Create customer segments for Facebook ads

Contributors

@paul-boag


Business Benefits

Create custom audiences to target potential buyers effectively with Facebook ads.


Access your customer database and get at least the following data: Purchase date, Purchase frequency, Purchase value, Product type, and Newsletter subscribers.

Use these data points to construct customer segments, and then use them as Custom Audiences.

Create a Potential buyer segment and break it down into 3 separate newsletter segments such as, New Subscribers, Engaged Subscribers, and Non-Engaged Subscribers.

  • New Subscribers: Brand spankin’ new to your list. Newbies. The newest entrants to your sales funnel. You won’t know much about them until they have engaged with your content and emails over time.
  • Engaged Subscribers: Basically, these people responded to your targeting in some way. They may have opened an email, followed one of your call to action prompts, visited your website, and so on.
  • Non-Engaged Subscribers: These are people who were sniffing around at some point, but the lead’s gone cold. It’s still useful to hang on to these people’s emails because you can try to reactivate their interest in your brand. They may alternatively be idle or may check for your email at some point in the future.

Make a list of newsletter subscribers who have not made a purchase yet.

Add their subscription date and their activity, such as opening an email, following one of your call to action prompts, or visiting your website. The goal here is to turn these potential customers into actual paying customers.

Create the one-time buyers segment by pulling a customer list with a transaction count of one.

The segment represents customers who have made a single purchase. Filter customers with transactions made in a relevant period like the past 180 days. Your goal here is to increase Customer Lifetime Value. You can share new and improved offers, ones they might already be inclined to purchase based on their original purchasing behavior.

Create a repeat customers segment by pulling a customer list with transaction counts of two or more.

This represents customers who have placed at least two orders from your store. Filter customers with transactions made in a relevant period like the past 180 days. Your goal is to serve them with relevant offers where you cross-sell and upsell related products. Don’t offer them a deal like “20% off for first-time customers only.”

Create a lapsed customers segment by pulling a customer list with a transaction count of one or more.

This represents customers who haven’t purchased from you in the past months. Filter customers with no transactions made in a relevant period like the past 180 days. You should launch dedicated reactivation campaigns for them.

Make a list with customers, adding those from the top 20% total spent, with those from the top 20% number of transactions, and those from the top 20% order value.

This is your High-value customer’s segment. It represents customers who have spent disproportionately more money than other customers with your company. They either bought a lot of products, purchased big-ticket items, or, both. Your goal is to cross-sell and upsell relevant products. You can also create a segment for the bottom 20% of customers and exclude them from Facebook campaigns. They’re not likely to buy, so slim the margins a little bit.

Upload your segments to Facebook using at least emails, phone numbers, or Facebook UID.

Use Advanced identifiers to improve match rates for members of your list using more than those basic identifiers.