CitizenNet Facebook Audience Planning and Purchasing Playbook

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

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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


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Contents

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

CitizenNet

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.

www.CitizenNet.com

July 2014


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1FACEBOOK ADS PREFERRED MARKETING DEVELOPER

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

Advertising

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

limitations.

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


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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.

Mobile

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 than

Googles mobile search, Twitter, Instagram

EVERYTHING. A Facebook campaign is a

mobile campaign!

Audience Feedback

Facebook is the worlds greatest focus group.

Companies no longer have to recruit panelists

and rent a room with a one-way mirror to nd

out what their customers think about a new

product. Brands can test messaging strategy

and targeting within Facebook and receive

instant feedback in the form of actual user

comments, as well as metrics like engagement

and conversion rates. These insights can save

money and improve response when applied

to all other media channels, both online and

ofine.

Social Advertising budgets have been

increasing by nearly 30% for the past several

yearsH, and the rst brands to make a serious

commitment to Facebook have made major

gains in their verticals.

of people have NEVER liked a brand

on Facebook.

of those that have liked a company in

the past dont do so anymore.

of users like fewer than 5 brands1

32%

22%

66%


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What about Lookalikes?

Facebooks built-in lookalike targeting is a great tool for moving beyond a core audience or page fans, however even this is too

limited. Facebooks lookalike targeting hinges on identifying specic earmarks of your audience and then nding those same

markers on other Facebook users. On the surface this sounds good, but the problem is the markers that are the most visible to

Facebook may not be the ones that are most predictive of response. For example, Facebook may expand along dimensions of

demographics or behaviors that have no bearing on response. Not all 18-24 year olds are likely to have the same response to an ad

from an online education company. Lets assume Education level (High School Diplomas but No College Degree) and employment

(Employed) are the key attributes for responsive Audiences in this case. Even if Facebook correctly identies those factors, there

may be signicant differences between those who are employed, but are working in different types of jobs, and Facebook maynot identify this nuance. Similarly the same type of job might indicate a different response rate depending on geographic location

(Restaurant employees in a metropolitan city may be more career oriented than those in a rural area). Ultimately, Lookalike

audiences are too limited, and dont necessarily target an audience that is likely to convert, just an audience that looks like another

audience. Audience planning uses data to predict new audiences who dont look like your current customers but who do respond

to your offers.

The Problem With Only Targeting Content on Display Networks

One way companies solve the targeting issue is selectively targeting content on publishers or ad networks. The belief is that this

captures users who are expressing interest in the topic, and so are better qualied prospects. There are several problems with this

approach. Usually the dominant brands in any category have such a strong presence on all the relevant pages that its impossible

for a mid-tier brand to have any share of voice. This pushes those brands to second tier sites with questionable content, which

then casts a negative light on the advertisers. Furthermore, users are often closer to a decision when they begin researching in

this focused manner, and they are no longer gathering options to consider. By the time they are reading specialized content, they

are only evaluating from a few choices which means advertising for a new brand is a wasted impression.

Facebooks scale means its impossible for one brand to own all the relevant impressions. With proper targeting and audience

planning, brands can concentrate on their best prospects even more efciently than with other display options. Facebooks News

Feed content is largely based on a users interests and past behaviors, so it is always high quality. Facebook offers the opportunity

for a brand to engage with a prospect early in their consideration process, even CREATING interest with new customers.

Targeting and Creative

The key to relevant creative is understanding the audience and

their unique needs. Digital media creates an opportunity for true1:1 targeting, where each offer can be customized specically to

the person reading it, but without well-dened audience planning,

creative can be too generic or too specic. For example, some

Education prospects might respond to messaging about a better

career and more money. Other targets respond better to messaging

that highlights convenience and student support. Proper audience

planning and targeting ensures that the right message reaches the

right customer at the right time.

