What is the Audience Builder?
The Audience Builder is a feature that allows you to create custom audiences based on your real customer’s data, leveraging the RFM, NPS, products, categories, brands and location-related information from Reveal.
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
Where can you find the Audience Builder?
You can reach the Audience Builder by clicking the “Audience Builder” tab found in the menu on the left of the Dashboard page.
If you reach the Audience Builder page and see the error message “Your Facebook account is not integrated. Your audiences are not being used”, you first need to integrate your Facebook account with Reveal. To reach the integration page, click the “Integrate now” button.
You will be directed to the Facebook / Instagram Settings page.
NOTE! In order to create or edit an audience with an uploaded customer list, please don’t forget to agree to the Facebook Custom Audiences Terms TOS.
Understanding the filters
You can choose how to build your audience by using the available filters.
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.
Let’s take a look at each filter:
- Filter by Time Period
Customers taken into account are the ones with last delivered orders during the selected time-frame (for Shopify users, this means orders with Shopify status “fulfilled”).
You can select: last day, last 3 days, last 7 days, last 14 days, last 30 days, last 90 days, or a custom date.
Custom date allows a specific, fixed time frame selection. All the other options are dynamic and refer to past 24 hours, or past 24 X 3 / X 7 / X 14 / X 30 / X 90 hours. The audiences will be updated daily based on the new orders that are being mapped in Reveal as delivered.
Once you select Custom Date, the Custom Period filter will appear and you can make your date selection in the displayed calendar.
- Filter by RFM Group
Select one or more options and then save your selection.
- Filter by NPS (Pre or Post)
You can select a specific NPS Score or multiple scores.
Your selection could be for Promoters (NPS scores of 9 and 10), Passives (NPS Scores of 7 and 8), or Detractors (NPS Scores of 0 to 6). Make sure to save your selection.
- Filter by category
First, select the category level. Then, either search for the category by typing the category name in the Search box or scroll through the list. Select one or more options and then save your selection.
- Filter by brand
Search for the brand by typing the brand name in the Search box or scroll through the list. Select one or more options and then save your selection.
- Filter by product
Search for the product by typing the product name in the Search box, or scroll through the list. Select one or more options and then save your selection.
- Filter by billing country
Search for the country by typing the country name in the Search box or scroll through the list. Select one or more options and then save your selection.
- Filter by billing city
Search for the city by typing the city name in the Search box or scroll through the list. Select one or more options and then save your selection.
- Marketing consent
A very important filter is the Marketing consent. This filter can be enabled (green) or disabled (gray).
To be GDPR compliant, you can only advertise to a custom audience on Facebook (or create a lookalike audience from a custom audience) as long as you received marketing consent from the customers in that custom audience.
You can use one or multiple filters, keeping in mind that the number of customers in each audience will decrease with the increase of the number of filters applied.
Selecting multiple options in the same filter identifies customers that adhere to one or more of the selections. For instance, selecting the “Books” and “Furniture” categories would result in an audience for all customers that have purchased either Books or Furniture or both.
Comparatively, however, when using multiple filters, an “AND” type of rule is applied, where the customers need to belong to an overlap of the selected rules. For example, selecting the “Books” category and the “Lover” RFM Group filters, would result in having only customers that are both Books buyers, as well as part of the RFM Group Lover, included in the audience.
If you’d like to combine the last order and RFM Group filters, we recommend that you:
- Have a look at your RFM Points (Store Settings > General > RFM Points > Pencil button) and see how the recency points are defined
- Have a look at your RFM Score Mapping (Store Settings > General > RFM Score Mapping > Click on the pencil button to configure) and see what RFM scores are included in each RFM Group (look at the first figure from the three figures scores, as that is the Recency score):
In the below example, you can see how to read the recency points:
In the below example you can see how to find the recency scores for the Lover RFM Group, in the RFM Score Mapping. Notice how the recency scores (in this example) are 4 and 5, meaning that some customers from the Lover RFM Group placed their last order between the last 30 and last 89 days, and others placed their last order in the last 29 days (as per the above recency points settings):
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 Group 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 and Send to Facebook” button:
A message will be displayed, confirming that the list is being sent to your Facebook account, you will receive an email once everything is set and you will see the audience in Facebook starting from the next day:
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.
To toggle the audience synchronization, click “>” on the wanted audience :
As long as Sync Enabled is “true”, 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.
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)
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.
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.
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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