A guide to Facebook CRM

Posted: Jul 19, 2013 in CRM, Facebook, Guides
Tags: , , ,

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With such huge global reach and engaging ad formats, Facebook has now become a very powerful CRM tool.

Similar to display CRM, this activity would usually fall under the programmatic buying team. When thinking about what strategies to setup, it’s always good to discuss them first with the central CRM team.

Facebook CRM should run across both Facebook Marketplace and FBX. You can still use a consistant strategy structure which would be in line with display – remarketing site visitors who didn’t get passed the first conversion step, remarketing those who drop off during the conversion process and remarketing those who have converted (current customers).

For FB Marketplace you will need to rely on the CRM team heavily to provide an up to date list of email addresses by segment / strategy as targeting is by email addess (custom audience targeting). This can then be used for including / excluding at time of strategy setup. As well as targeting by email you can also target your existing FB fan base within Marketplace. The good thing about CRM across FB Marketplace is that you can deliver ads across all formats including mobile install ads.

For FBX, this is all cookie based so you can mirror the display setup 1-1. You can only deliver basic ads across the news feed and ASUs for FBX.

When it comes to post click performance, all clients will notice a dramatic improvement vs. display CRM (+250% CTR and +350% click to pixel / conversion event) but for CRM campaigns it’s all about having up to date bespoke creative, a reasonable freq. cap and bid to match the segment. Also it’s essential to have exposure across as many channels as possible for CRM and all of this is a priority over performance.

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