Suppress Existing Customers from Facebook Campaigns

As a marketer, there is nothing more frustrating than underperforming advertising spend. You log onto your ad platform, and your stomach drops as you see your customer acquisition costs (CAC) have gone through the roof.

Luckily, modern advertising platforms offer a range of features that can be used to improve your performance marketing campaigns. One of the most popular (and easiest to implement) is suppression audiences. A suppression audience is a group of customers negated from campaign targeting to ensure they aren’t shown ads.

Suppression audiences can be made up of various segments like previous purchasers or churned customers. Regardless of the specific segmentation, the concept itself is relatively simple; you define who you do NOT want to target.

This playbook will walk through how you can use Hightouch to quickly build and sync suppression audiences to Facebook Campaigns–all without needing to know SQL or pulling CSVs.

Let's imagine that you are on the growth team for a newsletter called The Mid-Day Latte. You offer a free subscription tier that sends out content monthly as well as a paid subscription tier that delivers content once a week.

You’re looking to increase the number of subscribers to your paid newsletter offering and decide to run ads on Facebook. As you set up your campaign, you realize that you are going to need to negate your current paid subscribers from your targeting to ensure that you aren’t wasting money on people who are already in your paid tier.

While you know you can manually download the list of customers from your email platform and then upload it to Facebook, you don't have enough time to do so and would rather find an automated solution to ensure the list is always up-to-date.

Please note that you will need the audiences feature enabled in Hightouch. To enable audiences, please request a demo here or reach out to our sales team.

1. Select from our supported source types and click Continue.

   

2. Enter your source configuration details and click Continue.

   

3. Name your source and click Finish.

   

1. Navigate to destinations and click Add Destination. Select Facebook Custom Audiences and click Continue.

   

2. Connect to Facebook with 0Auth. This will open up a new window to input your credentials. Once done, click Continue.

   

3. Name the destination and click Finish.

   

1. Navigate to Audiences and click Add audience. From here select your customer data object and click Continue.

   
   

2. Build your Audience. Click Add Condition and select Have a Property. In this scenario, we're looking to suppress all paid subscribers.

   
   

3. Click Preview results to better understand your audience composition and click Continue to name and save your audience.

   
   
   

1. With your audience built, it's time to create your sync to Facebook. Click on the audience you've created. From there navigate to Syncs and click Add sync.

   
   
   

2. Select the Facebook Audiences destination that you set up and choose which columns you want to sync to Facebook. If you're dealing with PII data you can configure Hightouch automatically hash your data.

   
   

3. After you've mapped your columns you can set your sync schedule.

   

4. With your sync configured, simply click Run and your audience will begin syncing to Facebook.

   

5. With the audience now populated in Facebook, it should be added as an exclusion audience in your campaign settings to suppress the existing paid customers from seeing your campaign.

   

Leveraging a Data Activation platform like Hightouch, you're able to quickly and easily automate the syncing of suppression audiences to ad platforms like Facebook.

Doing so ensures that their many campaigns are each operating with the most optimal segmentation possible in an effort to maximize their overall return on ad spend.

Want to learn more? Check out our other playbooks or book a demo with our team of experts today!