Facebook continues to roll along towards it’s goal of being omniscient by identifying more and more layers of audiences for marketers to target. With the recent updates to the Custom Audience Interface for Advanced Matching, Facebook makes it possible to target a custom audience even more accurately than before.
In the past, when Custom Audiences were first introduced you needed to have a customer email address and then hope it matched up with the email address they used on their Facebook account. Unsurprisingly the match rate wasn’t incredibly high. Then Facebook introduced phone number matching, which helped a bit. But now with the Advanced Matching update you can use those data points plus, first and last names, DOB, gender, zip and more.
Now while on the surface this may not seem that exciting, but just imagine some of the possibilities for certain campaign types. Facebook even says it itself:
“With this update, you will be able to leverage the offline customer data you have (e.g. direct mail data, voter file) to find your most valuable customers on Facebook.”
So if you were running a political campaign and knew exactly who your voter base was, you could upload that file and hit those exact people on Facebook rather than relying on demos and interest targeting! Or even using that offline voter information to target users on Facebook with Lead Ads to gather more info to add to your other marketing platforms like an email list. Round and round we go. This could help politicians drive much higher lift, brand recall and ultimately improve sentiment rating if they’re hitting their offline users with a specifically targeted message on Facebook to the same audience.
You could also use this feature to provide air support for any traditional marketing you’re running. So if you’re running a direct mail campaign, use that same data you have and apply it to Facebook to hit the same users, at a much higher match rate, to provide that digital support for your traditional campaign. Currently, Facebook says from early tests, clients have been able to match 54% of their offline customer base. Not too shabby.
“By reaching your offline audiences online with relevant marketing messages, you will be able drive greater success for your Facebook campaigns, while boosting the performance of your direct mail marketing via simultaneous offline and online messaging.”