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3 Ways to Boost Your Facebook Customer List Custom Audiences

January 19, 2017 | Andrew Brown

According to Invesp CEO Khalid Saleh, acquiring new customers can cost five times more than retaining current ones. This raises an important question: Are you doing everything you can to take advantage of the lower cost of customer retention? If not, Facebook Customer List Custom Audiences can help.

Facebook Customer List Custom Audiences Explained

Creating a Customer List Custom Audience is straightforward. All you have to do is upload a file, copy and paste your custom list, or import a customer list from a third-party email service like MailChimp (make sure these are CSV or TXT files). No matter which of your CRM tools you use, you can include any variety of the CRM identifiers listed below.

Facebook’s CRM Identifiers

  • Email
  • Phone number
  • First name
  • Last name
  • Date of Birth
  • Year of Birth
  • Age
  • Gender
  • Zip code
  • City
  • State/Province
  • Country
  • iOS IDFA (Identifier for Advertisers)
  • Android Advertising IDs
  • App user IDs

It’s also important to keep in mind that when it comes to retargeting with these audiences, the minimum number of individuals is 100. While that threshold is enough to serve ads, we recommend building up your audience as much as you can. This will create more relevancy and bring down your cost of delivery.

Once you have your customer files uploaded to Facebook, you’ll be asked to comb through the data for accuracy. Facebook calls this data mapping. This is also the time to correct any errors identified by Facebook, which will be denoted by a series of symbols. Once satisfied, Facebook securely hashes your data and identifies which of your current customers are also Facebook users. These “matches” are added to your Custom Audience, which you can use to retarget at scale.

Here are three examples of why you’d use Customer List Customer Audiences:

1. You’re trying to reinforce your brand. With this awareness-based objective, consider promoting your brand’s latest blog. You could also turn to Facebook’s local awareness ads to drive community engagement.

Facebook local awareness ad

2. You’re trying to drive consideration. With this middle-of-the-funnel objective, consider promoting a piece of downloadable content, such as an ebook or infographic. Even better, leverage Facebook Live to host a Q&A. But don’t forget, if taking this approach, promptly send your Custom Audience a tailored ad to remind them to tune in.

Brand Networks Facebook ad

3. You’re trying to drive conversions. With this bottom-of-the-funnel objective, consider Facebook’s Dynamic ads coupled with its store visits objective to guide customers all the way through the funnel.   

facebook dynamic ads

3 Ways You Can Improve Facebook’s Customer List Custom Audiences

After completing several Custom Audience campaigns leveraging your customer lists, you may not be getting the results you’d hoped for. If this is the case, consider three of our favorite best practices to help turn the tides in your favor:

1.  Pay Attention to Your Data

Focus on giving Facebook as much relevant data possible. While nothing prevents you from creating a Custom Audience using just one identifier, you’ll almost always see a higher match rate if you give Facebook more data. Additionally, it’s important to format your data following Facebook’s data guidelines. For example, if you’re using customer phone numbers, you must include the country code even if all users are from the same country.

The quantity of data isn’t the only factor to consider when aiming to improve your Facebook Customer List Custom Audience. Also take note of the data’s age. For example, if you collected a customer’s phone number five years ago, they may have moved away and changed numbers. As a result, that piece of data is obsolete to both you and Facebook. To ensure you’re giving Facebook the most up-to-date customer data, we recommend updating your CRM database at least quarterly.

2. Deal With Audience Overlap
When Custom Audiences overlap, you may see poor delivery. Why? Because ad sets targeting the same audiences will end up in the same auction. This drives up the cost and can result in inefficient ad spend. To remedy this, here are three options to consider:

1. Merge similar Custom Audiences into one single Custom Audience.

2. Layer additional targeting to one Custom Audience to differentiate them from each other.

3. Use Facebook’s Audience Overlap (seen second below) tool to find the overlap between multiple Custom Audiences. Or, if you’re a Brand Networks customer, our award-winning Collision Management tool (seen first below) will accomplish this, too.

 

Brand Networks Collision Management

Brand Networks’ Collision Management Tool

Facebook Audience Overlap

Facebook’s Audience Overlap Tool


3. Expand Your Customer List Custom Audiences With Lookalike Audiences

If you’re looking to broaden the reach of your Facebook Customer List Custom Audiences, consider creating a Lookalike Audience. In this case, your Custom Audience will serve as a seed audience, which is used to find Facebook users with similar traits, interests, etc.

When creating a Lookalike Audience, you’ll have to decide whether you want to optimize for precision or reach. If your goal is to find people as similar as possible to your seed audience, optimize for precision. Here, Facebook will target the top 1% of users in your selected location. Understandably, your estimated reach will be smaller, but your Lookalike Audience will share more commonalities with your seed audience. On the other hand, if optimizing for reach, Facebook finds the top 10% of users in your selected location. Here, your estimated reach will be greater, but your Lookalike Audience will share fewer commonalities with your seed audience.
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Customer List Custom Audiences offer you a relatively easy and impactful way to target your most valuable customers at scale. With many marketers under pressure to optimize their advertising budgets, Customer List Custom Audiences could be just the tool you need to see the high-value, cost-effective results you’re looking for.

Want to see how Brand Networks can get your Customer List Custom Audiences started?
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Avatar for Andrew Brown

Andrew Brown

Marketing Coordinator