The document provides information on how to leverage online tools to market to an ideal consumer. It discusses audience insights on Facebook which can help improve marketing strategy by providing data on current and potential customers. The Facebook pixel is described as an analytics tool that allows measuring advertising effectiveness by understanding customer actions on a website. Specific examples are given of campaigns for KnifeBox and blackwallet that used audience insights and lookalike audiences to successfully target subscribers and increase sales and engagement. The presentation concludes with notes on using audience insights to research the ideal buyer, installing pixels to collect data, and running ad campaigns.

1. Big DATA
How to Leverage Online Tools to
Market to Your Ideal Consumer
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2. John D. Saunders
8+ Years of Experience with Marketing Strategy for
clients like: NAACP, Audi and Range Rover
Traveler | Hot Sauce Connoisseur | Minimalist
Contributed to:
@johndsaunders

3. The Internet Knows YOU
What is Audience Insights?
The Facebook Pixel
How to Target Your IDEAL Customer Using Audience Insights
A Few of Our Favorite Campaigns
Live Q+A Session
Today’s Agenda

4. A satisfied customer is the best business
strategy of all.
Michael LeBoeuf

5. Today’s Goal:
Provide ACTIONABLE tips for finding your ideal customer
and targeting them with pinpoint accuracy.

6. The Internet Knows YOU.

7. AdsSettings.Google.com
These settings apply across your
browsers and devices when
you're signed in to Google.
This data is based on your google
search queries, website browsing
habits and general information
Google Ads Settings

8. MyActivities.Google.com
Find and see your search
history, browsing history, and
other activity that's saved to
your Google Account in My
Activity.
This data is based on your google
search queries, website browsing
habits and general information
Google My Activities

9. google.com/maps/timeline
Google has added a feature to
its Maps app on iOS that lets
users see everywhere they have
been, including locations and
venues visited.
Google has added a feature to its
Maps app on iOS that lets users
see everywhere they have been,
including locations and venues
visited.
Google Ads Settings

10. What is Audience Insights?

11. Audience Insights looks at
trends about your current or
potential customers across
Facebook.
This data can help you improve
your overall Facebook marketing
strategy, including stronger buyer
personas, more compelling
content, and more insightful
competitive research.
Best of all, it’s FREE!
Audience Insights Facebook

12. Ever wonder HOW Facebook acquires this data?
Two ways:
1. Self-reported Facebook data: This is the
information given by users when they fill
in their profile information, including age,
gender, relationship status, job title,
location, Page Likes, etc.
2. Third-party data partners: Information
such as household income, purchasing
behaviour, and home value is also
available through external companies that
match that data to Facebook user IDs.
Audience Insights How Data is Collected

13. Using Facebook’s Audience Insights it’s
extremely easy to create a robust breakdown
of your clientele with data points including:
● Age and Gender
● Lifestyle
● Relationship Status
● Job Title
● Page Likes
● Location
● Activity and more!
Audience Insights The Breakdown

14. What is the Facebook Pixel?

15. The Facebook pixel is an analytics tool that
allows you to measure the effectiveness of your
advertising by understanding the actions people
take on your website. You can use pixel data to:
Reach the right people Find new customers, or
people who have visited a specific page or taken
a desired action on your website. Plus, create
Lookalike Audiences to reach more people who
are similar to your best customers.
Drive more sales Set up automatic bidding to
target people who are more likely to take an
action you care about, like making a purchase.
What is the FB Pixel? Facebook Pixel

16. What is the Facebook Pixel?
Make sure your ads are
being shown to the right
people
Build
advertising
audiences
Unlock additional
Facebook advertising
tools

18. How to Target Your IDEAL Customer

19. Targeting Options:
1. Competitive Facebook
Pages
2. Current Email Lists
3. Custom Audience
4. Interests
a. Behavior
b. Education
c. Work
5. Connections
6. Pages
Provide Examples! Competitor,
List, Behavior, etc...
Targeting Your Customer
Facebook Tools

20. Let’s DIVE In!
A look at Audience Insights...

21. KnifeBox
The Problem
Knifebox had difficulty promoting content via Facebook
to potential subscription box buyers.
Facebook does not allow the promotion of tactical
products and therefore was removed from the Facebook
Ad Marketplace.
The Strategy
We created viral video content that promotes the
subscription service by showcasing the product to
potential consumers.
By creating a Lookalike Audience (an Audience with
similar attributes to a specific list of customers, website
visitors or abandoned checkout users) we generated a
granular campaign segmented to target subscribers.
The Results
● A 45% Increase in Web Traffic
● A 40% Increase in New Visitors
● #1 for “knife box”
● #1 for “knife subscription box”
● Over 600+ in Sales
● More than 1,200,000 Video Views
● only $11 Cost Per Acquisition
Case Study

22. blackwallet®
The Problem
We needed to get the word out about a NEW financial
literacy blog for millennials.
The Strategy
We created viral visual content that promoted the
HOTTEST content we had: cryptocurrency. Using an ALL
mobile promotional strategy, we targeted millennials
who enjoyed bitcoin by using Audience Insights to
pinpoint the consumer
By creating a Custom Audience (created using Audience
Insights) we generated a granular campaign segmented
to target subscribers garnering 20-50 new sign ups
DAILY.
The Results
● 30-5 signups daily ($5 spend)
● 600+ Active subscribers in 1 month
● #1 for “financial literacy tips for urban
millennials”
Case Study

23. Final Notes
Conduct Research using Audience Insights to Pinpoint Your Ideal Buyer
Install and Setup your Pixel to Collect Data
Run Your Campaign and REAP the Benefits!
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Download Presentation: bit.ly/YepGoogleKnowsAll

24. JohnDSaunders.co (FREE eBook!)
YouTube.com/5FourDigital
Our Projects

25. Q&A