Facebook Advertising with proper Audience Planning solves all these problems. The platforms scale reaches a large audience

and (when properly planned) delivers prospects with strong interest, who can be targeted with high-impact creative. With proper

audience identication, compelling creative and efcient frequency brands can create and cultivate the interest and desire that

grows revenues and delivers the success stories brands are seeking with Facebook.

Clearly Audience planning is the key to success on Facebook Heres how to do it!

Facebook oers the opportunity for

a brand to engage with a prospect

early in their consideration process,

even creatinginterest with new

customers.


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A How-to Guide for Audience Discovery and Planning

The list of the biggest advertisers on Facebook reads like a Whos Who of Successful Marketers2. Whether your objectives

are focused on direct response initiatives or branding and demand generation Facebook Advertising can be one of your most

successful channels.

Discovering your Target Audience

Audience Discovery uses two very important concepts. A Core Audience and a Predicted Afnity Audience.

A Core Audience is a group of people who have clearly expressed afnity for a product or service, and are representative of other

potential targets. Typically, a Core Audience would be the existing fans of a relevant page.

A Predicted Afnity Audience is the group of people we are predicting (based on the analysis described below) will have a strong

response but are outside of the core audience. Predicted Afnity Audiences create scale, without sacricing response rate. This

group has an Afnity for the product, but its an Un-Expressed Afnity because they havent yet liked the products page.

The Facebook Audience Insights Tool, released in late June of 2014, is a treasure trove

of information about any audience. Put in just about any keyword or interest category

and you will see a ton of demographic, psychographic and life stage information. You

can also use this for insights on custom audiences, etc. We will use this tool extensively

in this guide. As you build research on Audiences and create different parameters, besure to save them in Facebook! That will make it easy to target them when you build the

campaigns later.

Continuing with the education vertical, lets say we are targeting registrations for an online business course focused on small

business owners (not an executive MBA).

Whats a good example of a core audience? Well known publications, blogs, and other specic resources are usually great

magnets of curated audiences. Why not Entrepreneurmagazine? We will use that, along with the Facebook category of

Entrepreneurship.

This gives us a reach of about 8m 9m monthly active users. This is still a bit broad. Looking at the other categories available,

lets use the Work and Financial sections to hone in on our target:

Predicted Anity

Audiences create scale,

without sacricingresponse rate.


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Here we will select those users who work from a home or small ofce, and who have a Net Worth

under $1M. Notice how adding these settings drops the reach to 1.5M 2M people. Well use this as

our core audience.

Sowere done, right? No. This targeting probably wont work too well and stopping here is why

some brands fail with Facebook Advertising. First off, Facebook targeting isnt terribly precise.

While this audience may seem like entrepreneurial small business owners, we really dont know if

they would be interested in taking a business management course. Its safe to say there is some

subset of these 1.2M people that would apply, but we dont know which subset or how to dene

those people - yet.

The audience itself can guide additional segmentation. By looking at other interests within this

core audience we can nd some appropriate ways to segment the audience further to nd the

winners. The Page Likes tab gives us such a list and ranks other pages that our core audience may

also like.

Lets take a look at these pages. They seem to fall into the following buckets:

1. Entrepreneurial publications: Entrepreneur, SUCCESS magazine

2. Self-Help/Personalities: Brendan Buchard, Anthony Robbins, Zig Ziglar, Robert Kiyosaki,

Sandi Krakowski, and Jim Rohn

3. Facebook for Business

4. Retailers: Diane Von Furstenberg, Homegoods, and Zappos

5. Health: Dr. Oz, Cleveland Clinic

This brings up a subtle but very important point about this list: Do not simply target these interests! This page shows topics that

our core audience may be interested in, but that doesnt mean they all want to signup for an online business course.

A few of these categories demonstrate this. Diane Von Furstenberg is a renowned clothing designer and businesswoman. It makes

sense shes on this list as she is an outspoken advocate for women starting and running businesses. However, the bulk of the

Diane Von Furstenberg fan page is people who are really into

fashion not entrepreneurship. How do we know this for

sure?

