166 lines
4 KiB
Org Mode
166 lines
4 KiB
Org Mode
#+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
|