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THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT TIP #11: WCA VS. EMAIL CUSTOM AUDIENCES When I started my experiment, I had a general idea regarding how it would be pulled off, but it was definitely fluid. I expected my approach to change, and it did. Several times. All along, the goal was to keep this going for a while with the intention of having a small audience that makes it to the end. Initially, I planned on using email custom audiences to help limit that final group. I was still going to use Website Custom Audiences as the engine of this experiment. But once people made it to a particular step, I was going to require people to provide an email address to continue. After careful consideration, I abandoned this approach. The reason can be found within the differences between WCAs and email custom audiences — in particular the strengths and weaknesses of both. WEBSITE CUSTOM AUDIENCES Defined Website Custom Audiences allow advertisers to remarket to people who have visited their website before — either targeting all website visitors generally or those who visited specific pages of the site. These ads appear on Facebook (or within partner mobile apps using Facebook Audience Network) and can reach those who have visited the advertiser’s website within the past one to 180 days. 61
THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT Strengths EMAIL CUSTOM AUDIENCES First, these audiences are updated dynamically — in real time as users visit the site. An ad can be served immediately upon leaving your site and visiting Facebook. No updating is needed as users are constantly added and removed from the audience based on rules the advertiser created. Defined <strong>Ad</strong>vertisers can upload a CSV file of customers to Facebook to create an audience for targeting purposes. In this case, advertisers can create Facebook ads that target those on their email list. Second, targeting is based on browsing activity and not reliant on matching up an account to a Facebook profile, which isn’t 100% reliable. Finally, the amount of targeting that can be done based on specific pages visited — without requiring a purchase or opt-in — can result in incredibly relevant advertising. Weaknesses First, users won’t exist within the audience forever. Since there is a maximum duration of 180 days, visitors need to remain engaged to continue to exist within the audience. Second, since WCAs work with the help of a pixel, reliability can be hurt by clearing or blocking cookies. Strengths First, create very relevant ads based on the products a customer has bought or opt-in they have requested. Second, unlike a WCA, this audience does not have a limited duration. With no expiration date, you can continue targeting a user on Facebook as long as they remain on your email list. Weaknesses First, you are limited only to those who have provided an email address (or phone number or Facebook UID, depending on the Custom Audience). This limits the size of the audience, unlike a WCA. 62
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