Facebook custom audience advertising

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What's new in digital media? We show you the Facebook custom audience tool and a case study campaign.

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Facebook custom audience advertising

  1. 1. Marketing Digital InnovationWhat’s new in June 2013?
  2. 2. The digital future• 5 years ago we weren’t a world of sharers. But now…• New behaviours are worth watching online – can you see millions doing it?• Does the product evolve to deepen engagement over time?• Will users create sustainability by telling their friends?• If it works at scale – will it monetise and how will it do this?Does this tool have use for my business?Can I adapt it for my audience?Josh Elman https://medium.com/i-m-h-o/a5890c2c2cc0
  3. 3. New tools we’re monitoring• Outbrain.com• Native Advertising• Otago Daily Times• Fairfax Media• Stuff.co.nz• Economist• Guardian• Forbes• The Atlantic• IFTTT• Facebook custom audiences
  4. 4. Extending reach on social media• Inbound doe not work alone• Outreach / broadcast is needed toboost• BUT not using a traditional adFacebook Custom AudiencesWouldn’t it be nice to create a newTarget audience who are like yourExisting customers?A Cloned Client List
  5. 5. Upload your data & set matching criteria
  6. 6. Upload a list from your offline audiencesWe used:• Past customers• Unsubscribed newsletter readers• Current newsletter subscribers
  7. 7. A better solutionBuild a Facebook audience who resembles your existing customer base• Audience – age, sex, country / state / city• Precise interests• Facebook broad categoriesConnections• Target users who are connected to (page / app / event name)• Who are not already connected to…• Target users whose friends are connected to
  8. 8. Choose your audience characteristics
  9. 9. Different ways to show your advertAdvert types• Ad• Sponsored story• Video• Sponsored search results• Mobile onlyPlacements• Website page• Facebook page using a page post• Facebook app• Facebook event
  10. 10. Campaign results
  11. 11. After campaign ends

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