Combining Email and Facebook for a Dynamite Marketing Campaign
About DirectiveDirective is a comprehensive search marketing agency dedicated to
running the most innovative search campaigns for ROI-driven B2B firms
across a variety of industries.
We provide industry leading SEO, PPC, content marketing, and social
media services. We are fiercely committed to delivering a truly
exceptional service that exceeds your marketing KPIs.
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Overview • Creating custom and lookalike audiences on Facebook from email
• Best practices for launching email and social campaigns simultaneously
• Results of our own test•Advanced tactics for Facebook campaigns
• Additional strategies for top of funnel social campaigns
www.directiveconsulting.com @andrewJchoco
Other Ways to Create Facebook Audiences
• Phone Number
• First Name
• Last Name
• Zip/Postal Code
• City
• State/Province
• Country
• Date of Birth
• Gender
• Age
Creating Lookalike Audiences
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Using Custom Audiences to Create Lookalike Audiences
Lookalike Audience Best Practices
• Your source audience must have at least 100 people, but Facebook suggests anywhere from 1,000 - 50,000
• You target lookalike audiences by country, but your lookalike can be from a different country than your source audience
• People in your source audience will be excluded from your lookalike audience.
• You can use multiple lookalike audiences within each ad-set
• Use additional targeting to make your lookalike audiences even more specific
www.directiveconsulting.com @andrewJchoco
Using Custom Audiences to Create Lookalike Audiences
Launching Your Campaign
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Best Practices for Launching a Simultaneous Campaign
• Make sure timing is aligned
• Email blast first in the AM, start Facebook campaigns early morning
• Send out multiple emails throughout the process (most sales come after 6 - 8 touches)
• Take into account all timezones (separate ad sets or campaigns for each area you’re targeting)
• Budget accordingly
• Use the estimated reach to make sure everyone in your list will see your ad multiple times
www.directiveconsulting.com @andrewJchoco
Building Out Your Actual Ads
• Carousel Ads
• Show off more than one product in a certain category, or show off broader categories as a whole
• Exclusivity or urgency
• i.e. “A special offer for our loyal customers!”
www.directiveconsulting.com @andrewJchoco
Directional Cues Reviews Built in Ads
Building Out Your Actual Ads
Results From Our Test
www.directiveconsulting.com @andrewJchoco
3 Day Sale for Banknotes
Additional Strategies for E-Commerce Campaigns
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Additional Strategies & Best Practices
• Use Google UTMs and Pixels for more exact tracking and data
• Create lists for current sale buyers
• They could be impulse buyers and can be targeted for future sales
• Segment audiences using your pixel for even more targeted ads
• Combine Twitter, LinkedIn, Instagram and Facebook for even more digital touches
www.directiveconsulting.com @andrewJchoco
Advanced Facebook Tactics for Ecommerce
• Re-target audiences based on Facebook engagement
• Spent time watching video
• Filled out a lead form
• Interacted with a canvas
• Interacted with your page
www.directiveconsulting.com @andrewJchoco
Advanced Facebook Tactics for Ecommerce
• Identify and build out target audience on Facebook
• Create and promote a piece of content written specifically for that audience
• Install tracking pixels
• Build re-targeting lists for Search, Display, Shopping, Youtube, Gmail and other social platforms
Create Content Strictly for the Purpose of Building Re-targeting Lists
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Utilize GA Data for Audience TargetingAudience > Demographics
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Utilize GA Data for Audience TargetingAudience > Interests
www.directiveconsulting.com @andrewJchoco
Utilize GA Data for Audience TargetingAudience > Geography
www.directiveconsulting.com @andrewJchoco
Utilize Twitter Data for Audience Targeting
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Top of Funnel Social Campaigns
www.directiveconsulting.com @andrewJchoco
Targeted Email Blasts to TOFU Leads
Thank You!
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