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How to boost your Facebook marketing with custom audiences

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This slideshare details the types of custom audiences you can use on Facebook, including lookalike audiences and website pixel tracking.

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How to boost your Facebook marketing with custom audiences

  1. 1. SKILLSHARE Facebook custom audiences 1
  2. 2. ✓ What are and why use custom audiences? ✓ Using custom audiences on Facebook ✓ What to measure ✓ Stats, facts and figures 2 Facebook Custom Audiences | Why use custom audiences?
  3. 3. 3 WHAT ARE CUSTOM AUDIENCES?
  4. 4. 4 Facebook Custom Audiences | Why use custom audiences? Audiences made up of your existing customers Email addresses, phone numbers, personal data and website traffic Data can be uploaded to social platforms to push ads out to The audience may know the brand, previous customers, people that matter = warmer leads = more potential for engagement and conversions. Custom audiences are made of real people, not just data Who? What? How? Why?
  5. 5. 5 Facebook
  6. 6. 6 Facebook Custom Audiences | What is a custom audience? We all see these ads. Why have I been shown this ad? I match Vend’s targeting through Facebook Exchange. Or do I? Is interest targeting effective? Facebook targeting
  7. 7. 7 Facebook Custom Audiences | What is a custom audience? Why have I been shown this ad? I’ve signed up to wriggle using my email address. Custom audiences on Facebook
  8. 8. 8 Facebook Custom Audiences | What is a custom audience? Why have I been shown this ad? I’ve been on the Bluebird Tea Co. website whilst signed into Facebook. Custom audiences on Facebook
  9. 9. 9 Facebook Custom Audiences | What is a custom audience? Add a snippet of code from Facebook to your website header. The pixel will fire when people visit your site and you can track the number of visits and (soon) their engagement on site. Retarget to this audience. Facebook pixel
  10. 10. 10 Facebook Custom Audiences | What is a custom audience? Why have I been shown this ad? I match the interests and behaviours of Beautycon’s audience list. (Placed in a lookalike audience). Custom audiences on Facebook
  11. 11. 11 Facebook Custom Audiences | What is a lookalike audience? Increased ROI. Ask Facebook to search for the people most like your engaged customers. This could be an increase in reach. Lookalike audiences on Facebook
  12. 12. 12 ➔ Event tracking on your website (exclude customers who have already made a purchase) ➔ Website engagement (NEW) ➔ Those who watched your videos, filled in a lead form, active on your app, or opened your canvas ➔ Those who shared your posts Advanced audiences Facebook Custom Audiences | Advanced audiences
  13. 13. 13 Facebook Custom Audiences| How to measure success How to measure success Test your ads! Compare your metrics - reach, engagement, clicks and conversions. You should find you get: ➔ Lower cost per click/engagement ➔ Higher engagement rates ➔ Higher conversion rates
  14. 14. 14 Facebook Custom Audiences | Stats, facts and figures Custom audiences stats, facts and figures A local estate agent - 2 ads for free market appraisal both spent £5 Website pixel 13 engagements 440 reach £0.38 per post engagement Broad interest marketing 7 engagements 325 reach £0.44 per post engagement An independent music festival - 2 ads during the final part of the campaign, leading up to the event - both spent £50 Lookalike audience (in local area) 369 engagements 34,760 reach £0.14 per post engagement Event attendees 317 engagements 11,068 reach £0.16 per post engagement
  15. 15. 15 Facebook Custom Audiences | Stats, facts and figures Using data to find insight Learn about your customers in Audience Insights Use the “breakdown” function on Ads Manager to find demographics Understand and find value in their behaviours Retarget website visitors - visitors from specific URLs
  16. 16. 16 ✓ Custom audience? Real people ✓ Facebook pixel? Target ads back to people ✓ Lookalike audience? Find those most like your existing customers ✓ Measurement? Test and measure key metrics ✓ Insight? Use data to learn more about your audience Facebook Custom Audiences| Summary Summary
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