FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
Second, advertisers can expect anywhere from 30-70% of email
addresses from their list to be matched up to actual Facebook
users. Keep in mind that the email address a user provides to you
when they purchase a product or opt-in to something is not always
the same as the email address they associate with their Facebook
profile. As a result, you won’t be able to target many of the people
on your list.
WHY I ABANDONED EMAIL CUSTOM
AUDIENCES FOR THIS EXPERIMENT
As I said earlier, I considered requiring an email address late in
the experiment to continue getting ads surfaced to you. The
thought was to further limit the audience to make it more of an
accomplishment to finish the experiment.
Third, there’s a matter of flexibility. While WCAs offer a great deal
of flexibility, email Custom Audiences do not. Example: I can easily
surface more content to people dynamically based on content they
have read recently using WCAs. I need an email address for each
step using email Custom Audiences.
Finally, an email Custom Audience is not updated dynamically (at
least without a third party tool). To remain current, it needs to be
uploaded every few days.
There is a very major flaw in this approach, per the weaknesses
mentioned above. People are opting in to get this content — many
are very excited to do so! — and I’m able to serve a very large
percentage of those who want that content using WCAs.
But the problem is that when they provide an email address, the
likelihood of me reaching them drops significantly. They may
provide an invalid email address by mistake or they may provide
an address that is different from that on their Facebook profile.
As a result, their time within the experiment would come to an
end, and they would not be happy!
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