bSEO Search & Social Show - Unleashing the Power of Audience Targeting in Meta

Transcript

1. Unleashing the Power of Audience Targeting in Meta Marcella Da Silva Monteiro ROCKETMILL Speakerdeck.com/marcymonty linkedin.com/in/marcella-da-silva-monteiro
2. About me linkedin.com/in/marcella-da-silva-monteiro #brightonSEO • Senior Media Executive at RocketMill • Working across search, social and YouTube • Experienced in international market expansion - APAC & LATAM • Ethnicity & Religious Diversity • Brasileira & Brighton local
3. Meta Advantage+ Suite
4. Combine your customer knowledge with the power of AI. It transforms your inputs into suggestions so in theory, you’re not missing out on valuable users What is Advantage+ targeting? linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
5. What you can and can’t control Minimum age Location Language Custom audience exclusions Age Gender Interests Demographics Behaviour Custom Audiences Lookalikes linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
6. Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors Without Advantage+ audiences linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
7. Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors Without Advantage+ audiences linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
8. Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors + Other people likely to buy a bucket hat Without Advantage+ audiences With Advantage+ audiences linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
9. Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors + Other people likely to buy a bucket hat Without Advantage+ audiences With Advantage+ audiences linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
10. Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors + Other people likely to buy a bucket hat Without Advantage+ audiences With Advantage+ audiences linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
11. Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors Hat company targeting: • Men, aged 25-65+ • Interested in fishing and outdoor activities • Locations near water • Website visitors + Other people likely to buy a bucket hat Without Advantage+ audiences With Advantage+ audiences linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
12. Smart strategy • A home insurance client had previously tested ASC and persona targeting successfully • Revealed female-led creative & 55-65+ y/o’s drove the high engagement linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
13. Smart strategy • A home insurance client had previously tested ASC and persona targeting successfully • Revealed female-led creative & 55-65+ y/o’s drove the high engagement linkedin.com/in/marcella-da-silva-monteiro #brightonSEO 2nd highest no. of sales Cheapest CPM (£3)
14. What are the benefits of Advantage+ audiences • Captures users that may fall outside your targeting constrictions • Saves time & effort • Can optimise ad spend & ROI Included in Advantage+ audience Advantage detailed targeting Advantage lookalike audience Advantage custom audience Age & gender targeting linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
15. Advantage+ Shopping Campaigns (ASC)
16. Advantage+ Shopping Offers end-to-end automation across the campaign building process. It's your sales superstar, it uses machine learning to help businesses connect with the right users, at the right time and place. Implicit Intent Explicit Intent linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
17. How it fits in the funnel linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
18. What you can and can’t control Minimum age Location Age Gender Interests Demographics Behaviour Custom Audiences Lookalikes Language Custom audience exclusions linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
19. Success stories • Leading campaign type during Black Friday/Cyber Monday for a Jewelry retailer • ASC was set up 1 month in advance and is now an always-on campaign linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
20. Success stories • Leading campaign type during Black Friday/Cyber Monday for a Jewelry retailer • ASC was set up 1 month in advance and is now an always-on campaign 54% of total website purchases linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
21. Success stories • Leading campaign type during Black Friday/Cyber Monday for a Jewelry retailer • ASC was set up 1 month in advance and is now an always-on campaign 54% of total website purchases 623% return on advertising spend linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
22. More success stories • A home insurance brand saw ASC drive more sales at a cheaper CPA than all other campaign types +29% more sales -63% decrease in CPA linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
23. More success stories • A home insurance brand saw ASC drive more sales at a cheaper CPA than all other campaign types • A publisher had a +infinity% growth in sales during their Spring offer +29% more sales -63% decrease in CPA +∞% sales growth linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
24. What are the benefits of Advantage+ shopping • Casts the net wider • Makes campaign management easier • Offers more creative variety and efficiency - up to 150 creatives • Can drive better performance & ROI Included in Advantage+ shopping Creative automation Destination automation Audience automation Placement automation Budget optimisation linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
25. What if I have a catalogue?
26. Bring on Advantage+ Shopping Catalogue • Requires Commerce Manager or connecting a partner platform • Promotes your entire catalogue of statics/video assets • Maximising creative efficiency and driving product discovery or Catalogue Ad formats (e.g carousel) User A Product set A User B Product set B linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
27. What are the benefits of Advantage+ Catalogue ads • Scalability • International localisation capabilities - countries & currencies • Creative is personalised & optimised for conversions linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
28. Does it always work?
29. A financial investment client tested interest-based audiences vs. Advantage+ shopping linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
30. linkedin.com/in/marcella-da-silva-monteiro #brightonSEO +581% more conversions -94% decrease in CPA A financial investment client tested interest-based audiences vs. Advantage+ shopping
31. linkedin.com/in/marcella-da-silva-monteiro #brightonSEO +581% more conversions -94% decrease in CPA A financial investment client tested interest-based audiences vs. Advantage+ shopping Impressions were –48% lower however, reach increased by +174% Helped them reach a younger demographic
32. linkedin.com/in/marcella-da-silva-monteiro #brightonSEO The same client excluded retargeting audiences from ASC
33. linkedin.com/in/marcella-da-silva-monteiro #brightonSEO +148% more conversions -56% lower CPA The same client excluded retargeting audiences from ASC
34. linkedin.com/in/marcella-da-silva-monteiro #brightonSEO Interests+retargeting vs. Advantage+ shopping
35. linkedin.com/in/marcella-da-silva-monteiro #brightonSEO +6% more conversions -31% lower CPA Interests+retargeting vs. Advantage+ shopping
36. linkedin.com/in/marcella-da-silva-monteiro #brightonSEO • Existing users were a powerful signal • The first set-up was likely the best • Bonus round?
37. Advantage+ Creative
38. AI Sandbox - creative optimisations • Image Outcropping • Background generation • Image Templates & Text improvements • Advantage+ Placements linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
39. And many more risks to manage linkedin.com/in/marcella-da-silva-monteiro #brightonSEO
40. What’s Next in Advantage+
41. Creative Video optimising: automatically adjusts creative assets to fit Reels Advantage+ catalog updates: • Capability to add videos or customer demonstrations • Upload a hero image and have AI dynamically choose which products to show
42. Reporting capabilities The Performance Comparison Report to confirm the effectiveness of Advantage+ Consumer Insights breaks out prospecting audiences versus existing audiences
43. Engaged customers Specify the percentage of budget spent on returning customers with the existing customer budget cap https://www.patchplants. com/gb/en/w/product-ty pe/plants/environment/in door/care-level/un-killabl e/?ASC=new_customer
44. Settings • Maximise value of conversions bidding • Pre-schedule temporary budget increases during peak demand windows • Advantage+ shopping for higher funner goals e.g. add to shopping cart
46. Key takeaways • The future is now! • AI-led signals have improved & enables creative personalisation • Proven success across products/services • Make the algorithm work for you
47. Thank you!
48. Smart Strategies & Tests • Have it as your catch-all campaign then test the best creatives in conversion campaigns • Run without any restrictions then, toggle with age and gender based on the data insights • Test signals vs. completely broad linkedin.com/in/marcella-da-silva-monteiro #brightonSEO