Try the following with these interest categories:

Entrepreneurship: 950k

Diane Von Furstenberg: 325k

Together: 1,250k

This means that there are actually very few people who like

both, and thus it may be a bit dangerous to assume a lot of

similarity between these groups.


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Building the Audience Plan

This leads us to the next step, building the Plan for targeting Audiences. In the supplied Excel le, you will nd a worksheet that

helps you capture all the relevant details and a number of formulas as well. Heres a snapshot of the Worksheet

*Expand Sections using the "+" above

Budgets

Summary

Audience Cluster Name Audience Cluster Type Interests Work color CPM/Core CPM Score Cluster Budget PeformancePerformance Relative

to benchmarkReach Frequency Headroom Actual CPM Projected Budget

Core Core Entrepreneur (magazine),

EntrepreneurshipOffice Type Home

Office, Small OfficeNet worth under 100,000;

100,000-1,000,000$3,578.40 $0.78 -22% 665,280 1 .8 454,720 $1.49 $1,524.45

Media Predicted Affinity SUCCESS magazine, Inc.

MagazineOffice Type Home


100,000-1,000,000112% 2.11 $1,216.35 $0.83 -17% 302,940 2.7 37,060 $ 2.86 $238.48

Pe rso na lit ie s P re di ct ed A ff in it y Brendon Buchard, AnthonyRobbins, Zig Ziglar, Robert

Kiyosaki

Office Type HomeOffice, Small Office

Net worth under 100,000;100,000-1,000,000

112% 0.48 $1,216.35 $1.24 24% 336,600 3 3,400 $1.27 $9.72

Fas hion Business es Predi cted A ff in it y Diane Von Furstenberg, Lean In,

Nasty GalOffice Type Home


100,000-1,000,000127% 0.24 $2,187.00 $0.98 -2% 213,840 1 .2 326,160 $3.60 $2,641.90

CitizenNet Audience Planning and Purchasing Worksheet

Actual PerformanceAudience Definition

Facebook's Audience Insights Pricing

Audience Score

The worksheet is broken out with Rows for different Audience Clusters (including the initial Core Audience and multiple Predicted

Afnity Audiences) and Columns that describe aspects of that Audience.

The Audience Denition and Audience Score Section can both be expanded. Well reference much of this example data

throughout this guide.

Audience Defnition

The rst section of columns Denes the Predicted Afnity Audiences.

Audience Score

The second section of the worksheet Scores the Predicted Afnity Audiences based on Size and alignment with the Core using

Duplication, Relevance, Similarity, and External Signals. The Summary Score is simply a weighted sum of each of the dimensions.

The higher the value, the more likely the audience will perform well and respond to advertising messages. Combined with the

Campaign Parameters table, this score creates budgets to be used for targeting these Audiences as part of a media plan. The

Pricing in this tool can be either CPC or CPM.

Although Discovering Audience Clusters to target is vital to this process, Scoring them is equally important. This worksheet has

some detailed instructions and examples built in to help explain how the scoring works. Every Column in the Scoring section has

comments. Simply hover over the header row for that column for a detailed overview of the values contained in the column. This


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will help you see which columns require your input and which are calculated

for you. All the columns that require inputs are marked with an arrow. The

Relevance, Similarity, and External Signals calculations are particularly complex,

requiring input from a couple different sources, so those calculations are further

explained with screenshots on a separate Tab within the Worksheet.

Actual Performance

The nal section is used to track actual performance of different audiences for

ongoing optimization.

Additionally, on a separate tab in the worksheet there is a table for Campaign

Parameters to be used in setting goals

*this example has inserted values.

Using this worksheet as a guide, follow these steps to develop an audience plan

for Targeting and Optimizing Predicted Afnity Audiences.

1. Campaign Parameters: Fill in the desired Frequency and total budget

for media (See Sidebar: Direct Response Campaign Planning).

2. Audience Clusters: For each Audience Cluster (Row), add audiences,

completing details about the audience denition, and scoring

parameters. Based on Campaign Parameters and the Audience Cluster

Score, the worksheet will automatically calculate and recommend a

budget for this cluster.

