Using Paid Social to Find Your Place and Customer_Richard Buckton
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Transcript of Using Paid Social to Find Your Place and Customer_Richard Buckton
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Using Paid Social to Find Your Place and Customer
Richard Buckton
rekrmend.com
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How do you know it’s out there?
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What Do I Mean By Audience?
A collection of users in one of my social network ad accounts
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Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way –collected via tracking codes
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Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way –collected via tracking codes
• Custom Audience - A list of my customer emails – uploaded by me
![Page 9: Using Paid Social to Find Your Place and Customer_Richard Buckton](https://reader031.fdocuments.us/reader031/viewer/2022022203/5877186b1a28ab4c1d8b5cff/html5/thumbnails/9.jpg)
Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way –collected via tracking codes
• Custom Audience - A list of my customer emails – uploaded by me• Lookalike Audience – People with similar characteristics to one of my
audiences above – created by the network
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Creating Audiences
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Creating Audiences
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Creating Audiences
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•Collect people…
•Track what they do…
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Get those pixels installed!
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Start Tracking Now
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How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
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What to Track – What Matters to You?
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What Can You Track?View Content
Search Add to Cart
Add to WishlistInitiate Checkout Add Payment Info
Purchase Lead
Complete RegistrationCustom
Page Visit View Category
Search Add to Cart Checkout
Watch Video Signup Lead
Custom
Site Visit PurchaseDownload
Signup Custom
LeadSignup
PurchaseAdd to Cart Download
Install Key Page View
Custom
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How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
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Website Custom Audiences!
• All Visits• Added to cart• Purchased
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How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
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Later that month…
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Target ‘All Visits’
Exclude ‘Purchased’
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We don’t want to…
A) Annoy our customers
(this is proven to be bad)
B) Waste our valuable ad spend
(ditto)
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How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
![Page 28: Using Paid Social to Find Your Place and Customer_Richard Buckton](https://reader031.fdocuments.us/reader031/viewer/2022022203/5877186b1a28ab4c1d8b5cff/html5/thumbnails/28.jpg)
What is a Lookalike Audience?
A collection of people on the social network in question who are closest in demographics to the source audience.
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How Does It Work?
•Choose a source audience•Could be uploaded emails or a website custom audience•Network finds the people closest to the people in the source•You have a new audience
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Yes, you can…
Create lookalikes from website actions too…
People who added to cart, purchased…
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How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
![Page 32: Using Paid Social to Find Your Place and Customer_Richard Buckton](https://reader031.fdocuments.us/reader031/viewer/2022022203/5877186b1a28ab4c1d8b5cff/html5/thumbnails/32.jpg)
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Is this just for acquisition?
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And there’s more clever stuff…
Mutual benefit…
Example…
People who come from a Pinterest ad join not just your Pinterest ‘All Visits’ audience but if they also belong to Facebook they’ll be added to that audience too.
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I’ll take him! Me too Who??
Just popped in!
My Audience Tracking
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Mysite.com/displaylandingpage
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Audience Overlap
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Retargeting
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Retargeting
Added to cart – didn’t buy
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Retargeting
Added to cart – didn’t buy
Added to cart last 7 days
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Retargeting
Added to cart – didn’t buy
Added to cart last 7 days
Spent more time on the site
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Retargeting
Added to cart last 14 days
Exclude Added to cart last 7 days
(Give them chance to come back anyway)
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Wouldn’t be the PMIs without mentioning…