#+title: S04|L25 - facebook audiences
#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
#+OPTIONS: H:6

* Links
#+attr_html: :class links
- [[../../toc.org][TOC - Facebook Marketing Notes]]
- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/21226122#overview][S04|L25 - video]]
- [[file:/Users/ronny/Documents/_notes/org-mode/courses/media/facebook/_share/data/envy/facebook/section03/22-Audiences.pdf][Facebook Audiences pdf]]

* Notes
** custom audiences
AD Set / Audience

*** where to get
- email lists
- website or app traffic
- engagement on

*** filtering
- age
- location
- etc

** custom audience naming acronyms
- CA :: custom audience
- LA :: lookalike audience
- WC :: website clicks
- CL :: customer list

** creation guide
*** custom audience examples
- Website -> All Website Visitors
- Website -> From your events |> Purchase
- Website -> Vistors by Time Spent |> Top 25%
  - (removes users who BOUNCE right away)
- Facebook Page |> Everyone who engaged with Page
- Instagram Account |> Everyone who engaged with business
- Video Engagement |> people who viewed at least 15 sec
- Website |> AddToCart
- Website |> InitiateCheckout
- Website |> People who visited specific pages
  - create for all key pages to track
  - examples
    - lead capture landing
    - sales
    - thank you confirmation
- Customer List
  - divide lists by email subscribers and BUYERS

*** best custom audiences
**** Customer List
- past customers for upsells or future sales
- data examples
  - names
  - email
  - etc.

**** TOP 25%
- great for retargeting warm audiences
- focus on users who spend time reading content and reviews

**** Video Engagement |> 15 sec
- targeting ThruPlays
- 75%+ view time convert well

**** Facebook Page | Instagram account

** targeting

*** time duration
- for any type of custom audience, create six variations based on last time visited
  - upsell
  - more content
**** durations (days)
  - 7
  - 14
  - 30
  - 60
  - 90
  - 180

*** exclusion
- target based on an audience that hadn't hit a specific page
**** examples
- newsletter page
- hit the confirmation but not the thank you
  - (they didn't confirm)

*** website
**** events
- purchase
- multiple requirements (purhcase and something else and 30 days)

**** frequency
- they hit the site frequently

**** aggregaed value purchased more than
- one item
- a certain dollar amount

**** specific web pages
- blog posts related to specific courses, etc

*** customer list
- facebook can match to the data you give
- upload a csv file
  - first name
  - email
  - city
  - birthdate
  - phone num
  - age
  - value
    - how much they bought

** targeting facebook page / instagram account engagement
- people naturally seeing page content in feed drops
- you must target them with ads

*** strategies
- promote posts to current fans
- move engaged fans through sales funnel
  - landing page
  - capture email
  - convert to customer
  - upsell
- create lifetime customers - promote new services and products
- drive fans from facebook to instagram and vice versa

*** example
- people that engaged with facebook page in past 30 days
- engaged with post / ad, or clicked call to action


** best practices: video engagement
things to create:

*** video of product or service for sale
   - infomercial
   - PROBLEM / SOLUTION format
   - create a Video Views ad campaign objective

*** 75% watch Video Custom Audience
- after publishing video views campaign

*** Conversion objective ad campaign
- target the initial 75% watch Video Custom Audience
- use CASE STUDY or TESTIMONIAL
  - convince warm audience why your product is great

- Conversion campaign to direct users to sales page

** custom audience: Lead form
*** who is this
engaged with facebook lead generation campaign forms
  - opened the form
    - submitted the form
    - didn't submit

*** for didn't submit
"why didn't you claim your XYZ, offer expires to day, sign up now!

*** for submitted
- create a custom audience of "opened and submitted"
- very warm audience
