The Power of Facebook Custom Audiences P R E S E N T E D BY G RA N T S T O LT Z
Who am I?
Who Am I? ›
Digital Media Analyst at Simpleview
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Background in social media marketing preFacebook Ads
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Lover of all things marketing
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Ironic fear of heights
WHO AM I?
Agenda › Why Facebook Ads? › What, Where, Who, How, Why of a Custom Audience › Starting With Strategy › Building an Empire Audience › Reviewing Results › Use Cases AGENDA
But First…
Why you should give a about this presentation‌.
Custom audiences are more effective in acquiring conversions‌
The more effective you are, the better your results‌
The better your results, the better you look in front of your boss‌
The better your you look in front of your boss‌
Or…
The better your results, the more visitors will come to your destination‌
The more visitors that come to your destination, the more economic growth‌
The more economic growth, the more your community or city improves‌
The more your community or city improves‌
Let’s Address the Elephant in the Room
800 Million
1.3 Billion
Why Facebook Ads?
Facebook Advertising Revenue
Underpriced Attention
What is a custom audience?
A Custom Audience… “A Custom Audience from a customer list is a type of audience you can create made up of your existing customers. You can target ads to the audience you've created on Facebook, Instagram and the Audience Network.”*
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Custom AudiencesVisualized
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Custom AudiencesVisualized
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Where is custom audience data from?
Show me the Data! › A Custom Audience is created in your Facebook Ads account from data you pull from your CRM, previous website visitors, users who have engaged with your content, or app users.
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Who should be in a custom audience?
Who is in Your Custom Audience? › Leisure Contacts ›
Leisure Travelers in your Consumer database
› Business Contacts › › ›
Local Business Managers in your Member/Partner database Meeting Planners in your Meeting Sales database Journalists/Press in your Media/PR database
› Website Visitors W H A T , › W HVisitors E R E , W who H O , have H O W ,visited W H Y Oyour F A C U S T O M but AUD IEN CE website not signed
Why should I use custom audiences?
But WHY!? › Custom Audiences allow you to target users on your email list outside of the email ecosystem. › Able to combine audiences with Facebook’s powerful demographic and psychographic targeting, narrowing down your audience even further. › Ability to target potential
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This sounds great‌ but how do I get started?
Starting with Strategy
DMO Website Goals
S TA RT I N G W I T H S T R AT E GY
It’s All About Conversions › For a DMO, “conversion” means getting a traveler (or potential traveler) to engage in one of the 5 stages of travel.
S TA RT I N G W I T H S T R AT E GY
It’s All About Conversions › Begin every campaign with conversions in mind. › Map what pages people should land on, what the desired action is and where they should be directed when they fall off. S TA RT I N G W I T H S T R AT E GY
DMO Website Goals
S TA RT I N G W I T H S T R AT E GY
ConversionCentric Framework
S TA RT I N G W I T H S T R AT E GY
Track All the Things! › Tracking is essential to measuring success both from the ad perspective, but also the website end. › The foundation of building remarketing audiences and creating marketing funnels.
S TA RT I N G W I T H S T R AT E GY
But how?
The Facebook Pixel!
S TA RT I N G W I T H S T R AT E GY
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The Facebook Pixel › Allows for “events” to be pushed into the pixel. › Helps Facebook's algorithm determine who to target. › You can create custom audiences from website interaction within Facebook Ads ›
Allows you deeply analyze website activity in conjunction with user S TA RT I N G W I T H S T R AT E GY interests and demographics.
Building an Empire Audience
Building an Audience
BUILDING AN AUDIENCE
Building An Audience › Consider the ultimate goal of a specific campaign. ›
Don’t be afraid to create broad audiences
BUILDING AN AUDIENCE
Building an Audience › Create audiences based off of content engagement (reactions, comments, shares, video view percentage) › Use audience targeting in conjunction with custom audiences to narrow down audiences even further › Create lookalike audiences using any custom audience BUILDING AN AUDIENCE
BUILDING AN AUDIENCE
But Wait, There’s More! › Instead of just matching customers, Facebook finds new potential visitors/customers who match the demographics and interests of users currently on your list. › Facebook will target those most likely to perform the desired action defined goal. B U I L D Iin N G your A N A U Dcampaign IENCE
Additional Audiences to Use
525 525 Million Million People People Behaviors: Behaviors: Travel: Travel: Frequent Frequent Travelers Travelers
Idea #1
34 34 Million Million People People Behaviors: Behaviors: Travel: Travel: Currently Currently Traveling Traveling
9 9 Million Million People People Behaviors: Behaviors: Travel: Travel: Family Family Vacations Vacations
35 35 Million Million People People Behaviors: Behaviors: Travel: Travel: Leisure Leisure Travelers Travelers
25 25 Million Million People People Behaviors: Behaviors: Travel: Travel: Returned Returned from from trip trip 1 1 week week ago ago
Travel Travel Related Related Hobbies Hobbies and and Activities Activities
Measuring Success
MEASURING SUCCESS
Facebook Analytics
MEASURING SUCCESS
Consider These Campaigns Campaign A
Campaign B
CTR
0.86%
5.25%
CPC
$1.50
$1.08
Conversion Rate
17.70%
4.41%
Cost Per Conversion
$8.43
$24.94
MEASURING SUCCESS
Use Cases
Situation #1 › Goal: ›
Increase Visitor Guide Sign-Ups
› Solution: ›
Implement Facebook Pixel event tracking on the “Submit” button
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Create an audience of users who had visited the site, but not clicked Submit
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Alternatively, create a lookalike audience from those who already have signed up for a visitor guide.
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Create a campaign with the goal of “Conversions”, set the conversion to the form submission.
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Use the newly created audience to drive people to the Visitor Guide sign up page.
USE CASES
Situation #2 › Goal: ›
Increase Partner Referrals
› Solution: ›
Implement Facebook Pixel tracking to tag users who had clicked to a partner website.
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Create an audience from your Pixel of users who clicked off site, create a lookalike audience from this group.
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Create a campaign with the goal of “Conversions”, set the conversion to the off-site click event.
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Use the newly created audience in conjunction with audience targeting (interest or behavioral targeting) to drive people to the relevant landing page.
USE CASES
Ex: Filter by those interested in golf, send to a golf-related landing page
Situation #3 › Goal: ›
Increase quality website traffic
› Solution: ›
Utilize interest-focused video ads to target a broad demographic group within a target area
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Create an audience of those who had watched that topic’s video to 95% or more.
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Create a campaign with the goal of “Clicks”.
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Use the newly created audience to serve ads directing users to a page related to the video they watched.
USE CASES
Situation #4 › Goal: ›
Increase quality meeting RFPs
› Solution: ›
Implement Facebook Pixel event tracking on the “Submit RFP” button
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Create an audience of users who had visited the site, but not clicked Submit RFP
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Alternatively, create a lookalike audience from emails those who already have completed the meeting RFP
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Create a campaign with the goal of “Conversions”, set the conversion to the form submission.
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Use the newly created audience to drive people to the RFP submission page.
USE CASES
Putting it All Together
In Conclusion… › Start with your goals in mind. › Create audiences to accomplish your campaign goal. › Put yourself in your audience’s shoes. › Track everything. › Analyze results. › Don’t be afraid to experiment. PUTTING IT ALL TOGETHER
Questions?
Thank You!
Stay in Touch! ›
Grant Stoltz Digital Media Analyst gstoltz@simpleviewinc.com
S TAY I N T O U C H !