The Facebook Advertising Hack You Never Knew Existed
One of the biggest challenges that organizations face with Facebook Advertising is accurately targeting all their current customers and excluding them from their acquisition campaigns. There is a gap between the information that their customers have provided them and the information that the customer has signed up to Facebook with. In this article, I will show you how to link the two and take your customer linkage as close to 100% as possible.
According to Facebook, you can upload your customer file as a Custom Audience to:
- Specify delivery for all ad objectives
- Mirror email and direct mail efforts
Whether you're putting together an omnichannel campaign or excluding your customer file from an online acquisition campaign, you will want to ensure that you don't waste any advertising budget on targeting your current customers to avoid confusing or annoying them.
This is the process that your customer file goes through with Facebook:
This is the process that your customer file could go through with Experian:
Experian securely takes a customer's file and matches it against over 50M linkage records in Australia and uploads that file into the Advertiser's Facebook Account at a household level. This is so powerful, in fact, that we've seen ASX 100 organizations get 101% match rate to customer households on file by matching to addresses, emails and mobiles. Once uploaded, the advertiser enjoys the efficiency of being able to retarget their customers and leads or exclude from all future advertisements.
Updated July 7, 2020
You can reach out to the Marketing Services divisions of organisations like Experian, Equifax or TransUnion to get this service. Thanks for reading! :)