Introduction to Custom Audiences on Facebook

ELITESEM.COM CONFIDENTIAL
CUSTOM AUDIENCES & YOU
Aaron Levy | @bigalittlea | #DFSWEM
June, 2015

HI! I’M AARON!
Some big clients,
some really small.
I teach at Drexel &
UVM.
Reach me on twitter
@bigalittlea
Or email me
aaron@elitesem.com

A LITTLE
ABOUT ELITE

WE’RE
GONNA TALK
ABOUT
CRM Retargeting: the misnomer
Maximizing your match rate
Tips for growing & honing
Dangers of ad cloning
A few recipes
The future

NO.
flickr.com/galgentx

USER COMES
TO YOUR SITE
USER ADDED
TO LIST
USER SAYS “YOU
SUCK” & LEAVES
YOU STALK THEM
AROUND THE WEB
USER FINALLY PAYS
YOU TO GO AWAY

NO MORE
COOKIES

PRECISION
OF EMAIL
REACH OF
DISPLAY
CREEPY INFO
OF SOCIAL
ENVIRONMENT
OF CONTENT

+
+
+ + =
(SUPPOSED TO
BE A DATABASE)

ELITESEM.COM CONFIDENTIALflickr.com/loop_oh/
BUILD A
CUSTOM
AUDIENCE

NICE CUSTOMER
VISITS YOUR SITE THEY BUY
STUFF
MAYBE
JOIN AN
EMAIL LIST
THEY CONVERT
WOOOOOOO!

THEY GIVE LOTS
OF INFORMATION

YOU, HOWEVER, HAPPEN TO
BE AN AWESOME COMPANY

SO YOU HAVE LOTS
OF CUSTOMERS!

WHO GAVE YOU
LOTS OF DATA!

GIVE THAT DATA TO AD
NETWORKS WHO (HOPEFULLY)
CAN MATCH IT TO PEOPLE

CRM TARGETING
HAPPENS ON LOTS
OF NETWORKS

TEASER!

FOR NOW, WE’ll
FOCUS HERE

EMAIL ADDRESSES
PHONE NUMBERS
MOBILE ADVERTISER IDS
USER IDS
EMAIL ADDRESSES
PHONE NUMBERS
MOBILE ADVERTISER IDS
USER IDS
TWITTER HANDLES

MOBILE
ADVERTISER
IDS??
APPLE ADVERTISING IDENTIFIER (IDFA)
ANDROID ADVERTISING ID
FACEBOOK APP USER ID’S
Tools for mobile app developers to identify
who is using their mobile apps.

THE MATCH RATE SUCKS.

FB SAYS IT’S AROUND 50-60%.
IT’S NOT.

IT’S USUALLY UNDER 40%

BOOSTING
MATCH
RATES
Sounds like
we’re dating
CLEAN YOUR EMAILS
Remove excess dots, plusses from Gmail
addresses
TEST DIFFERENT METHODS
Create an email list and a phone list.
Target both!
USE USER ID’S
They’re always right, as long as they’re
right.

YOUR AUDIENCE NEEDS AT
LEAST 1,000 PEOPLE. OR ELSE.

WHAT’S THE MOST
IMPORTANT THING WHEN
GROWING AN EMAIL LIST?

WHAT DON’T YOU HAVE TO
WORRY ABOUT FOR CRM
BASED AUDIENCES?

CANSPAM?
Meh. Let’s be
outlaws!
PULL YOUR WHOLE CRM
Double opt in and email warming
campaigns? Hell no.
BUY/RENT AN EMAIL LIST
Literally the only time this is actually a
good idea.
GUESS
Corporate emails won’t usually match to
social – guess their gmail addresses!

