Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Facebook Targeting:
Right Users, Right Time
Susan Wenograd
Partner – Five Mill
Susan.Wenograd@fivemill.com
#DSCLT16 @Susan...
Who I Am, Who We Are
• Me: 10+ years in digital in-house & agency-side for small
& Fortune 500 businesses. Talk a lot abou...
Let’s Talk About Targeting
Where people are physically
#DSCLT16 @SusanEDub
Let’s Talk About Targeting
Where people are mentally
#DSCLT16 @SusanEDub
Facebook vs. Search
Search: User says,“Here’s what I want”
Facebook: Advertiser says,“You’re the one
that I want” (hoo hoo...
This Is Where Facebook Excels
It pinpoints physical location and personality
“location” to help you reach exactly the type...
We Are Gonna Talk About…
• User location as a mindset
• User location as a physical presence
• Tailoring creative based on...
PSA: If you don’t have the pixel,
you need it.
1. Tracks conversions
2. Tracks what your visitors
are like and what they d...
Targeting Types
Demographic: Age, gender, income, language
Geographic: Country, State, City, Radial, Specific Address
Inte...
What Is Audience “Layering”?
#DSCLT16 @SusanEDub
Audience Layering
#DSCLT16 @SusanEDub
Bottom Line
Know who you want…and as importantly, who you don’t.
#DSCLT16 @SusanEDub
Ad Sets: Segment Up Front &
Over Time
#DSCLT16 @SusanEDub
Let’s Get Physical
#DSCLT16 @SusanEDub
You Are a Restaurant near PSU
Game Weekend.
The city swells with two
types of users:
1.Students
2.Visitors/Alumni
#DSCLT16...
“Let’s Run the Same Ad For
Everybody!!”
Sounds silly when you say it out
loud.
(But most businesses do exactly that.)
#DSC...
Evaluate Your Audience
• Needs of each audience type
• How they are accessing FB
• Targeting options based on the ad type
...
Local Awareness Ad Types
The Good: CTA button options!
The Bad: Limited demo
targeting: only age and
gender.
#DSCLT16 @Sus...
Need Differences
Traveling In:
“Tired of Tailgating? We Deliver!”
#DSCLT16 @SusanEDub
Need Differences
Lives
There:
- Ad creative:
“Students:
Get 10% off
with ID!”
Psst: It’s a Layer!
#DSCLT16 @SusanEDub
Hyper-Local: Target By Event
• Set address
• Set Lifetime Budget
so you can control
start/end dates and
times
#DSCLT16 @Su...
Bonus: Lead Gen
#DSCLT16 @SusanEDub
Make Warm Audiences Warmer
Let’s Talk about Custom Audiences
#DSCLT16 @SusanEDub
Custom Audiences
Use Facebook as supplemental
conversation tool for your customers
#DSCLT16 @SusanEDub
Custom Audiences
Use Facebook as supplemental
conversation tool for your customers
#DSCLT16 @SusanEDub
Make Warm Audiences Warmer
• How segmented is your email?
• How segmented is your website?
• How much data do you have?
#D...
Custom Audiences: Email
Upload your email list segments into Facebook
#DSCLT16 @SusanEDub
Custom Audiences: Email
Create complementary, localized ad content to current customers
Great for: weather/seasonal, style...
Custom Audiences: Email
Supplement Email Efforts:
•Remarket to unopened emails
•Test imagery and messaging in Facebook bef...
Custom Audiences:
Website Remarketing
Bonus: Use ads as a test for images and copy that you can then
apply to your emails ...
Custom Audiences: Lookalikes
Find similar audiences based on site and email
customers. Note: Larger audiences give better ...
Custom Audiences: Website
Lookalike
Find similar audiences based on site and email
customers. Note: Larger audiences give ...
Let’s Recap!
User Location: Both the physical and psychographic sense
Messaging: Tailoring messages based on Location
Targ...
Thanks For Coming!
Susan Wenograd
Partner – Five Mill
Susan.Wenograd@fivemill.com
#DSCLT16 @SusanEDub
Upcoming SlideShare
Loading in …5
×

Digital Summit - Facebook Ads: Right Users, Right TIme

928 views

Published on

Learn the building blocks of solid Facebook Ads targeting!

