CitizenNet Facebook Audience Planning and Purchasing Playbook

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  • 8/12/2019 CitizenNet Facebook Audience Planning and Purchasing Playbook


    The Audience Planning &

    Purchasing Playbook for

    Facebook Advertising

    Moving Beyond the Fan: How to use Facebooks new

    Audience Insights Tool to Double your Facebook Advertising

    Results by Growing your Audience without Decreasing

    Response Rate

  • 8/12/2019 CitizenNet Facebook Audience Planning and Purchasing Playbook



    Audience planning is Vital to Success with Facebook Advertising 1

    The Problem with Only Targeting Your Fans 1

    What about Lookalikes? 3

    The Problem With Only Targeting Content on Display Networks 3

    Targeting and Creative 3

    A How-to Guide for Audience Discovery and Planning 4

    Discovering your Target Audience 4

    Building the Audience Plan 6

    Example 8

    Building Out the Campaigns 9

    Ongoing Optimization 9

    End of Flight Check 9

    How CitizenNets Technology works 11

    More interest categories. 11

    More powerful scoring 11

    More detail 11

    References 12


    CitizenNets patented technology leverages innovative processes in natural language processing,

    semantic analysis, and machine learning to analyze billions of data points from across the social

    web and deliver actionable insights for Facebook Advertising. Clients include Live Nation,

    Oakley, Sony, House of Blues, as well as other industry leading brands and the agencies that

    serve them. Solutions include both self-service platform licensing and fully-managed service.

    CitizenNet is a Facebook Ads Preferred Marketing Developer.

    July 2014

  • 8/12/2019 CitizenNet Facebook Audience Planning and Purchasing Playbook



    If youre only talking to your fans youre missing the big opportunity on

    Facebook. Before now it was hard to expand an audience intelligently,

    without scaling too broadly based on demographics, or guessing at

    additional interests based on intuition. Using Facebooks New Audience Insights

    tool and this guide, you can make data-driven decisions and enjoy reliable

    growth. At CitizenNet, we have used these same techniques to dramatically

    increase audience size without sacricing response rates. The key is moving

    beyond Facebooks interest targeting and nding un-expressed afnity. When

    done correctly, these predicted afnity audience clusters drive both long-

    term and short-term revenue, because you can identify new market segments

    and increase overall awareness without sacricing results. This guide and the

    included Excel Worksheet will provide a step-by-step solution to unlock the

    power of Facebook Advertising using the new Free Audience Insights Tool.

    Audience Planning is Vital to Success with Facebook


    Headlines about Facebook Marketing can give you whiplash. Many brands

    highlight strong success stories, while others publicly decry the platform. Which

    is true? Is Facebook a revolutionary marketing channel or just a fad? Based

    on the results seen with many brands, its safe to say Facebook can be a gamechanger IF it is done right--so whats the difference between brands that are

    doing it right and seeing success and those that are doing it wrong and crying

    foul? The answer is Audience planning.

    Without successful audience planning, brands are either targeting too broadly

    or too narrowly. For example, if an Education brand typically targets Adults

    Aged 18-49 and applies that same targeting to Facebook they can achieve a

    huge number of impressions, but they arent well targeted enough to generate

    an acceptable level of response or return on investment. Facebook has huge

    penetration with every demographic in the US (see sidebar Why Facebook

    should be a bigger part of your marketing mix). However, unlike Paid Search

    advertising, which delivers consumers who are very close to making a purchase,

    Facebook reaches consumers much earlier in their decision journey. In order

    to achieve a high return on advertising spend, advertisers must zero in on

    subsets of their typical demographic target who are more likely to respond. The

    alternative to audience planning is to rely on other targeting tools. Facebook

    Fan targeting, Facebook Lookalike targeting, or display advertising targeted

    to relevant content are three popular methods but each of these has their


    The Problem with Only Targeting Your Fans

    The easiest subset with the strongest predicted response is often a brands own

    fans -- Facebook users that have already sought out and liked the Facebook

    page. This is the most common targeting strategy, but there are three bigproblems with this.

