RunSignup and Facebook Custom Audiences

RunSignup has just released several reports that make the process of creating a Facebook Custom Audience from your participant lists a snap.

We all agree: Facebook Custom Audiences are one of – if not the most – essential tools for successful Facebook advertising campaigns.

From: Adespresso

In total, three reports have been made available for easy download: All Participants, Current Participants, and Non-Registered Previous Participants. These reports contain all the information RunSignup has available that Facebook can use to create a Custom Audience, and have been pre-formatted for easy importing into Facebook.

Facebook Custom Audiences is a tool created by Facebook to allow advertisers to create lists of specific customers and target their advertisements to those customers. This can be a very powerful tool: instead of having to select your audience by their demographics, you can target specific customers. The tool allows events to execute targeted marketing campaigns using existing participant information, leading to an increased return on investment (ROI) as compared to simple demographic targeting. Facebook also offers the capability to create a Lookalike audience to reach new participants by targeting a set of Facebook users who share common traits with an existing custom audience.

The All Participants report contains any participant who is currently registered for the event or has registered for the event in the past. This report is especially useful for creating a Lookalike audience, as it gives Facebook data on all of your event’s participants. The report also includes the Lifetime Value (LTV) of a participant, which is computed by totaling the total amount of event fees the participant has paid to the race across all of their registrations. This LTV allows Facebook to prioritize targeting based on the customers with the most value to your race.

The Current Participant report will create a custom audience of all participants who are registered for any of your current events within RunSignup. This list can be used to target current participants with the intention of up-selling them on new add-ons, VIP entries, and promotions. This custom audience can also be used to encourage current participants to invite their friends or participate in your event’s referral program.

The final report Non-Registered Previous Participants creates a list of participants who have participated previously but have not yet registered for this year’s race. This is a great segment of customers to target with price increase messages and discount offers since they already have a known interest in your race. By stripping out participants who have already registered, you are ensuring that your advertising dollars are not spent on runners who are already participating.

For an in-depth walkthrough of how to setup a Facebook Custom Audience using these new tools, check out the How-To Blog Post.

Stay tuned for the next installment of RunSignup & Facebook Custom Audiences: how to create a Facebook Custom Audience based on the traffic to your RunSignup Race website!

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