Aula 05 - Biblioteca de públicos

Universidade das Vendas

28 Jun 202316:42

Summary

TLDRThis video tutorial guides viewers on leveraging Meta's Edge tool to create custom audiences for targeted advertising. It covers capturing specific user behaviors on your site, such as cart additions and checkouts, and converting them into audience segments. The instructor demonstrates how to use these segments for ad targeting, emphasizing the importance of creating and organizing audiences ahead of campaigns for better ad performance and ROI.

Takeaways

😀 The video discusses the importance of creating and managing custom audiences within Meta's ad platform for targeted advertising.
📈 It highlights how to build audiences from various interactions, such as site visitors, cart additions, checkout initiators, and more.
🎯 The presenter demonstrates how to access and utilize the 'Audiences' feature in Meta's Edge tool for ad management.
🛒 Audiences can be created from customer lists, app activities, offline sources, and video interactions to refine ad targeting.
📊 The video emphasizes the value of segmenting audiences based on specific behaviors and time frames, such as 7, 14, 30, 90, 180, and 365 days.
📝 It suggests organizing audience names systematically to facilitate ease of use and analysis during campaign setup and review.
🔍 The script explains how to create lookalike audiences based on existing custom audiences to expand reach effectively.
📱 The importance of engaging with audiences on both Facebook and Instagram is stressed, given their distinct user demographics.
📈 The video provides a step-by-step guide on creating a custom audience from website visitors, emphasizing the selection of specific behaviors and time frames.
📑 It also touches on creating audiences from Instagram and Facebook page engagements, showcasing the process of selecting and naming these audiences.

Q & A

What is the main topic of the video script?
-The main topic of the video script is about creating custom audiences within the Meta (Facebook) Ads Manager tool for targeted advertising.
Why is it important to create custom audiences in Meta's ad tool?
-Creating custom audiences is important because it allows advertisers to target specific groups of people who have shown interest in their products or services, such as those who have visited their site, added items to their cart, or initiated checkout.
What are some examples of custom audiences that can be created according to the script?
-Examples of custom audiences include people who have converted on the site, added items to their cart, initiated checkout but stopped, engaged with a post, or commented.
How can you create a custom audience from a list of customers?
-You can create a custom audience from a list of customers by uploading their emails and phone numbers if you have over 2,000 people interested in your product, or if you have a physical store transitioning to an online store.
What is the significance of creating audiences based on different time frames like 7, 14, 30, 90, 180, and 365 days?
-Creating audiences based on different time frames allows advertisers to target people who have interacted with their site or content at various points in the past, which can be useful for remarketing campaigns and targeting users based on their recency of engagement.
How can you create a lookalike audience in Meta's ad tool?
-You can create a lookalike audience by selecting a source audience and then choosing a percentage (1% to 10%) to define the size of the new audience, which will be similar to the source audience in terms of demographics and interests.
What is the recommended approach for naming custom audiences?
-The recommended approach for naming custom audiences is to use short, descriptive names that include the source of the audience, the type of interaction, and the time frame to easily identify the audience's characteristics.
Why is it suggested to create custom audiences before starting a campaign?
-It is suggested to create custom audiences before starting a campaign to ensure that the audiences are readily available when needed, which can save time and help in structuring campaigns more effectively.
How can you create a custom audience from Instagram or Facebook page engagement?
-You can create a custom audience from Instagram or Facebook page engagement by selecting the specific page or profile and choosing the actions people have taken, such as visiting the profile, engaging with posts, or sending messages.
What is the benefit of having a well-organized custom audience library?
-Having a well-organized custom audience library allows advertisers to quickly and easily select the appropriate audience for their campaigns, leading to more efficient campaign setup and better targeting.

Outlines

00:00

📈 Building Audiences for Targeted Advertising

The speaker introduces the topic of constructing audiences for targeted advertising within Meta's Edge tool, which is Facebook's advertising platform. They discuss creating audiences based on user interactions with a website, such as those who added items to a cart or initiated checkout. The speaker emphasizes the importance of audience creation even before starting to advertise and suggests various types of audiences that can be created, such as those who engaged with posts or commented. They also demonstrate how to navigate the tool to create custom audiences and highlight the significance of audience segmentation for effective ad targeting.

05:02

📊 Audience Creation for Campaign Success

The speaker provides a detailed walkthrough on creating different types of audiences for ad campaigns. They discuss the importance of creating audiences based on various criteria such as website visits, time spent on the site, and purchase behavior. The focus is on the strategic creation of audiences at different intervals (7, 14, 30, 90, 180, and 365 days) to capture user behavior over time. The speaker also stresses the need to organize audience names for easy identification and management, which will be crucial for the success of future ad campaigns.

