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Facebook Custom Audiences: Campaign Use Cases

Learn how to create Custom Audiences for the following popular use cases. 

Lookalike Campaigns for Acquisition based on your Best Customer Segment  

Acquiring new customers is necessary to any retail business; however it can be hard to do this in an effective manner. Target people who look like your best customers on Facebook and hone your acquisition strategy. Here's how: 

  1. Depending on whether you have a Best Customer Automator running there are two ways to create your Best Customer Audience (see below)
    • If you have a Best Customer Automator Runnning: 
      1. Login and go to the "Campaign Management" page
      2. Locate your Best Customer Automator and select "Edit" 
      3. Go to the "Review and Activate" page (located under "Campaign Options" 
      4. Select "Sync to Facebook"
      5. Within 15-30 minutes your new Custom Audience will be available within Facebook Ads Manager
    • If you do not have a Best Customer Automator running: 
      1. Login to Segment Builder and create your Best Customer Segment. This can be done using our template, "WC Best Customer" - customers who have purchased more than once and are in the top 25% of customers who have recently purchased and spent the most at your company - or you can use your own criteria - number of orders, spent over X amount, etc. 
      2. Sync your segment to Facebook Ads Manager - this ensures that as customers join the Best Customer segment, your custom audience in Facebook will also be updated. 
      3. Within 15-30 minutes your new Custom Audience will be available within Facebook Ads Manager 
  2. Login to Facebook Ads Manager > Select "All Tools" from the drop down on the left hand side of the screen > Audiences
  3. Select "Create A Lookalike Audience" and choose your newly synced Custom Audience as the "Source" 
  4. Follow the directions to create your ad
     

Product Upsell/Cross-Sell Custom Audience 

This type of custom audience is great to help you move a particular product or drum up excitement for a product launch. Here's how you can set this up: 
  1. Login to Segment Builder and create your segment
    • Product Launches: 
      • Build a list of people who have purchased complementary products. Set up in segment builder, you would use the following logic: 
        • Product SKU is X,Y,Z (you can copy and paste your SKUs from an excel spreadsheet)
    • Product Upsell/Cross-Sell:
      • Build a list of people who have purchased a certain product or products, but haven't purchased the specific product(s) you're promoting. Set up in segment builder, you would use the following logic: 
        • Product SKU is X,Y, Z AND 
        • Product SKU is not/is not one of A,B, C
      • Note: you can drill down further using the filter function. For example, perhaps you only want to target people who've purchased in a certain time period
  2. Sync your segment to Facebook Ads Manger 
  3. Within 15-30 minutes your Custom Audience will appear in Facebook Ads Manager
  4. Login to Facebook Ads Manager > Click on "Create Ad"
  5. Select your newly synced custom audience during the third step of your ad set up
  6. Create your ad
     

Replenishment Custom Audience  

Remind your customers to repurchase their favorite products and create an echo chamber by utilizing replenishment ads on Facebook and Instagram. Here's how: 

Option 1: Direct Sync From Your Replenishment Automator

If you have the Replenishment Automator set up, it's easy to create a custom audience for Replenishment ads on Facebook & Instagram 

  1. Edit your existing Automator
  2. Go to the "Review and Activate" page (located under "Campaign Options") 
  3. Select "Sync to Facebook"
  4. Your new Custom Audience will be available in Facebook Ads Manager within 15-30 minutes
  5. Login to Facebook Ads Manager and create your ad

Option 2: Category Specific Replenishment Ads

If you have a handful of replenishable categories and would rather set up separate Replenishment ads for each category, you can do this using Segment Builder.

  1. Login to the WhatCounts App
  2. Create your segment
    • Replenishment Date is within the next 3 weeks (or whatever time frame suits your needs) AND 
    • Product Category is {insert your category name}


       
  3. Sync to Facebook 
  4. Your Custom Audience will be in Facebook Ads Manager within 15-30 minutes
  5. Login to Facebook Ads Manager and create your ad (you will add your synced Custom Audience during step 2 of ad setup). 

 

Predicted Next Order Date 

Target customers whose predicted next order date is approaching. Increase your visibility and ensure your customers come back to make another purchase by highlighitng new styles, products, and more. Here's how: 

Before Predicted Next Order Data Has Occurred

Get in front of your customers just before their predicted next order date to showcase products - this a great time to use a carousel ad. 

  1. Login to Segment Builder and create your segment
    • Predicted Next Order Date "is within the next" 2 weeks (or a time frame that makes sense for your business) 
    • Add any other conditions you'd like: predicted gender, purchased product category, purchased product(s), etc. 
  2. Sync your segment to Facebook Ads Manager - this ensures anyone who is added to your segment will automatically be added to your Custom Audience in Facebook
  3. Login to Facebook Ads Manager > Click on "Create Ad" 
  4. Select your newly synced Custom Audience
  5. Create your ad

After Predicted Next Order Date Has Occurred 

Remind customers to come back shortly after their predicted next order date has passed without a purchase. Highlight things like free shipping or a small discount. This is a great time to use a carousel ad to show-off new or recommended products.