Published in: Marketing
  • Be the first to comment

Digital Summit - Facebook Ads: Right Users, Right TIme

  1. 1. Facebook Targeting: Right Users, Right Time Susan Wenograd Partner – Five Mill Susan.Wenograd@fivemill.com #DSCLT16 @SusanEDub
  2. 2. Who I Am, Who We Are • Me: 10+ years in digital in-house & agency-side for small & Fortune 500 businesses. Talk a lot about nerdy paid media things at conferences and play with data when I’m not. • Five Mill: Cooperative agency of PPC pros with an average of 10 years experience, specializing in medium- to-large accounts. #DSCLT16 @SusanEDub
  3. 3. Let’s Talk About Targeting Where people are physically #DSCLT16 @SusanEDub
  4. 4. Let’s Talk About Targeting Where people are mentally #DSCLT16 @SusanEDub
  5. 5. Facebook vs. Search Search: User says,“Here’s what I want” Facebook: Advertiser says,“You’re the one that I want” (hoo hoo hoo!) #DSCLT16 @SusanEDub
  6. 6. This Is Where Facebook Excels It pinpoints physical location and personality “location” to help you reach exactly the type of person you want. #DSCLT16 @SusanEDub
  7. 7. We Are Gonna Talk About… • User location as a mindset • User location as a physical presence • Tailoring creative based on these • Custom audiences • Lookalike audiences #DSCLT16 @SusanEDub
  8. 8. PSA: If you don’t have the pixel, you need it. 1. Tracks conversions 2. Tracks what your visitors are like and what they do 3. Allows for retargeting Also, have your address on your Facebook Business Page #DSCLT16 @SusanEDub
  9. 9. Targeting Types Demographic: Age, gender, income, language Geographic: Country, State, City, Radial, Specific Address Interests: Likes, Interests, Pages & Business Pages Liked Behavioral: People connected to, places visited, things purchased #DSCLT16 @SusanEDub
  10. 10. What Is Audience “Layering”? #DSCLT16 @SusanEDub
  11. 11. Audience Layering #DSCLT16 @SusanEDub
  12. 12. Bottom Line Know who you want…and as importantly, who you don’t. #DSCLT16 @SusanEDub
  13. 13. Ad Sets: Segment Up Front & Over Time #DSCLT16 @SusanEDub
  14. 14. Let’s Get Physical #DSCLT16 @SusanEDub
  15. 15. You Are a Restaurant near PSU Game Weekend. The city swells with two types of users: 1.Students 2.Visitors/Alumni #DSCLT16 @SusanEDub
  16. 16. “Let’s Run the Same Ad For Everybody!!” Sounds silly when you say it out loud. (But most businesses do exactly that.) #DSCLT16 @SusanEDub
  17. 17. Evaluate Your Audience • Needs of each audience type • How they are accessing FB • Targeting options based on the ad type #DSCLT16 @SusanEDub
  18. 18. Local Awareness Ad Types The Good: CTA button options! The Bad: Limited demo targeting: only age and gender. #DSCLT16 @SusanEDub
  19. 19. Need Differences Traveling In: “Tired of Tailgating? We Deliver!” #DSCLT16 @SusanEDub
  20. 20. Need Differences Lives There: - Ad creative: “Students: Get 10% off with ID!” Psst: It’s a Layer! #DSCLT16 @SusanEDub
  21. 21. Hyper-Local: Target By Event • Set address • Set Lifetime Budget so you can control start/end dates and times #DSCLT16 @SusanEDub
  22. 22. Bonus: Lead Gen #DSCLT16 @SusanEDub
  23. 23. Make Warm Audiences Warmer Let’s Talk about Custom Audiences #DSCLT16 @SusanEDub
  24. 24. Custom Audiences Use Facebook as supplemental conversation tool for your customers #DSCLT16 @SusanEDub
  25. 25. Custom Audiences Use Facebook as supplemental conversation tool for your customers #DSCLT16 @SusanEDub
  26. 26. Make Warm Audiences Warmer • How segmented is your email? • How segmented is your website? • How much data do you have? #DSCLT16 @SusanEDub
  27. 27. Custom Audiences: Email Upload your email list segments into Facebook #DSCLT16 @SusanEDub
  28. 28. Custom Audiences: Email Create complementary, localized ad content to current customers Great for: weather/seasonal, style preferences, supporting low in-store sales #DSCLT16 @SusanEDub
  29. 29. Custom Audiences: Email Supplement Email Efforts: •Remarket to unopened emails •Test imagery and messaging in Facebook before using it in email •Segmented audiences based on how email was acquired: conferences, networking events, etc. •Target based on captured important dates: i.e., subscriber anniversary, birthdate, etc. #DSCLT16 @SusanEDub
  30. 30. Custom Audiences: Website Remarketing Bonus: Use ads as a test for images and copy that you can then apply to your emails and site experience. Anyone who visits your site: lowest level intent People who visit specific pages: Product/service specific targeting, higher intent, higher conversion rates People Visiting Specific pages but not others: Segmented audiences, even higher intent, i.e. shopping cart abandons People who purchased: Upsells and testimonial requests #DSCLT16 @SusanEDub
  31. 31. Custom Audiences: Lookalikes Find similar audiences based on site and email customers. Note: Larger audiences give better accuracy in matching. Note: Don’t forget, you can add layering to get more specific! #DSCLT16 @SusanEDub
  32. 32. Custom Audiences: Website Lookalike Find similar audiences based on site and email customers. Note: Larger audiences give better accuracy in matching. Note: Don’t forget, you can add layering to get more specific! Website Visitors #DSCLT16 @SusanEDub
  33. 33. Let’s Recap! User Location: Both the physical and psychographic sense Messaging: Tailoring messages based on Location Targeting: Knowing where they are, even if for brief periods Supplement communication & learnings: Pass learnings back and forth with email marketing. Continue relationships with website visitors. Use Custom Audiences: To continue relationships, and build new ones with like-users #DSCLT16 @SusanEDub
  34. 34. Thanks For Coming! Susan Wenograd Partner – Five Mill Susan.Wenograd@fivemill.com #DSCLT16 @SusanEDub

×