Facebook. Remarketing (apr'2014)

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Facebook. Remarketing (apr'2014)

  1. 1. Remarketing with Custom Audiences Start-up Guide
  2. 2. Custom Audiences overview Custom Audiences enable you to target people on Facebook based on the data you own in a privacy safe way. You can use Custom Audiences to remarket customers from your website or mobile app and reach them on any device regardless of their original touchpoint.
  3. 3. Find people you already know with Custom Audiences Frequent shoppers of shoes Promote your shoe sale on any device they use Facebook Data you own Man 30–34Woman 18–24 People who looked at shoes on your website or mobile app
  4. 4. Matched targets How Custom Audiences work Email addresses Phone numbers, iOS IDFAs Facebook User IDs, App User IDs People you know Direct or through third-party People from your website People from your mobile app FacebookPeople you know on Facebook
  5. 5. Use cases for remarketing with Custom Audiences Objective Example Online Conversion eCommerce site targets its users with a Page post link ad on any device to complete their transaction. Mobile App A consumer bank targets all online banking users with mobile app install ad. In-store Sales A global brand displays a mobile page post ad who visited their site. Facebook could then measure in-store sales uplift from grocers. Loyalty Retailer offers discounts for those who recently purchased shoes via their mobile phone.
  6. 6. Custom Audiences from your website (Power Editor)
  7. 7. How Custom Audiences from your website work 1   Users visit your website 2   They browse your website 3   Some purchase, others simply express interest 4   Target visitors who did not purchase with Custom Audiences 5   And, show them ads on Facebook to drive them back to your website
  8. 8. Getting started in Power Editor 1   Open Power Editor and download accounts 2   Provision remarketing pixel in Power Editor 3   Insert pixel across your site 4   Click Create Custom Audiences from your Website 5   Automatically target ads to the Custom Audiences created
  9. 9. Click on Audiences, then click on Create Audience
  10. 10. Click on “Website Custom Audience”
  11. 11. Agree to the Terms of Service
  12. 12. Copy the JavaScript and place it on your website Please make sure to copy 100% of the pixel codebase
  13. 13. Configure the Custom Audience by creating rules Give it a name e.g. “home page visitors” How many days should users stay in the audience for? Define the audience with URLs and boolean logic. You cannot leave “URL” blank. Input a “/” to include all pages.
  14. 14. Additional example: creating rules Example above will include everyone who visited a URL containing “travel.php” Test your rule, by adding in the URL that you would like the pixel to fire. If the rule works the visited URL filed will turn from an x to a green check!
  15. 15. Additional example: using multiple keywords Includes everyone who visited a URL containing “cars.php” - OR - everyone who visited a URL containing “boats.php”
  16. 16. Additional example: using AND & doesn’t contain logic Includes everyone who visited a URL: containing any of the following paths: “/ flights/”, “/hotels/”, “/ cars/”, “/vacation/” but not “/boat/”
  17. 17. Within Power Editor, verify if your Custom Audience is ready Wait an hour after placing the code on your site Click and see if status says “Ready”
  18. 18. Once it is ready, create your ad Enter “advanced options” •  You will have the option to Choose your audience(s) in the Custom Audiences field. •  You can exclude Custom Audiences that came your website as well.
  19. 19. Configure the rest of the ad. Begin. •  Works in every placement (including mobile) •  With every ad format •  With every bid type •  With every conversion objective •  And offsite conversion measurement •  View tags are not allowed
  20. 20. Custom Audiences from your website (ad create tool)
  21. 21. Within the ad create tool… Click on Audiences Upper Right – Click on Create Audience User will be displayed a lightbox with a variety of options. Click on Custom Audience from your Website
  22. 22. Next you will be displayed •  Terms of Service & Agreement. Please review and check the “I agree” checkbox •  In addition, if there are any questions, please click on Learn More to be taken to the Help Guide
  23. 23. Finally, create your audience & rules
  24. 24. Thank you page with a reminder to activate the pixel
  25. 25. Find your Custom Audience available in Audience Manager
  26. 26. Custom Audiences from your mobile app (Power Editor)
  27. 27. How Custom Audiences from your mobile app works 1   Users visit your mobile app 2   They browse your mobile app 3   Some purchase, others simply express interest 4   Target visitors who did not purchase with Custom Audiences 5   And, show them ads on Facebook to drive them back to your mobile app
  28. 28. Getting started in Power Editor 1   Register your app and set up app events 2   Open Power Editor and download accounts 3   Click Create Custom Audiences from your Mobile App 4   Automatically target ads to the Custom Audiences created
  29. 29. Click on Audiences , then click on Create Audience
  30. 30. Click on “Mobile App Custom Audience”
  31. 31. Agree to the Terms of Service
  32. 32. Name your audience and choose your app
  33. 33. Configure the Custom Audience by event and rules Choose the app event you are measuring and want to target by How many days should users stay in the audience for? If you have set up parameters (i.e. a value or name associated with your event), choose that here and apply operators (equal to, for example).
  34. 34. Within Power Editor, verify if your Custom Audience Your audience will be ready to use immediately but it can take up to an hour to populate with past events you measured.
  35. 35. Once it is ready, create your ad Enter “advanced options” •  You will have the option to Choose your audience(s) in the Custom Audiences field. •  You can exclude Custom Audiences from your mobile app as well.
  36. 36. Custom Audiences from your mobile app (ad create tool)
  37. 37. Within the ad create tool... Click on Audiences Upper Right – Click on Create Audience User will be displayed a lightbox with a variety of options. Click on Custom Audience from your Mobile App
  38. 38. Next you will be displayed •  Terms of Service & Agreement. Please review and check the “I agree” checkbox •  In addition, if there are any questions, please click on Learn More to be taken to the Help Guide
  39. 39. Finally, please create your audience & rules
  40. 40. Find your Custom Audience available in Audience Manager

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