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David Fluegge

• Director of Social + Emerging Media Colorado Tourism Office

• Seasoned Ad Guy

• @dlfluegge

• about.me/dfluegge

As marketers, how do you want to target with your precious ad dollars?

What’s a custom audience?

Why Use Paid• Lower reach

• Cut through the clutter

• Extra promotion

• Holistic Campaigns

Ad Types• Desktop Newsfeed

• Mobile Newsfeed

Ad Types• Right Hand Rail

• Liker Ads

• LOX

Ad Goals• Increase Fans

• Increase Engagement

• Reach Non-fans

• Website Traffic

• Lead Generation

• App Installs

• Event Promotion

Optimizing Ads• Set at the Campaign level

• Clicks to web comes at a price

• Engagement is my recommended

• Power Editor will provide most up to date options

Bidding Type• Cost Per Action

• Optimized (oCPM)

• Daily Unique Reach

Pixels• Track conversions

• Actual ROI

• Optimization

• Build targeting group

Targeting Types

• Geo/Demo

• Interest

• Buyer Behavior

• Custom Audience

• Lookalike Audience

• Pixel Retargeting

• FBX - dynamic ads

Custom Audiences

• Find existing customers on Facebook

• Data File

• Mobile App

• Website

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How Can I Use It? • Bring brand advocates into the mix

• Reengage email unsubscribes

• Selling a new offering to existing customers

• Target users that have visited certain sections of site with relevant content

• Excluding existing customers from messaging

• Learn who makes up your email list

• Can target on top of custom audience

Your customers are unique.

What’s better than being able to target your existing customers?

Lookalike Audience

• Built off of Custom Audience

• Reach people similar to your current audience

• Similarity = Top 1%

• Reach = Top 5%

• Can target on top of it

• Can only contain one country at a time

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How Can I Use It?

• Grow your email database

• Target people similar to those that attend a conference

• Find users like your top responders/brand advocates

• Expanding into a new market

• Identify customers like those that are buying

Audience Insights

• All Facebook, Fans, Custom Audience

• Pulled from Facebook usage, census data, surveys, buyer behavior

• Insights: Age, Location, Page Likes, Facebook Activity

• Household: HHI, Spending methods, size

• Learn about purchase behaviors

• Can build audiences and save them for future targeting

Why Use Power Editor• Tag Ads or Campaigns

• Multiple Conversion Pixels

• Schedule Ads

• Save Targeting Audience

• Mass Editing/Duplicating

• Bulk Import

• Exclude Custom Audience

• Access latest ads types - Unpublished posts

• PE Guide: http://bit.ly/PEIntro

Promoted Pins• Targeting

• Interest

• Geolocation

• Gender

• Language

• Device

• CPC bidding (max)

• Clicks are to site

• Pin lives on after ads

Rules• No promotional info

• No calls to action

• No service claims

• No price listing

• No deceptive content in image

• Must be accurate and lead to relevant page with no signup requests

Promoted Tweets

Promoted Accounts

Promoted Trends

Twitter’s Promoted Products - the status quo

Drive Web Traffic with Website Cards• Expanded Tweet

• Site Imagery

• Preview of Information/Title of Site

• Read More Button

• Large Clickable Area to drive traffic

Drive Video Views with Video Cards• Expanded Mobile &

Desktop Tweet

• In Tweet Native video experience

• Large Follow Button

• Video Title/Tagline

• Video Analytics - Starts, Completions, quartile reporting

Generate Leads with Lead Gen Cards• Expanded Mobile &

Desktop Tweet

• Lead Call to Action

• Logo/Imagery

• Large Opt-in button “Sign Up”

• User’s info pre-filled

• Large Follow button

Drive App installs with Mobile App Cards• Expanded Mobile Tweet

• Site Imagery

• Preview of Info/Title of App

• Large Download Button

• Redirect to App Store

Promoted Targeting• Followers

• Look-a-likes

• Interests

• Search

• TV

• Tailored Audience

Overlay Targeting• Location

• Gender

• Mobile

• Language

Twitter Custom Audiences• Web Pixels

• CRM List

• Twitter ID

• Can use as exclusion targeting

Parting Advertising Thoughts

• Can it tie-in to existing campaigns?

• Which channels make sense?

• Are we putting the right content in front of the right market?

• Does it ladder up to goals?

• Is it trackable?

• Test and Learn!

• Why are you doing it?