4 KiB
4 KiB
S04|L25 - facebook audiences
- Links
- Notes
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
- 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
- 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