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Retargeting on Facebook
- 2. Facebook and Mobile – Retargeting on Facebook – FB Update: No Scraping UIDs – Mobile Marketing Mistakes TODAY’S TOPIC
- 4. 1. Facebook Updates 2. Facebook Retargeting 3. Mobile Marketing Mistakes to Avoid OBJECTIVES
- 6. Advertising on Facebook is incredibly powerful because of the ability to target your ideal customer NO TO SCRAPING UIDS
- 7. You can target your email list People who used your app Visited your site NO TO SCRAPING UIDS
- 8. Unfortunately, many advertisers took advantage of some of this power NO TO SCRAPING UIDS
- 9. Targeted in ways that weren’t allowed by Facebook NO TO SCRAPING UIDS
- 10. Custom Audiences Target users who are closely connected to you NO TO SCRAPING UIDS
- 11. Email addresses Phone numbers Website Visitors Facebook App UIDs Mobile App Users NO TO SCRAPING UIDS
- 12. NO TO SCRAPING UIDS
- 13. HOW ADVERTISERS WERE USING CUSTOM AUDIENCES
- 14. Uploaded their customer lists Placed pixels in their websites to remarket Uploaded User ID lists CUSTOM AUDIENCE USAGE
- 15. These things are allowed CUSTOM AUDIENCE USAGE
- 16. But they were also using email lists of people who weren’t customers – bought lists or otherwise CUSTOM AUDIENCE USAGE
- 17. Scraping UIDs from Facebook pages and groups as a way to better target those connected to these things CUSTOM AUDIENCE USAGE
- 18. This is against the rules CUSTOM AUDIENCE USAGE
- 19. Rules for Custom Audiences CUSTOM AUDIENCE USAGE
- 20. If you have an email list that includes people who have not willingly opted onto that list, you can’t target them CUSTOM AUDIENCE USAGE
- 21. If you are using scraping tools to build Facebook UID lists of people, you can’t target them CUSTOM AUDIENCE USAGE
- 22. If you are manually finding users and building a Facebook UID list for a Custom Audience, you can’t retarget them CUSTOM AUDIENCE USAGE
- 23. If you have many clients, you can only use the customer data for the particular client. You can’t share it between similar clients. CUSTOM AUDIENCE USAGE
- 24. CHANGES TO CUSTOM AUDIENCE CREATION
- 25. Advertisers must now specify an app they are uploading UIDs from CUSTOM AUDIENCE CREATION
- 27. WRAP UP
- 28. You don’t want to get on Facebook’s bad side. It could mean shutting down your advertising account. WRAP UP
- 29. 4 IMPORTANT MOBILE MARKETING MISTAKES TO AVOID
- 30. DESKTOP AND MOBILE NOT CREATED EQUAL
- 31. What renders on your desktop is not going to necessarily render the same on a mobile device DESKTOP AND MOBILE ARE NOT CREATED EQUAL
- 32. Loyal customers may tolerate all the pinching and zooming, but others will quickly abandon the site DESKTOP AND MOBILE ARE NOT CREATED EQUAL
- 33. According to stats by Compuware, 57% of customers will not recommend a business with a poorly designed site DESKTOP AND MOBILE ARE NOT CREATED EQUAL
- 34. Mobile content should be concise with important information above the fold Seeing long forms or blocks and blocks of endless copy can hurt UX DESKTOP AND MOBILE ARE NOT CREATED EQUAL (AUDIT POINTS)
- 35. Avoid having visitors click through multiple pages in the site You have seconds to capture your mobile audience’s attention DESKTOP AND MOBILE ARE NOT CREATED EQUAL (AUDIT POINTS)
- 36. Single column layouts Keep messaging concise and place important elements above the fold Links and buttons should have a small target area WHAT WORKS BEST (AUDIT POINTS)
- 37. You can use the points above as additional audit points when checking your clients mobile sites and site strategy DESKTOP AND MOBILE ARE NOT CREATED EQUAL
- 39. 90 minutes to get a response to email, but only 90 seconds to respond to a text message AVOID TEXT SPAMMING
- 40. Remember, you always need explicit permission to use your consumer’s number Text charges to apply AVOID TEXT SPAMMING (AUDIT POINTS)
- 41. Most common method used today with SMS Marketing is to notify users of promotions or offers 55% want mobile coupons Only 10% receives them AVOID TEXT SPAMMING (AUDIT POINTS)
- 42. Keep your messages under 160 chars. It is also a good idea to set the user’s expectations in how many messages they will received (e.g 3-5 msgs/month) AVOID TEXT SPAMMING (AUDIT POINTS)
- 44. It is predicted that mobile search will generate 27.8B more queries than desktop by 2016 THINK LOCAL
- 45. 47% of consumers use their smartphone to search for local information, structure campaigns to address that need THINK LOCAL
- 46. Include directions to nearest location Use location-based marketing to reach customers Think how you can leverage local marketing THINK LOCAL (AUDIT POINTS)
- 47. 33% of smartphone owners have shared their location with retailers. If you notice this happening, leverage it by offering discounts THINK LOCAL
- 48. Rewarding loyalty aids in your retention efforts and will likely lead to referrals of your business THINK LOCAL
- 49. USING QR CODES WITHOUT DIRECTION
- 50. 19% of US respondents have scanned a QR code and it has been rising steadily QR CODES
- 51. QR Codes can be used for coupons, promotions, discounts Make sure it is clear what the benefit is from scanning your code QR CODES (AUDIT POINTS)
- 52. Remember, it’s a way to get customers interested about what you offer, so present them with a benefit QR CODES
- 53. WRAP UP
- 54. Use the different points as a sort of Audit to your clients to brand yourself as the expert when it comes to Mobile Marketing WRAP UP
- 59. Did you guys enjoy the session? QUESTIONS AND FEEDBACK
- 60. Have a Good Day and Take Care Everybody See You Next Time! QUESTIONS AND FEEDBACK