Articles Tagged with: custom audiences

5 Facebook Advertising Trends To Watch In 2017

As 2016 draws to a close and we look forward to what 2017 can bring, the pace of change amongst one of the worlds largest media publishers continues to amaze us.

The challenge for marketers, is to know which new innovations and features that Facebook release are worth investing time and energy into.

To help you stay ahead and keep an eye on what to look out for, we’ve put together our Top 5 Trends to watch our for with Facebook Advertising in 2017.

1. Video Live Streaming

Meerkat was one of the first platforms to really bring live streaming video to the masses, and with Facebook Live, marketers have a readily accessible vehicle to give behind the scenes, educational, or even event updates to their audience.

We’ve already seen higher organic reach and results through Facebook Live, and with Facebook placing more and more emphasis on ‘video’ as a preferred content medium, expect this space to amplify next year.

Facebook Live

Image Source: Facebook Live

2. Immersive Storytelling For Publishers & Brands

The introduction of Instant Articles, has allowed Facebook to become another distribution channel for many news-based organisations, as they can reap the benefits of reduced load time, completely optimised delivery, and an almost completely native home.

As Facebook’s News Feed, becomes increasingly more and more ‘news’ focused rather than ‘friends status’ based – many publishers are tapping into this by providing rich and insightful articles that are shared up to 30% more than their web based news pages.

As a marketer, if your brand isn’t using Canvas ads, you are losing out on engagement, clicks, and conversions.  We’ve seen a large increase in overall engagement from Canvas Ads, as audiences become familiar with brands’ ability to tell their narrative, and control the messages and images or video they see.

Facebook Canvas

Image Source: facebook.com

3. Facebook Marketplace

So, Facebook has noticed the amount of Groups dedicated to buying, selling and trading goods, and earlier this year delivered ‘Marketplace’ to their apps, which allow users to buy and sell goods.

They’re taking on eBay.

Facebook has seen more than 450 million people visit buy and sell groups each month and with the release of Marketplace, you too, can now trade with people in your local community.
Facebook Marketplace

Image Source: facebook.com

4. Custom Audiences Are The New Norm

Having just one Facebook conversion pixel has made making Custom Audiences easier, and with targeting audiences and customers even more a priority for Facebook Advertisers – it comes as no surprise, that the ability to create niche Custom Audiences are becoming more a focus for brands and marketers.

No longer are you simply relying on website visitors, or fans of your Page.

Now, you can create Custom Audiences, based on Video Engagement, who’s opened your Lead Form, who’s opened your Lead Form but didn’t complete it!

The opportunities this presents marketers keen to target specific audiences is huge, it means that the messaging and Ads you create become more tailored and bespoke, not only for your audiences, but for your audiences engagement history.

Custom Audience

5. Virtual Reality / Augmented Reality

Finally, Facebook 360 has really brought the immersive world to your screen.

This point needs it’s own point, because you’re going to be seeing a lot of this next year – much more than Instant Articles and Canvas, as Virtual Reality and Augmented Reality hit the mainstream.

One only needed to be a bystander to Pokemon Go earlier this year, to see the huge impact that Augmented Reality is going to have – and how it’s going to be a mobile first experience – exactly what Facebook has been moving towards the last few years.

Did we mention that Facebook bought Oculus Rift for $2 billion?

You don’t make that kind of investment without some serious thoughts around how to bring VR to the masses.

Facebook 360

Image Source: https://facebook360.fb.com/

Your Views

That’s where we think Facebook is headed in 2017 – what are your thoughts?

Do you sense something big on the horizon that we’ve missed?

Let us know below.

Audience Overlap: How You Can Use It To Improve Your Facebook Targeting

A common area of confusion many Facebook marketers come across is understanding how much of their marketing is targeting the same people in different AdSets.

What is Audience Overlap

Audience overlap refers to the commonalities that exist between two different audiences.

It is the estimated percentage of people that lie between Audience A, and Audience B.

audience overlap

Why is this a problem?

Well, when Facebook serves Ads to your audience, it does so based on the type of AdSet that you choose when planning your campaign.

Audience Overlap can become a problem if your audiences have similarities, and in many cases, this will be the case.

For example, if you’re marketing a beauty product, you may have the following AdSets:

Audience A: Lookalike Audience of  your website visitors from 10% of Facebook  users

Audience B: Saved Audience of Females 18-28yo.

Now, there is a fair chance that when Facebook generates your Lookalike Audience,  some of your website visitors fit the bill of an 18-28 year old female.

So you would be marketing to the same audience but serving them different AdSets.

This can result in wasted spend because your Ads are essentially playing off and competing against one another.

Who can I look at with Audience Overlap

Currently, you can only check these 3 x audience types:

  1. Custom Audience – Website Visitors, Customers, Email Subscribers etc
  2. Lookalike Audience – Similar looking groups of people that closely resemble an Audience you have information about.
  3. Saved Audience – Any targeting specific attributes of an audience, i.e. interests, behaviours.
facebook audiences

How to use Audience Overlap

Lucky for you, Facebook have made it super easy to check your audiences.

You can access the Audience Overlap tool in Ads Manager or Power Editor.

When looking at your audiences, check which audiences you want to see the overlap between.

NOTE: You can choose up to 5 x audiences, but an audience must have at least 1,000 people to be viewed.

Screen Shot 2016-12-14 at 08.49.10

Then, under Actions, choose the option that says Show Audience Overlap.

You will see a screen like the below that shows you the different overlaps between audiences.

Under Selected Audience, you will see your main audience you want to compare other audiences against.

You can change this in the drop down box in the Selected Audience box.

Underneath, in the Comparison Audiences, you can see different audiences, and how many people, and what percentage of overlap there is in the audiences.

In  my example, I’ve compared a Lookalike Audience of my Prospects & Customers, with a lookalike audience of my Website Visitors.  There’s a very small overlap which means that there will be minimal wastage of any spend if I marketed to both AdSets.

Similarly, I’ve compared my Prospects & Customers Lookalike Audience with a Lookalike Audience that completed a Lead Form, and there is no overlap, so again, good news when marketing to the AdSets.

Screen Shot 2016-12-14 at 08.51.40

You can remove Audiences, by either clicking on the ‘X’ to the right of each audience, or you can add more audiences by clicking the ‘+’ sign at the bottom of the Audience Overlap screen.

Screen Shot 2016-12-14 at 08.58.40

What if I have a large percentage?

If you have two audiences with a high percentage of overlap you need to refine your AdSet targeting and make it more specific so that you can further seperate your audiences and ensure that your AdSets aren’t marketing to the same audience.

If you have specific audiences that overlap, another thing you could do is to compile and amalgamate your audiences into fewer AdSets. 

Final thoughts

There’s a number of ways you can use Audience Overlap to fine tune your Facebook marketing, and not just through identifying overlapping audiences.

For example, you could try to understand the value of your Facebook Fans by comparing these against your website visitors (to see whether your Fans visit your page), or if they have the same interests & behaviours that you want to target.

 

Your thoughts

So there you go, why not login to your Ads Manager or Power Editor and give Audience Overlap a spin.  

Let me know your thoughts, and what you found in the comments below.

Murmur

We are an integrated marketing communications agency.

  • Brand & Marketing Strategy
  • Digital Marketing
  • Advertising
  • B2B
  • Social Media Marketing
  • Media Planning
Find Us At

223 Liverpool St, Darlinghurst

NSW, 2010

Australia

Contact

info@murmur-group.com

+61 2 9188 7810

Connect

Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Youtube
Consent to display content from Youtube
Vimeo
Consent to display content from Vimeo
Google Maps
Consent to display content from Google