YOU FOUND A FEW PEOPLE.
NOT A BAD LITTLE AUDIENCE

NOT A BAD LITTLE AUDIENCE?
LET’S FIND ALL THEIR FRIENDS

LOOKALIKES
Great way to
scale, but proceed
with caution.
YOU CAN USE BASIC PIXELS TOO
Don’t have to just use CRM methods.
WE GIVE THEM ALL THE DATA THEY NEED
Users give social networks their souls.
HOW PRECISE WE TALKING HERE?
You can adjust scale for Facebook,
ranging from 2.4mm to 24mm people.
On Twitter, you can’t 

2.4 MILLION?!
TOO MUCH
AUDIENCE!!!

EVERY GREAT TARGETING FEATURE IN
SOCIAL OPERATES WITH AND LOGIC

SO SEGMENT THE EVERLOVING CRAP
OUT OF YOUR CAMPAIGNS!

CUSTOM
MOBILE
CUSTOM
DESKTOP
LOW HHI HIGH HHI
LOOKALIKE
MOBILE DESKTOP
LOW HHI HIGH HHI
LOOKALIKE
CUSTOM
MOBILE
CUSTOM
DESKTOP
LOW HHI HIGH HHI
LOOKALIKE
MOBILE DESKTOP
LOW HHI HIGH HHI
LOOKALIKE
FEMALE
MALE

USE THESE TOOLS TO SHRINK YOUR AUDIENCE
TO A MANAGABLE & PROFITABLE SIZE

BEST PRACTICE SIZE? DOESN’T EXIST
SHOOT FOR HIGH 5, LOW 6 FIGURES.
BOTH BIGGER AND SMALLER ARE OKAY
PENDING BUDGET.

BUT ALWAYS SEGMENT MOBILE

SEARCH ADS CAPTURE DEMAND
DISPLAY ADS CREATE INTEREST

SOCIAL ADS CREATE INTEREST
SOCIAL ADS ENGAGE USERS
SOCIAL ADS CAPTURE DEMAND
ALL AT THE SAME TIME

SO NO
COPYING!

USE THE SPACE YOU HAVE
Facebook lets you write content on the
post. Make it feel organic
MAKE IT STAND OUT
Twitter cards & Facebook images help.
TEST LANGUAGE & AD FORMATS
Product carousels or images? Hashtags or
not? Who knows!
ENVIRONMENT
OF CONTENT

ASPIRATIONAL CONTENT WORKS
Social comparison theory – networks are
there to see how we’re doing
KEEP IT CASUAL
UGC? AOK. Goofy & fun? Give it a shot.
Speak your audiences language
IF IT’S IMPORTANT, SAY SO.
Sale of the year or just cool new stuff?
Transparency trumps marketingspeak.
CONTENT
THAT
MATTERS

RECIPE 1:
TASTY PURSES

SELL EM TO
DUDES!

0
50,000
100,000
150,000
200,000
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
male female

MEN BUY PURSES TWICE A YEAR
CHRISTMAS AND VALENTINES DAY

MEN BUY PURSES TWICE FICE? FIVICE?? A YEAR
ANNIVERSARIES AND BIRTHDAYS

MEN BUY PURSES TWICE FICE? FIVICE?? A YEAR
ANNIVERSARIES AND BIRTHDAYS
AND WHEN THEY STAY OUT TOO LATE GAMBLING
ON THAT STUPID BAR GAME WHERE YOU PUT A
RING ON A STRING AROUND A HOOK ON THE WALL

NONE OF THESE ARE TARGETING
OPTIONS. BUT WE’RE SMART

RECIPE 1:
THE ANNUAL
GIFT
PULL A LIST OF PURCHASERS (CRM)
Restrict the time period, maybe 45 days.
TARGET THE CONTRARIAN SEX (SOCIAL)
A woman bought for herself. A man did not.
ARE THEY STILL TOGETHER? (SOCIAL)
Don’t push purses on a single dude. Please?

RECIPE 1:
THE ANNUAL
GIFT
DOES S/HE HAVE MONEY? (SOCIAL)
Target mid-high HHI or net worth folks
IS IN A RUSH? (SOCIAL)
You bet your ass if there’s a dude shopping
for a purse on his phone, he’s in big, big
trouble.

