CAMPAIGN AUDIENCES Flashcards
What are Campaign audiences? / audiences options?
Audience targeting helps you show your ads to the people you care about. There are two general approaches
you can take to creating a target audience: specific and broad. The approach you choose depends on what you’re trying to accomplish and what resources you have available. There are three targeting options you can use that are generated from Facebook’s native information.
What are the 3 audience options?
Core Audiences, Custom Audiences, Lookalike Audiences
Core Audiences:
With the Core Audience option, information is
pulled from what people share in their profiles
and the behaviors they exhibit on our platform. By identifying your Core Audience you can help more accurately market your campaign to the right people. For example, you can direct your ads to moms who are interested in sports, live in a big city and are environmentally conscious. Detailed targeting is a targeting option available in the audience section of Ads Manager that allows you to refine the group of people we show your ads to. You can do this with information such as additional demographics, interests and behaviors.
These detailed targeting options may be based on:
Ads they tap or click
Pages they engage with
Activities people engage in on Facebook related to things like their device usage, and travel preferences
Demographics like age, gender and location
The type of device they use and the speed of their network connection
Custom Audiences
With the Custom Audience option advertisers reach people across devices based on the information they already have access to in a privacy-safe way. You can generate Custom Audiences by using your sources or using Facebook sources.
Generate Custom Audiences with your sources
You can use these sources to generate Custom Audiences from your information:
· A Customer File
· Offline Activity
· Facebook pixel (website traffic)
· Facebook SDK (app activity)
· Engagement on Facebook
how to use your customer files or offline activity information to generate Custom Audiences,
To use your customer files or offline activity information to generate Custom Audiences, upload
a list of CRM information (email addresses or phone numbers) into your browser. Your browser hashes all of the uploaded information locally on your computer. Then, we compare your list to our information. For each matching hash, we add the Facebook user to
a Custom Audience stored within your ad account. Once the matching process completes, we delete
all of the hashes, both matching and non-matching. The result is a Custom Audience of accounts that can potentially receive your ads. The Custom Audiences is stored in your ad account—only authorized account admins can deliver campaigns to it. You can’t see the specific individuals who are contained in the Custom Audiences, you just see the approximate number of people that this audience contains.
Note: *Personally Identifiable Information (PII) needs to be hashed by partner before API transfer. Hashing is automatic through the UI. Facebook support SHA 256
creating custom audiences with pixel
Generate Custom Audiences with Pixel
Custom Audiences from your website is a targeting option that matches people who visit your website with people on Facebook, using the Facebook pixel. You can then create an ad to show to that audience.
You can create a Custom Audience from your website for any group of visitors that you’d like to reach with targeted Facebook ads. For example, you can run a campaign to reach people who visited a product page but didn’t complete a purchase to encourage them
to go back to the website to do so. Or, you can create an audience of everyone who’s visited your website in the past 30 days. (This timeframe is based on a rolling number of days, rather than on the specific number of days since the Custom Audience creation date). You can create a Custom Audience, from your website events in Ads Manager.
Visit the Create a Custom Audience from Website Events page to learn more about creating Custom Audiences with Facebook pixel.
Note: Keep in mind the minimum size for a Custom Audience or to build a Lookalike Audience, is 100 people from a single origin country. Although, we recommend using at least 1,000.
Generate Custom Audiences with SDK
Generate Custom Audiences with SDK
Creating a Custom Audience is a great way to target ads toward specific groups of people who are most likely to take the action you want them to take on
your app. Using the Facebook SDK, you can pass information to Facebook from your app and use that information to specify who you want to include in your Custom Audience. For example, if you use the Traffic or Conversion objective to run an app ad engagement campaign, your ads may perform better if you create
a Custom Audience of the people who have already installed your app. The ads will be targeted toward people who already have the app downloaded but who don’t engage with it as much as you’d like. You can create a Custom Audience, from your app events, in Ads Manager.
Visit the Create a Custom Audience for your app ads page to learn more about creating Custom Audiences with Facebook SDK.
Generate Custom Audiences with Facebook sources
You can use these sources to generate Custom Audiences from Facebook information: · Video · Lead form · Full-Screen experience · Facebook Page · Instagram business profile · Event A Facebook Engagement Custom Audience is made up of people who have engaged with your content across Facebook Products. "Engagement" refers to actions like spending time viewing your videos or opening your lead form or Collection ad. This could also come from people who use a full-screen experience, interacting with your Facebook Page or Instagram business profile and responding to your event. Using engagement Custom Audiences, you can direct your ads to people who've taken these actions.
Lookalike Audiences
Lookalike Audiences are based on sophisticated modeling and identify people who share similar likes, interests, or characteristics as your current audience. You can target a Lookalike Audience if you want to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.
Source Audience
Audience size ranges from 1% to 10% of the total Facebook population in the countries you choose, with 1% being those who most closely match your source.
You can create a Lookalike Audience in Ads Manager.
International Lookalike
Another option you have is to create international Lookalike Audiences. International Lookalike, also known as multi-country Lookalike Audiences, can help businesses expand into new markets by identifying people similar to their best customers elsewhere. Creating international Lookalike Audiences can optimize ad spend by distributing your budget to the countries where it will work most effectively. You can create Lookalike Audiences in a country/countries of your choice, a region, a trade area (European Economic Area, North American Free Trade Agreement), in app store countries or worldwide. First, you will need to choose a source audience: A Custom Audience · People who like your Facebook Page · Facebook pixel or SDK · Offline event set · Product catalog
Types of Lookalike Audiences:International · Value-based
Dynamic Language Optimization
We have a feature called Dynamic Language Optimization that you could take advantage of when advertising
in multiple countries. Similar to how we dynamically optimize ad delivery to show the right creative to the right audience at the right time, we do the same with languages. Instead of setting up separate campaigns for each language, you create one campaign and provide us with all the assets. Facebook will then auto-optimize your ad set budget to deliver the right language to the right person at the right time.
This functionality is currently available for the following:
Objectives: · Reach
· Brand Awareness
· Video Views
· Traffic (website)
· App Installs
· Conversions (website)
Creatives: Single Image · Video
· Slideshow
Value-based Lookalike
You can create value-based lookalikes from your pixel, SDK, Offline Conversions information or catalog to find new high-value customers from your business. We can automatically create value-based Lookalikes for you using the signals from these data sources and the values you’ve provided to calculate the Lifetime Value of your customers and create new audiences. The audiences created will contain people who resemble your most valuable existing customers. You can create a value-based Lookalike Audience in Ads Manager.
Retargeting options:
Retargeting enables you to reengage people who didn’t convert after their first engagement with
your website or mobile app. If you’ve implemented Facebook pixel or SDK to capture events, you can use your Custom Audience to do this. Retargeting takes into account the people who have previously engaged with your website or mobile app and displays your retargeted ads to them as they engage with other websites or mobile apps.
If you’ve uploaded your CRM information, you can create Custom Audiences from offline activity. You can use that Offline Event information to retarget customers, or exclude customers who recently made purchases offline in order to find new customers.
Retargeting options: Broad targeting
When targeting broadly you’re mostly relying on us to find the best people to show your ad to. This approach can potentially lead you to people that you would otherwise be unaware of. Broad targeting can also
be a good approach if you’re not sure who you want
to direct your ads to. You can check the Audience Insights website or ads reporting in Ads Manager, to learn more about the types of people we found for you and how they reacted to your ads.
Dynamic ads for broad audiences
You can use dynamic ads for broad audiences to find new customers for your business. This will help you to expand your target audience rather than target those who’ve already visited, browsed or purchased items on your website.
