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How to spend your first $10K:
Using Custom Audiences to be 10x more effective
Apply to the FBStart Program
Get $2.5K in free FB ads credits if you
qualify*
Turn your $10K into $12.5K
How to spend your first
$10K $12K
Hi, I’m Andy Artz
Partner @ Social Capital
Head of User Acquisition
We invest in transformative
ideas with global impact t...
Are you ready to test spend?
• You already have some traffic & customers
• You have a working product
• You can service mo...
Where do you start?
Facebook?
Twitter?
Youtube?
Content Syndication?
Adwords?
New stuff?
Yea, there’s a lot to choose from
Pick a scalable platform
• The purpose of your first $X should be to
to prove out the viability of a channel
• If it works...
CONTENT
COMPLEX IDEAS
SOCIAL
TARGETING
SEM
CAPTURE INTENT
VIDEO
BRANDING
Find “product-platform fit”
Strategies to avoid
when you’re young
http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/
Featuring = now 100% curated
It takes 50-100K
installs in 24 hours to
penetrate the Top 10
on iOS. The plus is
organic discovery.
Incentivized networks...
How charting works
Done well, spending ~$2K per day on incent
traffic can yield 0.5x-1x organic lift on iOS
Popular keywords are $$$
It is unlikely that your product’s v1.0 LTV can
compete with their v10.0 LTV
IP-based geo-targeting ≠ great
We compared users’
GPS location from 1st
app open to determine
what % were within
targeted ...
CONTENT
COMPLEX IDEAS
SOCIAL
TARGETING
SEM
CAPTURE INTENT
VIDEO
BRANDING
Onwards to custom
audiences…
4 core concepts for today:
1. Setup the proper tracking
2. Study your audience
3. Prime your audience [with content]
4. Co...
Use FB’s custom audience pixel
Get the FB Pixel Helper
Install the
FB custom audience pixel
4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with conten...
Create custom audiences
Analyze your custom audience
using FB Insights
Pro-Tip: Create a
1% Lookalike Audience
4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with conten...
Prime your audience using
earned or owned media
Q: How do I get my custom
audience pixel on my earned
media?
A: Use redirects or iframes.
Snip.ly is your friend.
Short URL
Recap:
You now have placed your
custom audience pixel on your
earned media.
When you send traffic to that
short URL, you a...
Next - drive traffic to your site
from your FB page
Create a hidden post from your
FB page in FB power editor
using the snip.ly URL
Now boost the post using a
Page Post Engagement ad
targeting your Lookalike 1%
Why should you boost posts?
1. Your historical traffic flow is small
and you want to grow it
2. You want to target a new n...
Boosted post results
Page CPC (Link) CTR (Link)
Fund Your Dreams $1.12 0.88%
Ledge $1.95 0.38%
FYD +/- 0.6x 2.3x
Demo CPC ...
Boosted post results
Page CPC (Link) CTR (Link)
Fund Your Dreams $1.12 0.88%
Ledge $1.95 0.38%
FYD +/- 0.6x 2.3x
Demo CPC ...
4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with conten...
Convert the users who have
visited your page/blog
Branded mobile app install ads
This test: show the ad to a
“primed” custom audience vs. a
general lookalike audience of
“non-primed”
Mobile app install ad results
Conversion CPM CTR (Link) CPC (Link) CTI CPI
Primed $18.43 0.60% $3.06 67% $4.59
Non-primed ...
Mobile app install ad results
Conversion CPM CTR (Link) CPC (Link) CTI CPI
Primed $18.43 0.60% $3.06 67% $4.59
Non-primed ...
4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with conten...
Hey…that was only 4x
improvement…I want my money
back!
This test was run with $2500 in
spend…which is the free credits
you got to start 
Refinements
1. Use the learnings from page post engagment ads to
refine content choice, copy, and targeting to maximize
CT...
Let’s Recap!
Earned Media
Pixel
Branded FB Page
Owned Media
Snip.ly / Redirect
Unbranded FB Page
Page Post Engagement
Conversion Ad
Cus...
You can find this talk at:
socialcapital.com/artifacts
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
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How to spend your first $10K in paid marketing for startups

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Find out how to use custom audiences of Facebook to drive 10x improvements in your customer acquisition strategy. This deck goes into depth on how you can setup Facebook's custom audiences product for your audience and use page post engagement ads to sow the seeds of a novel strategy. This deck was prepared by Andy Artz, Partner at Social Capital. See www.socialcapital.com for more about us.

