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Practitioner Guide: Leverage Radius Segments With Facebook Custom Audiences to Reach Prospects More Effectively

With over 1.8B users, Facebook is a great place for businesses to reach prospects in a social, nonconventional environment. By leveraging segmentation in Radius, you can uncover the best target audiences for your Facebook ads within your CRM as well as discover net-new prospects from The Network of RecordTM to enhance overall reach and results. This guide gets you started!

As with any advertising platform, success with Facebook ads relies on targeting the right audience. Facebook Custom Audiences lets you reach specific customers you already know use Facebook. It references uploaded lists of email addresses or phone numbers and delivers your ad to those people if they're on Facebook. Ads can appear in your audience’s Facebook News Feed or within the Home page's right column.  

Conversions on Facebook can refer to number of different outcomes. As a top-of-funnel channel, your goals on Facebook should be conversions through low-friction campaigns. For example, having a prospect like your page or watch a video is much more fitting than trying to make an immediate sale to a relatively cold prospect.

How to Do It

Getting started is easy. In Radius, you'll deploy net-new Radius records to a Facebook Custom Audience. And then in Facebook, you'll create the Facebook Custom Audience. 

In Radius: follow these steps to deploy records to Facebook Ads.

In Facebook: start with the “Go to the Audiences tab in Ads Manager” step in Creating your custom audience. (Note: Facebook maintains its own documentation, subject to change without notice.

Best Practices

Custom Audiences

If the size of your custom audience is fewer than 1,000 prospects, you should consider expanding Your Custom Audience with guidance from Facebook.

Marketing Creative

Time spent on audience and segmentation will be a waste if you haven’t created meaningful content for your prospects. Facebook offers specific guidance for creative design, based on the overall goal of your campaign, whether it is driving traffic, video views, app installs, or other objectives.

Campaign Strategy

  • Keep your segments separate in order to better track performance when running campaigns.
  • For each segment, try A/B testing creative and copy. Facebook can help you identify the highest performing version for each campaign, and you can remove the lower-performing ads. But don’t stop there. Continue to hone, tweak, and revise your highest-performing ads to optimize click-through rate performance.
  • Design your ad campaigns for measurement: target Facebook clicks on pages that contain CTAs that you’re measuring as conversions: registration pages, email forms, and the like.
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