Como usar a Dito para criar Facebook Custom Audiences

Tempo de leitura: 4 minutos

No final de 2013 o Facebook lançou o que foi considerada a grande revolução para compra de mídia online. O Facebook Custom Audiences, ou Públicos Personalizados do Facebook. Nesta sua funcionalidade, a rede permite que, além dos dados demográficos e de interesses já capturados ao longo das interações dos usuários, seja possível segmentar seus públicos utilizando emails associados a perfis ou ainda IDs de usuários na rede social.

como usar a dito para fazer o facebook custom audiences

Com isso o anunciante poderá criar listas específicas de usuários que serão impactados pelos anúncios. O que tem um impacto direto no resultado das campanhas desde que a linguagem seja perfeitamente adequada à sua segmentação.

O Custom Audiences representa hoje o que há de mais avançado em personalização no nível do usuário para Ads online.

Neste material, vamos guiá-lo no uso da Plataforma da Dito para criação de públicos personalizados para suas campanhas de Facebook Ads.

1. Conectando sua conta de Facebook Ads à Dito:

O primeiro passo é conectar sua conta Facebook Ads com a Plataforma Dito de sua propriedade. Para realizar este passo é necessário que você esteja conectado na sua conta responsável por Ads no Facebook e na Plataforma da Dito no mesmo browser. Desta maneira a Dito conseguirá enviar a solicitação para a conta certa.

Na sua plataforma clique em Configurações e logo em seguida em Serviços no menu de navegação superior.

Na tela seguinte, aparecerão todos os serviço conectáveis com sua Plataforma Dito. Então basta selecionar a opção Facebook Ads e depois permitir que a Dito tenha acesso às suas informações no Facebook.

com usar a dito pra construir Facebook Custom Audiences

Assim que a Plataforma da Dito tiver acesso à sua conta do Facebook, todas as contas de Ads que são administradas pelo perfil conectado aparecerão como opções. Basta escolher a conta de Ads com a qual você quer se conectar.

a plataforma da Dito cria públicos customizados no facebook

Depois de seguir estes passos, sua Plataforma Dito estará totalmente integrada com o Facebook Ads. A partir daí basta você criar seus público customizados para ter excelentes resultados. A seguir, vamos mostrar algumas dicas de como criar os públicos.

2. Como criar Públicos Customizados:

Para exportar sua base da Plataforma Dito para a conta de Facebook Ads conectada, você tem duas opções: exportar toda a base, ou criar alguma segmentação para direcionar melhor suas campanhas.

Ao acessar a página de Pessoas logo acima da lista de usuários, no canto direito existe a opção de exportar. Ao clicar nesta opção aparecerá um menu e uma das opções dentro do menu é o Facebook Custom Audiences.

Exportando desta maneira, será criado automaticamente em sua conta de anúncios com o nome “Dito: Todas as Pessoas” em sua lista de públicos personalizados.

exporte sua base de clientes para o Facebook Custom Audiences com a Dito

Para criar campanhas de maneira ainda mais personalizada, basta usar o filtro da Plataforma e selecionar como você quer segmentar a sua base. Você pode, por exemplo, criar campanhas específicas para quem visualizou algum produto, ou alguma sessão específica do seu site. Ou ainda filtrar com base em dados demográficos dos seus usuários.

Quando fizer isto, a Plataforma vai pedir para que você dê um nome para a lista de segmentação. Desta maneira, quando exportar para a lista de Públicos Personalizados do Facebook, ele aparecerá com o nome que você deu.

crie listas segmentadas dos seus clientes dentro dos Públicos Personalizados do Facebook

3. Use os Públicos Personalizados com Criatividade:

Segmentar e personalizar os públicos para campanhas de anúncios no Facebook é um grande passo para ter sucesso, mas para aumentar ainda mais a chance de uma campanha muito bem sucedida é preciso usar os públicos e os anúncios com muita criatividade.

É possível anunciar produtos semelhantes ou complementares aos clientes que já compraram na sua loja, por exemplo. Clientes que compraram algum smartphone podem estar suscetíveis a comprar alguma capinha, ou fones de ouvido, ou bastões para selfie. Basta olhar no seu mix de produtos e ver o que tem mais a ver com o comportamento de consumo da sua base.

Outra maneira de usar o Custom Audiences é criar os público semelhantes, que no Facebook têm o nome de Lookalike. Criando um público semelhante, o Facebook analisa sua base original cria alguns padrões e encontra na base de usuários da rede, perfis que tenham as mesma características, para te ajudar a encontrar pessoas que estarão mais propícias a estabelecer relações com a sua empresa.

E você? Já teve alguma experiência com o Facebook Custom Audiences? Compartilhe com a gente nos comentários.

16 Comentários

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