How to spend your first $10K in paid marketing for startups

  1. How to spend your first $10K: Using Custom Audiences to be 10x more effective
  2. Apply to the FBStart Program Get $2.5K in free FB ads credits if you qualify* Turn your $10K into $12.5K
  3. How to spend your first $10K $12K
  4. Hi, I’m Andy Artz Partner @ Social Capital Head of User Acquisition We invest in transformative ideas with global impact to fundamental human needs VP @ OMGPOP Analytics & Finance Real-time Multiplayer Social & Mobile Games
  5. Are you ready to test spend? • You already have some traffic & customers • You have a working product • You can service more customers • Note: this is not a substitution for organic efforts!
  6. Where do you start?
  7. Facebook?
  8. Twitter?
  9. Youtube?
  10. Content Syndication?
  11. Adwords?
  12. New stuff?
  13. Yea, there’s a lot to choose from
  14. Pick a scalable platform • The purpose of your first $X should be to to prove out the viability of a channel • If it works, you can pour more $ in based on your learnings • Avoid one-offs and things that you don’t have control over (e.g. buying a billboard)
  15. CONTENT COMPLEX IDEAS SOCIAL TARGETING SEM CAPTURE INTENT VIDEO BRANDING Find “product-platform fit”
  16. Strategies to avoid when you’re young
  17. http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/ Featuring = now 100% curated
  18. It takes 50-100K installs in 24 hours to penetrate the Top 10 on iOS. The plus is organic discovery. Incentivized networks charge ~$1-2 per install App store charting & bursting
  19. How charting works Done well, spending ~$2K per day on incent traffic can yield 0.5x-1x organic lift on iOS
  20. Popular keywords are $$$ It is unlikely that your product’s v1.0 LTV can compete with their v10.0 LTV
  21. IP-based geo-targeting ≠ great We compared users’ GPS location from 1st app open to determine what % were within targeted city limits ~40%+ inaccuracy Mobile ad network
  22. CONTENT COMPLEX IDEAS SOCIAL TARGETING SEM CAPTURE INTENT VIDEO BRANDING Onwards to custom audiences…
  23. 4 core concepts for today: 1. Setup the proper tracking 2. Study your audience 3. Prime your audience [with content] 4. Convert your primed audience
  24. Use FB’s custom audience pixel
  25. Get the FB Pixel Helper
  26. Install the FB custom audience pixel
  27. 4 core concepts for today: 1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience
  28. Create custom audiences
  29. Analyze your custom audience using FB Insights
  30. Pro-Tip: Create a 1% Lookalike Audience
  31. 4 core concepts for today: 1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience
  32. Prime your audience using earned or owned media
  33. Q: How do I get my custom audience pixel on my earned media?
  34. A: Use redirects or iframes. Snip.ly is your friend.
  35. Short URL
  36. Recap: You now have placed your custom audience pixel on your earned media. When you send traffic to that short URL, you are planting the seeds of your custom audience
  37. Next - drive traffic to your site from your FB page
  38. Create a hidden post from your FB page in FB power editor using the snip.ly URL
  39. Now boost the post using a Page Post Engagement ad targeting your Lookalike 1%
  40. Why should you boost posts? 1. Your historical traffic flow is small and you want to grow it 2. You want to target a new niche not reflected in your current traffic 3. You accrue organic reach to your page 4. You can access cheaper CPM / CPC
  41. Boosted post results Page CPC (Link) CTR (Link) Fund Your Dreams $1.12 0.88% Ledge $1.95 0.38% FYD +/- 0.6x 2.3x Demo CPC (Link) CTR (Link) Male 22-35 $1.04 0.96% Female 22-35 $1.56 0.56% Male +/- 0.7x 1.7x
  42. Boosted post results Page CPC (Link) CTR (Link) Fund Your Dreams $1.12 0.88% Ledge $1.95 0.38% FYD +/- 0.6x 2.3x Demo CPC (Link) CTR (Link) Male 22-35 $1.04 0.96% Female 22-35 $1.56 0.56% Male +/- 0.7x 1.7x
  43. 4 core concepts for today: 1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience
  44. Convert the users who have visited your page/blog
  45. Branded mobile app install ads
  46. This test: show the ad to a “primed” custom audience vs. a general lookalike audience of “non-primed”
  47. Mobile app install ad results Conversion CPM CTR (Link) CPC (Link) CTI CPI Primed $18.43 0.60% $3.06 67% $4.59 Non-primed $10.38 0.33% $3.16 17% $18.58 Primed +/- 1.8x 1.8x 1.0x 3.9x 0.25x
  48. Mobile app install ad results Conversion CPM CTR (Link) CPC (Link) CTI CPI Primed $18.43 0.60% $3.06 67% $4.59 Non-primed $10.38 0.33% $3.16 17% $18.58 Primed +/- 1.8x 1.8x 1.0x 3.9x 0.25x
  49. 4 core concepts for today: 1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience
  50. Hey…that was only 4x improvement…I want my money back!
  51. This test was run with $2500 in spend…which is the free credits you got to start 
  52. Refinements 1. Use the learnings from page post engagment ads to refine content choice, copy, and targeting to maximize CTR/minimize CPC. Likes, comments, shares help to get organic reach. You need organic lift on page posts to make this work. 2. Because the cost of priming adds a fixed cost to your primed conversions but gives you a 4x multiplier – you have to find the sweet spot where the multiplier effect in increased conversion rate outweighs the cost of priming. For a detailed calculator download the excel here:  https://s23p.box.com/FBPrimingCalculator
  53. Let’s Recap!
  54. Earned Media Pixel Branded FB Page Owned Media Snip.ly / Redirect Unbranded FB Page Page Post Engagement Conversion Ad Custom Audience Branded FB Page
  55. You can find this talk at: socialcapital.com/artifacts

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