Lengow shows you how to create your audience on Facebook Dynamic Ads. In this presentation, learn all about Facebook Dynamic Ads and how they can benefit you, as well as different audiences, so that you can develop your ecommerce activity on this key social network. Custom audience, lookalike audience, saved audience : make the right choices !

1. Facebook Dynamic Ads
How do you create
custom audiences?

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Figures to remember
1.65 billion
active users every
month
989 million
active mobile
users each day
46% of
Facebook
users visit
Facebook whilst
shopping
online
6 hours 45 minutes: the average amount of time
people spend on Facebook each month

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• Display your products on their own, or
as a group via the carrousel format
• These adverts appear in News Feeds
and are adapted to suit all types of
devices: smartphones, tablets and
computers
• Targeting options let advertisers adopt
both retargeting and acquistion strategies,
either individually or simultaneously.
• Invoicing is done mainly using the CPC
model (cost per click) or by CPM (cost by
thousand impressions).
Facebook Dynamic Ads?

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Time saved:
Promote all of your products
from one creative content.
Relevance and
personalisation of the
message:
Product ads depend on
buying behaviour.
Continuously visible,
evolving adverts:
The adverts published
adjust automatically
according to the
development of your
product catalogue.
Your adverts are
broadcast on all devices
used by your target
audience.
The benefits of Facebook Dynamic Ads

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What is a custom audience?
Thanks to a custom audience, you can target
adverts depending on the most visited
pages on your website, and reach your own
visitors.
To create your custom audience, you can
use several sources:
• Your website’s visitors
• Client lists (emails, telephone numbers...),
• App: only available if you have developed a
Facebook app.

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How to create an audience using your
website.
The Facebook pixel is a piece of HTML code which tracks visitors to your
website or application, which products they consulted, and then makes the
link with Facebook users.

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Use cases for custom audiences
 Display precise products to people according to their behaviour on your
website, and play with time periods.
 Use the notion of time: the advert can appear 3, 5, 10 or even 30 days after an
action.
Go even further by choosing ‘Custom combination’
to create your audience according to :
• Frequency
• Time spent
• The period
• The total amount spent by the shopper on your
online store
• The device used

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 If you want to target a list of clients, import contacts from your emailing list or
from your CRM.
 Facebook will then associate an email address with a Facebook account.
Why target them?
• Strengthen the message of a newsletter with a
Facebook advert.
• Target customers that have bought product A
by showing them product B.
• Continue to push exclusive promotions to your
newsletter’s subscribers.
Use cases for custom audiences

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Using a configured custom audience, you can ask Facebook to generate a similar
audience based on the same criteria but reaching new people: Facebook
members.
What is a similar audience?
Thus, you will be able to
explore a new, enlarged client
base.

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Use Facebook’s popularity to
develop brand awareness.
As well as your custom audience,
download commonly used targeting
options and apply them to your next
adverts.
You can select different criteria to
establish your audience:
• location and language
• age
• gender
• interests (fans of page X or Y, sports
played...)
• behaviour
What is a saved audience?

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Our resources
To know more about
Facebook, download
our whitepaper
dedicated to Facebook
Dynamic Ads

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Our resources
To help you with your business activity,
download our range of e-commerce guides