If you work in performance marketing, there’s a good chance you already know how to set up and use custom audiences for your campaigns. This can be super helpful and honestly, pretty easy to do when you’re looking at conversions or events.
However, what if you want to segment a group of customers that happens to fall outside of your regular ad campaign settings? For most people, this would entail uploading customer mailing lists manually and then remembering to update them regularly. Talk about a tedious task.
Verfacto can do this for you automatically. We call it our real-time customer profiler, and it helps you set up custom audiences that are always up-to-date. In fact, they’re updated automatically every time a user visits your website! Let’s take a deep dive into how it works and how you can apply it to your real-life marketing scenarios.
Where Can You Use Verfacto Custom Audiences?
There are many use cases for custom audiences, but let’s discuss some of the main areas where it can be used.
Custom Audiences for Personalization
The better you segment your audience, the better results you can expect. Therefore, having the ability to segment your audience by any attribute can be an exceptional weapon in an experienced marketer’s hands.
To give you an example, you can request user defined audiences for personalization purposes. Let’s say you have products that range in price pretty drastically. To get the best results, you would only want to advertise your more expensive products to your existing high AOV customers only. With custom audiences, you can easily see who your high AOV customers are so you can build a campaign that converts.
Another great way to use custom audiences is to set up advanced exclusion rules. For instance, you don’t want to show ads to people who are not currently interested in your product. So, you can set up an exclusion rule so this segment isn’t targeted by your ad. When you think about it, this is almost as important as reaching your target audience!
Let’s say you are a cosmetics brand and you discovered a pattern that your customers follow in their buying cycle. Your data indicates there is very little chance there will be a second transaction in the three months immediately after a purchase. Therefore, you can create a ruleset to exclude customers with a purchase in the last 90 days and save some of your precious marketing budget.
Lookalike Audiences for Discovery
Another important aspect of performance marketing is the discovery of new customers. Most people do this by creating lookalike audiences. First, you set up events on your website and then you can feed the data you collect back to your ad platforms. If it sounds complicated, don’t worry. Verfacto offers an advanced — but simple — way to do this.
Imagine you are a medium or large business and you have a decent amount of customers every month. Verfacto automatically segments these customers into RFM (recency, frequency, and monetary value) segments. With the help of the real time customer profiler, we can create a lookalike audience out of your “champion” customers. We call them super-lookalikes. Data shows that these lookalikes tend to have lower CPC and higher conversion rate.
Businesses that are more seasonal in nature can also really benefit from lookalike audiences . In this scenario, you can create a lookalike audience out of your “champions” + your most recent customers to help the algorithm locate better potential customers.
Automatization Using Our Real-Time Customer Profiler
Every time a user visits your website, Verfacto will identify them and update their profile. During this process, we can send any selected attribute to your ad platforms. We are not limited to current session behavioral data; it can be data from your CRM, too. At the moment there are 30+ attributes to choose from, and this number will only continue to grow.
To get more information about the technical details of our real-time customer profiler, visit: https://www.verfacto.com/blog/behavioral-data/real-time-customer-profiler/
It is free and easy to setup.
Step1: Identify your existing customer base to target in each campaign or ad set group. Go to “create custom audience” and choose “website.”
Step 2: Choose your source and the event VerfactoProfile. Next, select the attributes based on which ones you want to use to define your audience.
You can select all data parameters identified by Verfacto’s real-time profiler, or you can combine and test different parameters to find a combination that works, then continue to scale it.