What is Facebook Custom Audience?

We like to build campaigns with elements from all parts of the sales funnel. However, the most important piece to include is the retargeting element. This is because it is much easier to sell your products or services to existing customers, rather than to find new ones. One of the best new ways to do this, is to use Facebook’s Custom Audience feature. This allows for you to match your existing customers to their profiles on Facebook by using data you’ve collected such as name, email address, or phone number.

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But wait! There’s more! Facebook has now allowed for multiple point matching, meaning that you can now match multiple points of data at once giving you an even better match rate. What does this mean exactly? Before, a custom audience was limited to matching a single data point, such as a person’s email address. This means that if your customer used a separate email for their Facebook profile than the one you have, you would not be able to target them. With multiple point matching, if that same customer instead listed his/her phone number, you would then be able to target him. This improves match rate dramatically, giving you the ability to target even more of your own customers.

So who should use a Custom Audience? Everyone! Any business or company who collects customer data can benefit from this awesome targeting tool. Facebook has seen success from a number of different companies such as a multi-media company, a food delivery service, and even an artisan photo book creator. Because this way of targeting is theoretically “retargeting”, the ROI is very high, since customers will already be familiar with our brand. If you are interested in creating a Custom Audience for your Facebook News Feed or Instagram News Feed campaign (or both!), all you will need to do is let us know, and send us your data list as a CSV or TXT. We will then check it with Facebook to get an idea of how many matches there are. It’s that simple!

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In an effort to help local businesses connect with people in their area, Facebook launched Local Awareness mobile ads. Local Awareness ads are a great way to find new customers by showing ads to people who are around your business location. These ads are great for bringing customers through your door because of their call to action features. You can have people easily call your business, get directions to your location, or have them message you if they have a question, all with the click of a button from your mobile ad.

Your Call to Action button options include:

Get Directions: Help people find your store from their phone—ideal for driving foot traffic.

Call Now: Get calls in one tap from your ad and speak directly to potential customers.

Send Message: Get private messages directly from your ad—great for generating leads.

Learn More: Send people to any page on your website or blog for more information

 

So what are some creative ways to put these ads to use for your business?

Reach people at events:  Let’s say you want to advertise at a sporting event or game, but do not have a huge budget to make this happen by advertising inside the event venue. We can target the events location and target people when they are there and are scrolling through their Facebook feed and sharing pictures!

Highlight promotions:  Tell people about a promotion or an offer, such as a happy hour or sale. Give people an incentive to visit your business.  These ads are a great way to connect with people within a certain radius of a store location telling them about a local promotion.

Help stores meet their sales goals:  Some franchise groups, to make sure they are using their marketing budgets efficiently, track sales at each location and then run ads for the stores that haven’t yet met their monthly quota. Local Awareness ads can help boost sales for those underperforming locations.

New store locations: These ads are also work well at highlighting new stores and encourage people nearby to go to grand opening activities.

Find the right people to attend your event: If you are holding an in-store event or promotion and want to target people most likely to be interested in your product or service, Local Awareness ads are the right avenue to find people near your location that fit the profile of the ideal customer you are looking for.

How does Facebook know what ads to show you?

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The way Facebook determines what ads to show you is based a lot around the information you provide by your online activity. By using things such as your age, location, page likes, app use, and even data from the mobile websites you browse, Facebook profiles you into categories that advertisers can then use to target ads to you on Facebook.  If the ads you see on Facebook sometimes seem frighteningly specific to you, that’s because Facebook is constantly keeping track of your activity, determined not only by everything you do on Facebook, but also by your offline activity as well.

With a few key partnerships in place, Facebook also uses what you buy in real life stores to influence and track the ads you see.  Through combined data, they have an idea of what you like, where you shop, and what you buy. It sounds a bit crazy, but do not be alarmed!  This practice is actually much older than many people realize. Facebook combines the information from data collection companies like EpsilonDatalogixAcxiom, and BlueKai with information they have about you. Through things like store loyalty cards, mailing lists, public records information, and browser cookies, these companies already collect information about you. For example, if you buy a bunch of frozen pizza at a grocery store, and use your loyalty card to get a discount, that information is cataloged and saved by a company like Acxiom.

Basically it comes down to this:  your online and offline activity combined- determines what kind of ads you’ll see. Of course, a lot of complex math and algorithms are in place to actually produce this data, but much of it comes down to how much information you are making public—whether you’re aware of it or not—that makes the system work. In theory, it does this to make targeted ads more relevant and specific to you.

Facebook does break their targeting categories out into subcategories including DemographicsInterests and Behaviors.

Demographics are used to reach people based on things such as education, employment, household, financial, income, language and lifestyle.  To take a look at how specific the targeting can get, let’s look at education as an example. Demographics could answer questions such as:

  • What’s their education level? (Associate degree, college graduate, Master’s degree, Doctorate degree, high school grad, in grad school, in high school, still in college, professional degree, some college, some grad school, some high school, not specified)
  • What was/is their field of study? (Business, Marketing, Finance, etc.)
  • What school did they attend? (High schools, colleges, graduate school etc.)
  • What years were they in undergrad? (Select a range of years people graduated)

Another great example could be moms. Demographics could target not only are they a mom, but what type? (Big-city moms, fit moms, corporate moms, green moms, moms of pre-school age children, moms of high school kids, new moms, soccer moms, stay-at-home moms, trendy moms, sports moms)

Interests reach specific audiences by their “interests” and this is where things can get really interesting, because you can type in just about any brand, place, or topic and target those users if the audience is large enough.

