How to spend your first
$10K: Using Custom Audiences to be 10x more effective

Apply to the FBStart Program
Get $2.5K in free FB ads credits if you qualify* Turn your $10K into $12.5K

How to spend your first
$10K $12K

Hi, I’m Andy Artz Partner
@ Social Capital Head of User Acquisition We invest in transformative ideas with global impact to fundamental human needs VP @ OMGPOP Analytics & Finance Real-time Multiplayer Social & Mobile Games

Are you ready to test
spend? • You already have some traffic & customers • You have a working product • You can service more customers • Note: this is not a substitution for organic efforts!

Where do you start?

Facebook?

Twitter?

Youtube?

Content Syndication?

Adwords?

New stuff?

Yea, there’s a lot to
choose from

Pick a scalable platform •
The purpose of your first $X should be to to prove out the viability of a channel • If it works, you can pour more $ in based on your learnings • Avoid one-offs and things that you don’t have control over (e.g. buying a billboard)

CONTENT COMPLEX IDEAS SOCIAL TARGETING
SEM CAPTURE INTENT VIDEO BRANDING Find “product-platform fit”

Strategies to avoid when you’re
young

http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/ Featuring = now 100%
curated

It takes 50-100K installs in
24 hours to penetrate the Top 10 on iOS. The plus is organic discovery. Incentivized networks charge ~$1-2 per install App store charting & bursting

How charting works Done well,
spending ~$2K per day on incent traffic can yield 0.5x-1x organic lift on iOS

Popular keywords are $$$ It
is unlikely that your product’s v1.0 LTV can compete with their v10.0 LTV

IP-based geo-targeting ≠ great We
compared users’ GPS location from 1st app open to determine what % were within targeted city limits ~40%+ inaccuracy Mobile ad network

CONTENT COMPLEX IDEAS SOCIAL TARGETING
SEM CAPTURE INTENT VIDEO BRANDING Onwards to custom audiences…

4 core concepts for today:
1. Setup the proper tracking 2. Study your audience 3. Prime your audience [with content] 4. Convert your primed audience

Use FB’s custom audience pixel

Get the FB Pixel Helper

Install the FB custom audience
pixel

4 core concepts for today:
1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience

Create custom audiences

Analyze your custom audience using
FB Insights

Pro-Tip: Create a 1% Lookalike
Audience

4 core concepts for today:
1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience

Prime your audience using earned
or owned media

Q: How do I get
my custom audience pixel on my earned media?

A: Use redirects or iframes.
Snip.ly is your friend.

Short URL

Recap: You now have placed
your custom audience pixel on your earned media. When you send traffic to that short URL, you are planting the seeds of your custom audience

Next - drive traffic to
your site from your FB page

Create a hidden post from
your FB page in FB power editor using the snip.ly URL

Now boost the post using
a Page Post Engagement ad targeting your Lookalike 1%

Why should you boost posts?
1. Your historical traffic flow is small and you want to grow it 2. You want to target a new niche not reflected in your current traffic 3. You accrue organic reach to your page 4. You can access cheaper CPM / CPC

Boosted post results Page CPC
(Link) CTR (Link) Fund Your Dreams $1.12 0.88% Ledge $1.95 0.38% FYD +/- 0.6x 2.3x Demo CPC (Link) CTR (Link) Male 22-35 $1.04 0.96% Female 22-35 $1.56 0.56% Male +/- 0.7x 1.7x

Boosted post results Page CPC
(Link) CTR (Link) Fund Your Dreams $1.12 0.88% Ledge $1.95 0.38% FYD +/- 0.6x 2.3x Demo CPC (Link) CTR (Link) Male 22-35 $1.04 0.96% Female 22-35 $1.56 0.56% Male +/- 0.7x 1.7x

4 core concepts for today:
1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience

Convert the users who have
visited your page/blog

Branded mobile app install ads

This test: show the ad
to a “primed” custom audience vs. a general lookalike audience of “non-primed”

Mobile app install ad results
Conversion CPM CTR (Link) CPC (Link) CTI CPI Primed $18.43 0.60% $3.06 67% $4.59 Non-primed $10.38 0.33% $3.16 17% $18.58 Primed +/- 1.8x 1.8x 1.0x 3.9x 0.25x

Mobile app install ad results
Conversion CPM CTR (Link) CPC (Link) CTI CPI Primed $18.43 0.60% $3.06 67% $4.59 Non-primed $10.38 0.33% $3.16 17% $18.58 Primed +/- 1.8x 1.8x 1.0x 3.9x 0.25x

4 core concepts for today:
1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience

Hey…that was only 4x improvement…I
want my money back!

This test was run with
$2500 in spend…which is the free credits you got to start 

Refinements 1. Use the learnings
from page post engagment ads to refine content choice, copy, and targeting to maximize CTR/minimize CPC. Likes, comments, shares help to get organic reach. You need organic lift on page posts to make this work. 2. Because the cost of priming adds a fixed cost to your primed conversions but gives you a 4x multiplier – you have to find the sweet spot where the multiplier effect in increased conversion rate outweighs the cost of priming. For a detailed calculator download the excel here:  https://s23p.box.com/FBPrimingCalculator

Let’s Recap!

Earned Media Pixel Branded FB
Page Owned Media Snip.ly / Redirect Unbranded FB Page Page Post Engagement Conversion Ad Custom Audience Branded FB Page

You can find this talk
at: socialcapital.com/artifacts