Learn sophisticated and creative ways to use Facebook Custom Audiences for top to bottom of the funnel advertising.

1. Sahil Jain | @sahilio
CEO and Co-Founder | AdStage
Advanced: Ways ToDo More with Facebook
Custom Audiences

2. Sahil
Jain
About Us
@adstage
CEO & Co-founder of @AdStage, @sahilio
Was Co-founder & CMO of Trigger.io @ 20,
Aol @ 19, Yahoo! @ 17, High School &
College dropout.
AdStage All-In-One Ad Platform
Build, deploy & manage ad
campaigns across Google, Bing,
Facebook, Twitter & LinkedIn.

3. Why Custom Audiences
@adstage
64%
LOWER CPA
14%
LOWER CPC
3.87x
MORE CONV.
Source: Marin Software 2013

4. Advanced Strategies for Custom Audiences
@adstage
DRIVE MORE
VISIBILITY
LIMIT WASTED
SPEND
INCREASE
CONVERSIONS
EXPAND
YOUR REACH

5. Limit Wasted
Spend and Impressions
@adstage

6. When Targeting Core Audiences
@adstage
• Device
• Likes and Interests
• Demographics
• Behaviors
• Workplace
• Education
• Connections
• Additional targeting

7. Limit Wasted Impressions
@adstage
EXCLUDE A
CUSTOM
AUDIENCE
Such as converted users or existing customers

8. Example of Uploading a Customer List
@adstage
Customers
1
2

9. Bulk Editing is Easy in AdStage
@adstage
1
2

10. Drive More Visibility
to Your Retargeting Ads
@adstage

11. Retargeting with Custom Audiences
@adstage

12. Adding the Pixel
@adstage
1
2

13. Retargeting Across Facebook & Mobile Apps
@adstage
Play Store Apps App Store Apps
Facebook on Web, Tablet, and Mobile devices

14. Facebook Mobile Users
@adstage
1.25B OF 1.44B
FACEBOOK USERS
ARE MOBILE
USERS
14 HOURS PER
MONTH SPENT
ON FACEBOOK
MOBILE
844M OF 936M
DAILY ACTIVE
USERS ARE
MOBILE USERS
Source: Verto 2015Source: Facebook 2015 Source: Facebook 2015

15. One More Thing…
@adstage
FBX PROVIDERS
TAKE A CUT OF
YOUR SPEND
With Custom Audiences you don’t pay an additional premium

16. Expand Your Audience
and Reach
@adstage

17. Lookalike Audiences
@adstage

18. Use Cases for Expansion Targeting
@adstage
CUSTOM
AUDIENCE OF
WEB VISITORS
SEED LIST OF
EXISTING
CUSTOMERS
CONNECTIONS
THAT HAVE LIKED
YOUR PAGE

19. Best Practice for Lookalikes
@adstage

20. Increase Conversions
@adstage

21. Retargeting Based on Website Behavior
@adstage

22. Example for Content Promotion
@adstage
WEBINAR
CASE STUDY
GUIDE / WHITEPAPER
BLOG POST / INFOGRAPHIC

23. Set-up Targeting Based on Web Actions
@adstage
Targeted Audience Excluded Audience
Blog post subscribers
Whitepaper downloads
Case study downloads
Blog post subscribers
Whitepaper downloads
Case study downloads
Webinar registrants
Your target audience
WEBINAR
CASE STUDY
GUIDE / WHITEPAPER
BLOG POST / INFOGRAPHIC

24. Other Tricks for Automated Retargeting
@adstage
LAST SEEN ON
YOUR SITE
WEBSITE
ACTIONS
ENGAGEMENT
WITH VIDEO

25. Based on Website Actions
@adstage
Visits website and
subscribes to blog
Receives nurture campaigns
via email and Facebook

26. Last Seen On Your Site
@adstage

27. Engagement with Video
@adstage

28. Questions?
@adstage
CEO and Co-Founder
of AdStage
@sahilio
SAHIL
JAIN
More Facebook Ad Tips
blog.adstage.io
@adstage
FOR SLIDES
bit.ly/adstage-
heroconf2015