2. Who I Am, Who We Are
• Me: 10+ years in digital in-house & agency-side for small
& Fortune 500 businesses. Talk a lot about nerdy paid
media things at conferences and play with data when I’m
not.
• Five Mill: Cooperative agency of PPC pros with an
average of 10 years experience, specializing in medium-
to-large accounts.
#DSCLT16 @SusanEDub
3. Let’s Talk About Targeting
Where people are physically
#DSCLT16 @SusanEDub
4. Let’s Talk About Targeting
Where people are mentally
#DSCLT16 @SusanEDub
5. Facebook vs. Search
Search: User says,“Here’s what I want”
Facebook: Advertiser says,“You’re the one
that I want” (hoo hoo hoo!)
#DSCLT16 @SusanEDub
6. This Is Where Facebook Excels
It pinpoints physical location and personality
“location” to help you reach exactly the type
of person you want.
#DSCLT16 @SusanEDub
7. We Are Gonna Talk About…
• User location as a mindset
• User location as a physical presence
• Tailoring creative based on these
• Custom audiences
• Lookalike audiences
#DSCLT16 @SusanEDub
8. PSA: If you don’t have the pixel,
you need it.
1. Tracks conversions
2. Tracks what your visitors
are like and what they do
3. Allows for retargeting
Also, have your address on your
Facebook Business Page
#DSCLT16 @SusanEDub
9. Targeting Types
Demographic: Age, gender, income, language
Geographic: Country, State, City, Radial, Specific Address
Interests: Likes, Interests, Pages & Business Pages Liked
Behavioral: People connected to, places visited, things purchased
#DSCLT16 @SusanEDub
28. Custom Audiences: Email
Create complementary, localized ad content to current customers
Great for: weather/seasonal, style preferences, supporting low in-store sales
#DSCLT16 @SusanEDub
29. Custom Audiences: Email
Supplement Email Efforts:
•Remarket to unopened emails
•Test imagery and messaging in Facebook before using it in email
•Segmented audiences based on how email was acquired:
conferences, networking events, etc.
•Target based on captured important dates: i.e., subscriber
anniversary, birthdate, etc.
#DSCLT16 @SusanEDub
30. Custom Audiences:
Website Remarketing
Bonus: Use ads as a test for images and copy that you can then
apply to your emails and site experience.
Anyone who visits your site: lowest level intent
People who visit specific pages: Product/service specific targeting,
higher intent, higher conversion rates
People Visiting Specific pages but not others: Segmented
audiences, even higher intent, i.e. shopping cart abandons
People who purchased: Upsells and testimonial requests
#DSCLT16 @SusanEDub
31. Custom Audiences: Lookalikes
Find similar audiences based on site and email
customers. Note: Larger audiences give better accuracy
in matching.
Note: Don’t forget, you can add layering to get more specific!
#DSCLT16 @SusanEDub
32. Custom Audiences: Website
Lookalike
Find similar audiences based on site and email
customers. Note: Larger audiences give better accuracy
in matching.
Note: Don’t forget, you can add layering to get more specific!
Website Visitors
#DSCLT16 @SusanEDub
33. Let’s Recap!
User Location: Both the physical and psychographic sense
Messaging: Tailoring messages based on Location
Targeting: Knowing where they are, even if for brief periods
Supplement communication & learnings: Pass learnings back and
forth with email marketing. Continue relationships with website visitors.
Use Custom Audiences: To continue relationships, and build new ones
with like-users
#DSCLT16 @SusanEDub
34. Thanks For Coming!
Susan Wenograd
Partner – Five Mill
Susan.Wenograd@fivemill.com
#DSCLT16 @SusanEDub