3. Audience Plan. Continue to Add Audiences until you have exhausted all

available targets you can develop, or you have run out of budget.

Tips:

To increase reach for initial testing, reduce some of your restrictions on

the audience. For example, if you think the probability of response from

someone who likes Entrepreneurmagazine is similar regardless of

gender, then dont restrict to just one gender.

Facebook currently has a 200-interest limit for each ad; so dont use too

many small interest groups in building an Audience Cluster.

Direct Response Campaign Planning

This worksheet uses Facebooks

recommended CPMs for estimating budgets

for each Audience Cluster and also building

the media plan. Facebook also offers Cost Per

Click bidding models in executing campaigns.

An advertiser can easily build campaigns

using CPC bidding to hit certain benchmarks.

It is worth noting, Facebook optimizes to

their yield which means ads that get clicks

get served more and at a lower cost to the

advertiser. Its often a good idea to begin

with a higher bid, to get better impressions,

and then when an ad has a proven history of

performance, lower bids.


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Increasing or decreasing Frequency can impact planning. Typical best practice is to use a Frequency of 3 or higher, but

simple offers can succeed with less, and more complex messages may require more.

The example worksheet provided has several values lled and can serve as a handy reference guide. Data is accurate as of July

2014.

Example

In this example we chose three audience clusters for expanding beyond the core audience. The Clusters are Media, Personalities,

and building on the Diane Von Furstenberg interest Fashion Businesses. We maintained the Facebook targeting to Home

Ofce and Small Ofce and net worth under $1M as a way of nding those segments of these Audience Clusters that are the most

appropriate for testing response.

Facebooks targeting will look at obvious connections, but using Audience planning, marketers can leverage insights to nd new

connections. Platforms like CitizenNet can also help with making Semantic connections (leveraging semantic meaning instead of

nominal characteristics).

As a marketer you can use other External Signals to drive this type of discovery. For example, Amazons Directory on Top Books

for Small Business and Entrepreneurship delivers some interesting insights. Currently (July 2014), the #2 book is #GIRLBOSS by

Sophia Amoruso, the CEO of Nasty Gal clothing company. Combining this insight with the fact that Diane Von Furstenberg was

a top interest category indicates there is overlap and opportunity. Clicking on the product page for #GIRLBOSSshows Sheryl

Sandbergs book,Lean In, as a Frequently bought Together recommendation. Lean In is a targetable interest on Facebook.#GIRLBOSSis not, but Nasty Gal is keeping our Ofce Type and Net Worth lters in place delivers potential targets from this

page and helps it make sense for audience expansion. As we move into Audience Scoring we examine the overlap between the

different groups (Core and Predicted Audiences) using shared % with the Core as a sanity check we see the Fashion Business

Cluster has 13% Duplication almost as much as the other, more intuitive clusters.

To round out the Media Cluster and provide some additional reach, we again use Amazon as an External Resource. Looking for

other recommended magazines for SUCCESSMagazine, Inc. Magazinecomes up. Well add that to the Cluster as well and pull in

that interest groups details from the Facebook Audience Insights Tool.

Other external recommendation engines (e.g. Google Insights) provide additional related interests for expanding Audience

Clusters.


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Building Out the Campaigns

Once the plan is complete, the setup of these campaigns on Facebook is pretty easy. Weve already done most of the legwork:

each cluster represents a segment of our audience that we predict will be interested in our online education offer. The people

within a cluster are similar to each other in some respect, but are different enough from people in other clusters to allow for testing

and optimization.

The best way to execute this is to make each cluster an adset on Facebook, with the initial budget dictated by the budget column

on the worksheet. You can test creatives by putting them in the same adset with the

same targeting Facebook will use their own optimization algorithm to weight thebest performing creatives. If you want to get a true picture of performance youll have

to set up separate adsets for different creatives and split the budget between them

yourself.

