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    How can a custom audience be used within a Facebook Ad account?

    To send the audiences generated using our Audience Builder into Facebook, you need to first integrate Reveal with Facebook by following the steps in this guide.

    The custom audiences are automatically sent to your Facebook Ad account, where you can use them to:

    • target existing customers with relevant ads based on their specific historical interaction with your shop
    • create lookalike audiences

    To be able to run a Facebook ad, your Facebook custom audience should have a minimum of 1,000 people. That means that you would need more than 1000 customers in Reveal, as it might be that not all Reveal customers would have a Facebook account associated with the identifiers (email address, phone number – if you collect it, ZIP code, billing country and billing city) available for each customer in your Reveal customer base.

    How to build an audience and send it to Facebook?

    To build an audience, simply select the customers that you wish to be a part of that audience, using one or more of the filters described above.

    Once you start applying filters, you will notice that the “Customers”, “Revenue”, “Margin” and “CLV” boxes will display appropriate data. The more filters you apply, the less customers will enter your audience.

    For example, we selected the RFM Groups Soulmate and Lover. You can see the number of customers in this audience, the revenue and margin they generated, as well as their average CLV:

    If you’d like to remove a part of your selection, you can simply click on the respective “Remove filter”.

    Don’t forget to enable the Marketing Consent filter if needed for your shop’s customers.

    Once your selection is final, click the “Build audience” button.

    Next, name the Audience and click the “ Save audience” button:

    A message will be displayed, confirming that the audience was created.

    You can see a list of all your audiences in the lower part of the Audience Builder page, with details about the audience’s number of active integrations, the audience name, and the audience size. If you still need to complete any of the available integrations, you will have a link to do so.

    To toggle the audience synchronization, click “>” for the desired sync :

    As long as Sync Enabled is “true” for Facebook, the audience will be updated in Reveal and synced into Facebook daily.

    To see an audience’s details, click on the Preview button(the eye icon) found at the right side, on the audience’s line, under “Actions”. All details will be displayed on a new page. You can even download your audience into a csv file by clicking on the arrow down icon or if you no longer need it, you can erase it.

    Use cases

    Smart Acquisition Campaigns 

    To attract more customers like your best customers and maintain the acquisition costs as low as possible, first, create a custom audience for the RFM Groups Soulmate, Lover, New Passion. 

    Next, use that custom audience to create a lookalike audience (see Facebook’s article Create a lookalike audience from a Custom Audience)

    Onboarding campaigns 

    To increase the chances for new customers to buy again, target them with onboarding ads via Facebook and Instagram. For this, create a custom audience for the RFM Groups New Passion, Flirting and Apprentice and then create the appropriate ad for this custom audience.

    Re-engagement campaigns 

    To get back into your inactive customers’ attention, target them with Facebook or Instagram ads. For this, create a custom audience for the RFM Groups About to dump you, Ex lover and Don Juan. 

    You might find this audience to be very large, so you can try to create a few different audiences, by combining the RFM Groups About to dump you, Ex lover, Don Juan with product related filters (category, brand, product). You will have smaller audiences (ensure you’d have at least 1000 people in your Facebook audience), but you’ll be able to use the product related interests for more relevant ads.

    Nurturing campaigns 

    To recognize your promoters, but also get in your Passives’ or Detractors’ good graces, target them with relevant messages via Facebook or Instagram. For this, create custom audiences with customers from various NPS scores – Promoters, Passives, Detractors.

    Product – related campaigns

    To bring a new product or new releases for different categories or brands, target customers that have purchased similar products or products from the same category or brand with ads on Facebook and Instagram. For this, create a custom audience by applying filters by products, by category or by brand.

    Location related campaigns

    To engage customers from a specific location, create a custom audience by applying filters by country or by city and create a specific Facebook or Instagram ad.

    Additional details needed?

    Please don’t hesitate to reach out to our amazing customer support team if you need any additional information.

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