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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
engagement
Local
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
cookies
Email 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?
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015
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.
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015
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!
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015
Thanks!
tara.west@headstream.com
www.headstream.com
02380 827 737
@Tara_Dee_West
#BrightonSEO | September 2015
www.headstream.com
•Mark Zuckerberg https://www.facebook.com/zuck
•Facebook rainbow like: https://www.facebook.com/photo.php?fbid=10102200854182371&set=pb.4.-2207520000.1441116469.&type=3&theater
•Crown: http://www.shutterstock.com/pic.mhtml?id=102232756&src=id
•Thumbs up: http://www.shutterstock.com/pic-151790942/stock-photo-many-people-congratulate-a-winner-and-holding-their-thumbs-up.html?src=-Tkk7FI-BwoageXU98ln5g-
1-2
•Why post-it http://www.shutterstock.com/pic-297409367/stock-photo-why.html?src=Ko0O9OgkKSlatzIiWwy-Zg-1-106
•Takeaway pizza: http://www.shutterstock.com/pic-26586217/stock-photo-young-girl-eating-pizza-lying-on-a-sofa.html?src=D_bv6G9PNGWdTanNdxb1dg-1-108
•Woman holding shopping bags: http://www.shutterstock.com/pic-99076997/stock-photo-shopping-woman-holding-shopping-bags-looking-up-to-the-side-on-pink-background-
at-copy-space.html?src=HbHDSzlSksrfk2UhuRTwoQ-1-34
•Make things happen: http://www.shutterstock.com/pic-155724446/stock-photo-make-things-happen-message-written-on-a-chalkboard-illustration-design.html?src=g-
YMvLCP4nK__poQYwtD6Q-1-26
•Tips :http://www.shutterstock.com/pic-285028094/stock-photo-helpful-tips-concept-on-black-blackboard-with-businessman-hand-holding-paper-plane.html?src=NdWCStzGg-
ZkjhKVarM_gw-1-10
•20 Birthday cake: http://www.shutterstock.com/pic.mhtml?id=24638287&src=id
•Stopwatch: http://www.shutterstock.com/pic-12869797/stock-photo-stop-watch.html?src=RIiu1n_skiez4b994ukEmg-2-145
•People pie chart: http://www.shutterstock.com/pic.mhtml?id=263091443&src=id
•Fruit: http://www.shutterstock.com/pic.mhtml?id=252318739&src=id
•Sewing : http://www.shutterstock.com/pic-263034200/stock-photo-creative-sewing-supplies.html?src=GvdY-wNer8rI0KvvZ-FFvA-1-5
•Share: http://www.shutterstock.com/pic-157248935/stock-photo-the-word-share-in-cut-out-magazine-letters-pinned-to-a-cork-notice-board-sharing-files-photos-
and.html?src=wZVp0bqOwiN-sJt7L4kj_A-1-7
•Instagram hand: http://www.shutterstock.com/pic-275465501/stock-photo-kiev-ukraine-april-hand-holds-instagram-logo-printed-on-paper-on-white-
background.html?src=sM0cDTiT5I-QheMMRuBpWw-1-33
•Question marks: http://www.shutterstock.com/pic-93860590/stock-photo-question-mark-blackboard-sign-question-marks-on-chalkboard-decision-confusion-faq-or-
other.html?src=VLPbOd1Kr_p2__hienMBSw-1-148
•Like: OmniArt / Shutterstock.com <a href="http://www.shutterstock.com/gallery-544915p1.html?cr=00&pl=edit-00">OmniArt</a> / <a
href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a>
•Just start:http://www.shutterstock.com/pic-248189830/stock-vector-just-start-motivational-quote-written-in-calligraphy-style.html?src=rBkZUY4WUHCTAV_uZQuPLg-1-2
•Puppies: http://www.shutterstock.com/pic-10954477/stock-photo-group-of-adorable-puppies-isolated-on-white.html?src=zrtQ4opZ8Xdpev8MqTr6gw-1-67
•Zig-Zag http://www.shutterstock.com/pic-130090967/stock-vector-fashion-zigzag-pattern-in-retro-colors-seamless-vector-background.html?src=kC9HyB-
Sr45xBmHdUQ1CXw-1-6
•Shopping Bag: http://www.shutterstock.com/pic-175947125/stock-photo-concept-of-woman-shopping-and-holding-bags-closeup-
images.html?src=HbHDSzlSksrfk2UhuRTwoQ-1-8
•Holiday: http://www.shutterstock.com/pic-217673923/stock-photo-couple-taking-selfie-photo-with-smartphone-on-cap-de-formentor-on-mallorca-young-couple-on-
majorca.html?src=5hNjVTuHeaBremm5CO6QuA-1-56
•Glitter http://www.shutterstock.com/pic-169973030/stock-photo-macro-closeup-of-abstract-green-glitter-texture-shimmering-blur-background-with-shining-lights.html?src=pd-
same_artist-169973021-tk1VguRXIoaNojQS-gaLlg-1
Image Sources

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BrightonSEO - Tara West - Facebook Custom Audiences - September 2015

  • 1. Custom Audiences: The Crown Jewel of Facebook Advertising Tara West | @Tara_Dee_West #BrightonSEO | September 2015
  • 2. On the 27th of August 2015, one billion people logged into Facebook in a single day. That’s 1 in 7 people on Earth.
  • 3. Boost your posts Promote your page (Page likes) Website conversions App installs App engagement Local 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
  • 4. You can target people based on almost anything, from what TV shows they like, to where they are going on holiday!
  • 5. The real crown jewel of all Facebook ad targeting is Custom Audiences.