You have already saved the audiences in the Facebook Audience Insight tool, so its just

a matter of loading them from the Audiences section of Power Editor, lling out the

rest of the campaign details, and then its off to the races!

Ongoing Optimization

Optimization windows are highly dependent on the volume of

impressions and daily budgets. Typical best practice is to make

changes weekly, but to check campaigns daily and ensure ads are

approved and delivering impressions etc.

During these checks you will begin to see variation in performance

between different Audience Clusters-- this is good! Remember, the

benet of Audience Planning is purposefully nding new customers

to grow your business, so it is speculative. Thankfully, Facebook

controls the spend (roughly) to a level amount each day, so

exposure is under your control.

For most campaigns, we suggest a weekly cadence: allow your

campaigns to run for a week without changing targeting orcreative, but optimize for performance by allocating money from

your worse performing ad sets to your better performing ad sets.

After the rst week, dont change budgets more than about once a

day, because it may cause campaigns to under or over-spend.

End of Flight Check

Once your campaign is done, its time to take a look at what worked and what didnt. This can be captured in the Actual

Performance section of the Excel worksheet. (Weve put some illustrative numbers in the spreadsheet for these campaigns these

are representative of typical performance we have seen):

Lets take a look at some of these ndings:

The Core beat our benchmark by 22%, which is great. It means that Entrepreneurship is a correct core audience to base

our decisions on.

The Media cluster also did well. From a scoring standpoint, it seemed that Shared Interests and External Signals were

great predictors. It also makes good intuitive sense.

The Personalities cluster performed the worst, from a scoring standpoint, this cluster had the highest Relevance, however.

What gives? Well, although 47% of Personalities would consider themselves entrepreneurial, these followers may be

more into broader life coaching themes, and arent too interested in business courses.

The benet of Audience

Planning is purposefully

nding new customers to

grow your business.


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The Fashion Business cluster also performed at our historical

benchmark. Congratulations! You just found a non-intuitive audience

with Unexpressed Afnity! These are people that normally dont

associate themselves with the self-declared entrepreneur bunch (this

has the lowest Shared Interests score). This cluster is more expensive

but it converted within our constraints. Best of all, it added another half

million new potential customers that respond better than average!

This is the key to getting the most out of Facebook Advertising. Identifying non-

intuitive audience clusters with Unexpressed Afnity opens the oodgates for

nding new customers (efciently) and growing your revenues.

So what do we do next? A few options:

Double Down on your Success. We have audiences leftover, as

indicated in the Headroom Column. Headroom is the number of users

in this audience cluster who have not yet seen the ad. We can set-up

additional campaigns to reach the rest of them. There may be some

erosion in performance as Facebook may begin to increase Frequency

with the highly active members of this audience at the expense of

additional reach, but there may be lots of potential left.

Tweak the Scores. From these results External Signals correlated

best with performance, whereas Shared Interests and Relevance hadno correlation. Audience Similarity could go either way maybe

different attributes are better predictors? Once the score is tweaked,

you can nd new, better audiences armed with insights from previous

campaigns.

Hunt. Not happy with the results? Then you need to revisit your

strategy. If your Core Audience isnt working well, then you will need to

hunt for new targets to base your strategy off of.

Rene. You may be able to further improve performance by taking your

best clusters and splitting them further for example, experiment by

segmenting by gender, income, geography or other dimensions.

Improve the Creative. This is potentially the most powerful. Now that

you have discovered this new Fashion Business audience and are

armed with all this knowledge about the clusters, tailor your message

to them! See through their eyes and focus on what machines cant do:

make a human connection!

Expressed Afnity vs. Unexpressed

Afnity

Moving beyond Fans with Expressed Afnity

to targeting new predicted audiences with

Unexpressed Afnity can double advertising

results on Facebook. As discussed elsewhere

in this playbook, Fans with Expressed Afnity

represent too small of an audience and

often cost too much for a campaign to be

successful. Predicting new audiences hasnumerous benets.

