THREE TYPES OF AUDIENCES
- Custom Audiences – the various forms of first party data
❏ WCA (website custom audience)
combos of time period and part of the site.
❏ Email audiences
(which can be automatically updated if using integrated oAuth or a third party like
LeadsBridge) or manual, broken out by segment.
❏ Native audiences
all video views, some video views (in last 14 days), general page engagement.
❏ Special audiences
Offline conversions, app activities, partial match audiences.
- Saved Audiences – build upon custom audiences
❏ Core audiences
(any of Facebook’s own data) we can bucket by the targets we learn from running
Audience Insights on our highest signal custom audiences.
❏ Combination audiences
We can create a combination of custom and core audiences (people who have been to
the site in the last 30 days and are followers of Digital Marketer). Or combos to create
triggers such as they are in one custom audience, but not in another.
❏ Media Workplace and other Influencer Audiences
Drive great indirect top of funnel track, since it results in more mentions that drive
organic power, which we can share to get more viral.
- Lookalike Audiences
❏ CONVERSION LOOKALIKES
❏ LEAD LOOKALIKES
Lookalikes are an extension of custom audiences, since the custom audience is a seed.
Not all seeds are strong enough to be worth having lookalikes built. And only the
strongest seeds (high enough volume and low enough in the funnel) should have1%,
3%, and 5% audiences made (with appropriate exclusions, of course).
Targeting the right audience is based on the steps of the funnel. The Warriors have a high
number of followers (11.3MM in Sept 2018) and a large website remarketing audience, both
from ticket sales and the Warrior Team Store.
Remarketing means to show proven content to an audience which is more likely to convert
than the average Facebook follower.
Therefore, the funnel is designed to increase remarketing audiences and nudge people to buy
tickets and merchandise.