How can you make your Facebook advertising more effective using your first party audiences as Custom Audiences and also Lookalike seed audiences?
This session will touch on common sources for audiences, how to set up nested audiences using exclusions, how to test which audiences are best performing, and how to ensure you’re giving Facebook enough conversion events for optimization to occur.
There will be useful tactics and strategies for Facebook practitioners of all skill levels.
What You’ll Learn When You Leave This Session:
Driving better business outcomes on Facebook using Custom Audiences, Lookalikes, and Effective Optimization
1. How to identify and leverage you first party data for ad targeting
2. How to create and test different lookalike audiences to find the best performing audiences, including using exclusions to create mutually exclusive audiences for bidding purposes
3. How to adjust optimization events to ensure Facebook’s algorithm is seeing enough conversions to properly optimize
4. The importance of applying test, learn & iterate approach to Facebook advertising
About the Presenter
Spencer Smith is Vice President of Marketing at Evocalize. Prior to Evocalize, Spencer was on the founding team of LiveRamp B2B, after LiveRamp’s acquisition of Pacific Data Partner, where he led Product Marketing. Across his career, Spencer has helped build out the digital marketing and advertising ecosystem, including leading international product launches and briefing governments on new products at Facebook, helping launch CPM advertising globally on what is now the Google Display network, and spending time at Microsoft and BlueKai.
A 5th generation Oregonian who grew up in Southern Oregon wine country, Spencer has lived in 5 countries and now calls Seattle home. When not at work, he loves hiking, camping and kayaking. Spencer served as board president for Camp Nor’wester, a non-profit summer camp in the San Juan Islands, and is on the advisory board of the Burke Museum of Natural History. He holds a B.A. in International Relations from Stanford University and an MBA from the Stanford Graduate School of Business.
Take advantage of our lowest rates and register to join your colleagues at this unique event in Napa!