This category includes: apps they use, posts they share on their timelines, and pages they “Like.”

Not surprising, the Interests section includes the most targeting options. There are tons of categories, with even more subcategories. The category breakdown is as follows:

  • Business and Industry
  • Entertainment
  • Family and Relationships
  • Fitness and Wellness
  • Food and Drink
  • Hobbies and Activities.
  • Shopping and Fashion
  • Sports and Outdoors
  • Technology

Behaviors are used to reach people based on purchase behaviors or intents, device usage and more. Typically this data is acquired by Facebook from third-party data collection companies. Like Interests, there are many, many Behaviors and even more subcategories to target. Some examples of Behavior targets and subcategories:

  • Automotive: What kind of vehicle do they drive? What cars are they interested in? New or used? Buy or lease?
  • Charitable Donations: Do they donate to charitable organizations, and if so, which ones?
  • Digital Activities: What Internet browser do they use? Are they console gamers? Are they early or late technology adopters?
  • Financial: Are they likely to invest? Are they likely to be high spenders? Do they have multiple lines of credit?
  • Mobile Device User: What brand of mobile device do they use? Are they smartphone or tablet owners?
  • Purchase Behavior: Do they use coupons? Do they shop from department stores or luxury stores? The kinds of products they heavily buy: clothing, toys, house goods?
  • Residential Profiles: How long have they lived in their home? Are they likely to move? Have they recently borrowed money to purchase a home? Are they renters?

These are just a few examples, but you can see, Facebook uses many ways to target, all in the hopes of showing the consumer, relevant, useful ads, which is what makes it such a powerful advertising tool.

Top 5 Reasons you should be using Facebook for advertising

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For small businesses, posting on Facebook just isn’t enough anymore. On average, only 2% of your fans will see one of your posts on their Facebook page (socialbakers.com).  Many businesses have heard about the importance of using Facebook to grow their business – but they are not sure where to start.  Do your clients still need convincing? Here are the top 5 reasons businesses should be advertising on Facebook.

1.)   Facebook has a massive audience

Worldwide, there are over 1.79 billion monthly active Facebook users (Facebook MAUs) which is a 16 percent increase year over year.   Whatever industry or niche market your customer may be in, chances are that a good percentage of your target audience will be on Facebook.  As reported by Wall Street Journal, FB ads revenue for 2016 reached $5 billion from $3 billon. That’s a whopping 52% growth.   FB ads will increase by another 57% based on the 2016 Social Media Marketing Industry report.

2.)   The Targeting Options for Facebook Ads are Endless

Facebook has almost endless targeting options – so extensive that there really is a category for everyone and everything.  Facebook uses online and offline data to profile consumers and show the most relevant ads possible.

Of course demographics are used to target people, but the real value comes in the behaviors and interests categories that are available.   By getting this hyper targeted, you could catch your customer at the perfect purchase point in the sales funnel.  Facebook advertising works to find the right audience of people that are most likely to become your customer.  With so many targeting options available, you can ensure your client that their budget is only being spent on the most relevant audience to them to help them grow their business.

3.)   Easily Measured Performance

As every seller knows, the most important question you get from your client is: “What am I getting out of this?”  With Facebook advertising, you can clearly see what you have spent and what results it has provided.   Metrics really are the backbone of Facebook, so the good news is, you can easily show your client ROI.  You are able to show:

·       The total number of times their ad was show (impressions, reach and frequency)

·       The number of clicks or additional actions people took, such as comments, shares, likes

·       We can also add container tags to the campaign to measure conversions and view thrus on your clients website

4.)   Facebook Has the Most Engaging Ad Units

Facebook has invested in a ton of research to see what ad units get the best results.  After getting a lukewarm response from their right hand column ads, Facebook developed newsfeed ads, which are native ads that appear in your friends and families newsfeeds.  Then they upped their game even more by introducing carousal display and video ads.  Carousel ads encourage users, particularly mobile users, to scroll through the entire ad, which most people surprisingly do. In fact, Carousel ads are 10 times better at getting people to click through compared to static sponsored posts on Facebook.   Because static Facebook posts and carousels cost exactly the same, a marketer should always choose to run a carousel ad.

5.)   Custom Audience and Lookalike Audiences

Facebook offers a feature called Custom Audiences that enables businesses to connect on Facebook with their existing contacts. This is great for businesses to get in front of current customers and reinforce their brand – especially since these particular people have already shown interest.  You need a minimum of 500 emails addresses and phone numbers to reach your audience.

Lookalike audiences allow businesses to expand beyond their current customer list but still target people with highly specific profiles – by creating audiences that look like their current customer profiles. Facebook finds you the top one percent of users with similar traits in your target area.