Introduction to Custom Audiences on Facebook
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Transcript of Introduction to Custom Audiences on Facebook
ELITESEM.COM CONFIDENTIAL
HI! I’M AARON! Some big clients,
some really small.
I teach at Drexel & UVM.
Reach me on twitter @bigalittlea
Or email me [email protected]
ELITESEM.COM CONFIDENTIAL
WE’RE GONNA TALK
ABOUT
CRM Retargeting: the misnomer
Maximizing your match rate
Tips for growing & honing
Dangers of ad cloning
A few recipes
The future
ELITESEM.COM CONFIDENTIAL
USER COMES TO YOUR SITE
USER ADDED TO LIST
USER SAYS “YOU SUCK” & LEAVES
YOU STALK THEM AROUND THE WEB
USER FINALLY PAYS YOU TO GO AWAY
ELITESEM.COM CONFIDENTIAL
PRECISION OF EMAIL
REACH OF DISPLAY
CREEPY INFO OF SOCIAL
ENVIRONMENTOF CONTENT
ELITESEM.COM CONFIDENTIAL
NICE CUSTOMER VISITS YOUR SITE THEY BUY
STUFF
MAYBE JOIN AN
EMAIL LIST
THEY CONVERT WOOOOOOO!
ELITESEM.COM CONFIDENTIAL
EMAIL ADDRESSESPHONE NUMBERS
MOBILE ADVERTISER IDSUSER IDS
EMAIL ADDRESSESPHONE NUMBERS
MOBILE ADVERTISER IDSUSER IDS
TWITTER HANDLES
ELITESEM.COM CONFIDENTIAL
MOBILE ADVERTISER
IDS??
APPLE ADVERTISING IDENTIFIER (IDFA)ANDROID ADVERTISING IDFACEBOOK APP USER ID’STools for mobile app developers to identify who is using their mobile apps.
ELITESEM.COM CONFIDENTIAL
BOOSTING MATCH RATES
Sounds like we’re dating
CLEAN YOUR EMAILSRemove excess dots, plusses from Gmail addresses
TEST DIFFERENT METHODSCreate an email list and a phone list. Target both!
USE USER ID’SThey’re always right, as long as they’re right.
ELITESEM.COM CONFIDENTIAL
CANSPAM?Meh. Let’s be
outlaws!
PULL YOUR WHOLE CRMDouble opt in and email warming campaigns? Hell no.
BUY/RENT AN EMAIL LISTLiterally the only time this is actually a good idea.
GUESSCorporate emails won’t usually match to social – guess their gmail addresses!
ELITESEM.COM CONFIDENTIAL
LOOKALIKESGreat way to
scale, but proceed with caution.
YOU CAN USE BASIC PIXELS TOODon’t have to just use CRM methods.
WE GIVE THEM ALL THE DATA THEY NEEDUsers give social networks their souls.
HOW PRECISE WE TALKING HERE?You can adjust scale for Facebook, ranging from 2.4mm to 24mm people.On Twitter, you can’t
ELITESEM.COM CONFIDENTIAL
CUSTOMMOBILE
CUSTOMDESKTOP
LOW HHI HIGH HHI
LOOKALIKEMOBILE DESKTOPLOW HHI HIGH HHI
LOOKALIKE
CUSTOMMOBILE
CUSTOMDESKTOP
LOW HHI HIGH HHI
LOOKALIKEMOBILE DESKTOPLOW HHI HIGH HHI
LOOKALIKE
FEMALE
MALE
ELITESEM.COM CONFIDENTIAL
BEST PRACTICE SIZE? DOESN’T EXIST
SHOOT FOR HIGH 5, LOW 6 FIGURES.
BOTH BIGGER AND SMALLER ARE OKAY PENDING BUDGET.
ELITESEM.COM CONFIDENTIAL
SOCIAL ADS CREATE INTEREST
SOCIAL ADS ENGAGE USERS
SOCIAL ADS CAPTURE DEMAND
ALL AT THE SAME TIME
ELITESEM.COM CONFIDENTIAL
USE THE SPACE YOU HAVEFacebook lets you write content on the post. Make it feel organic
MAKE IT STAND OUTTwitter cards & Facebook images help.
TEST LANGUAGE & AD FORMATSProduct carousels or images? Hashtags or not? Who knows!
ENVIRONMENTOF CONTENT
ELITESEM.COM CONFIDENTIAL
ASPIRATIONAL CONTENT WORKSSocial comparison theory – networks are there to see how we’re doing
KEEP IT CASUALUGC? AOK. Goofy & fun? Give it a shot. Speak your audiences language
IF IT’S IMPORTANT, SAY SO. Sale of the year or just cool new stuff? Transparency trumps marketingspeak.
