Media Planning 3

You can use Lookalike Audiences to reach people who are similar to:

- Existing customers - People who like your Facebook Page - Visitors to your website - People who engage with your mobile app

How Custom Audiences can help your business

- Remarketing, upselling and cross selling - Plan ad delivery around acquisition funnel - Find new customers by creating lookalike audience - You can create Custom Audiences that align with your different audience segments to customize their experience and drive results. - Exclude existing customers from campaigns - Compliment existing campaign (ie. reach customers who dont open email campaigns) - Focus on demonstrated purchase intent

We generally recommend a source audience with between:

1,000 to 50,000 people

Lookalike Audiences update dynamically: as long as ads are being targeted to a Lookalike Audience, it will refresh every:

3-7 days

You can create a seed audience using data from

A Custom Audience Your customer information Your Facebook pixel A mobile app Facebook Page fans

Core Audience

A default targeting option that allows you to direct your ads to people based on demographics, location, interests and behaviors.

Custom Audience

A group of people created through a Facebook advertising feature that lets you find your existing audiences among people who are on Facebook. Use data from your CMS, website, mobile app, or other sources to target Facebook ads to people you already know.

Lookalike Audience

A group of people who are similar to an existing audience, allowing you to direct your ad to people who "look like" your established customers.

What is Hashing and the process

Basically you submit your customer info to create a Custom Audience, FB hashes that data with the info their users have given them to match the audiences and add the ones they find into the Custom Audience. Ones that were not matched are deleted

____ ____ lets you reach people based on device usage and other activities on our platform.

Behavior Targeting

What are the two places you can create Custom Audiences?

Business Manager: in Audiences Ads Manager: at the ad set level

___ ___ were designed to maximize security and privacy.

Custom Audiences

When you create a Core Audience on FB, what are the elements you can base your delivery around?

Demographics, locations, age, gender, languages and detailed targeting options like interests.

___ ___ options, including interests, may be based on people's interests, activities, and pages and posts they like on our platform.

Detailed Targeting

You can create ads to include or exclude people by desktop browser and operating system under ____ ___, or by mobile device under ___ ___ __.

Digital Activities; Mobile Device User

During Custom audience creation, you'll be asked to provide details on how you obtained the audience information you're uploading. What are the options?

Directly from customers From customers and partners From partners

There are four different ways to define your audience based on location. You can request that your ads be delivered to:

Everyone: People living in or recently in this location Local: People who live in this location New Residents: People recently in this location Visitors: People traveling in this location

Set your audience based on region to identify and select countries based on non-geographic commonalities. Regions that you can advertise to include:

Free trade areas: Advertise within a single free trade area — for example, the European Economic Area. App Store regions: Reach countries where the iTunes App Store, Android Paid Store, or Android Free Store is available. Or mix and match. Emerging markets: Identify and advertise in one of more than 20 countries that are experiencing rapid economic growth. Euro Area: Target people in countries that use the euro as their common currency.

When creating a lookalike audience, what should choose when you are optimizing for similarity v. reach?

If you are optimizing for similarity, choose a number closer to 1. Since this is around 1-5% of the total population of the country you are targeting, your Lookalike Audience is likely to be small, with a high resemblance to your seed. If you are optimizing for reach, you'll want to choose a number near 10. This Lookalike Audience will be larger, but less similar to your seed, since you're targeting up to 10% of the total population.

"Streamline prospecting" is one of the two most common use cases for the Lookalike Audience, what does this mean?

Using a small, highly-effective, Custom Audience to seed a Lookalike Audience that's optimized for reach may help reveal people on Facebook who could be interested in your business but haven't yet connected with you.

"Surface your new biggest fans" is one of the two most common use cases for the Lookalike Audience, what does this mean?

Optimize for similarity to show ads to the people most likely to love what you do or sell This can help your budget work more efficiently.

You can't edit the ___ ___ after you finish creating your Lookalike Audience; if you make an error or wish to change it later, you'll have to delete this Lookalike Audience and create another.

audience size

You can generate Custom Audiences from a variety of sources, including:

Website activity: Use data captured by Facebook pixel to reach people who've taken specific actions such as adding to cart Customer lists: Build audiences from your CRM, POS, email lists or other sources App activity: Create an audience of people who launched your app or game or took a specific action while using it, such as purchasing an item Offline activity: Build an audience of people who interacted with your business in-store, over the phone or by other offline channels. Facebook engagement: Reach people who've interacted with your Page (FB or IG), videos, lead ads, events, and fullscreen (Instant) experiences on Facebook

Can you exclude certain audiences when setting up a campaign/ad set?

Yes

How can you target by connections with Core Audience?

You can include or exclude people from Core Audiences based on whether they engage with your Facebook Page, your apps, or your Facebook Events. You can also target or exclude friends and connections of people who have engaged with your content.

Audience Targeting (targeting options) happens at the __ ___ level

ad set

Seed Audience

is a group of people who are important to the success of your business, such as those who make high-value purchases or who are deeply engaged with your Facebook Page or mobile app.

You should ONLY add ___ ___ if the language you're targeting is not the primary language spoken in the location you're targeting.

language targeting

You can choose the size of a Lookalike Audience during the creation process. This size is expressed in a scale of 1-10, which is:

the percentage of the population of a particular country that you are asking Facebook's system to match with your seed audience.