As any good entrepreneur or digital marketer knows, finding customers and prospects in the places where they spend their time is one of the most important aspects a business needs to focus on in terms of online marketing. That’s why diversifying efforts and trying to be present and active on various platforms is the key to success.
We, at DataValidation, have a razor-sharp focus on everything related to email, because we truly believe it to be the single most relevant tactic in driving ROI and maintaining customer loyalty. But that doesn’t mean we are not also doing social media, on Facebook, LinkedIn and Twitter, digital advertising, on platforms such as Google Ads, Facebook Ads or Twitter Ads, while also doing content marketing. Email is a strong channel to interact with subscribers, but we fully understand that it doesn’t have to be the only one. A business can very well grow its email list with relevant and helpful blog articles, through social media campaigns. But today we will focus on how to further interact with those subscribers with the help of digital advertising.
We have already created a step-by-step guide on how to remarket to subscribers using Google Ads, in case you are interested in doing that as well.
The basics of Facebook Ads
For those that are not yet familiar with how Facebook Ads or other similar digital advertising platforms work, let’s start by explaining the basics. There are generally two terms that these platforms operate with. The first one is pay-per-click (PPC), which means that businesses are only going to pay when a user clicks on its ad. The second one, pay-per-impressions (PPM), where businesses are trying to gain exposure and awareness and are, therefore, paying for each thousand impressions their ads garner. There are, of course, other ways of paying for an advertising campaign, depending on its goals, with options such as pay-per-acquisition (PPA), where you pay for each conversion, pay-per-view (PPV), a strategy aimed at video campaigns. Facebook Ads uses the data it has collected on users to determine the best targeting options for advertising campaigns. Additionally, you can also target users based on their demographic data, interests, behavior or the apps or websites they use. After the campaign is deployed, with the help of Facebook Pixel, a tracking code placed on landing pages or websites, Facebook can track engagement and conversions to help you achieve your goals.
Facebook Ads targeting options
When it comes to targeting, Facebook Ads offers advertisers a multitude of options to define the audience that will eventually see the ads. For the purpose of this article, we will go over all targeting options available in Facebook Ads:
Locations: Select the city, county or country where your desired audience resides. You can also select a radius based on cities.
Age: You can set the minimum and/or maximum age of the people who will find your ad relevant.
Gender: Select one or both genders when deciding on the audience for your ad.
Languages: When relevant, you can also target users based on the language they speak.
Demographics: Here you will be able to tailor your audience with options such as education, work details, relationship or parental status etc.
Interests: You will be able to build your audience based on the interest users have, with varying targeting options. Interests are attributed to users based on their actions on Facebook, the pages they like or the ones they interact with, or on the web, on websites where Facebook Pixel is installed.
Behavior: Select the relevant users for your ads based on mobile device users, anniversaries, politics, purchase behavior and many more similar options.
You will be able to see how the targeting options you apply to your campaign will impact the audience you are creating, letting you know how many people you can reach with those settings.
Upload email lists to Facebook Ads
Before going forward, we want to underline the importance of using a clean email list when uploading it to any other platform. DataValidation offers the most comprehensive email cleaning service on the market. With our native integrations, you can easily import email lists into our app, while AutoPilot offers the option of keeping email lists fresh, by validating them on a regular basis. Always use DataValidation before uploading a list into Facebook Ads.
Here are the steps you need to follow to make sure that you are properly uploading an email list to Facebook Ads:
Login to Facebook Ads Manager
Go to Audiences
From the hamburger menu next to the Facebook logo, select the Audience section
Create a Custom Audience
Click on the drop-down menu called Create Audience and select the Custom Audience option
Select the Customer list option
Format your list
You can use the template that Facebook Ads offers or read the formatting guidelines before starting to format your list. Keep in mind that you should have already created the relevant segment from your email service provider. Optionally, you can use your entire email database to retarget on Facebook Ads. Facebook also has a native integration with MailChimp, if you want to use that for importing the list.
Upload the list
Map all the relevant field in your CSV file
Complete the upload process
Once the list is uploaded to Facebook Ads, it will be processed and afterwards, if everything goes according to plan, you will be able to use it in your advertising campaign.
Set up a Facebook Ads campaign using an email list
Considering that by now your email list is uploaded, you can start setting up your first campaign using this list. To create a campaign to retarget email subscribers on Facebook Ads, you need to follow these steps:
Select the objective
Depending on what you want to achieve with this particular campaign, you will be able to select the corresponding objective
Name the campaign
Select your targeting options
Use the targeting options described above to create your audience
Decide on placements
Facebook Ads offers various placements for ads, starting with their own platforms (Facebook, Instagram) but also a network of apps and websites (Audience Network)
Set up a budget and schedule
Create the ads
Depending on where you want your ads to run, you will need to associate a Facebook or Instagram account to your ads. Afterwards, decide on the type of ads you want to use and create the headlines and descriptions
Enable conversion tracking
Using Facebook Pixel, you will be able to track conversions, such as sales, lead generation or form submission directly in the Facebook Ads Manager interface. If you haven’t yet installed Pixel on your website, follow these guidelines for how to create and implement one on your website
Review your settings
It is always recommended that you review all settings before deploying a new campaign. Even the most experienced digital marketers or PPC specialists might make mistakes from time to time, that’s why it is best to check that everything looks good before proceeding
Start your new campaign
If you have followed every step, you are ready to launch your campaign. Make a habit of reviewing results as often as possible and make all the necessary changes so that you can get the most out of your paid efforts.
Businesses should try to reach email users on the platforms they frequently use. Retargeting subscribers on Facebook Ads is a great tactic for increasing engagement and conversions. Here are the main things we have learned in this article:
Digital advertising platforms offer precise targeting options to define the audience of a paid campaign
It is critical to decide which subscribers you want to include in your advertising campaign, so that you can properly segment your lists
Format the list according to Facebook Ads requirements before uploading it
Setting up a Facebook Ads campaign is a hassle-free endeavor if you follow our step-by-step instructions