To get started, you will need an appended customer list ready to upload to Facebook.Once you have appended the PersonaLive™ segments to your customer records, analyze the results on your customer dashboard to choose the audience(s) you’d like to target.
In our example, we chose audiences that have responded best to a premium insurance product by analyzing historical email conversion. You might choose an audience that spends the most, has the highest LTV, highest churn, etc.
Sort the appended file of all contacts in the chosen segment. Ensure you have fields for matching such as name, email, address, phone, zip, etc.
Navigate to Facebook Audience Manager > Audiences > Customer List > Add Customer List > Map Identifiers (here you will match things like name, email, address, phone, zip, etc.)
Once you've uploaded your customer list, you are ready to upload and publish creative for that specific cohort.
You can use information from the PersonaLive™ Taxonomy about each segment to inspire the type of creative and copy to deliver to your audience. In our example, we were targeting six segments and split them into three different creative packages. The first package was designed for young, family-focused couples; the second for high income, middle aged families; the third for older, high income couples. We created three different campaigns and uploaded three different audiences via Facebook.
Facebook’s “lookalike audiences” feature expands the amount of people you can hit with advertising. By taking the customer list we uploaded as a “seed” audience, we asked Facebook to choose the top 1% of profiles that “look like” our seed audience to expand the audience.
Geotarget your ads by choosing “Locations” in your audience manager, focusing ads toward regions, states, DMA’s, zip code—you can even choose a point on a map and hit as granular as a one-mile radius around that point. By using audiences and geolocation you are narrowing in on your exact audience as well as your exact locations for some very efficient ad spend.
The same methodology for Facebook can be applied across any social media channel including Instagram, Snapchat, Twitter, and TikTok. If you’d like to learn more about this process across the Google ecosystem check out our Google Activation tutorial.