CPC Strategy - facebook custom audience building

1. Facebook Custom Audience Building
Day 1
Music: www.bensound.com

2. Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent This Week
• More Resources In the Handouts Section to the Right
• Poll Questions throughout Presentation
TODAY’S SPEAKERS
Stephen Kerner
Retail Search Manager
CPC Strategy

3. Stephen Kerner
Retail Search Manager
✓ Lead Senior RSM
✓ In-House Social Media Expert
✓ 6+ Years Experience in Social Media
✓ Social Media Marketing World 2015 (wIll be at 2016)

4. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration

6. Upcoming CPC Strategy Events
When: April 13th
Time: 11am-10:30am (PST)
Register: Link in Chat Box

7. Q&A Overview
• How to create custom & look-a-like audiences
• How to set up Facebook tracking pixel
• Full-Funnel Approach to Facebook & Utilizing Different Buyer Personas
• How to test different ad copy & images for different buyer personas

8. Poll For The Audience…
Are you already using Custom or Look-A-Like Audiences?
A. Yes
B. No

9. Poll For The Audience…
How much of your marketing budget is spent on Facebook advertising?
A. I am currently not advertising on Facebook
B. Facebook is less than 10% of my advertising budget
C. Facebook is less than 30% of my advertising budget
D. Facebook is more than 50% of my advertising budget

10. How to create custom & look-a-like audiences

11. Create a Custom Audience w/ Emails or Phone Numbers
*Pro Tip: If targeting past buyers, segment your
emails by product type so you can better decide
the message you are going to serve them.

12. Create a Custom Audience From Web Traffic
*Pro Tip: In general if you may want to exclude
past buyers from your targeting segment. Unless
you are cross selling.

13. Questions for Stephen?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Schedule A Free 60 min. Retail Search Audit

14. How to set up Facebook tracking pixel

15. Facebook Ecomm Pixel
<!-- START Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.
callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f
._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElem
ent(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefo
re(t,s)}(window,
document,'script','//connect.facebook.net/en_US/fbevents.js');
fbq('init', '<FB_PIXEL_ID>');
fbq('track', 'PageView');
</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=<FB_PIXEL_ID>&ev=PageView&
noscript=1"
/></noscript>
<!-- END Facebook Pixel Code -->
*Pro Tip: This should be placed on
every page before </head>.

16. Facebook Ecomm Pixel
Product Pages:
<script>
fbq('track', 'ViewContent', {
content_type: 'product',
content_ids: ['<PRODUCT_ID>'],
content_name: '<PRODUCT_NAME>',
content_category: '<PRODUCT_CATEGORY>'
value: <PRODUCT_PRICE>,
currency: 'USD'
});
</script>
Order Confirmation Page:
The difference with this pixel is that you will need a
comma-delimited array of product ids,
so Facebook knows each product in the order.
<script>
fbq('track', 'Purchase', {
content_type: 'product',
content_ids: ['<PRODUCT_ID1>', '<PRODUCT_ID2>', '<PRODUCT_ID3>'],
value: <ORDER_SUBTOTAL>,
currency: 'USD'
});
</script>
Add-To-Cart Button:
This JavaScript code needs to be added to the onclick code snippet of the Add-To-Cart button.
<button onclick='fbq("track", "AddToCart", { content_type: 'product', content_ids:
['<PRODUCT_ID>'], content_name: '<PRODUCT_NAME>', content_category: '<PRODUCT_CATEGORY>'
value: <PRODUCT_PRICE>, currency: 'USD'});'>Add to Cart</button>
*Pro Tip: This should be placed in before the
</body> on every product page.
*Pro Tip: This should be placed in before the
</body> on the thank you/ order confirmation
page.

17. Questions for Stephen?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Schedule A Free 60 min. Retail Search Audit

18. Full-Funnel Approach to Facebook &
Utilizing Different Buyer Personas

19. Creating Buyer Personas w/ Google Analytics

20. Creating Buyer Personas w/ Google Analytics

21. Full Funnel Approach
● Create a Buyer Persona for each step of the
funnel
● Prospecting - Top of the Funnel
○ Look-a-Like Auiences of Purchasers
■ Should be very targeted.
○ KPI
○ AdCopy
● Re-Marketing - Middle to Bottom of the Funnel
○ Segment audiences based on their
behavior of the site
■ Category Page
■ Product Viewers
■ Added to Cart
○ KPIs
○ AdCopy Should Speak to the audience
Prospecting
Re-marketing

22. Questions for Stephen?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Schedule A Free 60 min. Retail Search Audit

23. How to test different ad copy & images for
different buyer personas

24. How to test different ad copy & images for different buyer personas
ABT – “Always Be Testing”
 Each ad set should be testing something different either image or ad copy
○ If you are testing the ad copy keep the image the same
○ If you are testing the image keep the ad copy the same
○ Once you have enough data to be statistically significantly, you can choose a winner
and choose the next variable you want to test.
 Here’s An Example:
○ Selling Engagement Rings
■ Persona:
● Males, 25-35
■ Target Audience:
● looked at Engagement Ring Category, and Product Pages, But did not add to
cart.
■ Ad Copy:
● “This is possibly the biggest decision you will have to make, let us help with
our live chat.”
● “This is possibly the biggest decision you will have to make. Don’t mess it up,
come buy today,”

25. How to test different ad copy & images for different buyer personas
Campaign
Set goal, clicks or conversions
AdSet
Target Persona
AdSet
Target Persona
Ad
A
Ad
B
Ad
A
Ad
B

26. Poll For The Audience…
Are you interested in learning about how social media can be leveraged as another sales channel?
A. Yes, I’d like to learn more
B. Yes, I’d like to talk about my Facebook advertising strategy

27. Questions for Stephen?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Schedule A Free 60 min. Retail Search Audit