How to Skyrocket Your Customer Conversion Rate with Facebook Custom Audiences
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
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How to Skyrocket Your Customer Conversion Rate with Facebook Custom Audiences
- 1. Gabriela Barbosa, Dri rock How To Skyrocket Your Conversion Rate With Facebook Custom Audiences
- 2. @thuelmadsen #KISSwebinar Join the conversation on Twi er
- 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. @thenotoriousgbb #KISSwebinar Join the conversation on Twi er
- 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. WATCH WEBINAR RECORDING NOW
- 7. 1 What are Custom Audiences?
- 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. ! ! 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. Section One Email addresses User IDs Mobile Advertiser IDs Phone numbers
- 11. How to create them 1
- 12. Section One
- 13. Section One Custom Audiences Website Custom Audiences
- 15. Section One Website Custom Audience
- 16. Section One Website Custom Audience
- 17. Section One Website Custom Audience
- 18. Section One Website Custom Audience
- 19. Section One Using Custom Audiences Use them when you are defining your audience in Power Editor
- 20. Can take up to 36 hours to fully process
- 21. Facebook doesn’t deliver ads to audiences of <20
- 22. Audience size is not always accurate
- 23. 2 How to generate conversions with Custom Audiences
- 24. Section Two Learning more about your Customers Demographics Page likes Location/Language Purchase activity Facebook usage
- 25. If you have a big enough audience you can also do this through targeting
- 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. 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. EXCLUDE Audiences from ad targeting
- 31. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
- 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. 3 A Marketer’s dream: Lookalike Audiences
- 34. Section Three Lookalike Audiences Your Customers/Users/Visitors Facebook users Find more customers like your best ones
- 35. Section Three Lookalike Audiences Optimise for reach to get to a much wider audience Optimise for similarity to refine your audience
- 36. You cannot create a lookalike with <100 people in a country
- 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. Section Three The shortest case study ever Lostmy.name Started Facebook ads only Lookalike Audiences 200% ROI Small budget
- 39. Nothing worked as well as Lookalikes
- 40. 4 How to measure success
- 41. Section Four 2. CPA 4. Frequency 3. Spend 1. Actions 5. Conversion Value Measuring the success of your efforts
- 42. Test regular targeting vs lookalike audiences and compare
- 43. Questions? Gabi Barbosa Growth Manager Dri rock @thenotoriousgbb gabriela@dri rock.com Thue Madsen Marketing Associate KISSmetrics @thuelmadsen tmadsen@kissmetrics.com