A big change has come to Facebook Custom Audiences that affects anyone using ad targeting. (So, in other words, the overwhelming majority of the digital marketers.)
As of mid-2018, when you upload a target list to Facebook Custom Audiences, you need to identify whether the individuals on that list came from first- and/or third-party data sources.
What’s more, you have to state you have consent from those folks to target them with ads.
Facebook’s policy clearly takes a page out of the GDPR playbook. So, if you thought you could escape the consent requirements of GDPR (and other privacy measures) by limiting your Facebook ad targeting to solely non-EU countries, think again.
What the Facebook Custom Audiences change means for marketing
Like it or not, Facebook is still among the top properties with the greatest reach. And it offers audience targeting that makes advertisers swoon while other publishers groan with envy (unless those publishers are creating audience-based ad products using a CDP, but that’s a story for another day).
Ever since Facebook eliminated third-party data for ad targeting, it’s become even more critical to maximize the first-party data opportunity that Facebook Custom Audiences offers.
Because, let’s face it: Your first-party data is your most valuable marketing asset anyway.
Balancing Facebook ad targeting with customers’ consent
If you want to target more sophisticated audiences using Facebook Custom Audiences while also complying with the new consent requirements, you must first unify all of your first-party data at the person-level in a centralized location.
First-party data unification means collecting unique identifiers (e.g., email, phone), descriptive attributes, interests, preferences, and real-time behaviors across all channels, devices, and data sources, and then storing all of this data into person-level profiles.
Most importantly, you must capture individual consent status in every profile and synchronize consent across your martech stack, including Facebook Custom Audiences.
BlueConic’s customer data platform (CDP) has four key components to make this possible:
- 1) Persistent, person-level profiles with the capacity to store unlimited attributes
- 2) Real-time customer segmentation based on any combination of profile attributes
- 3) Direct connection with Facebook Advertising
- 4) Consent management that synchronizes individual consent across your entire stack
By building rich customer segments in BlueConic, then passing that first-party data to Facebook via our Facebook ads connection, you can:
- Target audiences with even greater precision to drive better response rates
- Automatically remove individuals from Custom Audience lists that deny consent
- Send data directly to Facebook instead of manually uploading files with latent data
Benefits of the Facebook Advertising connection in BlueConic’s CDP
In just a few clicks, BlueConic customers can start passing customer data to Facebook from BlueConic’s CDP using an out-of-the-box connection.
Here are a few ways advertisers are enhancing their Custom Audiences with BlueConic.
1. Suppress targeting to customers who deny consent
Because BlueConic offers consent management as a standard feature of the platform, you can rest assured that you won’t accidentally target someone on Facebook who has explicitly denied consent to be targeted.
Given the new-ish Custom Audiences requirements that Facebook put in place, having the ability to update Custom Audience lists as individuals provide or deny consent will be critical to your Facebook advertising programs.
2. Reduce waste and improve ad spend efficiency
Since no one has ever said, “We’re absolutely okay with wasting our ad budget,” eliminating wasted impressions has become an even bigger focus for many advertisers.
With real-time segments powered by BlueConic, you can ensure that you are only targeting people that fit your desired segment — even as individuals move in and out the segment.
No matter how you define your segments in BlueConic, as soon as a person no longer fits into the criteria, she is removed and immediately pulled out of the corresponding segment.
You can even create new look-alike audiences based on the descriptive and behavioral attributes of your most valuable customers. Or you can suppress recently-engaged individuals from being exposed to your acquisition campaign ads.
No more ad dollars going down the drain: the advertising professional’s dream.
3. Reengage cart abandoners and inactive customers
A leading rental company improved their conversion rates using BlueConic’s Facebook Advertising connection to target “shopping cart abandoners” using Custom Audiences.
In our customer data platform, they built a segment of individuals that started down the path to purchase, but failed to complete the purchase.
By pushing that segment to Facebook, it allowed the brand to specifically target those abandoners with compelling offers to come back and complete the purchase.
Furthermore, the shopping cart abandoners were also segmented by product to ensure the offer each individual received was related to his or her specific shopping interests.
Because BlueConic segments update in real time, as soon as an individual came back and completed the purchase, she was immediately removed from the abandoner segment so no additional impressions would be targeted to her.
BlueConic offers real-time behavioral segmentation as a standard feature.
This means all BlueConic customers have the ability to target prospects and customers who have exhibited no recent activity or groups of individuals who have recently demonstrated a drop in momentum, indicating they may be at risk to churn.
No configuration required.
4. No more wasted time uploading customer lists to Facebook
Facebook Custom Audiences allow you to upload static lists for targeting, such as a customer list from your CRM or a newsletter subscriber list from your ESP.
This is a good step in the right direction, but it’s less than efficient.
Instead of repeated manual uploads, BlueConic’s Facebook Advertising Connection allows you to start automatically passing data. With just a few clicks, you’re good to go.
Find out how you can enhance your ROI from your Facebook advertising efforts with a customer data platform by watching our special webinar.