Facebook is one of the hottest places to advertise these days, especially when it comes to reaching consumers on mobile devices. Together, Facebook and Instagram make up 20% of the total time that US adults spend on mobile devices1.
And with more than a billion people visiting Facebook on a daily basis, it’s no surprise that Facebook is one of the most popular destinations used by LiveRamp Data Onboarding clients.
Here are a few tips for getting the most out of the way you use LiveRamp and Facebook
1. Activate Your Data Across Facebook, Facebook Audience Network, and Instagram
When you distribute an audience segment to Facebook as a Custom Audience, you can reach consumers in several places. Within Facebook, of course, your ads can be seen in a user’s news feed. You can also reach the same audience segment on Instagram and through the Facebook Audience Network, which currently extends Facebook’s reach into an extensive set of independent mobile apps.
2. Provide As Much Data As You Can In Your File
Facebook is a great example of a partner with a User Account integration type, as we described in a recent blog post on How LiveRamp Data Onboarding Integrations Work. The more data elements you can send us in your file – email, name, postal address, etc – the better our ability to match your data to an AbiliTec® link through our offline recognition process, and ultimately match to a Facebook user account.
3. Overlay Third-Party Data Onto Your Onboarded Audience to Refine Your Segment
After you onboard an audience segment, you can overlay demographic, interest, behavior, and location-based data through the Facebook Ads Manager interface. LiveRamp can also activate standard and custom segments from a broad set of third-party data providers through the Ads Manager interface on request.
4. Explore Native Look-Alike Modeling To Expand Your Reach
Facebook offers a native look-alike modeling feature that can be used to help you reach more consumers who are similar to your onboarded audience segment. This can be particularly useful for helping you reach a broader audience that is likely to have conversion and purchase behaviors similar to your top customers.
5. Measure The Impact Of Your Campaign On Offline Sales
Try out Facebook’s Lift product for measuring the impact of your Facebook campaign on sales that take place offline in brick-and-mortar locations. After you onboard your audience segment for targeting, Facebook Lift will create a randomized control group. Once your campaign is completed, you can onboard your sales transaction data, and Facebook Lift can provide a report that shows the lift in conversions between the control group and the group exposed to your ads.
6. Think Cross-Channel
One of the great benefits of using LiveRamp to onboard your data is that you can upload data once and distribute the same audience segments to multiple platforms for seamless cross-channel execution. Look for ways to complement your Facebook campaign with the reach you can achieve through other technologies in your marketing stack.
1. US Mobile Total Monthly Minutes, comScore, December 2014