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Gabriela Barbosa, Dri rock
How To Skyrocket Your
Conversion Rate With Facebook
Custom Audiences
@thuelmadsen #KISSwebinar
Join the conversation on Twi er
Gabi Barbosa - Dri rock - @thenotoriousgbb
!
Gabi looks a er growth at Dri rock, where she gets the
chance to play with th...
@thenotoriousgbb #KISSwebinar
Join the conversation on Twi er
1 What are Custom Audiences?
2 How to generate conversions with Custom Audiences
What’s going to be covered…
3 A Marketer’...
WATCH WEBINAR RECORDING NOW
1
What are Custom Audiences?
Section One
Facebook data
Age
Gender
Location
Interests
Partner Categories
Life events/Behaviours
Net worth/Income
Politic...
!
!
Lists of people who are already part of your audience (your current customers/users, past
purchasers, high value custo...
Section One
Email addresses
User IDs
Mobile Advertiser IDs
Phone numbers
How to create them
1
Section One
Section One
Custom Audiences
Website Custom Audiences
Section One
Custom Audiences
Manual
upload
Section One
Website Custom Audience
Section One
Website Custom Audience
Section One
Website Custom Audience
Section One
Website Custom Audience
Section One
Using Custom Audiences
Use them when you are defining
your audience in Power Editor
Can take up to 36 hours
to fully process
Facebook doesn’t deliver
ads to audiences of <20
Audience size is not
always accurate
2
How to generate conversions
with Custom Audiences
Section Two
Learning more about your Customers
Demographics
Page likes
Location/Language
Purchase activity
Facebook usage
If you have a big enough
audience you can also do
this through targeting
Building a funnel
2
Section Two
Building a funnel with Facebook Ads
Plan Use a sequence of ads that flows naturally
Run ads Use Insights, Custo...
Section Two
Really basic example
Visited Website Registered Added to wish
list or basket
Purchase Repeat Purchase
WCA Cust...
EXCLUDE Audiences
from ad targeting
Test, test, TEST!!!
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Section Two
Really basic example
Visited Website Registered Added to wish
list or basket
Purchase Repeat Purchase
WCA Cust...
3
A Marketer’s dream:
Lookalike Audiences
Section Three
Lookalike Audiences
Your Customers/Users/Visitors Facebook users
Find more customers like your best ones
Section Three
Lookalike Audiences
Optimise for reach to get to a much wider audience
Optimise for similarity to refine your...
You cannot create a
lookalike with <100
people in a country
Section Three
The shortest case study ever
eCommerce - children’s books
Launched last year
CPA too high
Not profitable
Lost...
Section Three
The shortest case study ever
Lostmy.name
Started Facebook ads
only Lookalike Audiences
200% ROI
Small budget
Nothing worked as well
as Lookalikes
4
How to measure success
Section Four
2. CPA
4. Frequency
3. Spend
1. Actions
5. Conversion Value
Measuring the success of your efforts
Test regular targeting vs
lookalike audiences and
compare
Questions?
Gabi Barbosa
Growth Manager
Dri rock
@thenotoriousgbb
gabriela@dri rock.com
Thue Madsen
Marketing Associate
KIS...
THANK YOU
Gabi Barbosa
@thenotoriousgbb
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How to Skyrocket Your Customer Conversion Rate with Facebook Custom Audiences

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1 What are Custom Audiences? 2 How to generate conversions with Custom Audiences What’s going to be covered… 3 A Marketer’s dream: Lookalike Audiences 4 How to measure success Learning more about your Customers Building a funnel with Facebook Ads !
What are Custom Audiences?
Section One Facebook data Age Gender Location Interests Partner Categories Life events/Behaviours Net worth/Income Political affiliation Household composition Your data Current purchasers Loyalty club members High LTV customers Website visitors
Lists of people who are already part of your audience (your current customers/users, past purchasers, high value customers, loyalty programme members, warm leads, etc). Section One Custom Audiences Website Custom Audiences ! ! Lists of people who have visited your website (or certain parts of it), and showed interest in your products or services or taken certain actions.
Section One Email addresses User IDs Mobile Advertiser IDs Phone numbers
How to create them 1
Custom Audiences Website Custom Audiences
Custom Audiences Manual upload
Website Custom Audience
Using Custom Audiences Use them when you are defining your audience in Power Editor
Can take up to 36 hours to fully process
Facebook doesn’t deliver ads to audiences of <20 /><100 people in a country
The shortest case study ever eCommerce
The shortest case study ever Lostmy.name Started Facebook ads only Lookalike Audiences 200% ROI Small budget
Nothing worked as well as Lookalikes
4 How to measure success
2. CPA 4. Frequency 3. Spend 1. Actions 5. Conversion Value Measuring the success of your efforts
Test regular targeting vs lookalike audiences and compare

Publicado en: Marketing
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How to Skyrocket Your Customer Conversion Rate with Facebook Custom Audiences

