Gabriela Barbosa, Dri!rock

How To Skyrocket Your Conversion Rate With Facebook Custom Audiences

@thuelmadsen #KISSwebinar

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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

@thenotoriousgbb #KISSwebinar

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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

!

WATCH WEBINAR RECORDING NOW

1

What are Custom Audiences?

Section One

Facebook data

Age

Gender

Location

Interests

Partner Categories

Life events/Behaviours

Net worth/Income

Political affiliation

Household compositionYour 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

Section One

Section One

Custom Audiences

Website Custom Audiences

Section One

Custom Audiences

Manual upload

Section One

Website Custom Audience

Section One

Website Custom Audience

Section One

Website Custom Audience

Section One

Website Custom Audience

Section One

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

Audience size is not always accurate

2

How to generate conversions with Custom Audiences

Section Two

Learning more about your Customers

Demographics

Page likes

Location/Language

Purchase activity

Facebook usage

If you have a big enough audience you can also do

this through targeting

Building a funnel

2

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

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

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EXCLUDE Audiences from ad targeting

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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

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3

A Marketer’s dream: Lookalike Audiences

Section Three

Lookalike Audiences

Your Customers/Users/Visitors Facebook users

Find more customers like your best ones

Section Three

Lookalike Audiences

Optimise for reach to get to a much wider audienceOptimise for similarity to refine your audience

You cannot create a lookalike with <100 people in a country

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

Section Three

The shortest case study ever

Lostmy.name

Started Facebook adsonly Lookalike Audiences

200% ROI

Small budget

Nothing worked as well as Lookalikes

4

How to measure success

Section Four

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

Questions?

Gabi Barbosa Growth Manager

Dri"rock @thenotoriousgbb

gabriela@dri"rock.com

Thue Madsen Marketing Associate

KISSmetrics @thuelmadsen

tmadsen@kissmetrics.com

THANK YOU

Gabi Barbosa @thenotoriousgbb