BrightonSEO - Tara West - Facebook Custom Audiences - September 2015

Custom Audiences:The Crown Jewel of

Facebook Advertising

Tara West | @Tara_Dee_West

#BrightonSEO | September 2015

On the 27th of August 2015, one billion people

logged into Facebook in a single day.

That’s 1 in 7 people on Earth.

Boost your

posts

Promote your

page

(Page likes)

Website

conversions

App installs

App

engagementLocal

awareness

(reach people

near your

business)

Raise event

attendance

Get people to

claim an offer

It’s not just about page likes anymore!

There are now ten different Facebook

advertising objectives.

Video views

Website

traffic

You can target people based on almost

anything, from what TV shows they like, to

where they are going on holiday!

The real crown jewel of all Facebook ad

targeting is Custom Audiences.

“Custom Audiences let you reach customers

you already know with ads on Facebook.

You can upload a list of email addresses or

phone numbers of at least 20 people and we'll

deliver your ad to those people if they're on

Facebook. You can also build audiences from

the people that visit your website or

from people who use your mobile app.”Source: Facebook

What are Facebook Custom Audiences?

Website

traffic lists

created

using

cookiesEmail or

Phone

number list

uploads

Audiences

you make

yourself,

using your

own data

App user

lists created

using

cookies

Why are Facebook Custom Audiences so

great?

Your unique

data creates

competitive

advantage

Target

people, not

cookies

Targeting

accuracy is

2x greater

than other

ad networks (source Neilson)

Set them up

manually in

your FB ad

account

Upload CVS

or .txt file

for email

addresses

A pixel is

used for

website and

app user

lists

Upload CVS

or .txt file

for phone

numbers

How do Custom Audiences work?

Land your

search ads

PPC traffic on

bespoke

landing pages

Use those

landing page

URLs for

Facebook

Remarketing

lists

Use Custom Audiences to reach Facebook

users with highly relevant purchase intent.

PPC search

traffic that is

exposed to FB

ads can

generate better

ROAS(Source: Kenshoo)

Enhance your email marketing messages.

Yes:

Show an ad to

take them to

the next

purchase stage

No:

Show them an

ad with the

original email

marketing

message

Did they open

your email

marketing?

Enhance your text message marketing.

Make your ads highly relevant by layering

custom audiences with interest targeting.

Generate in-app engagements.

Exclude users who have already converted

from seeing your ads.

Generate actions from your website content.

Get quick and easy customer feedback.

Advertise the products your user has been

browsing using Dynamic Product Ads.

Generate competition entries.

Create Lookalike Audiences of your Custom

Audiences to expand your reach.

Choose newsfeed only targeting to limit your

frequency.

Test different list membership durations.

Segment your custom audiences by age and

put them in their own ad sets.

You can share Custom Audiences between

Facebook ad accounts.

Use Custom Audiences with Instagram ads.

Keep your email and phone data fresh!

Thanks!

[email protected]

www.headstream.com

02380 827 737

@Tara_Dee_West

#BrightonSEO | September 2015

www.headstream.com

•Mark Zuckerberg https://www.facebook.com/zuck

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