Are you ready to take your business to the next level with a stronger online presence? Andy Hinterplattner shares his Facebook marketing secrets of a successful Facebook campaign.Sign Up to Watch
-Demographics. This is, where I said earlier, some of these might freak you out. And the life events here, that's where you see I just got engaged. And I think-- don't know, but however-- I think it's three months, within three months, six months, or a year. So I even put a time frame to that.
-Can Facebook-- let me say this, if I'm an advertiser. And I'm selling wedding rings. And a Facebook user has not actually changed their profile to say I'm getting engaged. So check it out.
There's a bride over here, a bride-to-be, she has not changed her Facebook status to say that she's engaged. Can Facebook through third-party data allow me as an advertiser to show that engaged girl ads?
-That are specific to people who are engaged. But she's not posted about being engaged yet on Facebook.
-Yeah, it depends on her other online behavior or offline behavior. If something points to, OK, this person just got engaged, they will [INAUDIBLE].
-So an advertiser could know that somebody is engaged, in theory, before her parents do?
-Yeah. It would be interesting to run ads through the parents.
-Oh, man. That is crazy. Crazy.
-Wow. OK. All right.
-So this data is based on Facebook's profile or third-party data. So everything you fill out in your Facebook profile or third-party collects the data from you.
-So much of it is third-party data versus how much of it is coming from Facebook? Is it half and half?
-I don't have an answer to the question. I'm not sure Facebook would even disclose that. I'm not sure.
-He works for Facebook.
-No I don't. No I don't.
-He does not work for Facebook he claims.
-So either statements versus, and also relationship. This is something I talked about earlier. The more categories you add to the same field, the bigger the audience gets. So these are either/or statements.
Let's say social media can say we're interested in social media and Facebook specifically, for example, and it just grows the audience. Relationship status is part of the demographic. So that's where you see married, engaged, or whatever. Or let's say you can target people who are married and have an anniversary within the next 30 days.
-So if you're selling flowers or some kind of chocolates, it might be a targeting feature you want to look at. You can score some serious brownie points if you run the ads and reminding men about the anniversary.
-Yeah, yeah. I for one have never forgotten about my anniversary.
-That's not a true statement.
-That's why there was silence.
Good for you-- well, not good for you.
-Not good for me.
-So in the end when you run ads, you want to be helpful. Make sure you're not just pushing your product or anything, try to be helpful. And that's when the targeting is also important. Figure out how can it be helpful to my target audience.
To be helpful, who do I want to target with what kind of ad?
-I love it. Looking for problems you can solve.
-Yeah. And also as a user, on the other hand, if I see an ad that actually saves my butt here, I might be pretty happy about seeing that ad.
-Like, hey bro, don't forget your anniversary. Anniversary coming up, picture of flowers.
-Yeah. I mean, you can maybe even turn it around and say target women and say, is he going to forget again?
-Treat yourself. Treat yourself. Get yourself your own anniversary, whatnot.
-Exactly. Something like this. I mean, you can be creative with those. And this is where the targeting features are very useful for advertisers and for the actual consumer to actually use it, who sees it.
-Which makes sense.
-Because you want to be relevant.
-And then everyone has a good experience. And that's what Facebook would also appreciate.
-So interest targeting, talked about this earlier, too. There are multiple subcategories. I took the screenshot here. So as I mentioned earlier, you can just start typing in here, and then Facebook will give you suggestions. But if you leave it blank and just click on Browse, it will open up the drop down menu. And whenever there are subcategories, we have a down arrow. So you just click on this, then it opens the subcategories.
So for example, sports and outdoors. People are interested in sports and outdoors, you can segment this into outdoor recreation. Or different sports, if you click on this, it might give you a more specific sport.
-So you can get as detailed as you want.
-Pretty much. There are some limitations to it, but you can get very, very detailed. And the interest targeting is, for me, personally, a starting point. Because in the end, you want to target the interest first, and lead people, let's say, to a website. And you see, OK, I've seen this ad, or this user has seen this ad, based on the interest targeting. Then he goes to my website. Then I can put him in a website custom audience, and we will talk about-- so I know this person was obviously interested in a want ad, that's my target audience.
CLAY CLARK: It's impressive.
-So it is an either statement. So the more you add here, the bigger your audience gets. When I said earlier, you can really, on the connections you can't target fans of their competitors' fan page. If your competitor has enough going on online, or a big enough audience you can actually type in your competitor, and see if he comes up in interest targeting. So if your competitor was Nike-- I mean, good luck if your competitor is Nike, and you're a small business.
-We can beat Nike!
-Go for it.
-Unless you work for Nike.
-And so you can type in your competitor, and see if it comes up. And if it comes up, you can target people who are interested in your competitor. It could be that they like their fan page, engage with their content, or--
-Thank you, Big Brother.
-Absolutely. It doesn't work for everyone. If your competitors are very small, they are most likely not going to show up here.
-Small people, small like, short?
-Ja, that's exactly who I'm talking about. You get it.
Behavior targeting, this is where a lot the third party data gets pulled in. And some of the date is only available for the US.
CLAY CLARK: Only in the US.
ANDY HINTERPLATTNER: That's where they are watching, right?
-So we have less freedom in the US than other places?
-I'm not going to comment on this. I'm here on a green card.
-I think he works for Facebook.
-No, I don't.
