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Using Paid Social to Find Your Place
and Customer
Richard Buckton
rekrmend.com
Using Paid Social to Find Your Place and Customer_Richard Buckton
Using Paid Social to Find Your Place and Customer_Richard Buckton
Using Paid Social to Find Your Place and Customer_Richard Buckton
How do you know it’s out there?
What Do I Mean By Audience?
A collection of users in one of my social network ad
accounts
Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site,
performed certain conversions or engaged with my ads in some way –
collected via tracking codes
Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site,
performed certain conversions or engaged with my ads in some way –
collected via tracking codes
• Custom Audience - A list of my customer emails – uploaded by me
Types of Audience
Today we’ll be looking at 3 types of audience……
• Website Custom Audience - People who have visited the site,
performed certain conversions or engaged with my ads in some way –
collected via tracking codes
• Custom Audience - A list of my customer emails – uploaded by me
• Lookalike Audience – People with similar characteristics to one of my
audiences above – created by the network
Creating Audiences
Creating Audiences
Creating Audiences
Using Paid Social to Find Your Place and Customer_Richard Buckton
•Collect people…
•Track what they do…
Get those pixels
installed!
Start Tracking Now
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
What to Track – What Matters to You?
What Can You Track?
View Content
Search
Add to Cart
Add to Wishlist
Initiate Checkout
Add Payment Info
Purchase
Lead
Complete Registration
Custom
Page Visit
View Category
Search
Add to Cart
Checkout
Watch Video
Signup
Lead
Custom
Site Visit
Purchase
Download
Signup
Custom
Lead
Signup
Purchase
Add to Cart
Download
Install
Key Page View
Custom
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
Website Custom Audiences!
• All Visits
• Added to cart
• Purchased
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
Later that month…
Target ‘All Visits’
Exclude ‘Purchased’
Using Paid Social to Find Your Place and Customer_Richard Buckton
We don’t want to…
A) Annoy our customers
(this is proven to be bad)
B) Waste our valuable ad spend
(ditto)
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
What is a Lookalike Audience?
A collection of people on the social network
in question who are closest in demographics
to the source audience.
How Does It Work?
•Choose a source audience
•Could be uploaded emails or a website
custom audience
•Network finds the people closest to the
people in the source
•You have a new audience
Yes, you can…
Create lookalikes from website actions too…
People who added to cart, purchased…
How are we doing?
Tracking Code
Events Decided
Website Custom Audience
Upload Custom Audience
Lookalike Audience
Using Paid Social to Find Your Place and Customer_Richard Buckton
Using Paid Social to Find Your Place and Customer_Richard Buckton
Using Paid Social to Find Your Place and Customer_Richard Buckton
Using Paid Social to Find Your Place and Customer_Richard Buckton
Is this just for acquisition?
And there’s more clever stuff…
Mutual benefit…
Example…
People who come from a Pinterest ad join not just your Pinterest ‘All
Visits’ audience but if they also belong to Facebook they’ll be added to
that audience too.
I’ll take him! Me too Who??
Just popped
in!
My Audience Tracking
Mysite.com/displaylandingpage
Audience Overlap
Using Paid Social to Find Your Place and Customer_Richard Buckton
Retargeting
Retargeting
Added to cart – didn’t buy
Retargeting
Added to cart – didn’t buy
Added to cart last 7 days
Retargeting
Added to cart – didn’t buy
Added to cart last 7 days
Spent more time on the site
Retargeting
Added to cart last 14 days
Exclude Added to cart last 7 days
(Give them chance to come back anyway)
Wouldn’t be the PMIs without mentioning…
Questions?
Richard Buckton
richard@rekrmend.com
@rekrmend

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Using Paid Social to Find Your Place and Customer_Richard Buckton

  • 1. Using Paid Social to Find Your Place and Customer Richard Buckton rekrmend.com
  • 5. How do you know it’s out there?
  • 6. What Do I Mean By Audience? A collection of users in one of my social network ad accounts
  • 7. Types of Audience Today we’ll be looking at 3 types of audience…… • Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way – collected via tracking codes
  • 8. Types of Audience Today we’ll be looking at 3 types of audience…… • Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way – collected via tracking codes • Custom Audience - A list of my customer emails – uploaded by me
  • 9. Types of Audience Today we’ll be looking at 3 types of audience…… • Website Custom Audience - People who have visited the site, performed certain conversions or engaged with my ads in some way – collected via tracking codes • Custom Audience - A list of my customer emails – uploaded by me • Lookalike Audience – People with similar characteristics to one of my audiences above – created by the network
  • 17. How are we doing? Tracking Code Events Decided Website Custom Audience Upload Custom Audience Lookalike Audience
  • 18. What to Track – What Matters to You?
  • 19. What Can You Track? View Content Search Add to Cart Add to Wishlist Initiate Checkout Add Payment Info Purchase Lead Complete Registration Custom Page Visit View Category Search Add to Cart Checkout Watch Video Signup Lead Custom Site Visit Purchase Download Signup Custom Lead Signup Purchase Add to Cart Download Install Key Page View Custom
  • 20. How are we doing? Tracking Code Events Decided Website Custom Audience Upload Custom Audience Lookalike Audience
  • 21. Website Custom Audiences! • All Visits • Added to cart • Purchased
  • 22. How are we doing? Tracking Code Events Decided Website Custom Audience Upload Custom Audience Lookalike Audience
  • 26. We don’t want to… A) Annoy our customers (this is proven to be bad) B) Waste our valuable ad spend (ditto)
  • 27. How are we doing? Tracking Code Events Decided Website Custom Audience Upload Custom Audience Lookalike Audience
  • 28. What is a Lookalike Audience? A collection of people on the social network in question who are closest in demographics to the source audience.
  • 29. How Does It Work? •Choose a source audience •Could be uploaded emails or a website custom audience •Network finds the people closest to the people in the source •You have a new audience
  • 30. Yes, you can… Create lookalikes from website actions too… People who added to cart, purchased…
  • 31. How are we doing? Tracking Code Events Decided Website Custom Audience Upload Custom Audience Lookalike Audience
  • 36. Is this just for acquisition?
  • 37. And there’s more clever stuff… Mutual benefit… Example… People who come from a Pinterest ad join not just your Pinterest ‘All Visits’ audience but if they also belong to Facebook they’ll be added to that audience too.
  • 38. I’ll take him! Me too Who?? Just popped in! My Audience Tracking
  • 43. Retargeting Added to cart – didn’t buy
  • 44. Retargeting Added to cart – didn’t buy Added to cart last 7 days
  • 45. Retargeting Added to cart – didn’t buy Added to cart last 7 days Spent more time on the site
  • 46. Retargeting Added to cart last 14 days Exclude Added to cart last 7 days (Give them chance to come back anyway)
  • 47. Wouldn’t be the PMIs without mentioning…