    1. Your fans arent new customers. Using the same Education client

    example, students often dont like a schools page until they are

    enrolled in a program. Facebook can be a great platform for driving

    incremental / repeat purchases, but many brands would like to

    accomplish other objectives

    Why Facebook should be a bigger part

    of your Marketing Mix

    In considering channels, modern marketers

    have many options and may wonder, How

    much of my budget should I spend on

    Facebook Ads?

    Currently, many brands are allocating 10-20%

    of their digital marketing budget to Facebook

    (this can be larger for brands that haveadditional budgets for content creation, and

    community management). However, some

    marketers are achieving breakthrough success

    by allocating larger portions of their budget

    towards Facebook ads. The reasons are

    simple: Facebook has reach and frequency,

    the targeting and accountability that comes

    with digital media, and high impact creative.

    Reach and Frequency

    Facebook reaches 71% of all American

    adultsAand 73% of 12-17 year olds. 64% of

    Facebook users visit every day.B Despite

    reports of Facebooks declining popularity

    with younger demographics, Forresters latest

    reportCcites Facebook use among 13+-17

    year olds is pervasive and a vital part of their

    social networking activities for 89% of the

    group. With consumers spending so much

    time online, and with so much of this time

    aggregated on Facebook it is a must for any

    brand of any size.

    Targeting and Accountability

    As users spend time on the Facebook

    platform, it captures information about their

    interests and behaviors to provide one of

    the most targetable audiences ever available

    to a marketer. In June of 2014, FacebookannouncedDthey would even begin to use

    browsing history to improve targeting.

    Facebook offers segmentation across

    geographic and demographic variables as well

    as audience groups from 3rd party research

    companies including Acxiom, Datalogix and

    Epsilon. This is unprecedented access to

    research that might normally cost advertisers

    thousands of dollars. Other online sites are

    plagued by ad viewability issues and click

    fraud, but Facebook provides signicant

    insulation against these problems, ensuring

    ads are seen by actual human consumers

    (not bots). This targeting combined with the

    detailed reporting for optimization makes

    Facebook a reliable source.

    High Impact Creative

    Facebook has one of the most integrated

    advertising environments of any online

    channel. Users go to Facebook to read the

    News Feed and ads are IN the News Feed

    and look just like Native Content. This

  • 8/12/2019 CitizenNet Facebook Audience Planning and Purchasing Playbook



    2. Many people dont Like Pages. Even if the fans of your page are rich

    territory for nding new customers or driving incremental sales, the

    scale is severely limited because many people dont Like pages.

    Clearly likes are not a good way to target potential customers.

    Facebooks internal targeting algorithms are very good at targeting

    people who have expressed afnity (checking in at a store location, or

    positively mentioning a brand in a comment or post). However, this is

    still a very small subset of the potential audience, and often too small to

    achieve the scale necessary for success.

    3. Likers Like Lots of Pages. It turns out that those people who like

    pages, tend to like lots of pages, across lots of categories. Since most

    brands are using interest targeting (likes) to build Facebook ad plans,

    (targeting their fans, or their competitors fans) the demand for these

    likers is high. Because Facebooks ad marketplace is auction based, this

    drives up the cost to reach these audiences, making them inefcient.

    dramatically decreases banner blindness

    as long as the ads are relevant to the user.

    Facebook wisely limited Video Ads in the

    newsfeed until users were used to seeing

    video content from friends, family, and

    entertainment outlets. Now video ads are

    truly native content and consumers actively

    engage with them. Within mobile, the ad

    units completely ll the display, making them

    particularly powerful.


    ComScore reportsEthat in May of 2014,

    Mobile Apps surpassed the desktop browser

    and all other platforms for time spent online.

    Facebook is the #1 mobile app with usage by

    76% of the USFand 24% of ALL time spent

    on mobile devices.G Facebook is bigger tha