Find out how to use custom audiences of Facebook to drive 10x improvements in your customer acquisition strategy. This deck goes into depth on how you can setup Facebook's custom audiences product for your audience and use page post engagement ads to sow the seeds of a novel strategy. This deck was prepared by Andy Artz, Partner at Social Capital. See www.socialcapital.com for more about us.

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

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

3. How to spend your first
$10K $12K

4. 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

5. 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!

6. Where do you start?

7. Facebook?

8. Twitter?

9. Youtube?

10. Content Syndication?

11. Adwords?

12. New stuff?

13. Yea, there’s a lot to choose from

14. 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)

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

16. Strategies to avoid
when you’re young

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

18. 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

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

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

21. 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

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

23. 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

24. Use FB’s custom audience pixel

27. Get the FB Pixel Helper

30. Install the
FB custom audience pixel

33. 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

34. Create custom audiences

37. Analyze your custom audience
using FB Insights

41. Pro-Tip: Create a
1% Lookalike Audience

43. 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

44. Prime your audience using
earned or owned media

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

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

51. Short URL

53. 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

54. Next - drive traffic to your site
from your FB page

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

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

61. 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

62. 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

63. 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

64. 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

65. Convert the users who have
visited your page/blog

67. Branded mobile app install ads

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

69. 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

70. 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

71. 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

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

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

74. 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

75. Let’s Recap!

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

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