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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 peo...
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 ...
Why are Facebook Custom Audiences so
great?
Your unique
data creates
competitive
advantage
Target
people, not
cookies
Targ...
Upload CVS
or .txt file
for email
addresses
A pixel is
used for
website and
app user
lists
Upload CVS
or .txt file
for pho...
Land your
search ads
PPC traffic on
bespoke
landing pages
Use those
landing page
URLs for
Facebook
Remarketing
lists
Use C...
Enhance your email marketing messages.
Yes:
Show an ad to
take them to
the next
purchase stage
No:
Show them an
ad with th...
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.
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!
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.p...
Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015
Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015
Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015
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Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 1 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 2 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 3 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 4 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 5 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 6 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 7 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 8 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 9 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 10 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 11 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 12 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 13 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 14 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 15 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 16 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 17 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 18 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 19 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 20 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 21 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 22 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 23 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 24 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 25 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 26 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 27 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 28 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 29 Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015 Slide 30
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Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015

See how Facebook Custom Audiences can take your social advertising to the next level. This presentation covers strategies and some tips and tricks for getting the most out of Facebook Custom Audiences. Originally presented by Tara West at BrightonSEO in Spetmber 2015.

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Custom Audiences: The Crown Jewel of Facebook Advertising - Tara West - BrightonSEO - September 2015

  1. 1. Custom Audiences: The Crown Jewel of Facebook Advertising Tara West | @Tara_Dee_West #BrightonSEO | September 2015
  2. 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. 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. 4. You can target people based on almost anything, from what TV shows they like, to where they are going on holiday!
  5. 5. The real crown jewel of all Facebook ad targeting is Custom Audiences.
  6. 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. 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. 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?
  9. 9. 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)
  10. 10. 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?
  11. 11. Enhance your text message marketing.
  12. 12. Make your ads highly relevant by layering custom audiences with interest targeting.
  13. 13. Generate in-app engagements.
  14. 14. Exclude users who have already converted from seeing your ads.
  15. 15. Generate actions from your website content.
  16. 16. Get quick and easy customer feedback.
  17. 17. Advertise the products your user has been browsing using Dynamic Product Ads.
  18. 18. Generate competition entries.
  19. 19. Create Lookalike Audiences of your Custom Audiences to expand your reach.
  20. 20. Choose newsfeed only targeting to limit your frequency.
  21. 21. Test different list membership durations.
  22. 22. Segment your custom audiences by age and put them in their own ad sets.
  23. 23. You can share Custom Audiences between Facebook ad accounts.
  24. 24. Use Custom Audiences with Instagram ads.
  25. 25. Keep your email and phone data fresh!
  26. 26. Thanks! tara.west@headstream.com www.headstream.com 02380 827 737 @Tara_Dee_West #BrightonSEO | September 2015
  27. 27. 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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    Sep. 21, 2015

See how Facebook Custom Audiences can take your social advertising to the next level. This presentation covers strategies and some tips and tricks for getting the most out of Facebook Custom Audiences. Originally presented by Tara West at BrightonSEO in Spetmber 2015.

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