10:02

📝 Organizing and Utilizing Audience Data

The speaker continues the discussion on audience creation, focusing on the organization and utilization of audience data. They demonstrate how to create audiences based on Instagram engagement and Facebook page interactions. The speaker also explains how to create lookalike audiences and use the 'similar to' feature to expand the reach of advertising campaigns. The importance of having a well-organized and comprehensive audience library is reiterated, as it will streamline the process of creating effective ad campaigns.

15:02

🚀 Maximizing Ad Campaigns with Prepared Audiences

In the final paragraph, the speaker wraps up the lesson by emphasizing the importance of having a prepared library of audiences for creating assertive and effective ad campaigns. They stress that the work done in audience creation will significantly ease the process of campaign setup and execution. The speaker encourages the audience to apply the lessons learned to their accounts and prepare for the next lesson, which will cover the topic of ad campaign creation.

Mindmap

Keywords

💡Meta

Meta refers to the parent company of Facebook and Instagram, which has integrated its advertising tools under this brand. In the script, Meta is mentioned as the platform where the audience can create and manage ads, indicating the central role of Meta's advertising tools in the video's theme of digital marketing.

💡Audience Building

Audience building is the process of creating and refining groups of potential customers for targeted advertising. The video script emphasizes the importance of audience building within Meta's tools, showing how to segment audiences based on their interactions with a website or social media activity.

💡Custom Audience

A custom audience is a group of people who meet specific criteria set by the advertiser, such as past customers or website visitors. The script discusses creating custom audiences in Meta's ad platform, highlighting the ability to target ads to users who have shown interest in a product or service.

💡Pixel

Pixel is a tracking tool used by Meta to collect data about users' activities on a website, which can then be used for ad targeting. The script mentions configuring a Pixel to track events like page views and purchases, which are critical for creating targeted audiences.

💡Remarketing

Remarketing is a strategy where advertisers target users who have previously interacted with their brand, such as by visiting a website or adding items to a shopping cart. The script suggests using remarketing to target users who have shown interest but have not completed a purchase.

💡Lookalike Audiences

Lookalike audiences are groups of people who are similar to a company's existing customers or a custom audience. The script explains how to create lookalike audiences in Meta's ad platform, which can be used to find new customers who are likely to be interested in the advertiser's products.

💡Engagement

Engagement refers to the interactions users have with a brand's content, such as likes, comments, shares, and clicks. The video script discusses creating audiences based on engagement, such as people who have interacted with a Facebook page or Instagram profile, which is key for targeted advertising.

💡Instagram Professional Account

An Instagram professional account is a business or branded account that allows for advanced features like analytics and promotional posts. The script mentions creating audiences from professional Instagram accounts, indicating the integration of Instagram's features within Meta's ad platform.

💡Facebook Page

A Facebook page is a public profile dedicated to businesses, brands, or communities. The script talks about creating audiences from Facebook page engagements, emphasizing the cross-platform capabilities of Meta's advertising tools.

💡Ad Campaigns

Ad campaigns are structured sets of ads that run over a specified period with a defined budget and objectives. The video script refers to managing and analyzing ad campaigns, which is central to the video's theme of optimizing digital marketing strategies.

💡Organic Traffic

Organic traffic refers to users who find a website or social media page through unpaid means, such as search engines or social shares. The script mentions leveraging organic traffic, suggesting strategies to convert these users into potential customers through targeted ads.

Highlights

Introduction to creating audiences within Meta's Edge tool for targeted advertising.

Utilizing conversion data such as site visitors, cart additions, and checkout initiations to form audiences.

Creating custom audiences based on engagement with posts, comments, and other interactions.

Demonstration of how to access and use the audience creation tool within the Meta platform.

Explanation of the importance of audience creation for ad targeting and campaign effectiveness.

Tutorial on creating a custom audience from website visitors who have performed specific actions.

Details on creating an audience from a customer list based on email and phone numbers.

Instructions on creating an audience from in-app activities for users who have interacted with an app.

Guidance on creating audiences based on video views on Facebook and Instagram.

How to create an audience from those who have filled out a form or completed an instant experience.

Advantages of creating lookalike audiences based on existing successful audience segments.

The significance of creating audiences at different time intervals for various campaign strategies.

Importance of organizing audience names for easy identification and management.

Practical steps to create a new audience from Instagram engagement within a specific time frame.

Creating audiences from Facebook page engagement to target different segments of followers.

The process of creating similar audiences based on existing ones for broader reach.

Encouragement to create audiences proactively to streamline future campaign setup and execution.

Emphasis on the practical application of audience creation for immediate and future marketing efforts.