Facebook remains the #1 paid ad channel among b2b marketers. According to statistics provided by Social Media Examiner, 85% of respondents stated that they primarily use Facebook to generate leads.
This means that every marketing team must have precise and fresh b2b audience data to outperform their competition on such a competitive paid ad channel. The list-based audience will surely give you a competitive advantage as it targets the most high-value prospects.
But how can you ensure a high enough match rate and precise correlation between the business emails you’d like to target and their personal Facebook profiles? Here’s how customer data enrichment can boost the KPIs of your Facebook campaigns and help you achieve your ICP marketing goals.
How Custom List-Based Audiences Work on Facebook?
Facebook uses specific matching algorithms to link its members with your custom audience list data points. The ad network can operate with the following attributes:
- Personal Identifiers (first & last name, gender, date of birth).
- Geographic Data (country, state/province, city).
- Network IDs (mobile advertiser ID and Facebook app user ID).
So if the Facebook ad network finds profiles that match these attributes, it will display your sponsored content to users. The question is:
What data do you have on your customers and prospects?
On average, you’ll have the prospect’s name, business email address, and phone number. The problem is that people typically don’t use their corporate phone numbers and email addresses when signing up on Facebook. Therefore, they mostly stay invisible for matching algorithms.
As a result, the match rate for list-based b2b targeting on Facebook is quite low: about 10-20%. To increase match rates of Facebook paid advertising, you’ll need customer data enrichment.
How Audience Data Enrichment Impacts Ad Network Matching?
Enrichment tools append additional data attributes to ensure deeper identity resolution of your b2b audience. Naturally, these martech tools provide a set of filters you can apply to source valuable intent or firmographic data points from third-party providers. Next, enrichment tools append these additional data points to corresponding records in your custom list.
In such a way, you’ll get a higher chance of a match between your custom audience and Facebook users. So even if your TA members don’t sign in with the same email addresses that you have in your prospect list, you’ll still manage to reach them.
How to Append Extra Data Points?
In the case of Facebook ad campaigns, you primarily need to fetch the identifiers that underpin matching algorithms. You should adjust the enrichment setting to extract personal emails, phone numbers, mobile user IDs, and FB advertiser IDs.
Ad targeting platforms like Primer make such tasks an easy walk. It is very simple to use and provides marketers with additional playbooks and case-specific tutorials. So you’ll find out how to source missing personal or company-level information and add them to your datasets.
It’s useful that you can also export enriched audience lists directly to your Facebook Ad Manager account, bypassing the tedious spreadsheet organizing, but if you’d like to use the same lists for other types of campaigns (like direct mail, for example) or simply share them with your sales team, you can export them as CSVs as well.
3 Prime Benefits of Audience Data Enrichment for Facebook Ads
Data enrichment opens the way to outstanding Facebook ad campaign performance. Using the enrichment capabilities of Primer’s ad targeting platform, for example, you will get:
- The ad network match rate is around 60-80% and above. With Primer, your ad campaign hits an outstanding 60-90% match rate on Facebook, LinkedIn, and Google.
- Increased ROI. It stems directly from the increased match rate that leads to increased impressions.
- Granular segmentation of your audience. An enriched dataset allows you to target prospects with specific preferences and serve them offers that appeal to them most.
To summarize, you shouldn’t miss out on opportunities provided by audience data enrichment. Try it right away to drive the efficiency of your marketing efforts across every digital ad platform.
