Facebook recently decided to implement a new type of Custom Audiences based on Mobile Advertiser ids. This announcement highlights one more time the importance of this type of targeting for brands. Before identifying how this new feature will help advertisers, let’s go back to what custom audiences actually are and why we should all use them to advertise.
What are currently the different levels of targeting that you can use on Facebook ?
3 main levels of targeting can be distinguished:
What are custom audiences?
It’s a way to segment the people you are aiming your ads at based on information that you have collected previously. Thanks to custom audiences, brands have now, for example, the ability to directly reach their customers.
The pieces of information that you can import in Facebook in order to target the segments that you want are: a list of email adresses, phone numbers, Facebook user ids or Mobile Advertiser ids (the new criterion!).
Mobile Advertiser IDs consist of App User IDs (IDs associated with app events) and iOS IDFAs (advertising IDs that Apple provides as part of its iOS)
How should you use them?
Thanks to this criterion, advertisers have the opportunity to reach a very precise set of Facebook users and deliver to them a relevant message.
There are many ways to use this feature depending on the sector you’re in but here are a few ideas :
- E-commerce: you can talk to your customers, non-customers, most loyal ones, but you can also reach the potential customers who have dropped their order and retarget them to transform them into real customers.
- Tourism: you can design some types of offers directly aimed at your current or best customers in order to build recognition and a loyalty program. Delivering messages based on the interests of your potential clients and adapt your offers accordingly might also have great results.
The key to a good use of custom audiences is leveraging on your CRM base and segmenting it properly: clients/non-clients, interests, gender, age, locations…
You have to build a strategy according to who you want to communicate to, when, where and how. Capitalizing on this, you will be able to segment your CRM base and build your audiences.
We currently see in the different campaigns that we launch for our clients a 50 to 60% match between the CRM data uploaded and the information provided by Facebook, this gives every advertiser who has a solid base a good reach.
Custom audiences can be combined with many other types of targeting, making the list of possibilities almost infinite. For example, you can reinforce your advertising efficiency and your conversions by combining custom and lookalike audiences. The later will enable you to target people who are similar to your current customers (thus potential clients).
Are there any quantified results?
It is always difficult to estimate the efficiency of a targeting criterion since there are a lot of variables influencing the results of a campaign (design of the ads, industry you’re in, relevance of your CRM base…).
Nevertheless, here are two examples showing the results you can expect:
- In 2012, MGM Resorts International had some clear objectives: client acquisition, loyalty building and fostering repeated visits. The brand leveraged on custom audiences in order to reach its customers with more relevant ads and to reward them with special offers. On average, the MGM Resorts saw a 5X return on ads spend while targeting its customers on Facebook.
- More impressive, KingNet, a gaming company, used the custom audiences in order to promote games to users who play their other games or similar kinds of games. They ran similar campaigns but with different targetings, one of those included custom audiences. Custom audience campaigns outperformed the precise interest campaign : 75% higher CTR, 46.6% higher conversion rate, lower CPA..
If you’re not currently using custom audiences because of unsufficient CRM base, check the Partner Categories.