Improve Conversions with Personalized, Funnel-Based Ad Retargeting

The best marketers don't stop at retargeting potential customers with blanket campaigns. Instead, they take things a step further and work to personalize each step of the customer journey to maximize the likelihood of conversion.

Behavioral events and intent signals captured along modern customer journeys can be leveraged to define where exactly each user is on their way to a conversion. These definitions are then utilized in audience building to help target the campaigns being run across a number of marketing and advertising platforms like Facebook and Google Ads.

Although doing so may sound relatively straightforward, coordinating the journey or "funnel" based audiences needed to power omnichannel personalization is extremely challenging to automate for modern marketing teams.

This Playbook will show how you can build various funnel-based audiences so you can deliver performance marketing campaigns (ads) unique to each stage in your marketing funnel.

Sync audiences to any marketing destination with Hightouch

Let’s say you're on the growth marketing team for a video conference software company called SpeedChat. SpeedChat's marketing funnel looks like the following:

• Top of Funnel: Someone who has only visited the website and read one blog post.
• Middle of Funnel: Someone who has read three to five blog posts, downloaded a whitepaper, and signed up for the newsletter.
• Bottom of Funnel: Someone who has five blog posts, downloaded more than two whitepapers, and created an account but has not used it.

Rather than showing the same blanket ad to all users, your team wants to create different ads for each stage in their marketing funnel. Unfortunately, this means dealing with the headache of building and uploading audiences across their ad platforms. Right now, this is all done manually with CSVs - taking up time that your team just doesn't seem to have.

Luckily, with Hightouch, you and your marketing teammates are able to use a no-code audience builder to create the complex audiences needed for each stage of your marketing funnel, before then automating the syncs out to your various advertising platforms like Facebook and Google.

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 building an audience for highly qualified users, so we're creating logic to select users that have viewed more than five blog posts, downloaded more than two whitepapers, and created an account.

   
   

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 and click Finish.

   

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

   

5. Once your first sync is complete, your new audience will populate in Facebook and can be used to create ads and target "bottom-of-funnel" users with personalized messaging. From there, you can repeat the above steps to create your additional audiences and channel syncs as needed.

The modern consumer wants, if not expects, personalized touchpoints throughout their omnichannel purchase journey.

Using Hightouch, marketing teams from leading organizations like Autotrader and Lucidchart create and sync complex audiences to any of their many marketing and advertising platforms to power best-in-class personalized omnichannel experiences.

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