AUDIENCES – POWER EDITOR TRAINING

Chloe Allart – Media SolutionsMarch 2013

Custom Audiences

What are Custom Audiences?Find your offline customer segments among Facebook users

• Target by email addresses, phone numbers or Facebook user IDs

• Turn meaningful segments from your own customer database into custom audiences

• Example segments:• Customers about to lapse• Customers you want to upsell• Lapsed customers

Why use custom audiences?

• A local business using geo-targeting to advertise a sale…

• A fan acquisition campaign targeting everyone…

• An game developer reactivating all lapsed players…

• A retailer with an offer for people who like brands A, B and C on Facebook…

• A customer acquisition campaign targeting all Page fans…

and the business reaching their actual customers with the sale.

and fan acquisition among loyalty card members.

and the game developer reactivating highly engaged, paying players.

and the retailer advertising to people who have purchased the specific brands in the past.

and an acquisition campaign excluding current customers.

This is the difference between:

How do I set up Custom Audiences in Power Editor?

Select ‘Audiences’ and then ‘Custom Audience’ on the top left menu. If this is the first time you’re using this feature, you’ll see a prompt to review and accept the Terms.

*Note: The file must be in CSV or TXT format with each item separated by a newline/return

Upload your file. The contact list will be hashed with Power Editor. The hashed file Will then be uploaded to Facebook’s API to be matched against hashes representing people on Facebook.

Facebook doesn’t receive your clear text email addresses or phone numbers.

Once the list has been processed, the hashes are sent to Facebook to build the audience. It may take up to one hour for the audience to become available for targeting. When your audience is ready, the status will change to ‘ready’.

When your custom audience is ready, click ‘Create Ad Using Audience’.

In the dialog box that appears, select the campaign in which you want the new ad to be created. Enter ad details and schedule the ad as per normal ad creation process. The custom audience will be selected by default under ‘Advanced Options’

To use Custom Audience as exclusion targeting, enter the custom audience name under ‘Excluded Audiences’. You can also add standard Facebook targeting options on top of your custom audience.

You can add or remove people from your audiences, or you may delete an entire audience at any time.

Lookalike Audiences

What are Lookalike Audiences?

• Lookalike audiences let marketers find more people who are very similar to a customer list they care about, to reach new people who are likely to be interested in their business.

• They can be used to support any business objective, as an alternative or addition to interest and demographic targeting.

• Creating lookalike audiences is simple - it's a self-serve tool you can find in power editor, used with custom audiences.

How do I set up Lookalike audiences in Power Editor?

Select your Custom Audience cluster and select ‘Create Similar Audience’.

You can optimize for:- Similarity: Most similar users to your custom audience. Audience smaller but more precise. - Greater reach: Less precise match but greater reach.

Your Lookalike audience will be ready to use 6-24 hours after you create it.

Once your Lookalike audience is ready, you can use the same process as Custom Audience to create your campaigns and ads. Select ‘Create Ad Using Audience’. Lookalike can also be used as exclusion targeting.

Measurement best practicesTo test the effectiveness of lookalike audiences compared to standard demographic and interest targeting:

• Run the ads at the same time, with the same bid and creative

• Results are more comparable when the comparison interest and demographic targeted group is of a similar size

• Results are more comparable when average frequency is similar

• Look at all of the metrics that matter to you because some audiences won't drive all KPI's equally. For example, some lookalike audiences may drive purchases at a very high rate but not drive registrations with the same success.

FAQ

What the minimum Custom Audience size? You would need at least 100 people.

How many audiences can I create? There is no limit on the number of audiences you can maintain in your account. First, determine messaging strategy that makes sense for your specific business objectives. Some audiences you create might be designed for specific campaigns.

How can I keep my audiences up to date? You can add and remove people from your custom audiences at any time. When you add or remove people, the system typically updates within a few hours. Your ads will continue running in the meantime.

Can I create lookalike audiences through my PMD?No, this feature isn't yet available in the API / through PMDs

What does it mean to optimize for "Similarity" or "Greater reach"?.When you optimize for similarity, your lookalike audience will include the top 1% of people in your selected country who are most similar to your custom audience. The reach of the new audience will be smaller, but the match will be more precise. When you optimize for greater reach, the system will find the top 5% of people in your selected country that are similar to your custom audience, but with a less precise match. This option helps you get your message in front of more people who are likely to be interested in your business.

How big should my custom audience be?The custom audience should include at least 500 people, and we recommend making it as large as possible. Larger audiences help ensure there’s enough data to find people similar to your list.

Can I build a lookalike audience of the people who like my Page?No, it's currently only possible to use a custom audience to find lookalikes.

How long will it take for my lookalike audience to be ready?Your lookalike audience will be ready to use 6-24 hours after you create it. You can click “Check Updates” to refresh your list of audiences.

How does Facebook find lookalikes?We look at the common qualities of the people in your custom audience, including demographics, interests and other Facebook activity. We then find the top 1% optimized for similarity) or top 5% (optimized for reach) of people in the country you specify that “look like” that custom audience.Your lookalike audience will only include people from the country you specify. If your custom audience includes people from more than one country, only the qualities of people from the specified country will be used to build the lookalike audience. For example, if you have a custom audience including people from both Germany and the US, and want to find lookalikes in Germany, only the qualities of the German users from your custom audience will be used to find the lookalikes.