Facebook Targeting Tips / Custom Audience (19)
(Update: downgraded to the old skitch. Images should be visible again. Thanks wyffgoal)
Heres a very quick tutorial / tip about some of the new Facebook targeting options.
Specifically - the custom audience one.
You can read an overview of all the new targeting options here:
http://www.forbes.com/sites/kashmirh...ead-blog-post/
and here from facebook:
https://www.facebook.com/notes/faceb...57827624267125
So what are custom audiences?
You upload customer data you hold, and then you can target ads to those customers. The data you can upload are:
* email
* telephone
* facebook uid (the id number, not username)
Why is this useful
You can now be hyper relevant! And thus get super high CTR!
Health Warning This is a very small, statistically insignificant test!
Exact same ad.
A = country + interest targeting (very specific, 180k total reach)
B = custom audience (60 total reach)
You can see the difference in CTR
A = 0.214%
B = 1.9% (it started a 8%)
The data
I used 500 email addresses from an old site. Those users registered on that site between 2001 and 2012 - so some will have been very old.
Of the 500 -> facebook recognised 60!
Thats 12%!
That way exceeded my expectation.
The downside
Ad burnout! I burned through the small demo in 2 hours. The Freq started creeping up from 2 to 5 and the CTR was coming down from 8% to 2%.
How can you use this?
Use it to retarget leads you captured before.
* Get recent email addresses or phone numbers
* If you want to - just buy them, especially phone numbers - there are established businesses that sell lists and lists of these
* Like with retargeting, make sure you use your positive and negative lists. Ie - create an audience for "leads" that didnt buy, and a separate list for your "customers". Then use the latter as a negative in your targeting.
Can this be abused?
For sure - someone will find a way.
Here's a starting point:
1) find a page laser targeted to your demo with lots of activity - lets say you want to do dating, the page for cupid is a good example: https://www.facebook.com/Cupidfanpage or the cupid app: https://apps.facebook.com/cupidcom
2) build a api graph scraper or go through this manually - heres how
3) open zesty: http://zesty.ca/facebook/
4) search for the page / app
5) Explore each of the connections and scrape the userIDs of users that have commented, posted, etc
6) Create your custom audience
7) Run your ads
ps. Power Editor has been updated and now includes custom audiences as well!
BOOM! good stuff!
(time to get my linkedin scraper out of the closet..?
)
Awesome new feature!
Man that looks really interesting, nice post man.
genius
Anyone keen to share a scraper suitable for harvesting all them UIDs?
Some cool new features, but I'm skeptical that these new targeting options will really allow you to scale.
You had me on "can this be abused?".
Looks like a fiendishly good way to target dating offers.
CTRs are always strong when you add existing dating offers in to your targeting.
A scraper would be awesome.
Kepp getting this error
Failed to create ad "5020170000_Single girls": Invalid "Interested In", Targeting declined due to policy
What tageting did you use? Thanx
Uhhh, sounds like you're doing a dating ad and not selecting single and interested in the opposite sex?
cant see the option to create custom audiences in my account
Use Power Editor.
Originally Posted by zeno
hmmm even on new accounts I have it -
try removing the power editor plugin from chrome and reinstalling it.
Thanks Tijn, its all good now. When re-installing PE the first thing it gave me was an import account type box with PE greyed out in the background. I noticed that there was no 'Custom Audience' tab. I imported my selected items and it installed fine with the 'custom audience' tab now present. I've never really used PE and didn't even know if I needed it or not. The fact that it wasn't really connected or synched properly may have been the reason that custom audiences wasn't available. All good now look forward to checking it out! 
If you import a custom audience, say a list of scraped UID's from Cupid, can you then edit that audience further? eg, get rid of UID's that are people in a relationship.. Also, if you imported a list of UID's and they were a mixture of single/in a relationship, Would FB actually pick up on this or would it still disallow your ads if not related to the offer?
Originally Posted by lancer
Another Question:
This Scraping thing is really interesting and there are some apps out there (e.g. Blue Leads Bookmarklet). Are there any news on this subject? (The last answer is over a year old...)
Thanks
Zesty is not working:
problem is this...
with dating on FB your custom audience will be MUCH lower than what you think.
you have to select targeting with dating ads.
gender, marital status and intent.
those will cut down your custom audience bigtime.
did this with my email list, got like 50k back verified on fb.
but when running my ads in USA, I'm only getting like 6800 reach out of 50k.
same thing when i scrape say maxim magazine.... i only show like 22k in USA vs a few hundred k total.
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