Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advertising Tool
Similar to Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advertising Tool (20)
Recently uploaded
Recently uploaded (20)
Custom Audience Campaigns: How to Make the Most of Facebook's Targeted Advertising Tool
- 2. William Crozer Director of Digital Strategy
- 3. AGENDA 1. Intro 2. Poll 3. Assumptions 4. Creating Custom Audiences 5. Ad Objectives 6. Sample Campaigns 7. Questions
- 5. ASSUMPTIONS
- 12. ASSUMPTIONS • Tracking player activity. • Database membership means brand familiarity. • Already engaged in social media marketing. • Intent signals to understand future behavior. • Understand jurisdictional laws and regulations for data. • The correlation between audience size and cost.
- 14. CREATING AUDIENCES 1.Upload a Customer File 2.Install a Facebook Pixel on your website 3.App Activity 4.Offline Activity 5.Engagement 6.Lookalikes
- 15. CREATING AUDIENCES #1 - UPLOAD A CUSTOMER FILE Use a customer file to match your customers with people on Facebook and create an audience from the matches. • Create segments before uploading. • “Match Rate” is the number of Facebook users that match your data. Expect 60% to 80%. • Must include at least an email, but full name, phones a number and address can help.
- 16. CREATING AUDIENCES #1 - UPLOAD A CUSTOMER FILE • Data is “hashed” before uploading. “Your customer list is hashed locally on your browser and then sent to Facebook. There, it's matched against our existing list of our users' hashed IDs and the matches are added to your Custom Audience. Hashing turns the data in your customer list into short fingerprints that can't be reversed. It happens before your data is sent to Facebook..”
- 17. CREATING AUDIENCES #2 - INSTALL A FACEBOOK PIXEL TO A WEBSITE Create a list of people who visited your website or took specific actions by using a Facebook Pixel. • Website activities that can fire the pixel include: • People who visit a specific page • People who complete a form or registration • People who initiate checkout, add payment info or purchase.
- 18. CREATING AUDIENCES #2 - INSTALL A FACEBOOK PIXEL TO A WEBSITE • Associating a conversion value to an even can add an additional layer of information. • Takes time for a pixel to build an audience.
- 19. CREATING AUDIENCES #3 - APP ACTIVITY Create a list of people who launched your app or game, or took specific actions within a recent time period. • Pixel events include: • Anyone who opened the app • Most active users • Users by purchase amount • Users by demographic segment
- 20. CREATING AUDIENCES #4 - OFFLINE ACTIVITY Create a list of people who interacted with your business in-store, by phone, or through other offline channels. • Your offline conversion results help you understand how effectively your ads are driving offline events. • Labor intensive, must be set-up ahead of time and must follow Facebook’s requirements.
- 21. CREATING AUDIENCES #5 - ENGAGEMENT Create a list of people who engaged with your content on Facebook or Instagram. • Types of engagement: • People who visited your Facebook Page • Engaged with a piece of content (reactions, shares, comments, link clicks, and carousel swipes). • Sent Direct Messages • Saved a page or post
- 22. CREATING AUDIENCES #6 - LOOKALIKES Choose a source and Facebook will identify the common qualities of the people in it and then find people who are similar to, or "look like," them. • Recommended source audience size is 1,000 to 50,000 people.
- 23. CREATING AUDIENCES 1. Upload a Customer File 2. Install a Facebook Pixel on your website 3. App Activity 4. Offline Activity 5. Engagement 6. Lookalikes
- 25. CHOOSING OBJECTIVES AWARENESS • Brand awareness • Reach CONSIDERATION • Traffic • App installs • Video views • Lead generation • Messages CONVERSION • Conversions • Catalog sales • Store visits
- 26. CHOOSING OBJECTIVES AWARENESS AD OBJECTIVES • Brand Awareness Reach people who are more likely to be interested in your brand within the target audience. • Reach Show your ad to the maximum number of people within the target audience.
- 27. CHOOSING OBJECTIVES CONSIDERATION AD OBJECTIVES • Traffic Send more people to a destination on or off Facebook such as a website, app or Messenger conversation within the target audience. • Engagement Get more post engagements, Page likes, event responses or offer claims within the target audience.
- 28. CHOOSING OBJECTIVES CONSIDERATION AD OBJECTIVES (CONTINUED) • App Installs Get more people to install your app within the target audience. • Video Views Get more people to view your video content within the target audience.
- 29. CHOOSING OBJECTIVES CONSIDERATION AD OBJECTIVES (CONTINUED) • Lead Generation Drive more sales leads, such as email addresses, from people interested in your brand or business within the target audience. • Messages Get more people to send messages to your business in Messenger within the target audience.
- 30. CHOOSING OBJECTIVES CONVERSION AD OBJECTIVES (CONTINUED) • Conversions Drive valuable actions on your website, app or in Messenger within the target audience. • Catalog sales Create ads that automatically show items from your catalog based on your target audience within the target audience.
- 31. CHOOSING OBJECTIVES CONVERSION AD OBJECTIVES (CONTINUED) • Store Visits Get more people nearby to visit your brick-and-mortar locations within the target audience.
