You know that social media is a key business driver and targeting the right audience has to be a success of any ad campaign. Maropost Marketing Cloud offers multiple ways for your ad targeting and in this article we will particularly focus on Meta ad targeting. Two valuable components that we are going to talking about for your targeting strategy are purchase activity and email activity, and how can we leverage the data of these two components for your Facebook ads.
🌈 Purchase Activity
You can use the Purchase activity insights and know about your customers’ buying behaviors, preferences, and spending patterns. How can it be valuable?
- Personalized Targeting: It can be helpful in understanding what products or services your customers are interested in so that you can tailor your ads to match their preferences, and get that conversion.
- Customer Segmentation: You can segment your audience based on their buying history. For example, you can create segments for high-value customers, frequent buyers, or those who have shown interest in specific product categories.
- Predictive Analysis: Keeping a track of purchase patterns can help you predict future buying behaviours of your audience to proactively target with relevant offers and promotions.
🌈 Email Activity
You definitely need the email data such as open rates, click-through rates, and engagement to get your audience segmentation right which can provide you heap of benefits such as:
- Engagement Insights: It provides you a clear picture of how engaged your audience is with your brand. High engagement rates indicate a receptive audience, making them prime candidates for targeted ads.
- Behavioral Targeting: By analyzing your email interactions, you can identify which content is relatable the most with your audience so you can create ads that align with their interests and preferences.
- Re-engagement Campaigns: The email activity data can help you identify inactive or dormant customers and then create targeted ads to re-engage these customers and bring them back into the fold.
🌈 Using Maropost’s “Send to Facebook” Action Widget
Maropost Marketing Cloud simplifies the process of leveraging purchase and email activity for Meta ad campaigns through its “Send to Facebook” action widgets. Here’s how you can use this feature:
- Prerequisites
- You must have an existing Facebook Ad Account.
- Create at least one Custom Audience for that Ad Account.
- Set up the connection between Maropost and the Facebook profile associated with the Ad Account.
- Mapping
- Map the fields of your Maropost contacts with the Facebook user profile fields. At a minimum, an email address is required. Additional fields can be used to increase matching accuracy.
- Select List
- Choose the list or segment containing the contacts you want to push to your Facebook Custom Audience. Ensure your contact profile data is properly formatted to meet Facebook’s requirements.
- Audiences
- Select the Facebook account linked with Maropost for Marketing.
- Choose the Ad Account and the Custom Audience you want to target.
- Use the “Add to Fb” option to push the selected contacts to the Custom Audience.
For a more detailed guide, please refer to the following articles:
By integrating purchase and email activity data into your Meta ad campaigns, you can achieve more precise targeting, higher engagement rates, and ultimately, better campaign performance. Maropost Marketing Cloud’s “Send to Facebook” action widget make this process seamless, allowing you to maximize the value of your customer data and drive successful ad campaigns.