-And I don't work for the US government, either. Don't worry. Also, again, either statements. The more you add here, the bigger the audience gets. And you can find out here-- or you cannot find out who that person really is, but you can target your ads to people who donate to a certain cause, for example.
CLAY CLARK: Really?
ANDY HINTERPLATTNER: Ja. If you are a nonprofit, it could be very interesting. Or even if you have a business that gives back to some cause, somehow-- veterans, for example-- you want to identify people who donated to veteran's organizations. Those might be good people to target.
CLAY CLARK: Yeah, it's amazing.
ANDY HINTERPLATTNER: Purchase behavior. We talked about this a little bit. Residential profiles. This is basically if somebody's a renter, or a homeowner, or if somebody just moved, for example. Seasonal events-- sporting events, for example. Really depends on how you want to use it, what industry you are in.
-Can you choose based on haircuts?
-Bowl cuts, mullets? Not yet?
-Not yet, but I think they're working on it.
-OK. I think there's going to be a huge niche year for the mullet population. You could just know what they want.
-Yeah, yeah. I would not want to show up in an ad for that.
-No offense. If you have a mullet, just keep doing it.
-And more, that's the point here. There are so many different categories in here. You really need to go in there and see what you find, and play around with it. Custom audiences is something I talked about earlier, with website custom audiences, for example. And there are different custom audiences that you can target.
What is a custom audience? A custom audience is basically an audience that I have some data about, that could either be my client database that I already have, that I have emails for, phone numbers for. If I have a Facebook user ID, I might have that if I have an application, or maybe I have run some kind of Facebook content in the past, with a third party application, and I asked that application to collect the Facebook user IDs. I might have that data, might not. Or mobile advertising IDs, very similar.
CLAY CLARK: Wow.
-So this is where it becomes interesting, because if you're already running a business and you're thinking about getting involved in Facebook advertising, you can export your email list and import it into Facebook.
-Which they want you to do.
-Yeah-- to serve more relevant ads, is what they say. But then Facebook will match the e-mails that you upload with their database and see which users use those email addresses. And you can associate that email address with a Facebook user profile. And then you can run ads to those people. Could be, for example, you have a big customer list, and you're starting from scratch on Facebook. Upload your email list. See who of your customers is on Facebook. You can then show them like ads that say like my fan page.
That's how you grow your audience. And it would be a very targeted audience, because they're already clients. So the quality is probably very good.
-You're a genius-- and a former member of the Austrian national football team.
-That's unbelievable! The same thing works with phone numbers. But let me talk through the email list real quick. The match rate, depending on what industry you're in, might vary here. So if you upload 100 emails, it doesn't mean that Facebook is going to come up with 100 Facebook profiles that match that criteria.
If you're in the B2B field, where you get business email address, the match rate is going to be lower, because most Facebook users probably used their personal email to sign up for Facebook. But Facebook will try to match them, and then they will tell you how many people out of your audience you uploaded are actually associated with Facebook profiles.
Same thing for phone numbers. Match rate is probably going to be a little bit smaller. Facebook user IDs we talked about-- mobile advertising IDs. And we'll talk about look-alike audiences, too. That's when this really becomes interesting. There's also custom audiences.
This is when you send website traffic. When you have website traffic, you can set up a specific code that we're going to talk about on the next slide, and Facebook tracks all your website visitors. And if there are some Facebook users who visit your website, you can then target them with advertising on Facebook. That's the remarketing or retargeting functionality.
Now we're talking about WCA pixel code. WCA stands for website custom audience. If you want to track your website visitors and target them later, you need to have this code installed on your website. This is where it might be useful to have a developer on your team who can help you with it. You add this code to the head tag of every page on your site, and then Facebook can track the activity on your site and associate it with Facebook users.
-So Thrivers who are watching this, you want to copy this code and paste it on the what tag of every page in your website?
-The head tag.
-The head tag. And you talk to a developer, he should know what a head tag is. If not, you're working with the wrong developer.
-So if you don't know what it is, find a developer.
-That's right. Then, afterward, if you have that website custom audience installed, Facebook starts tracking website visits immediately. And then you can target your website visitors with ads. You have different targeting options when you set it up. You can target anyone who visits your website-- so any page of your website-- people who visit specific pages of your website, people who visit specific pages, but not others. So you can exclude certain pages. They have visited page A but not page B, and I want to target them with ads because-- fill in the blanks.
That's where you want to plan again and put some thought into your advertising campaigns. This is where it becomes a little bit more advanced-- way more targeted. And you're then targeting people who have already been to your website. They probably remember who you are, so you can start building a relationship with them, or you have already started building a relationship with them. You can also set up an audience that tracks people who visit your website in a certain time frame.
-My brain's going to explode with unbelievable ideas. This is just awesome. The implications of this are huge. If you're running a big ad campaign, and people go to your site but they don't buy anything, with this dude, you can now start serving them ads. When I say dude, I'm talking about this W-what code?
-WCA-- website custom audience.
-Yeah. The WCA code. When you put that in there, anybody who visits your site, they're going to see the ads over and over and over?
-Well, over and over and over-- a little later, we'll talk about ad frequency. There's a time when you want to stop this, because if your ad hasn't worked the first 15 times, it might make sense to maybe show a different ad. Or even if it has worked, as soon as there's ad fatigue happening-- that happens when the ad gets shown too often-- we want to switch it out with a different ad, even if the ad has been performing well.
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