  • 6. “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 cookies Email or Phone number list uploads Audiences you make yourself, using your own data App user lists created using cookies
  • 7. 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
  • 8. 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?
  • 10. 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)
  • 11. 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?
  • 12. Enhance your text message marketing.
  • 13. Make your ads highly relevant by layering custom audiences with interest targeting.
  • 15. Exclude users who have already converted from seeing your ads.
  • 16. Generate actions from your website content.
  • 17. Get quick and easy customer feedback.
  • 18. Advertise the products your user has been browsing using Dynamic Product Ads.
  • 20. Create Lookalike Audiences of your Custom Audiences to expand your reach.
  • 22. Choose newsfeed only targeting to limit your frequency.
  • 23. Test different list membership durations.
  • 24. Segment your custom audiences by age and put them in their own ad sets.
  • 25. You can share Custom Audiences between Facebook ad accounts.
  • 26. Use Custom Audiences with Instagram ads.
  • 27. Keep your email and phone data fresh!
  • 30. www.headstream.com •Mark Zuckerberg https://www.facebook.com/zuck •Facebook rainbow like: https://www.facebook.com/photo.php?fbid=10102200854182371&set=pb.4.-2207520000.1441116469.&type=3&theater •Crown: http://www.shutterstock.com/pic.mhtml?id=102232756&src=id •Thumbs up: http://www.shutterstock.com/pic-151790942/stock-photo-many-people-congratulate-a-winner-and-holding-their-thumbs-up.html?src=-Tkk7FI-BwoageXU98ln5g- 1-2 •Why post-it http://www.shutterstock.com/pic-297409367/stock-photo-why.html?src=Ko0O9OgkKSlatzIiWwy-Zg-1-106 •Takeaway pizza: http://www.shutterstock.com/pic-26586217/stock-photo-young-girl-eating-pizza-lying-on-a-sofa.html?src=D_bv6G9PNGWdTanNdxb1dg-1-108 •Woman holding shopping bags: http://www.shutterstock.com/pic-99076997/stock-photo-shopping-woman-holding-shopping-bags-looking-up-to-the-side-on-pink-background- at-copy-space.html?src=HbHDSzlSksrfk2UhuRTwoQ-1-34 •Make things happen: http://www.shutterstock.com/pic-155724446/stock-photo-make-things-happen-message-written-on-a-chalkboard-illustration-design.html?src=g- YMvLCP4nK__poQYwtD6Q-1-26 •Tips :http://www.shutterstock.com/pic-285028094/stock-photo-helpful-tips-concept-on-black-blackboard-with-businessman-hand-holding-paper-plane.html?src=NdWCStzGg- ZkjhKVarM_gw-1-10 •20 Birthday cake: http://www.shutterstock.com/pic.mhtml?id=24638287&src=id •Stopwatch: http://www.shutterstock.com/pic-12869797/stock-photo-stop-watch.html?src=RIiu1n_skiez4b994ukEmg-2-145 •People pie chart: http://www.shutterstock.com/pic.mhtml?id=263091443&src=id •Fruit: http://www.shutterstock.com/pic.mhtml?id=252318739&src=id •Sewing : http://www.shutterstock.com/pic-263034200/stock-photo-creative-sewing-supplies.html?src=GvdY-wNer8rI0KvvZ-FFvA-1-5 •Share: http://www.shutterstock.com/pic-157248935/stock-photo-the-word-share-in-cut-out-magazine-letters-pinned-to-a-cork-notice-board-sharing-files-photos- and.html?src=wZVp0bqOwiN-sJt7L4kj_A-1-7 •Instagram hand: http://www.shutterstock.com/pic-275465501/stock-photo-kiev-ukraine-april-hand-holds-instagram-logo-printed-on-paper-on-white- background.html?src=sM0cDTiT5I-QheMMRuBpWw-1-33 •Question marks: http://www.shutterstock.com/pic-93860590/stock-photo-question-mark-blackboard-sign-question-marks-on-chalkboard-decision-confusion-faq-or- other.html?src=VLPbOd1Kr_p2__hienMBSw-1-148 •Like: OmniArt / Shutterstock.com <a href="http://www.shutterstock.com/gallery-544915p1.html?cr=00&pl=edit-00">OmniArt</a> / <a href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a> •Just start:http://www.shutterstock.com/pic-248189830/stock-vector-just-start-motivational-quote-written-in-calligraphy-style.html?src=rBkZUY4WUHCTAV_uZQuPLg-1-2 •Puppies: http://www.shutterstock.com/pic-10954477/stock-photo-group-of-adorable-puppies-isolated-on-white.html?src=zrtQ4opZ8Xdpev8MqTr6gw-1-67 •Zig-Zag http://www.shutterstock.com/pic-130090967/stock-vector-fashion-zigzag-pattern-in-retro-colors-seamless-vector-background.html?src=kC9HyB- Sr45xBmHdUQ1CXw-1-6 •Shopping Bag: http://www.shutterstock.com/pic-175947125/stock-photo-concept-of-woman-shopping-and-holding-bags-closeup- images.html?src=HbHDSzlSksrfk2UhuRTwoQ-1-8 •Holiday: http://www.shutterstock.com/pic-217673923/stock-photo-couple-taking-selfie-photo-with-smartphone-on-cap-de-formentor-on-mallorca-young-couple-on- majorca.html?src=5hNjVTuHeaBremm5CO6QuA-1-56 •Glitter http://www.shutterstock.com/pic-169973030/stock-photo-macro-closeup-of-abstract-green-glitter-texture-shimmering-blur-background-with-shining-lights.html?src=pd- same_artist-169973021-tk1VguRXIoaNojQS-gaLlg-1 Image Sources