Welcome to The Coyle Report’s Facebook Custom Audience Deep Dive Series.
Day 2 – Creating a Facebook Custom Audience from Your Mailing List
Day 4 – Creating a Facebook Custom Audience from Your Social/Other Links
Today we are going to learn how to create a Facebook Custom Audience from users that click on links in your social posts or any other links that you share (or are shared on your behalf) around the web. Yes, seriously, you can cookie your fans even when you are sending them to sites you don’t control. Like when you send fans to watch a video on YouTube, pre-order your album on iTunes or PledgeMusic, or buy tickets to an upcoming show via Ticketmaster. This is really powerful stuff for an artist to know and put into action. So, read the following instructions carefully.
There are 4 main tasks related to this process:
- Creating a Custom Audience.
- Creating an account on found.ee.
- Installing the Custom Audience tracking pixel in your found.ee account.
- Using found.ee to create your short links for social and other uses.
Task 1 – Creating a Custom Audience.
Yes, this starts out like the process from yesterday, but I’m going to assume you could use a refresher anyway. To start, navigate to the Custom Audience area of Facebook Ads.
On the right you will see a green button, click that and choose Custom Audience from the drop-down:
Select the Custom Audience from your website option:
Here’s where it starts to differ from yesterday’s process:
- Enter an Audience Name — found.ee,
- a Description (optional, but recommended),
- Website Traffic — here choose People who visit specific web pages,
- Include people who visit any web page that meets the following rules — enter http://found.ee
- In the Last — 180 days, and
- Include past website traffic — checked.
Task 2 – Creating an account on found.ee.
Head to found.ee and register for an account. The service is totally FREE at the moment. I’ve been told by the team that runs found.ee that they plan to offer premium features down the road, but the basic service — which includes all I’m talking about today — should always be part of their free service.
Task 3 – Installing the Custom Audience tracking pixel in your found.ee account.
Once you have created the Custom Audience for your found.ee account you need toInstall the Pixel within it.
How to Obtain and Install the Pixel
Within the Facebook Ads Manager, under the Audiences section you will see your Audience(s). Hover your mouse over the row and then the square icon, which is the Pixel Details, click to obtain the Pixel Code:
This displays the Pixel Code. You need to copy the code and paste it inside found.ee in their Manage Pixel area.
- Click on Manage Pixel in the top menu bar
- Enter a Name, it says this is Optional, but I strongly recommend it.
- Paste the pixel code into the Pixel Editor window
- Then make sure you save your work.
NEED HELP FIGURING OUT FOUND.EE OR INSTALLING YOUR PIXEL?
I’m available to help.
Task 4 – Using found.ee to create your short links for social and other uses.
You can even customize the resulting short url to make it more user friendly. You can also edit the destination if later on in your campaign you need to send fans to a different location of, say, a video, all the links in your tweets and Facebook posts will still be valid.
In found.ee on the Links page you can manage all your links, see previews (so awesome), update the links, get stats on the links, and make notes on a link via their comment feature.
The hard part of this using found.ee is:
- a) figuring out where to use links you make to send fans to 3rd party sites,
- b) actually remembering to shorten the url with found.ee and make sure everyone on your team uses the found.ee version of the link, and
- c) getting everyone on your team on the same page about always using found.ee especially if you are using an outside social media person or publicist.
NEED HELP FIGURING OUT FOUND.EE OR WAYS TO USE IT IN YOUR MARKETING EFFORTS?
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Some artists use found.ee links throughout their whole campaign. Even when they send traffic to their own website where they are likely already setting a cookie — because you never know. But, utilizing found.ee like you may have utilized bit.ly or smarturl.it in the past gets you into the habit of thinking of found.ee whenever you have a link to share and is guaranteed to help build your Facebook Custom Audience pool.
Here are some examples of artists using found.ee:
The Facebook post shows Spoon sharing info about their Vinyl Gratification program that they were doing when you pre-ordered their album at your local record shop. The link redirects to a YouTube video, but rather than just posting the direct YouTube link they converted the link into a found.ee shortened url. This allowed them to cookie users. Notice how they also used some clever and mysterious wording in the post so you just had to click that link. Every user that clicked that link could be retargeted later with ads for the new album.
Then Spoon wanted to let fans hear their new song “Inside Out” from their upcoming album. This was the debut of the song. They had uploaded it to YouTube as a video. Sure, they could have just linked directly to the video. Yes, that would have enabled the video to play right inside the Twitter timeline, but they decided to convert the YouTube link for the video into a short link using found.ee. That means that the tens of thousands of people that likely clicked that link ended up in Spoon’s retargeting pool.
A week or so after sharing the track, Spoon’s entire new album They Want My Soul was streaming in its entirety via iTunes First Play. Now, Apple was never going to let Spoon cookie Spoon fans (and others) that streamed the album via iTunes. But, being the smart band with a very smart digital marketing team behind them, Spoon converted the iTunes link into a found.ee link and then shared the link on Twitter. This meant that every user that clicked on that link was cookied for later retargeting.
So, as you can see, Spoon was dripping out highly desirable content to their fans like videos, streams, and info during the weeks and months leading up to their album release. This period obviously coincided with their pre-order campaign. By having the foresight to cookie the fans that were clicking on links and visiting their site during this period, Spoon built themselves a very large retargeting pool. Not only was the pool filled with Spoon fans and but fans, and maybe potential new fans, that recently showed interest in Spoon.
These fans — those that had clicked links Spoon shared (and that were shared on Spoon’s behalf) and visited Spoon’s own site very recently — were further along in the marketing funnel. By retargeting these highly engaged fans with ads Spoon was able to gently remind them that They Want My Soul was available for pre-order now.
Wow! Imagine what the above process would do for your direct-to-fan pre-order, tour ticket on sale, or even your PledgeMusic campaign.
The Secret Sauce of found.ee
Wait! I’m not done talking about found.ee just yet. Found.ee added a really powerful new feature that is currently still in beta. However, it has been seen out in the wild and I’ve tested it myself and had no issue with it. The feature allows you to wrap any iFrame content with found.ee cookie-ing super powers. Remember when that really important blog like Exclaim! or Consequence of Sound was going to write an article about your PledgeMusic campaign or upcoming album release? They asked you to send them a SoundCloud iFrame embed code right? So you did. That was nice.
Imagine if everyone who viewed went to listen to that SoundCloud stream could be cookied and put into your Facebook Custom Audience pool. That is possible with thefound.ee Embeds feature.
Go check out the implementation that Zola Jesus just did via The Fader. Don’t notice anything? Yeah, that is the point. You won’t notice anything, but Zola Jesus fans are being put into the Zola Jesus retargeting pool just by going to listen to that stream.
NEED HELP FIGURING OUT FOUND.EE’S EMBED FEATURE?
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As each day passes where you use found.ee links you will see your Custom Audience pool grow. Within the Pixel Details you can even check out the graph of Pixel Events, so you could take note of how spikes in pixel activity correlate to your outreach and efforts to drive traffic to links you share on your social networks and any other 3rd party sites or services:
Review these articles:
- Is Your Digital Marketing Campaign Retargeting Interested Customers? Found.ee Can Help
- See How St. Vincent Doubled Her First Week Album Sales
- Now You Can Use One URL to Send Fans in Different Countries to Different Websites
Stay tuned for the final installment of The Coyle Report’s Facebook Custom Audience Deep Dive Series:
Day 5 – Retargeting Your Fans with Ads via Facebook Custom Audiences