2. ✓ What are and why use custom audiences?
✓ Using custom audiences on Facebook
✓ What to measure
✓ Stats, facts and figures
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Facebook Custom Audiences | Why use custom audiences?
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Facebook Custom Audiences | Why use custom audiences?
Audiences made up of your existing customers
Email addresses, phone numbers, personal data and website traffic
Data can be uploaded to social platforms to push ads out to
The audience may know the brand, previous customers, people that
matter = warmer leads = more potential for engagement and
conversions.
Custom audiences are made of real people, not just data
Who? What? How? Why?
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Facebook Custom Audiences | What is a custom audience?
We all see these ads. Why have I been shown this ad?
I match Vend’s targeting through Facebook Exchange.
Or do I? Is interest targeting effective?
Facebook targeting
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Facebook Custom Audiences | What is a custom audience?
Why have I been shown this ad?
I’ve signed up to wriggle using my email address.
Custom audiences on Facebook
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Facebook Custom Audiences | What is a custom audience?
Why have I been shown this ad? I’ve been on the
Bluebird Tea Co. website whilst signed into Facebook.
Custom audiences on Facebook
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Facebook Custom Audiences | What is a custom audience?
Add a snippet of code from Facebook to your website
header. The pixel will fire when people visit your site
and you can track the number of visits and (soon) their
engagement on site. Retarget to this audience.
Facebook pixel
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Facebook Custom Audiences | What is a custom audience?
Why have I been shown this ad? I match the interests
and behaviours of Beautycon’s audience list. (Placed in
a lookalike audience).
Custom audiences on Facebook
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Facebook Custom Audiences | What is a lookalike audience?
Increased ROI.
Ask Facebook to search for the people most like your
engaged customers. This could be an increase in reach.
Lookalike audiences on Facebook
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➔ Event tracking on your website (exclude customers who have
already made a purchase)
➔ Website engagement (NEW)
➔ Those who watched your videos, filled in a lead form, active on
your app, or opened your canvas
➔ Those who shared your posts
Advanced audiences
Facebook Custom Audiences | Advanced audiences
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Facebook Custom Audiences| How to measure success
How to measure success
Test your ads!
Compare your metrics - reach, engagement, clicks and
conversions. You should find you get:
➔ Lower cost per click/engagement
➔ Higher engagement rates
➔ Higher conversion rates
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Facebook Custom Audiences | Stats, facts and figures
Custom audiences stats, facts and figures
A local estate agent - 2 ads for free market appraisal both spent £5
Website pixel 13 engagements 440 reach £0.38 per post
engagement
Broad interest
marketing
7 engagements 325 reach £0.44 per post
engagement
An independent music festival - 2 ads during the final part of the campaign, leading up to the
event - both spent £50
Lookalike audience
(in local area)
369 engagements 34,760 reach £0.14 per post
engagement
Event attendees 317 engagements 11,068 reach £0.16 per post
engagement
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Facebook Custom Audiences | Stats, facts and figures
Using data to find insight
Learn about your customers in Audience Insights
Use the “breakdown” function on Ads Manager to find
demographics
Understand and find value in their behaviours
Retarget website visitors - visitors from specific URLs
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✓ Custom audience? Real people
✓ Facebook pixel? Target ads back to people
✓ Lookalike audience? Find those most like your existing customers
✓ Measurement? Test and measure key metrics
✓ Insight? Use data to learn more about your audience
Facebook Custom Audiences| Summary
Summary
