How to Skyrocket Your Customer Conversion Rate with Facebook Custom Audiences
44
Gabriela Barbosa, Drirock How To Skyrocket Your Conversion Rate With Facebook Custom Audiences
-
Upload
kissmetrics-on-slideshare -
Category
Marketing
-
view
2.256 -
download
3
Transcript of How to Skyrocket Your Customer Conversion Rate with Facebook Custom Audiences
Gabriela Barbosa, Dri!rock
How To Skyrocket Your Conversion Rate With Facebook Custom Audiences
@thuelmadsen #KISSwebinar
Join the conversation on Twi!er
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
Join the conversation on Twi!er
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
Check out our new collection
Get 10% off your 1st purchase!
Blue CoatTake a look at these Winter accessories
Share your style with a friend
EXCLUDE Audiences from ad targeting
Test, test, TEST!!!
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
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 CoatTake a look at these Winter accessories
Share your style with a friend
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
THANK YOU
Gabi Barbosa @thenotoriousgbb
