facebook. remarketing (apr'2014)

Remarketing with Custom Audiences Start-up Guide

Custom Audiences overview

Custom Audiences enable you to target people on Facebook based on the data you own in a privacy safe way.

You can use Custom Audiences to remarket customers from your website or mobile app and reach them on any device regardless of their original touchpoint.

Find people you already know with Custom Audiences

Frequent shoppers of

shoes

Website signals for Custom Audiences

Promote your shoe sale on any device they use Facebook

Data you own

Man 30–34 Woman 18–24

People who looked at shoes on your

website or mobile app

Matched targets

How Custom Audiences work

Email addresses

Phone numbers, iOS IDFAs

Facebook User IDs, App User IDs

People you know Direct or through third-party

People from your website

People from your mobile app

Facebook People you know on Facebook

Use cases for remarketing with Custom Audiences

Objective Example

Online Conversion

eCommerce site targets its users with a Page post link ad on any device to complete their transaction.

Mobile App A consumer bank targets all online banking users with mobile app install ad.

In-store Sales A global brand displays a mobile page post ad who visited their site. Facebook could then measure in-store sales uplift from grocers.

Loyalty Retailer offers discounts for those who recently purchased shoes via their mobile phone.

Custom Audiences from your website (Power Editor)

How Custom Audiences from your website work

1   Users visit your website

2   They browse your website

3   Some purchase, others simply express interest

4   Target visitors who did not purchase with Custom Audiences

5   And, show them ads on Facebook to drive them back to your website

Getting started in Power Editor

1   Open Power Editor and download accounts

2   Provision remarketing pixel in Power Editor

3   Insert pixel across your site

4   Click Create Custom Audiences from your Website

5   Automatically target ads to the Custom Audiences created

Click on Audiences, then click on Create Audience

Click on “Website Custom Audience”

Agree to the Terms of Service

Copy the JavaScript and place it on your website

Please make sure to copy 100% of the pixel codebase

Configure the Custom Audience by creating rules

Give it a name e.g. “home page visitors”

How many days should users stay in the audience for?

Define the audience with URLs and boolean logic. You cannot leave “URL” blank. Input a “/” to include all pages.

Additional example: creating rules

Example above will include everyone who visited a URL containing “travel.php”

Test your rule, by adding in the URL that you would like the pixel to fire. If the rule works the visited URL filed will turn from an x to a green check!

Additional example: using multiple keywords

Includes everyone who visited a URL containing “cars.php” - OR - everyone who visited a URL containing “boats.php”

Additional example: using AND & doesn’t contain logic

Includes everyone who visited a URL: containing any of the following paths: “/flights/”, “/hotels/”, “/cars/”, “/vacation/” but not “/boat/”

Within Power Editor, verify if your Custom Audience is ready

Wait an hour after placing the code on your site

Click and see if status says “Ready”

Once it is ready, create your ad

Enter “advanced options”

•  You will have the option to Choose your audience(s) in the Custom Audiences field.

•  You can exclude Custom Audiences that came your website as well.

Configure the rest of the ad. Begin.

•  Works in every placement (including mobile)

•  With every ad format

•  With every bid type

•  With every conversion objective

•  And offsite conversion measurement

•  View tags are not allowed

Custom Audiences from your website (ad create tool)

Within the ad create tool…

Click on Audiences

Upper Right – Click on Create Audience

User will be displayed a lightbox with a variety of options. Click on Custom Audience from your Website

Next you will be displayed

•  Terms of Service & Agreement. Please review and check the “I agree” checkbox

•  In addition, if there are any questions, please click on Learn More to be taken to the Help Guide

Finally, create your audience & rules

Thank you page with a reminder to activate the pixel

Find your Custom Audience available in Audience Manager

Custom Audiences from your mobile app (Power Editor)

How Custom Audiences from your mobile app works

1   Users visit your mobile app

2   They browse your mobile app

3   Some purchase, others simply express interest

4   Target visitors who did not purchase with Custom Audiences

5   And, show them ads on Facebook to drive them back to your mobile app

Getting started in Power Editor

1   Register your app and set up app events

2   Open Power Editor and download accounts

3   Click Create Custom Audiences from your Mobile App

4   Automatically target ads to the Custom Audiences created

Click on Audiences , then click on Create Audience

Click on “Mobile App Custom Audience”

Agree to the Terms of Service

Name your audience and choose your app

Configure the Custom Audience by event and rules

Choose the app event you are measuring and want to target by

How many days should users stay in the audience for?

If you have set up parameters (i.e. a value or name associated with your event), choose that here and apply operators (equal to, for example).

Within Power Editor, verify if your Custom Audience

Your audience will be ready to use immediately but it can take up to an hour to populate with past events you measured.

Once it is ready, create your ad

Enter “advanced options”

•  You will have the option to Choose your audience(s) in the Custom Audiences field.

•  You can exclude Custom Audiences from your mobile app as well.

Custom Audiences from your mobile app (ad create tool)

Within the ad create tool...

Click on Audiences

Upper Right – Click on Create Audience

User will be displayed a lightbox with a variety of options. Click on Custom Audience from your Mobile App

Next you will be displayed

•  Terms of Service & Agreement. Please review and check the “I agree” checkbox

•  In addition, if there are any questions, please click on Learn More to be taken to the Help Guide

Finally, please create your audience & rules

Find your Custom Audience available in Audience Manager