Strategy
- 5. Windsor Circle OmniChannel Predictive Marketing Platform - 300+ CPG & RETAIL CLIENTS - 37M+ CONSUMERS
- 6. Agenda •Proper Custom Audience Structuring & Techniques •Lookalike Audiences: Bigger List = Bigger Sales •Audiences We Find Have a Direct Impact on ROI •Have a Question? Join Us For The Q&A
- 7. Proper Custom Audience Structuring & Techniques 1
- 8. Let’s Start with the Basics - Types of Custom Audiences 01. Customer List Custom Audiences - Phone, number, email, Facebook ID used to match with users. 02. Website Custom Audiences - Use Facebook pixel to target all visitors to specific pages on your site up to 180 days 03. App Activity Customer Audiences - Audiences based on actions taken in your app 04. Engagement Custom Audiences - Target audiences based on who engage with your ad types or your page 05. Lookalike Audiences - Tap into the user base of Facebook to acquire new customers based
- 9. Customer List Custom Audiences - Best Practices 01. Pinpoint Your Key Segments - Best Customers - Subscribers - New Customers - Cart Abandoners - Category Loyal Purchasers - Consumers of Replenishable Goods - Churning Customers - Browsed Categories 02. One-Time Push or Sync? - One-Time Push - Flash Sales - Holiday Specific i.e. Black Friday - VIP Events - Product Push - Sync - Any ongoing campaign for list of segments on the left 03. Create Your Ad - Keep the message clear and simple - Header: 5 words - Main Text: 14 words - Link Description: 18 words
- 10. Website Custom Audiences - Best Practices 01. Pinpoint Your Key Behaviors - Visited a certain page or set of pages - Completed a purchase - New subscriber - Cart abandonment - etc. 02. Standard or Custom Conversion? - Standard - View Content - Search - Add to cart - Add to wishlist - Initiate checkout - Add payment info - Make Purchase - Lead - Complete registration - Custom - Create a custom conversion to track any activity on your site 03. Create Your Ad (Use Conversion Objective) - Keep the message clear and simple - Header: 5 words - Main Text: 14 words - Link Description: 18 words
- 11. Lookalike Custom Audiences - Best Practices 01. Know Your Target Market - Age? - Interests? - Gender specific? - Geographic location? - Exclusions? 02. Think Outside the Box - Layer Facebook data on top of custom audiences, such as a lookalike audience based on your best customer segment 03. Create Your Ad - Keep the message clear and simple - Header: 5 words - Main Text: 14 words - Link Description: 18 words
- 12. Lookalike Audiences: Bigger List = Bigger Sales 2
- 14. Targeting Lookalike Audiences - Leverage the Data You Already Have 01. Created a Best Customer Custom Audience 02. Created a Lookalike Audience off of the Custom Audience 03. Layered in data from Facebook and targeted people who fit the lookalike audience AND liked John Deere’s Facebook page
- 15. Audiences We Find Have a Direct Impact on ROI 3
- 16. Specific Web Pages (Targeting & Excluding) ❏ Added to cart but did not purchase, or ❏ Someone who visited the site and clicked around but did not convert. ❏ Retail brands can also target all their website visitors and segment by: ❏ 1 day (which is useful for those not actively running Facebook Dynamic Ads) ❏ 90 days or up to 180 days (which serve as “catch-all” to make sure you’re not missing any potential customers). PRO TIP: For some of our clients, we also use this as an exclusion for past purchasers.
- 17. Targeting Email List Segments or Tags (Targeting or Excluding) PRO TIP: ❏ We recommend if you do set up a CRM list that you update it on a regular basis.
- 21. Targeting Customers for Product Pushes 13x ROI $13k in 10 days
- 22. HYLETE Increases Facebook Revenue by +367.9% 4
- 23. HYLETE’s Primary Goals ❏ Build Out Improved Audience Prospecting ❏ Increase Revenue Generated from Facebook ❏ Increase Number of New Website Accounts Created
- 24. CPC Strategy Implementation ❏ Leveraged internal and external data weighed against months of creative testing to position HYLETE in front of new audiences that closely resembled the brand’s ideal customers. ❏ Utilized dynamic ads across Facebook and Google to retarget past purchasers, specific product page visits, or cart abandoners. ❏ Created look-a-like audiences using first-party data, such as CRM lists and website behaviors recorded by Facebook pixels installed throughout the site. ❏ Our team built out interest-based audiences, utilized look-a-like audiences, and used a refined creative strategy to capture audience segments that were likely to convert.
- 26. Questions For The Speakers? Sarah Rogers Manager, Performance Social Polly Flinch Director of Marketing