With the Radius Audience Enhancement for Facebook Custom Audiences you can expand the number of contact identifiers we send to custom audiences. Rather than sending the contact information for only the top one or two contacts for the deployed record, Radius sends all the contacts that meet your segment criteria. Customer results vary based on factors such as target industry, but we’ve seen lifts in audience size upwards of 4x when the audience enhancement feature is applied.
Best Practices for Creating Ads for Advertising on Facebook
Design your ad campaigns for measurement. For example, target Facebook clicks on pages that contain CTAs that you’re measuring as conversions such as registration pages and email forms.
Create meaningful content to engage your prospects. Check out Facebook Ads guide for creative design, based on the overall goal of your campaign, whether it's gaining exposure, driving traffice, guiding prospects to download content, or other objectives.
Use standard 2017 Facebook Ad Specs & Image Sizes.
Keep your segments separate in order to 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.
Build A Segment
When you build a segment for omnichannel marketing, make sure you select the business and contact signals Email and Phone so your digital ad platform has the right information to build an audience. Then, use any other Radius signals to target your audience. Most ad platforms require a minimum number of records for an audience so we recommend building Radius segments with at least 2500 records to meet that requirement after matching.
Best Practices for Building a Segment for Facebook Custom Audiences
- When building your segment, aim for a set of records roughly five times (5x) your advertising budget. For example, if your Facebook ad budget for a particular campaign is $20,000, then your ideal segment should have 100,000 records. Expand your reach by selecting the Radius Audience Enhancement option.
- Build segments with strong historical success to deploy net-new records.
Deploy Records to a Facebook Custom Audience
Once you build a segment, you'll send New Radius records to Facebook Ads. Do not edit or modify the segment. You'll deploy those same records to Salesforce for tracking performance. Plus, you can also deploy to other channels for an omnichannel marketing approach.
Best Practices for Deploying to a Facebook Custom Audience
- Start by deploying Open records. These are leads you already have in your CRM who may be familiar with your brand through the Clickback campaigns.
- Check the audience enhancement box before deploying so we can leverage network data to increase match rates with Facebook.
- Deploy at least 100 records to account for ones that may not match.
- Import the CSV file to your CRM as soon as we email it to you. This way, you can the track performance of New records.
- If the size of your custom audience is fewer than 1,000 prospects, consider expanding your custom audience with guidance from Facebook.
Deploy Records to Salesforce and Track Performance
Deploy the same New Radius records to your Salesforce to start tracking performance. When Radius syncs with your Salesforce, those records are identified within Radius as Open records. The sync update can take up to 30 minutes.
Measure and Optimize
There are two types of metrics you should focus on: pipeline performance metrics and customer interaction metrics.
Pipeline performance metrics help you track the impact of your demand and sales programs across channels and how those programs influence/source your revenue goals.
Customer interaction metrics help you understand at a granular level how prospects interact with your brand and respond to your message across all the channels you use.
Facebook Ads has channel-specific metrics such impressions, click-thrus, costs, and bidding optimization. While Radius doesn’t track campaign-level metrics, it allows you to identify future campaign efforts based on historical conversions through the funnel and machine-learning. Predictive and segmentation features analyze historical performance across deployed segments and help you identify which audiences to target next, allowing you to build a consistent feedback loop between the marketing campaigns and customer interactions for your omnichannel experience.