Advertising Personalizations for Facebook
Ads, using Unless. So, what makes Advertising personalizations so powerful? Whenever Facebook
Advertising sends a visitor to your page, Facebook allows you to segment and target
very specific people. You can segment by Gender, Age and Interest. But you can even upload
your own customer lists, through Custom Audiences. When you’re creating these Ads in Facebook,
you can then pass this information through to the landing pages, using Unless. Unless
then remembers each Audience, and lets you use this data any time they land on your page
through On-site personalizations. In this example, we’re targeting women between 18
and 25, who like Chocolate and have previously purchased. But what is it that makes such
personalizations so successful? The short story is that people prefer to buy from
people we think are similar to themselves. Research has shown that showing people content
relevant to WHO they are, dramatically increases the chances of them engaging with your company.
So how do we get started? The are three steps we’re going to cover in this video: First,
we’re going to show you how to Pass Facebook data to the Landing Pages. Second we’ll show
you how to Create Audiences to capture Facebook Data. Third, we’ll Create Experiences for
each Audience. So let’s get started with Step 1. To Pass Facebook Data to the Landing
page, we’re going to Export, Enrich and Import. So let’s go into Facebook Advertising and
show you how we do that. As an example website, let’s use Generation Tux. A website where
you can rent tailored suits and outfits for weddings and other engagements. So let’s
go into Facebook Ad manager and set this up. When you create a New ad there are two options
available. You can either create a new ad set, or create multiple new ad sets. This
allows you to create one ad with many different variations. You can create variations for
custom audiences, locations, for age, or for demographics, interests or behaviors. We already
set up a long list of ads by doing this. We made 48 different ads. Each of these ads currently
has the same name. What we want to do, is push the targeting information and different
variations of each of these ads into the landing page. Typically you’d have to go into every
individual ad, scroll down and add this information into the URL parameters. What we’re going
to do instead, is we’re going to select all of the ads and we’re going to export them
into a CSV file. Now that we’ve exported these ads, we have an excel spreadsheet that
we can use to combine all of the information about our ads and our targeting conditions.
When we scroll through the columns, we’ll see a lot of information, such as Location,
Gender, Age brackets, and demographic as well as custom audiences. What we want to do, is
combine all of this information into one column, also known as URL tags. You see this column
already has some existing information. And what we’re going to do is add a CONCATENATE
string. CONCATENATE just means we’re going to combine multiple pieces of information
into one column. And we simply drag this down so it’s applied to all of the different ads.
Let’s save this file, and go back into Facebook Ads. Here, we can now Import the same file
by clicking here, then “import ads” and then clicking on the file, and then clicking import.
Now, when I click on one of these ads, and scroll down, we’ll see the variables included
right here! Whenever someone clicks on one of these Ads, we’ll know what age they are,
what gender they are and what demographic they belong to. That was Step 1! Pass Facebook
Data to the landing pages. Step 2, is to push this data into Unless Audiences. Let’s go
into the Unless Dashboard, click in the top right corner on Audiences, and let’s Add an
Audiences. In this case I’m going to add “Demographic: Engaged”. We’ll give it a Membership of
365 days. And we’ll give it a trigger. Under Parameters, we’ll choose a query string parameter,
and we’ll add what Facebook sends along in the URL. And then click on Save Audience.
You can see all the Audiences associated with the Ad campaign that we are running here in
this list. You can see the Impressions for each audience as well. It’s important to
remember that, regardless of which page they land on, as long as these parameters are in
the URL, we’ll remember that they belong to this Audience and show them the relevant
personalizations. So we’ve created Audiences to capture the data coming from Facebook.
Now we want to Create Personalizations to Match each of these Audiences. So, let’s go
back into the dashboard and click on Websites and then Personalize Generationtux.com. You’ll
see we have a list of existing personalizations for, for example people that are engaged or
different age categories. When we go to the home page for Generationtux.com, by default
it always shows “your wedding.” But what if someone is visiting this website and they’re
currently in high school? It’s probably going to be more relevant to focus on a Prom attire.
Let’s create a personalization and target those types of visitors. We’ll call the personalization
“prom” and we’ll add an audience. Now we can design this personalization. So let’s say
that we’re going to change the tagline at the top of the page into “your prom, perfected”
and then when we scroll down we can change this picture into a prom picture. Here we
can change this into “we know proms” and remove this particular element. We just made this
page to be super relevant to students shopping for their prom! We created a number of different
personalizations. We can switch between them very easily with the personalization switcher.
Right now we’re on the prom variation, but we can also switch to one for women, for men,
or for people with a slightly different age category. In this case we’ll simply go back
to “Prom” and publish this particular personalization. Then, we can go back into the dashboard and,
now, we can preview what this looks like for different demographics. You can see that whenever
someone lands on this page and they’re a high school student between 18 and 21, they’ll
be shown this page by default. Depending on whether they are part of one or more different
demographics and audiences we’ll show multiple personalizations on the same page. This was
the guide for advertising personalization for Facebook advertising using Unless. For
additional guides and tips and tricks check out our knowledge!base! Thank you for watching!