1. Facebook Targeting:
Right Users, Right Time
Susan Wenograd
Partner – Five Mill
Susan.Wenograd@fivemill.com
#DSCLT16 @SusanEDub

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. Let’s Talk About Targeting
Where people are physically
#DSCLT16 @SusanEDub

4. Let’s Talk About Targeting
Where people are mentally
#DSCLT16 @SusanEDub

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. 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. 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. 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. 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. What Is Audience “Layering”?
#DSCLT16 @SusanEDub

11. Audience Layering
#DSCLT16 @SusanEDub

12. Bottom Line
Know who you want…and as importantly, who you don’t.
#DSCLT16 @SusanEDub

13. Ad Sets: Segment Up Front &
Over Time
#DSCLT16 @SusanEDub

14. Let’s Get Physical
#DSCLT16 @SusanEDub

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. “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. Evaluate Your Audience
• Needs of each audience type
• How they are accessing FB
• Targeting options based on the ad type
#DSCLT16 @SusanEDub

18. Local Awareness Ad Types
The Good: CTA button options!
The Bad: Limited demo
targeting: only age and
gender.
#DSCLT16 @SusanEDub

19. Need Differences
Traveling In:
“Tired of Tailgating? We Deliver!”
#DSCLT16 @SusanEDub

20. Need Differences
Lives
There:
- Ad creative:
“Students:
Get 10% off
with ID!”
Psst: It’s a Layer!
#DSCLT16 @SusanEDub

21. Hyper-Local: Target By Event
• Set address
• Set Lifetime Budget
so you can control
start/end dates and
times
#DSCLT16 @SusanEDub

22. Bonus: Lead Gen
#DSCLT16 @SusanEDub

23. Make Warm Audiences Warmer
Let’s Talk about Custom Audiences
#DSCLT16 @SusanEDub

24. Custom Audiences
Use Facebook as supplemental
conversation tool for your customers
#DSCLT16 @SusanEDub

25. Custom Audiences
Use Facebook as supplemental
conversation tool for your customers
#DSCLT16 @SusanEDub

26. Make Warm Audiences Warmer
• How segmented is your email?
• How segmented is your website?
• How much data do you have?
#DSCLT16 @SusanEDub

27. Custom Audiences: Email
Upload your email list segments into Facebook
#DSCLT16 @SusanEDub

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. 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. 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. 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. 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. 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. Thanks For Coming!
Susan Wenograd
Partner – Five Mill
Susan.Wenograd@fivemill.com
#DSCLT16 @SusanEDub