Facebook is a marketing powerhouse. Here’s how to use your first-party data to make it work even harder for your brand.
With more than two billion active users and one billion daily active users, it’ll come as a surprise to no one that Facebook is a marketing powerhouse.
Marketers love it for its reach, its high quality inventory, its customizable ad placement, its easy-to-use self-service interface and its enormous collection of data that lets you target very specific audiences.
It’s already a powerhouse platform and chances are you’re already using it to target and advertise to your customers. But here’s a question:
What if you could make Facebook’s robust targeting abilities even better, increasing your ROI and exceeding your business goals?
Could your Facebook ads perform even better with more data?
For Lytics customers, whose success stories include revenue and conversion increases from 10 to 500 percent, the answer is absolutely and unequivocally yes.
The only question left is how.
Improve Facebook Ad Performance by Targeting VIP Customers
Facebook has a rich cross-section of data—both demographic and behavioral. They know what their users engage with. They know what they like. They know their political leanings and personal passions.
But what they don’t know is how your customers interact with your brand off Facebook. Do they subscribe to your mailing list? Do they respond to coupons and offers? What kind of content do they read and respond to on your site? How engaged are they with you?
That’s data Facebook doesn’t have…unless you collect, connect, and harness that data yourself through a CDP like Lytics and then use that data to hone your target audiences before uploading those audiences to Facebook.
Instead of uploading a list of customer emails and having Facebook target them all, what if you created a list of your most engaged, most likely-to-buy customers and spent your ad budget on targeting them?
Here’s one Lytics customer who did just that—with exceptional results:
The company—which offers car rental services—used their website data to create a list of customers who had abandoned their car rental reservations. They then connected that audience list with their Facebook marketing, targeted ads at those specific customers and saw a 10 percent lift in reservations and revenue. Just from using data they already had about their customers to make their Facebook marketing smarter and more targeted.
Find New Customers with Lookalike Audiences
As you may already know, Facebook also offers a lookalike audience option. This means you can take that list of highly engaged (or unengaged) customers and use it not only to target existing customers like the car rental service did, but also to target new potential customers.
This starts by using Lytics to identify your most engaged customers (or another segment of customers you want to duplicate) and then using Facebook to create a lookalike audience that targets people like them.
You can also use Lytics to go deeper—targeting your most engaged audiences not only based on their general engagement with your brand, but their specific engagement with sub-topics within your brand.
For example, if you’ve got a section on your site for new parents and you want to find more customers who will be interested in your new parent content, you can use Lytics to create a list of people who engage with that specific content and then use that list to create your lookalike audience on Facebook.
And the truth is that the more targeted your audience is, the better it tends to perform.
Nestle/Purina’s PetFinder.com—another Lytics customer—is a great example of this. For one Facebook campaign, they targeted an audience that was highly engaged with their brand, made up of people who had recently done searches about puppy adoption. The Facebook ads served up to that audience had three times as many conversions as using Facebook without Lytics. That’s a 300 percent improvement. Even better, the cost per conversion was 90 percent less.
Focus on Customers Most Likely to Buy by Suppressing Audiences
Finally, data isn’t just about targeting your best customers. It’s also a tool that can help you exclude those least likely to buy.
Think about your own online shopping experiences. How often do you purchase something only to see ads for that same purchase follow you around the web for weeks afterward? It can be annoying for the customer and it’s a waste of money for the advertiser.
Which is why using customer data to suppress audiences is just as smart as using it to target them. You can use Lytics to keep your ads from chasing down people who’ve already purchased, people who are unlikely to purchase based on their engagement with your brand, etc.
And by setting rules in Lytics, that suppression can be fully automated. If you choose to suppress ads for six weeks after a purchase, once that six weeks is up, your customer will automatically be pulled from that audience and recategorized by Lytics based on their current status.
You Know Your Customers; Put That Knowledge to Work
Facebook advertising is a wide-reaching, data-rich powerhouse tool. But even they don’t have the data you do. Harnessing what you already know about your customers—what they read on your site, how they engage with your brand, etc.—has the potential to increase revenue and engagement exponentially. But it won’t happen by accident. You need smart data tools like Lytics on your side.