RECIPE 1:
THE ANNUAL
GIFT
CRM:
Everyone who purchased in a given time
period in the prior year.
SOCIAL:
Target men only
Household income $75k+
Married, in a relationship or it’s complicated
Segment mobile, and get aggressive
Aspirational copy - make her feel special

RECIPE 2:
DELICIOUS
DISASTERS

ONE SLIGHT
PROBLEM…

RECIPE 2:
THE SUDDEN
NEED
IS OUR AUDIENCE BIG ENOUGH? (CRM)
Import entire purchase list into most used
network (facebook).
Low match rate to be expected
LET THE TOOL EXPAND FOR US (CRM/SOCIAL)
Custom audience based on available
audience. Let it grow

RECIPE 2:
THE SUDDEN
NEED
ARE THEY IN THE INDUSTRY? (SOCIAL)
Add segments for job title and industry. The
audience will shrink dramatically - that’s okay
WILL THEY HELP? (SOCIAL)
Find volunteers, philanthropists or those
likely involved in the community.
Even baseball coaches will suffice.
WILL THEY SEE IT? (SOCIAL)
Mobile mobile mobile.

RECIPE 2:
THE SUDDEN
NEED
CRM:
Entire list of purchasers or users. We want to
get as big as possible.
Look-a-like audience to expand reach.
SOCIAL:
Project managers, foremen & superintedents.
Interest targeting around any sort of
community involvement
Mobile heavy focus due to long term power
outages

RECIPE 3:
COOKBOOK 3:
CUSTOMER OF
A LIFETIME

EVOLVING
FAMILY
NEEDS

RECIPE 3:
EXTENDING
CUSTOMER
LIFETIME
PRENATAL NEEDS:
Vitamins for mom and baby
Nursery furniture
“Is this normal” information
BABY REGISTRY:
Infant toys
Swaddling blankets
Infant clothing
Diapers. Lots and lots of diapers

RECIPE 3:
EXTENDING
CUSTOMER
LIFETIME
INFANT NEEDS:
Toddler toys
Toddler clothes
Booster seats
Playards (cage the kids!)
Those weird little leash things
Slightly bigger diapers. But still a lot of them

RECIPE 3:
EXTENDING
CUSTOMER
LIFETIME
TODDLER NEEDS:
School clothes
Activity books & learning sets
Big Kid furniture
Sippy cups
Books
Lord willing, replace the diapers with training
pants and potties

ELITESEM.COM CONFIDENTIALflickr.com/scottvanderchijs
KIDS NEED A
BUNCH OF
CRAP!

MOTHERS ARE BUSY
AND FIERCELY LOYAL

LEARN WHAT THEY NEED & WHEN
THEY NEED IT
MAKE THEIR BUYING CHOICES EASY

RECIPE 3:
EXTENDING
CUSTOMER
LIFETIME
CRM:
Buyers of prenatal/infant/toddler needs over
a set time period.
Map purchases to identify future needs.
SOCIAL:
Age, HHI, education & (maybe) marital status
Interest targeting – avoid gifters
Ads that play to stress reduction. Happy kids,
happy moms

EVERY CUSTOMER HAS A LIFECYCLE
IDENTIFY YOURS. AND EXTEND IT

RAPID FIRE
BONUS IDEAS
EMAIL ACTIVATION:
Stop sending email to dormant addresses.
Use them for social instead.
CUSTOMER & CONTRACT ACTIVATION:
Prevent permanent hibernation
UPSELL ACCESSORY PRODUCTS:
New set of irons? Sell them golf balls.
SALE OF THE CENTURY:
Lookalikes with low HHI – you can finally
afford it!

ONLY A MATTER OF TIME…

EXTEND CUSTOMER LIFETIME!
Aaron Levy | @bigalittlea | #DFSWEM
June, 2015

Introduction to Custom Audiences on Facebook

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