CONTENTTHAT
MATTERS
ELITESEM.COM CONFIDENTIAL
0
50,000
100,000
150,000
200,000
Jul-1
3
Aug-
13
Sep-
13
Oct
-13
Nov
-13
Dec-
13
Jan-
14
Feb-
14
Mar
-14
Apr-1
4
May
-14
Jun-
14
Jul-1
4
Aug-
14
Sep-
14
Oct
-14
Nov
-14
Dec-
14
Jan-
15
Feb-
15
Mar
-15
Apr-1
5
male female
ELITESEM.COM CONFIDENTIAL
MEN BUY PURSES TWICE FICE? FIVICE?? A YEAR
CHRISTMAS AND VALENTINES DAY
ANNIVERSARIES AND BIRTHDAYS
ELITESEM.COM CONFIDENTIAL
MEN BUY PURSES TWICE FICE? FIVICE?? A YEAR
CHRISTMAS AND VALENTINES DAY
ANNIVERSARIES AND BIRTHDAYS
AND WHEN THEY STAY OUT TOO LATE GAMBLING ON THAT STUPID BAR GAME WHERE YOU PUT A
RING ON A STRING AROUND A HOOK ON THE WALL
ELITESEM.COM CONFIDENTIAL
RECIPE 1: THE ANNUAL
GIFT
PULL A LIST OF PURCHASERS (CRM)Restrict the time period, maybe 45 days.
TARGET THE CONTRARIAN SEX (SOCIAL)A woman bought for herself. A man did not.
ARE THEY STILL TOGETHER? (SOCIAL)Don’t push purses on a single dude. Please?
ELITESEM.COM CONFIDENTIAL
RECIPE 1: THE ANNUAL
GIFT
DOES S/HE HAVE MONEY? (SOCIAL)Target mid-high HHI or net worth folks
IS IN A RUSH? (SOCIAL)You bet your ass if there’s a dude shopping for a purse on his phone, he’s in big, big trouble.
ELITESEM.COM CONFIDENTIAL
RECIPE 1: THE ANNUAL
GIFT
CRM:Everyone who purchased in a given time period in the prior year.
SOCIAL:Target men onlyHousehold income $75k+Married, in a relationship or it’s complicatedSegment mobile, and get aggressiveAspirational copy - make her feel special
ELITESEM.COM CONFIDENTIAL
RECIPE 2: THE SUDDEN
NEED
IS OUR AUDIENCE BIG ENOUGH? (CRM)Import entire purchase list into most used network (facebook).Low match rate to be expected
LET THE TOOL EXPAND FOR US (CRM/SOCIAL)Custom audience based on available audience. Let it grow
ELITESEM.COM CONFIDENTIAL
RECIPE 2: THE SUDDEN
NEED
ARE THEY IN THE INDUSTRY? (SOCIAL)Add segments for job title and industry. The audience will shrink dramatically - that’s okay
WILL THEY HELP? (SOCIAL)Find volunteers, philanthropists or those likely involved in the community. Even baseball coaches will suffice.WILL THEY SEE IT? (SOCIAL)Mobile mobile mobile.
ELITESEM.COM CONFIDENTIAL
RECIPE 2: THE SUDDEN
NEED
CRM:Entire list of purchasers or users. We want to get as big as possible.Look-a-like audience to expand reach. SOCIAL:Project managers, foremen & superintedents.Interest targeting around any sort of community involvementMobile heavy focus due to long term power outages
ELITESEM.COM CONFIDENTIAL
RECIPE 3: EXTENDINGCUSTOMER
LIFETIME
PRENATAL NEEDS:Vitamins for mom and babyNursery furniture“Is this normal” informationBABY REGISTRY:Infant toysSwaddling blanketsInfant clothingDiapers. Lots and lots of diapers
ELITESEM.COM CONFIDENTIAL
RECIPE 3: EXTENDINGCUSTOMER
LIFETIME
INFANT NEEDS:Toddler toysToddler clothesBooster seatsPlayards (cage the kids!)Those weird little leash thingsSlightly bigger diapers. But still a lot of them
ELITESEM.COM CONFIDENTIAL
RECIPE 3: EXTENDINGCUSTOMER
LIFETIME
TODDLER NEEDS:School clothesActivity books & learning setsBig Kid furnitureSippy cupsBooksLord willing, replace the diapers with training pants and potties
ELITESEM.COM CONFIDENTIAL
RECIPE 3: EXTENDINGCUSTOMER
LIFETIME
CRM:Buyers of prenatal/infant/toddler needs over a set time period.Map purchases to identify future needs.
SOCIAL:Age, HHI, education & (maybe) marital status Interest targeting – avoid gifters
Ads that play to stress reduction. Happy kids, happy moms
ELITESEM.COM CONFIDENTIAL
RAPID FIRE BONUS IDEAS
EMAIL ACTIVATION:Stop sending email to dormant addresses. Use them for social instead.
CUSTOMER & CONTRACT ACTIVATION:Prevent permanent hibernation
UPSELL ACCESSORY PRODUCTS:New set of irons? Sell them golf balls.
SALE OF THE CENTURY:Lookalikes with low HHI – you can finally afford it!