See how Facebook Custom Audiences can take your social advertising to the next level. This presentation covers strategies and some tips and tricks for getting the most out of Facebook Custom Audiences. Originally presented by Tara West at BrightonSEO in Spetmber 2015.

1. Custom Audiences:
The Crown Jewel of
Facebook Advertising
Tara West | @Tara_Dee_West
#BrightonSEO | September 2015

2. On the 27th of August 2015, one billion people
logged into Facebook in a single day.
That’s 1 in 7 people on Earth.

3. Boost your
posts
Promote your
page
(Page likes)
Website
conversions
App installs
App
engagement
Local
awareness
(reach people
near your
business)
Raise event
attendance
Get people to
claim an offer
It’s not just about page likes anymore!
There are now ten different Facebook
advertising objectives.
Video views
Website
traffic

4. You can target people based on almost
anything, from what TV shows they like, to
where they are going on holiday!

5. The real crown jewel of all Facebook ad
targeting is Custom Audiences.

6. “Custom Audiences let you reach customers
you already know with ads on Facebook.
You can upload a list of email addresses or
phone numbers of at least 20 people and we'll
deliver your ad to those people if they're on
Facebook. You can also build audiences from
the people that visit your website or
from people who use your mobile app.”
Source: Facebook
What are Facebook Custom Audiences?
Website
traffic lists
created
using
cookies
Email or
Phone
number list
uploads
Audiences
you make
yourself,
using your
own data
App user
lists created
using
cookies

7. Why are Facebook Custom Audiences so
great?
Your unique
data creates
competitive
advantage
Target
people, not
cookies
Targeting
accuracy is
2x greater
than other
ad networks
(source Neilson)
Set them up
manually in
your FB ad
account

8. Upload CVS
or .txt file
for email
addresses
A pixel is
used for
website and
app user
lists
Upload CVS
or .txt file
for phone
numbers
How do Custom Audiences work?

10. Land your
search ads
PPC traffic on
bespoke
landing pages
Use those
landing page
URLs for
Facebook
Remarketing
lists
Use Custom Audiences to reach Facebook
users with highly relevant purchase intent.
PPC search
traffic that is
exposed to FB
ads can
generate better
ROAS
(Source: Kenshoo)

11. Enhance your email marketing messages.
Yes:
Show an ad to
take them to
the next
purchase stage
No:
Show them an
ad with the
original email
marketing
message
Did they open
your email
marketing?

