When you set up an advertising campaign, you need to define a target Audience, which usually is generated by extracting a segment of users based on their demographic attributes and other dimensions. When using Facebook or Google advertising, you can create target audiences by applying filtering rules to the users of these networks.
By leveraging the Cloud4Wi platform you can now create a target Audience by uploading a list of real customers who actually visited your store. The effectiveness of these ads is much higher than when you target generic audiences. The Click through rate (CTR) and the conversion rate are higher and the average cost per click can be reduced substantially.
The goal of this type of campaigns is to target existing customers, with retargeting campaigns, and either incentivize them to visit the store with a store promotion, or shop on e-commerce. Targeting actual in-store customers bring benefits to both cases but in this use case, we focus on bringing more people back to the store.
When running a campaign targeting a custom audience built using Cloud4Wi customer list, you can then upload into the Advertiser platform the list of store visits extracted from Cloud4Wi. This allows the ad platform to estimate the conversion of the campaign in terms of percentage of individuals that have been exposed to the ad that then visited the store.
How to implement it (on Facebook advertising)
This implementation guide shows how to implement the campaign on Facebook Ads, but a similar process is used with Google and other advertisers.
Extract an audience
First, you need to extract an audience form Cloud4Wi. You can also export all the users and refine the targeting criteria directly on Facebook, but if you prepare your target audience in Cloud4Wi you have control over several filtering dimensions that cannot be uploaded to Facebook.
You can go to the People > Activity Manager and create and export activity to extract and audience form a Segment you previously defined.
Create a Custom Audience on Facebook
Then go on your Facebook Ads Manager account and create a new Audience.
Note that because of a known bug of Facebook, right now you cannot see the size of the Audience that you just created.
Create the Ad Campaign
Now it is time to create your Ad campaign. You can create any type of campaign with your new custom audience, and in any case you'll get better results because you are targeting real customers who visited your store. However, this use case focus on leveraging Cloud4Wi data to drive in-store visits.
When you reach the audience selection of the campaign creation wizard, select the custom audience you created in the previous step.
Complete the campaign configuration and launch it!
How to measure success
Targeting real-customers, clustered based on behavioral metrics, will improve the conversion of your campaigns. The main metrics to measure the success of this campaign is to compare the main KPIs to other campaigns with the same goal but designed to target standard audiences.
- Average cost per click
If the ad includes an in-store offer built with the Facebook tool, you can also measure the offer redemption rate.