Facebook Targeting: Right Users, Right Time

Susan WenogradPartner – Five Mill

Susan.Wenograd@fivemill.com

#DSCLT16 @SusanEDub

Who I Am, Who We Are

• Me: 10+ years in digital in-house & agency-side for small & Fortune 500 businesses. Talk a lot about nerdy paid media things at conferences and play with data when I’m not.

• Five Mill: Cooperative agency of PPC pros with an average of 10 years experience, specializing in medium-to-large accounts.

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Let’s Talk About Targeting

Where people are physically

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Let’s Talk About Targeting

Where people are mentally

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Facebook vs. SearchSearch: User says,“Here’s what I want”

Facebook: Advertiser says,“You’re the one that I want” (hoo hoo hoo!)

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This Is Where Facebook Excels

It pinpoints physical location and personality “location” to help you reach exactly the type of person you want.

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We Are Gonna Talk About…

• User location as a mindset• User location as a physical presence• Tailoring creative based on these• Custom audiences• Lookalike audiences

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PSA: If you don’t have the pixel, you need it.

1. Tracks conversions2. Tracks what your visitors

are like and what they do3. Allows for retargeting

Also, have your address on your Facebook Business Page

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Targeting Types

Demographic: Age, gender, income, language

Geographic: Country, State, City, Radial, Specific Address

Interests: Likes, Interests, Pages & Business Pages Liked

Behavioral: People connected to, places visited, things purchased

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What Is Audience “Layering”?

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Audience Layering

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Bottom Line

Know who you want…and as importantly, who you don’t.

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Ad Sets: Segment Up Front & Over Time

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Let’s Get Physical

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You Are a Restaurant near PSU

Game Weekend.

The city swells with two types of users:

1.Students 2.Visitors/Alumni

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“Let’s Run the Same Ad For Everybody!!”

Sounds silly when you say it out loud.

(But most businesses do exactly that.)

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Evaluate Your Audience

• Needs of each audience type• How they are accessing FB• Targeting options based on the ad type

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Local Awareness Ad Types

The Good: CTA button options!

The Bad: Limited demo targeting: only age and gender.

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Need DifferencesTraveling In:“Tired of Tailgating? We Deliver!”

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Need Differences

Lives There:- Ad creative: “Students: Get 10% off with ID!”

Psst: It’s a Layer!

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Hyper-Local: Target By Event

• Set address

• Set Lifetime Budget so you can control start/end dates and times

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Bonus: Lead Gen

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Make Warm Audiences Warmer

Let’s Talk about Custom Audiences

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Custom AudiencesUse Facebook as supplemental conversation tool for your customers

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Custom AudiencesUse Facebook as supplemental conversation tool for your customers

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Make Warm Audiences Warmer

• How segmented is your email?• How segmented is your website?• How much data do you have?

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Custom Audiences: Email

Upload your email list segments into Facebook

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Custom Audiences: EmailCreate complementary, localized ad content to current customers

Great for: weather/seasonal, style preferences, supporting low in-store sales

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Custom Audiences: Email

Supplement Email Efforts:•Remarket to unopened emails•Test imagery and messaging in Facebook before using it in email •Segmented audiences based on how email was acquired: conferences, networking events, etc.•Target based on captured important dates: i.e., subscriber anniversary, birthdate, etc.

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Custom Audiences: Website Remarketing

Bonus: Use ads as a test for images and copy that you can then apply to your emails and site experience.

Anyone who visits your site: lowest level intent

People who visit specific pages: Product/service specific targeting, higher intent, higher conversion rates

People Visiting Specific pages but not others: Segmented audiences, even higher intent, i.e. shopping cart abandons

People who purchased: Upsells and testimonial requests

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Custom Audiences: LookalikesFind similar audiences based on site and email customers. Note: Larger audiences give better accuracy in matching.

Note: Don’t forget, you can add layering to get more specific!

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Custom Audiences: Website Lookalike

Find similar audiences based on site and email customers. Note: Larger audiences give better accuracy in matching.

Note: Don’t forget, you can add layering to get more specific!

Website Visitors

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Let’s Recap!User Location: Both the physical and psychographic sense

Messaging: Tailoring messages based on Location

Targeting: Knowing where they are, even if for brief periods

Supplement communication & learnings: Pass learnings back and forth with email marketing. Continue relationships with website visitors.

Use Custom Audiences: To continue relationships, and build new ones with like-users

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Thanks For Coming!

Susan WenogradPartner – Five Mill

Susan.Wenograd@fivemill.com

#DSCLT16 @SusanEDub