  1. 1. Gabriela Barbosa, Dri rock How To Skyrocket Your Conversion Rate With Facebook Custom Audiences
  2. 2. @thuelmadsen #KISSwebinar Join the conversation on Twi er
  3. 3. Gabi Barbosa - Dri rock - @thenotoriousgbb ! Gabi looks a er growth at Dri rock, where she gets the chance to play with the latest and greatest ad products from the leading social ad platforms. Together with Dri rock she is on a mission to make advertising fun and help brands get be er results by reaching their customers at the right time. Today’s presenter
  4. 4. @thenotoriousgbb #KISSwebinar Join the conversation on Twi er
  5. 5. 1 What are Custom Audiences? 2 How to generate conversions with Custom Audiences What’s going to be covered… 3 A Marketer’s dream: Lookalike Audiences 4 How to measure success Learning more about your Customers Building a funnel with Facebook Ads !
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. 1 What are Custom Audiences?
  8. 8. Section One Facebook data Age Gender Location Interests Partner Categories Life events/Behaviours Net worth/Income Political affiliation Household compositionYour data Current purchasers Loyalty club members High LTV customers Website visitors
  9. 9. ! ! Lists of people who are already part of your audience (your current customers/users, past purchasers, high value customers, loyalty programme members, warm leads, etc). Section One Custom Audiences Website Custom Audiences ! ! Lists of people who have visited your website (or certain parts of it), and showed interest in your products or services or taken certain actions.
  10. 10. Section One Email addresses User IDs Mobile Advertiser IDs Phone numbers
  11. 11. How to create them 1
  12. 12. Section One
  13. 13. Section One Custom Audiences Website Custom Audiences
  14. 14. Section One Custom Audiences Manual upload
  15. 15. Section One Website Custom Audience
  16. 16. Section One Website Custom Audience
  17. 17. Section One Website Custom Audience
  18. 18. Section One Website Custom Audience
  19. 19. Section One Using Custom Audiences Use them when you are defining your audience in Power Editor
  20. 20. Can take up to 36 hours to fully process
  21. 21. Facebook doesn’t deliver ads to audiences of <20
  22. 22. Audience size is not always accurate
  23. 23. 2 How to generate conversions with Custom Audiences
  24. 24. Section Two Learning more about your Customers Demographics Page likes Location/Language Purchase activity Facebook usage
  25. 25. If you have a big enough audience you can also do this through targeting
  26. 26. Building a funnel 2
  27. 27. Section Two Building a funnel with Facebook Ads Plan Use a sequence of ads that flows naturally Run ads Use Insights, Customer Profiles, Personas to refine your audience Segment Segment customers and signed up users Cross-sell Encourage future purchases, referrals and cross-sell Retarget Use Website Custom Audiences to retarget website visitors
  28. 28. Section Two Really basic example Visited Website Registered Added to wish list or basket Purchase Repeat Purchase WCA Custom Audience Custom Audience Segmented Custom Audiences Segmented Custom Audiences Check out our new collection Get 10% off your 1st purchase! Blue Coat Take a look at these Winter accessories Share your style with a friend
  29. 29. EXCLUDE Audiences from ad targeting
  30. 30. Test, test, TEST!!!
  31. 31. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  32. 32. Section Two Really basic example Visited Website Registered Added to wish list or basket Purchase Repeat Purchase WCA Custom Audience Custom Audience Segmented Custom Audiences Segmented Custom Audiences Lookalikes Check out our new collection Get 10% off your 1st purchase! Blue Coat Take a look at these Winter accessories Share your style with a friend
  33. 33. 3 A Marketer’s dream: Lookalike Audiences
  34. 34. Section Three Lookalike Audiences Your Customers/Users/Visitors Facebook users Find more customers like your best ones
  35. 35. Section Three Lookalike Audiences Optimise for reach to get to a much wider audience Optimise for similarity to refine your audience
  36. 36. You cannot create a lookalike with <100 people in a country
  37. 37. Section Three The shortest case study ever eCommerce - children’s books Launched last year CPA too high Not profitable Lostmy.name Tried a few channels
  38. 38. Section Three The shortest case study ever Lostmy.name Started Facebook ads only Lookalike Audiences 200% ROI Small budget
  39. 39. Nothing worked as well as Lookalikes
  40. 40. 4 How to measure success
  41. 41. Section Four 2. CPA 4. Frequency 3. Spend 1. Actions 5. Conversion Value Measuring the success of your efforts
  42. 42. Test regular targeting vs lookalike audiences and compare
  43. 43. Questions? Gabi Barbosa Growth Manager Dri rock @thenotoriousgbb gabriela@dri rock.com Thue Madsen Marketing Associate KISSmetrics @thuelmadsen tmadsen@kissmetrics.com
  44. 44. THANK YOU Gabi Barbosa @thenotoriousgbb

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