From vendors of the weird, wild and wonderful to the disruptors trying to put a fresh spin on an old idea, succeeding with a niche concept is no mean feat. A bulk of the early work goes into identifying the audience segment and finding ways of targeting them in the appropriate environments. For this, paid social has stepped over its competition time and time again as an ideal avenue for communication.
The targeting possibilities offered by the likes of Facebook, Twitter and Instagram have allowed start-ups to compete with the giants in ways that weren't previously possible, and Rekrmend founder Richard Buckton will be explaining the approaches that have allowed them to do exactly that.
Attend Richard's session for an insight into the power of using pixels on social platforms, running campaigns with limited wastage and dealing with attribution among several other tips to take away and utilise.
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
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
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
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