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Facebook

Primer gives you the ability to create high match rate Facebook custom audiences.

Connecting Facebook

Connecting your various Ad Platforms can be done quickly and easily within Primer's Integrations page. From the Integrations page within Primer, select the platform(s) you'd like to connect to.
When you select 'Connect Account' you will be taken through the process of logging in and oAuthing a connection between that ad account and Primer. Once connected, you'll be able to see your Account information and a 'Completed' status, indicating the connection was successful.
Check out our Facebook Intro for B2B Marketers for a more extensive breakdown of how to best leverage Primer audiences within Facebook

What's the smallest audience size possible on Facebook?

  • The short answer is 100 to load an audience, but more to actually get impressions.
    • This minimum requirement is meant to protect the privacy of the audience members, reducing the likelihood of identifying individuals via Facebook pixels or their actions on ads. There have been instances of Facebook denying the use of audiences that were well over 100 but less than 1,000, so it’s always safe to shoot for a larger audience wherever possible. If you can’t reach 1,000, use the Audiences module, to see your list of audiences and their “Availability” for use in ad sets. So long as you see the status of "Ready," these audiences are still good to go! The actual audience size (aka reach) will be revealed when you launch the audience in an ad campaign.
  • Size matters.
    • While 100 is the minimum number of people in a custom audience who can be served your ad, it's important to recognize that any list you import should be much bigger than this for a variety of reasons that we touch on below.
First, it’s important to understand how audiences work.
The most common data sources of custom audiences for Facebook Ads are:
  • Website visitors - data collected by a Facebook Pixel
  • Loaded lists - data of individual contacts or leads with some ad network matching identifiers (e.g. phone numbers, email addresses, etc.)
Facebook then cross-references that imported information with their user database to match Facebook users to the imported data. The end result is a custom audience of Facebook users that can be served ads directly, and this audience must total at least 100 users. Ergo, some of the contacts in your initial list will not be linked to a Facebook account, so uploading, for example, 100 phone numbers alone will not be enough.
And if you have not realized it yet, Facebook’s ad delivery system works as an auction system. When creating an audience and launching it in a campaign you are competing against other advertisers for eyeballs. If you provide Facebook with too small an audience, you won't have enough potential inventory to consistently win your bids or provide Facebook with enough data to optimize the user experience.
Facebook likes an overabundance of data. It provides an advantage for their algorithm, which identifies those users most likely to act in accordance with your Campaign Objective.
As an added benefit, their algorithm is then able to use your custom audience to create a Lookalike Audience of potential new customers with similar interests. The effectiveness of this Lookalike Audience depends solely on the amount of data it can use as a reference. For example, say you have a list of customers that have purchased your bird feeders. Facebook can use that list to identify potential customers who would also purchase bird feeders. Providing a large list of 5,000 customers with varied interests & behaviors would result in a much more effective Lookalike Audience than one of only 100.
So what are the real minimums?
From extensive testing (that we continue to do on a regular basis), we have found the following:
  • Awareness building for outbound >5K size
  • Direct-response, last click conversion >30K size
  • Lookalike >500

Assessing Match Rate

It can take up to 24 hours for an audience to fully match
Oftentimes, audience size information is withheld by Facebook for certain audience types. You may find your Custom Audiences show an alert that it’s "Not available" or "Below <1,000". This means that Facebook is not allowing you to see the actual audience size for privacy reasons.
As long as you see the status of "Ready" these audiences are still good to go! For newer accounts that have not spent a significant amount of money, Facebook often obfuscates match rate in the Audience Manager. If that's the case in your account, here is how you can measure the match rate improvement Primer generates for you.
Create two audiences; one unenhanced and one enhanced by Primer.
  1. 1.
    Set up an ad campaign on Facebook with an objective of brand awareness, reach, or traffic. The goal is to reach as many people in your target audiences as possible.
2. Create two ad sets:
In Ad Set A: Search for the Primer UnEnhanced Audience as the Custom Audience for targeting (work emails only)
In Ad Set B: Search for the Primer Enhanced Audience as the Custom Audience for targeting (ad profile enrichment)
3. Copy the same ad creative into both campaigns
4. Launch the campaign with a budget of $400 budget for 4 days
5. Compare the Reach of the different Ad Sets. You’ll notice that the Primer Enriched Audience will have 5-7X the reach of the Work Email only audience
Check out our Facebook Training Guide for more helpful tips and tricks:

Last modified 26d ago