For some marketers, Custom Audiences are considered an absolute necessity to improve Facebook performance. But for many others, who don’t fully understand the sophistication of these unique targeting options, it’s going to be difficult to see improvement in your Facebook ad strategy. This webinar will give you the targeting techniques to implement today.

1. Sophisticated Facebook Custom Audience
Targeting Techniques
#CPCStrategy
Saving Your Ad Spend, Driving More Traffic & Improving Your ROI

2. Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

3. Today’s Event Speakers
Sarah Rogers
Manager, Performance Social
Polly Flinch
Director of Marketing

4. Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
DELIVERING LASTING RESULTS FOR OUR CLIENTS
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy

5. Windsor Circle
OmniChannel Predictive Marketing Platform
- 300+ CPG & RETAIL CLIENTS - 37M+ CONSUMERS

6. Agenda
•Proper Custom Audience Structuring & Techniques
•Lookalike Audiences: Bigger List = Bigger Sales
•Audiences We Find Have a Direct Impact on ROI
•Have a Question? Join Us For The Q&A

7. Proper Custom
Audience Structuring
& Techniques
1

8. Let’s Start with the Basics - Types of Custom Audiences
01. Customer List Custom Audiences
- Phone, number, email, Facebook ID used to match with users.
02. Website Custom Audiences
- Use Facebook pixel to target all visitors to specific pages on your site up to 180 days
03. App Activity Customer Audiences
- Audiences based on actions taken in your app
04. Engagement Custom Audiences
- Target audiences based on who engage with your ad types or your page
05. Lookalike Audiences
- Tap into the user base of Facebook to acquire new customers based

9. Customer List Custom Audiences - Best Practices
01. Pinpoint Your Key Segments
- Best Customers
- Subscribers
- New Customers
- Cart Abandoners
- Category Loyal Purchasers
- Consumers of Replenishable Goods
- Churning Customers
- Browsed Categories
02. One-Time Push or Sync?
- One-Time Push
- Flash Sales
- Holiday Specific i.e. Black
Friday
- VIP Events
- Product Push
- Sync
- Any ongoing campaign for list
of
segments on the left
03. Create Your Ad
- Keep the message clear and simple
- Header: 5 words
- Main Text: 14 words
- Link Description: 18 words

10. Website Custom Audiences - Best Practices
01. Pinpoint Your Key
Behaviors
- Visited a certain page or set of pages
- Completed a purchase
- New subscriber
- Cart abandonment
- etc.
02. Standard or Custom Conversion?
- Standard
- View Content
- Search
- Add to cart
- Add to wishlist
- Initiate checkout
- Add payment info
- Make Purchase
- Lead
- Complete registration
- Custom
- Create a custom conversion
to
track any activity on your site
03. Create Your Ad (Use Conversion Objective)
- Keep the message clear and simple
- Header: 5 words
- Main Text: 14 words
- Link Description: 18 words

11. Lookalike Custom Audiences - Best Practices
01. Know Your Target Market
- Age?
- Interests?
- Gender specific?
- Geographic location?
- Exclusions?
02. Think Outside the Box
- Layer Facebook data on top of
custom
audiences, such as a lookalike
audience based on your best
customer
segment
03. Create Your Ad
- Keep the message clear and simple
- Header: 5 words
- Main Text: 14 words
- Link Description: 18 words

12. Lookalike Audiences:
Bigger List = Bigger Sales
2

13. Targeting Lookalike Audiences

14. Targeting Lookalike Audiences - Leverage the Data You Already Have
01. Created a Best Customer Custom Audience
02. Created a Lookalike Audience off of the Custom
Audience
03. Layered in data from Facebook and targeted
people who fit the lookalike audience AND liked
John Deere’s Facebook page

15. Audiences We Find
Have a Direct Impact
on ROI
3

16. Specific Web Pages (Targeting & Excluding)
❏ Added to cart but did not purchase, or
❏ Someone who visited the site and clicked around but did
not convert.
❏ Retail brands can also target all their website visitors and
segment by:
❏ 1 day (which is useful for those not actively running
Facebook Dynamic Ads)
❏ 90 days or up to 180 days (which serve as “catch-all” to
make sure you’re not
missing any potential customers).
PRO TIP: For some of our clients, we also use this as an exclusion for
past purchasers.

17. Targeting Email List Segments or Tags (Targeting or Excluding)
PRO TIP:
❏ We recommend if you do set up a CRM list that
you update it on a regular basis.

18. Targeting Page Engagers

19. Targeting Video Viewers

20. Targeting Layering Audiences

21. Targeting Customers for Product Pushes
13x ROI $13k in 10 days

22. HYLETE Increases
Facebook Revenue by
+367.9%
4

23. HYLETE’s Primary Goals
❏ Build Out Improved Audience Prospecting
❏ Increase Revenue Generated from Facebook
❏ Increase Number of New Website Accounts Created

24. CPC Strategy Implementation
❏ Leveraged internal and external data weighed against months of creative testing to position HYLETE
in front of new audiences that closely resembled the brand’s ideal customers.
❏ Utilized dynamic ads across Facebook and Google to retarget past purchasers, specific product
page visits, or cart abandoners.
❏ Created look-a-like audiences using first-party data, such as CRM lists and website behaviors
recorded by Facebook pixels installed throughout the site.
❏ Our team built out interest-based audiences, utilized look-a-like audiences, and used a refined
creative strategy to capture audience segments that were likely to convert.

26. Questions For The Speakers?
Sarah Rogers
Manager, Performance Social
Polly Flinch
Director of Marketing