By closely tracking your ad campaigns in the Facebook Ads Manager, you'll be sure to know what's working. Facebook ads are an ideal platform for A-B testing, you can upload multiple images/creative to see what achieves the best results with your custom audience. Consider testing your email subject lines and ad copy ideas in this manner; see what connects with your customers, it may not be what you expected!
Double Down. Next time you send a bulk marketing email to your distribution list, try creating a corresponding Facebook ad using the same creative, targeted to your new custom audience pixel. Now, in addition to seeing your email, your customers may also see your content on their desktop and mobile Facebook feeds. You can also run ads on Instagram directly from the Facebook Ads Manager panel. If your company has a large geographic footprint, use Facebook's geo-targeting feature to reach the right customers within your custom audience pixel. Ads on the popular social network are typically quite successful and you should start to see ROI right away.
How to create your custom audience pixel: Save your list in CSV or TXT format. Go to the Audiences tab in Ads Manager. Click the Create Audience button, select the Custom Audience option and then choose Customer List. Upload the CSV or TXT file. If your Custom Audience has fewer than 1,000 people:
- Increase your maximum CPM bid. A slightly higher bid will help you reach your Custom Audience. Also, update your Custom Audience Pixel as your list grows. This ensures your ads reach new customers when they begin doing business with you.
- Create a lookalike audience from your Custom Audience to help your ads reach people similar to your best customers. A great way to increase your distribution to the demographic you seek.
Retargeting your contacts on Facebook will breathe new life into your email distribution list. Using a custom audience pixel will lead to increased click through rates and conversions from your targeted social ads.
Tip: If you have trouble uploading your list using Firefox or Safari internet browsers, try downloading and using the Chrome browser instead. Facebook developers use Chrome to work within the network and it is the browser they recommend for the best user experience.
About: Follow me on Twitter for weekly marketing and social media tips. I specialize in brand strategy, design, and cross-disciplinary project management. Passionate about driving businesses and non-profit organizations to achieve their communication and development goals while building and amplifying brand awareness.