- 32. CHOOSING OBJECTIVES AWARENESS • Brand awareness • Reach CONSIDERATION • Traffic • App installs • Video views • Lead generation • Messages CONVERSION • Conversions • Catalog sales • Store visits
- 33. SAMPLE CAMPAIGNS
- 34. SAMPLE CAMPAIGNS AD OBJECTIVES • Brand awareness • Reach • Traffic • App installs • Video views • Lead generation • Messages • Catalog sales • Store visits CUSTOM AUDIENCES • Upload a Customer File • Install a Facebook Pixel on your website • App Activity • Offline Activity • Engagement • Lookalikes + COMBINE A BUSINESS OBJECTIVE WITH A CUSTOM AUDIENCE AND AN AD OBJECTIVE.
- 35. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Generating New Players CUSTOM AUDIENCE: Lookalike AD OBJECTIVE: Lead Generation DESCRIPTION: Create a segment of the most active players, then create a lookalike audience. Create a simple offer that people can redeem after they join a marketing list. To redeem the offer, they need to formally sign-up to the database.
- 36. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Generating New Players CUSTOM AUDIENCE: Lookalike AD OBJECTIVE: Reach DESCRIPTION: Create a segment of the players with the most desirable ADT and then generate a lookalike audience. Create an event that targets the barriers to participation.
- 37. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Get Current Players to Play More CUSTOM AUDIENCE: Upload a Customer File AD OBJECTIVE: Video Views DESCRIPTION: Create a segment of players who are moving to a higher tier. Create a campaign around views of a video that highlights the benefits in the next tier.
- 38. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Get Current Players to Play More CUSTOM AUDIENCE: Upload a Customer File AD OBJECTIVE: Reach DESCRIPTION: Encourage RSVPs to an exclusive event by uploading a list of invited players and optimizing reach ads for frequency.
- 39. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Get Current Players to Play More CUSTOM AUDIENCE: Upload a Customer File AD OBJECTIVE: Messages DESCRIPTION: Create a segment of players who are on the cusp of moving to a lower tier. Create a campaign around FB messages that reminds them of the benefits they're currently enjoying.
- 40. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Reactivating Inactive Players CUSTOM AUDIENCE: Upload a Customer File AD OBJECTIVE: Engagement DESCRIPTION: Identify the players who are inactive and create a carousel campaign around current promotions, events and upcoming entertainment.
- 41. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Property Events CUSTOM AUDIENCE: Upload a Customer File AD OBJECTIVE: Sales DESCRIPTION: Generate more ticket sales for a show by creating a lookalike audience from people who have already purchased tickets already.
- 42. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Property Events CUSTOM AUDIENCE: Engagement AD OBJECTIVE: App Installs DESCRIPTION: Run a campaign to people who engage with a post about an upcoming show that if they buy tickets through the property app, they will be eligible for an added value at the show.
- 43. SAMPLE CAMPAIGNS BUSINESS OBJECTIVE: Build Brand Awareness CUSTOM AUDIENCE: Upload a Customer File AD OBJECTIVE: Page Likes DESCRIPTION: Upload a list of the entire database and regularly run campaigns to generate page likes.
- 44. William Crozer Director of Digital Strategy
Editor's Notes
- William Crozer, Director of Content Strategy and Digital Marketing for Wide Awake. - We are a modern marketing agency for gaming and hospitality properties. - Our primary objective is to help properties differentiate and innovate through modern marketing and advertising techniques.
- We have 45 slides and thirty minutes Questions for in between segments and at the end Email me and I’ll send you a link to the presentation. This presentation is geared to small and medium casinos. It’s more tactical, nuts and bolts and DIY. Also, I have an entrepreneur’s mindset. I believe that this entire presentation only makes sense if it is tied to a real business outcome. Facebook’s Custom Audiences is a valuable tool to reach these specific audiences in a medium where time is spent. Custom audience targeting allows advertisers to message self-defined audiences on social media. I’ll be talking about matching audience creation with ad objectives. While I’ll be talking primarily about Facebook, similar campaigns can be run on Google’s Display Network, Twitter, Pinterest, LinkedIn and SnapChat
- How many have used paid social media for their business? How many people have used Custom Audience targeting?
- Before we get too far, let’s step back and look at some larger assumptions that are critical to using custom audiences.
- Casino marketers are incredibly skilled at tracking activity to the individual. Adept at using tools to manage a database to create insightful segmenting. Segmenting is an art based on intuition as much as it is a science based on logic.
- Uploading from an existing database means people are already familiar with your brand.
- Your property is already engaged in social media marketing, specifically Facebook. - 2.2 B active monthly FB users - 66% are considered daily active users for March 2018, which represents a 13 percent increase year over year - 79% are active mobile users - 29.7% of users are 25 to 34 - Average time spent is 20 minutes
- Intent signals are critical for understanding future behavior based on past activity. - Relying strictly on age, gender, income and education is an antiquated approach. - New approaches based on behavior offer the opportunity to deliver more relevant and personalized messages. - Why focus on 65-year-old women when you can focus on people who like your property or gaming, and people who look like those people.