12. Enhance your text message marketing.

13. Make your ads highly relevant by layering
custom audiences with interest targeting.

14. Generate in-app engagements.

15. Exclude users who have already converted
from seeing your ads.

16. Generate actions from your website content.

17. Get quick and easy customer feedback.

18. Advertise the products your user has been
browsing using Dynamic Product Ads.

19. Generate competition entries.

20. Create Lookalike Audiences of your Custom
Audiences to expand your reach.

22. Choose newsfeed only targeting to limit your
frequency.

23. Test different list membership durations.

24. Segment your custom audiences by age and
put them in their own ad sets.

25. You can share Custom Audiences between
Facebook ad accounts.

26. Use Custom Audiences with Instagram ads.

27. Keep your email and phone data fresh!

29. Thanks!
tara.west@headstream.com
www.headstream.com
02380 827 737
@Tara_Dee_West
#BrightonSEO | September 2015

30. www.headstream.com
•Mark Zuckerberg https://www.facebook.com/zuck
•Facebook rainbow like: https://www.facebook.com/photo.php?fbid=10102200854182371&set=pb.4.-2207520000.1441116469.&type=3&theater
•Crown: http://www.shutterstock.com/pic.mhtml?id=102232756&src=id
•Thumbs up: http://www.shutterstock.com/pic-151790942/stock-photo-many-people-congratulate-a-winner-and-holding-their-thumbs-up.html?src=-Tkk7FI-BwoageXU98ln5g-
1-2
•Why post-it http://www.shutterstock.com/pic-297409367/stock-photo-why.html?src=Ko0O9OgkKSlatzIiWwy-Zg-1-106
•Takeaway pizza: http://www.shutterstock.com/pic-26586217/stock-photo-young-girl-eating-pizza-lying-on-a-sofa.html?src=D_bv6G9PNGWdTanNdxb1dg-1-108
•Woman holding shopping bags: http://www.shutterstock.com/pic-99076997/stock-photo-shopping-woman-holding-shopping-bags-looking-up-to-the-side-on-pink-background-
at-copy-space.html?src=HbHDSzlSksrfk2UhuRTwoQ-1-34
•Make things happen: http://www.shutterstock.com/pic-155724446/stock-photo-make-things-happen-message-written-on-a-chalkboard-illustration-design.html?src=g-
YMvLCP4nK__poQYwtD6Q-1-26
•Tips :http://www.shutterstock.com/pic-285028094/stock-photo-helpful-tips-concept-on-black-blackboard-with-businessman-hand-holding-paper-plane.html?src=NdWCStzGg-
ZkjhKVarM_gw-1-10
•20 Birthday cake: http://www.shutterstock.com/pic.mhtml?id=24638287&src=id
•Stopwatch: http://www.shutterstock.com/pic-12869797/stock-photo-stop-watch.html?src=RIiu1n_skiez4b994ukEmg-2-145
•People pie chart: http://www.shutterstock.com/pic.mhtml?id=263091443&src=id
•Fruit: http://www.shutterstock.com/pic.mhtml?id=252318739&src=id
•Sewing : http://www.shutterstock.com/pic-263034200/stock-photo-creative-sewing-supplies.html?src=GvdY-wNer8rI0KvvZ-FFvA-1-5
•Share: http://www.shutterstock.com/pic-157248935/stock-photo-the-word-share-in-cut-out-magazine-letters-pinned-to-a-cork-notice-board-sharing-files-photos-
and.html?src=wZVp0bqOwiN-sJt7L4kj_A-1-7
•Instagram hand: http://www.shutterstock.com/pic-275465501/stock-photo-kiev-ukraine-april-hand-holds-instagram-logo-printed-on-paper-on-white-
background.html?src=sM0cDTiT5I-QheMMRuBpWw-1-33
•Question marks: http://www.shutterstock.com/pic-93860590/stock-photo-question-mark-blackboard-sign-question-marks-on-chalkboard-decision-confusion-faq-or-
other.html?src=VLPbOd1Kr_p2__hienMBSw-1-148
•Like: OmniArt / Shutterstock.com <a href="http://www.shutterstock.com/gallery-544915p1.html?cr=00&pl=edit-00">OmniArt</a> / <a
href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a>
•Just start:http://www.shutterstock.com/pic-248189830/stock-vector-just-start-motivational-quote-written-in-calligraphy-style.html?src=rBkZUY4WUHCTAV_uZQuPLg-1-2
•Puppies: http://www.shutterstock.com/pic-10954477/stock-photo-group-of-adorable-puppies-isolated-on-white.html?src=zrtQ4opZ8Xdpev8MqTr6gw-1-67
•Zig-Zag http://www.shutterstock.com/pic-130090967/stock-vector-fashion-zigzag-pattern-in-retro-colors-seamless-vector-background.html?src=kC9HyB-
Sr45xBmHdUQ1CXw-1-6
•Shopping Bag: http://www.shutterstock.com/pic-175947125/stock-photo-concept-of-woman-shopping-and-holding-bags-closeup-
images.html?src=HbHDSzlSksrfk2UhuRTwoQ-1-8
•Holiday: http://www.shutterstock.com/pic-217673923/stock-photo-couple-taking-selfie-photo-with-smartphone-on-cap-de-formentor-on-mallorca-young-couple-on-
majorca.html?src=5hNjVTuHeaBremm5CO6QuA-1-56
•Glitter http://www.shutterstock.com/pic-169973030/stock-photo-macro-closeup-of-abstract-green-glitter-texture-shimmering-blur-background-with-shining-lights.html?src=pd-
same_artist-169973021-tk1VguRXIoaNojQS-gaLlg-1
Image Sources