  1. Login to Segment Builder and create your segment 
    • Predicted Next Order Date "is within the last" 2 weeks OR Predicted Next Order Date "is exactly 2 weeks ago" (or a time frame that makes sense for your business)
    • Add any other conditions you'd like: predicted gender, purchased product category, purchased product(s), etc. 
  2. Sync your segment to Facebook Ads Manager - you're Custom Audience will show up within 15-30 minutes
  3. Login to Facebook Ads Manager > Click on "Create Ad" 
  4. Select your newly synced custom audience
  5. Create your ad

 

Predictive Gifting   

Remind your customers to purchase a gift for their loved ones via email and social Here's how:

If you have the Predictive Gifting Automator Set up

  1. Login to the WhatCounts App
  2. Go to "Campaign Management" (under the "Campaign" tab) 
  3. Edit your existing Predictive Gifting Automator
  4. Go to the "Review and Activate" page (located under "Campaign Options")
  5. Select "Sync to Facebook" 
  6. Your new Custom Audience will be available in Facebook Ads Manager in 15-30 minutes 
  7. Login to Facebook Ads Manager and create your ad

If you don't have the Predictive Gifting Automator Set up

  1. Set up the Automator
    • Go to "Campaign Management" (under the "Campaign Tab") > Create A New Campaign
    • Name your Campaign and Select "Gift Event Reminder" for Campaign Type
    • Select Email Campaign for Send Type or Journey Builder Campaign if you want to create a Journey using this trigger in Salesforce Marketing Cloud
    • Follow the Prompts to set up your Predictive Gifting Automator, including creative and copy
  2. Select "Sync to Facebook" on the "Review and Activate" page
  3. Your new Custom Audience will be available within Facebook Ads Manager in 15-30 minutes
  4. Login to Facebook Ads Manager and create your ad
     

Predictive Win-Back (using Churn Probability) 

Set up a predictive win-back social campaign to target your high-value churning customers on Facebook and Instagram and bring them back to the fold. 

If you have a Predictive Win-Back Campaign Set Up 

  1. Login to the App
  2. Go to "Campaign Management" (under the "Campaign" tab) 
  3. Edit your existing Predictive Win-Back Automator
  4. Go to the "Review and Activate" page (located under "Campaign Options")
  5. Select "Sync to Facebook" 
  6. Your new Custom Audience will be available in Facebook Ads Manager in 15-30 minutes 
  7. Login to Facebook Ads Manager and create your ad

If you don't have a Predictive Win-Back Campaign Set Up

  1. Set up the Automator
    • Go to "Campaign Management" (under the "Campaign Tab") > Create A New Campaign
    • Name your Campaign and Select "Win-Back" for Campaign Type
    • Select "Email Campaign" for Send Type or "Journey Builder Campaign" if you want to create a Journey using this trigger in Salesforce Marketing Cloud
    • Select "Predictive" under "Use Predictive Fields"
    • Follow the Prompts to set up your Predictive Win-Back Automator, including creative and copy
  2. Select "Sync to Facebook" on the "Review and Activate" page
  3. Your new Custom Audience will be available within Facebook Ads Manager in 15-30 minutes
  4. Login to Facebook Ads Manager and create your ad
     

Win-Back (using Predicted Next Order Date)  

Set up a win-back social campaign to target your high-value churning customers on Facebook and Instagram and bring them back to the fold. 

If you have a Predicted Next Order Automator Set Up 

  1. Login to the App
  2. Go to "Campaign Management" (under the "Campaign" tab) 
  3. Edit your existing Predicted Next Order Automator
  4. Go to the "Review and Activate" page (located under "Campaign Options")
  5. Select "Sync to Facebook" 
  6. Your new Custom Audience will be available in Facebook Ads Manager in 15-30 minutes 
  7. Login to Facebook Ads Manager and create your ad

If you don't have a Predicted Next Order Automator Set Up

  1. Set up the Automator
    • Go to "Campaign Management" (under the "Campaign Tab") > Create A New Campaign
    • Name your Campaign and Select "Predictive Next Order" for Campaign Type
    • Select "Email Campaign" for Send Type or "Journey Builder Campaign" if you want to create a Journey using this trigger in Salesforce Marketing Cloud
    • Follow the Prompts to set up your Predicted Next Order Automator including creative and copy
  2. Select "Sync to Facebook" on the "Review and Activate" page
  3. Your new Custom Audience will be available within Facebook Ads Manager in 15-30 minutes
  4. Login to Facebook Ads Manager and create your ad
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