Many brands have not yet mastered the

techniques described in this guide for

developing new audiences. There is still

a great deal of un-tapped potential within

Facebook and early movers will have a

decided advantage. Just as the rst brands to

master Paid Search generated above market

returns till their competitors caught up, the

same opportunity exists now within Facebook.

Human powered audience prediction can be

tricky, but using the strategies and tactics

described in this guide, any brand can nd

new productive audiences on Facebook.

There are many tools available to assist

in Audience Prediction and Optimization.

CitizenNet is focused on solving this problem,

leveraging several U.S. patents in natural

language processing and semantic analysis

to predict and discover new audiences for

brands. This technology leverages insights

about the semantic meaning of an audiences

interests to predict new audiences likely to

have the same response.

For example, if off-road biking enthusiasts

show a strong response to a particular offer,

CitizenNet evaluates the characteristics of

that group against other potentially strongmatches. Rather than only examining the

nominal aspects of this group, CitizenNet

examines the semantic aspects of the

group. A nominal analysis would only focus

on biking enthusiasts of different varieties,

since off-road describes biking, the main

characteristic of the group. A semantic

analysis recognizes that off-road may in

fact be the most salient characteristic of

the group, and so trail running, or hiking

interest categories would be explored along

with bike racing and other categories.

If you are interested in scheduling a product

demo or learning more about CitizenNetstechnology and how agencies and brands

are using this for both self service and fully

managed solutions, please contact us Sales@

CitizenNet.com.


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How CitizenNets Technology works

As you can see, manual Audience Planning and Optimization is a fair amount of

work. The good news is that CitizenNets platform is designed to automate all of

this work, and more thoroughly than an army could; heres just a few examples of

the benets of using technology.

More interest categories.

In our example, there was a lot of labor to create only a limited number of

interest keywords. For each campaign, CitizenNet collects and tests 10,000+

different interests all pulled through current conversations on Twitter,

Facebook, Youtube, and other social platforms.

More audience attributes

In our example, we had several different attributes that described the audience

(the columns in the spreadsheet). CitizenNet builds a description based on over

50 different features.

More powerful scoring

In our spreadsheet, we use a simple linear score, but thats not terribly accurate.

High overlap between the Afnity Audience and the Core Audience might

diminish importance. The CitizenNet platform, based on cutting edge, deep-

learning algorithms, builds much more complex non-linear models that more

closely approximate human behavior.

More detail

In our example, we build our score off of very limited information. Is it too early

to tweak the weighting after just one ight? If results change over time, is it

because of our tweaking, or is the audience changing? CitizenNets algorithms

leverage the billions of historical data points gathered running other campaigns

and the platform builds in sophisticated tests for statistical signicance by

running mock predictions behind the scenes.

This is how CitizenNet, on average, nds Predicted Afnity audiences that are

twice the size of the Core Audience but have the same response rate.

There you have it! The complete How-To Guide for doubling your results with

Facebook Advertising. Its not a quick x, but building and testing audiences

within Facebook will grow your business and provide valuable insights on

targeting and creative that can be used across your media. We welcome your

feedback on this guide and hope it leads to ever greater results for you and your

business.

To your Success!

The CitizenNet Team


14/14


References

1 http://www.exacttarget.com/resources/SFF10_highres.pdf

2 http://www.businessinsider.com/top-advertisers-on-facebook-2013-11

A US Census and Facebook ad Platform Statistics

B http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-

facebook/

C http://blogs.forrester.com/nate_elliott/14-06-24-facebook_still_dominates_

teens_social_usage

D http://adage.com/article/digital/facebook-web-browsing-history-ad-

targeting/293656/

E http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-

Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital

F https://www.comscore.com/Insights/Market-Rankings/comScore-Reports-May-

2014-U.S.-Smartphone-Subscriber-Market-Share

G http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-

Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital

H http://www.slideshare.net/eMarketerInc/emarketer-webinar-7-social-media-ad-

trends-for-2014

CitizenNet Facebook Audience Planning and Purchasing Playbook

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