What are different audiences that could be created in Facebook? – Part 2

Last month a very interesting campaign was run by Lenovo called #InTheNameofK3. To begin with they started sharing some interesting visuals. Thereafter a digital campaign was launched wherein user had to go to the microsite to rest their phone with some fond memories. Then the K3 note was revealed matching the offline event timing. Last mile was to promote the achievement by this flash sale.

Lenovo India claims to have sold 1 million 4G-enabled Lenovo A6000, A6000 Plus, and A7000 smartphones in India via Flipkart this year till June 2015. According to the company these numbers are going to change as it gears up for its first flash sale for a new device priced smartly below Rs.10,000, the K3 Note. Lenovo has officially declared that the sale that received more than half a million registrations, sold more than 47,000 handsets on 8th July 2015 in just a matter of 5 seconds. (Source: lighthouseinsights.com)

Imagine if you know a way to identify on your website what kind of visitors are likely to buy & target them on the basis of various sections or product pages they visit. That will be really cool right?

Today we will look at Website custom audiences and how it could be used:

Go to power auditor. Click on the audiences tab on the top.

Audiences tab image

On RHS you will see a dropdown. Select “Custom Audience” option.

custom audience option image

Select Website traffic option.

Website traffic image

Select the terms & conditions check box. Click on blue button to create pixel.

create custom audience pixel image

You will see a code. Copy the code and paste it between the <head> and </head> in your website code. Then you can set up rules to track specific actions people take across your website.

There are 4 types of audience you can create in website custom audience:

1) Anyone who visits your site

This part is very simple. Anyone who has visited your site in the stipulated time will end up seeing the ad.

2) People who visit specific web pages

Here you could be a bit specific. There are two options. One – you can put the URL of the landing page whose users you want to target. Very easy. Two – put the keywords which might be part of the URL. This is helpful in case the URL structure is very complex on your site. Other scenario is that you just put a part of the URL and let Facebook figure out the audience which comes to that section. E.g. I will put a URL riturajbidwai.wordpress.com/twitter_marketing. Now all users who have read blogs under this category will get targeted. See the snapshot below.

Specific web pages audience image

3) People visiting specific web pages but not others

Now this part can help you to define some amazing combinations. Imagine you have room freshener products set that you want to push to users who have bought a set of home décor products. Here you will mention in the first text box (include) those users who might have bought products from home décor and in the second text box (exclude) those users who have already bought room freshener products. This way you will reach only the potential customers. You can see the options below.

Specific web pages_but not others audience image

4) People who haven’t visited in a certain amount of time

Many a times it happens that you have got an initial push in the campaign and got good traffic in the first 2 weeks. Then the upward going line flattens. You will have to do reminder campaign to get the users back. This functionality will help you to do just that. See the options below.

People have not visited in some time image

There is a fifth way wherein you can do custom combination as showed below. All the 4 concepts explained above could be merged together to create sharp targeting for your campaign.

Custom combination image

The number of days an audience is active is maximum 180 days. This means anyone who has come before 180 days on your site will be removed. You can select from 0-180 days range for setting your audience.

That’s it for today. I hope that the concepts explained here will help you to learn and progress further in your career. Till next time keep doing awesome things 🙂

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What are different audiences that could be created in Facebook? – Part 1

Recently Thomas Cook India came up with a campaign called “Holiday sorted hai” wherein a guy is showed sitting at an airport lounge. He recites different problems that he has gone through to get visa, arrange for flight tickets, book hotel, get forex. This has been depicted in a funny manner & really makes you laugh. The scene cuts to the airport lounge where he claims this vacation has already brought him closer to his wife, who is seen sitting many seats away from him! (LOL). The VO says not to take so much pain and visit thomascook.in for every travel need. You can check it out here.

When I clicked on the site & browsed through a couple of options I got a call and had to close the site. I got back to my seat after an hour and my Facebook account was open. The travel site very smartly targeted me on the basis of destination chosen and dates selected. You must be thinking “I know this already, what new you are going to tell me”. Well I am going to cover different types of custom audiences and a few tips for ad bidding in this series.

There are various ways in which you can create audiences on Facebook. Custom audiences have been a game changer in the last 6 months. You can use these audiences for just about anything – build fan base, drive traffic to website, grow email list or sell any product.

Here is the first audience that we will cover in today’s blog:

Email & Mobile list custom audience:

The classic marketing concept says that the existing customer is more likely to buy from you as compared to a new prospect. In modern marketing the tact is to know which existing customer has already bought from you so as to offer a relevant product/service.

If you have mobile numbers or email Id’s of your customers, you can upload these in power editor & Facebook identifies if these customers are on Facebook.

Click on the “Audiences” tab at top bar in power editor.

Audiences tab image

You will see a green tab on right side of the window. Select Custom audience option.

custom audience option image

You will get a pop up as follows to select the type of custom audience.

Create custom audience dashboard image 1

The second screen will give options to upload a file, copy and paste the number / emails, import list from mailchimp.

Create custom audience dashboard image 2

If you select the copy and paste option then the format for the email list is as follows:

Email list format image

The minimum starting point for creating email custom audience is 20 entries.

20 entries image

Say for example you are selling an olive oil to customers as one time offer. The user comes on the promo page but doesn’t avail the offer. Here you can target the list of customers who have not availed the offer and create opportunity to increase sale of this olive oil brand. Similarly if you have a very few customers who have already availed the offer you can exclude them from the audience that you are creating say by interest targeting.

That’s it for today. Till next time keep doing awesome things 🙂

(Holiday sorted hai content source – lighthouseinsights.com)