- The laws that regulate your casino allow for uploading a player list.
- The correlation between audience size and cost. - Wider audiences have lower costs per conversion - Narrower audiences cost more but are more relevant and have a higher value. - Custom Audience campaigns produce higher value conversions that cost more, but because they tend to - be smaller, cost less overall.
- Here are all of the assumptions
- Let’s talk now about how to create an audience Spoiler alert, all of the pretty pics have been used.
- Six ways to create an audience Upload a Customer File Install a Facebook Pixel on your website App Activity Offline Activity Engagement Lookalikes
- Upload a Customer File Use a customer file to match your customers with people on Facebook and create an audience from the matches. Create segments before uploading. “Match Rate” is the number of Facebook users that match your data. Expect 60% to 80%. Must include at least an email, but full name, phones a number and address can help.
- Security for your data is a big concern Here’s what FB says: Your customer list is hashed locally on your browser and then sent to Facebook. There, it's matched against our existing list of our users' hashed IDs and the matches are added to your Custom Audience. Hashing turns the data in your customer list into short fingerprints that can't be reversed. It happens before your data is sent to Facebook..”
- #2 - Install a Facebook Pixel to a Website Create a list of people who visited your website or took specific actions by using a Facebook Pixel. This is also known as retargeting Website activities that can fire the pixel include: People who visit any or a specific page People who complete a form or registration People who initiate checkout, add payment info or purchase.
- #2 - Install a Facebook Pixel to a Website Associating a conversion value to an even can add an additional layer of information. Takes time for a pixel to build an audience.
- #3 - App Activity Create a list of people who launched your app or game, or took specific actions within a recent time period. Pixel events include: Anyone who opened the app Most active users Users by demographic segment
- #4 - Offline Activity Create a list of people who interacted with your business in-store, by phone, or through other offline channels. Your offline conversion results help you understand how effectively your ads are driving offline events. Labor intensive, must be set-up ahead of time and must follow Facebook’s requirements.
- #5 - Engagement Create a list of people who engaged with your content on Facebook or Instagram. Types of engagement: People who visited your Facebook Page Engaged with a piece of content (reactions, shares, comments, link clicks, and carousel swipes). Sent Direct Messages Saved a page or post
- #6 - Lookalikes Choose a source and Facebook will identify the common qualities of the people in it and then find people who are similar to, or "look like," them. Recommended source audience size is 1,000 to 50,000 people.
- Here are is wrap up of the different ways to create audiences
- Once you have an audience in mind, you must consider what is the ad objective
- Facebook offers 10 different ad objectives. Each ad objective type is optimized for performance within that objective regardless of creative. AWARENESS Brand awareness Reach CONSIDERATION Traffic App installs Video views Lead generation Messages CONVERSION Conversions Catalog sales Store visits
- Awareness Ad Objectives Brand Awareness Reach people who are more likely to be interested in your brand within the target audience. Reach Show your ad to the maximum number of people within the target audience.
- Consideration Ad Objectives Traffic Send more people to a destination on or off Facebook such as a website, app or Messenger conversation within the target audience. Engagement Get more post engagements, Page likes, event responses or offer claims within the target audience.
- Consideration Ad Objectives (continued) App installs. Get more people to install your app within the target audience. Video views. Get more people to view your video content within the target audience.
- Consideration Ad Objectives (continued) Lead generation. Drive more sales leads, such as email addresses, from people interested in your brand or business within the target audience. Messages. Get more people to send messages to your business in Messenger within the target audience.
- Conversion Ad Objectives (continued) Conversions. Drive valuable actions on your website, app or in Messenger within the target audience. Catalog sales. Create ads that automatically show items from your catalog based on your target audience within the target audience.
- Conversion Ad Objectives (continued) Store visits. Get more people nearby to visit your brick-and-mortar locations within the target audience.
- Let’s look at putting everything together now into a few sample campaigns
- Custom audiences and ad objectives are just two parts of the equation. You also need to consider the business objective and the creative elements.
- Create a segment of the most active players, then create a lookalike audience. Create a simple offer that people can redeem after they join a marketing list. To redeem the offer, they need to formally sign-up to the database.
- Create a segment of the players with the most desirable ADT and then generate a lookalike audience. Create an event that targets the barriers to participation.
- Create a segment of players who are moving to a higher tier. Create a campaign around views of a video that highlights the benefits in the next tier.
- Encourage RSVPs to an exclusive event by uploading a list of invited players and optimizing reach ads for frequency.
- Description: Create a segment of players who are on the cusp of moving to a lower tier. Create a campaign around FB messages that reminds them of the benefits they're currently enjoying.
- Description: Identify the players who are inactive and create a carousel campaign around current promotions, events and upcoming entertainment.
- Description: Generate more ticket sales for a show by creating a lookalike audience from people who have already purchased tickets already.
- Run a campaign to people who engage with a post about an upcoming show that if they buy tickets through the property app, they will be eligible for an added value at the show.
- Upload a list of the entire database and regularly run campaigns to generate page likes.