Remarketing or retargeting is one useful way to reconnect with website visitors who fail to make a purchase for one reason or another, such as those who exit your site just after they add an item to their shopping carts. And with Facebook being the social media powerhouse it is, it makes sense that marketers find Facebook Custom and Lookalike Audiences an effective way to reach and retarget a market segment that's already on Facebook.
But with manual Custom Audiences creation and upload alone taking approximately 30 minutes per segment, automating the succeeding process, which is periodic and regular syncing, becomes a no-brainer, more so if you’re managing a large audience base broken down into multiple segments. With Driftrock, once setup is initialized, you can literally sit back and relax as the app automatically syncs your customer database with your Facebook ads account to ensure the ads served to your audience are timely, relevant and well worth the marketing spend.
By default, Driftrock offers five apps to power your marketing activities: Lead Response, which works with Twitter Lead Cards; Flow to automatically update Facebook Custom audiences and generate more customers by targeting similar audiences; OpenBook, which analyzes Facebook ads for better ROI; Create for creating Facebook ads at scale; and Triggers to launch perfectly timed campaigns based on data sets like weather, time, and TV schedules.
Managing your Facebook Custom Audience campaigns through Driftrock is pretty straightforward, and at a significantly shorter time window. Once signed up, you're ready to connect your Facebook ads account using the Flow app. After which, you have the option to either create new audiences or update existing ones.
To preserve the security of your customer data, Driftrock does not store any of your customers' email addresses or other pertinent information. These are hashed when they pass through the Driftrock system and immediately sent to Facebook.
Once a connection between Driftrock and your Facebook Ads account is established, all your existing Facebook Custom Audiences will show up. If, for example, you want to automate the update process for an audience labeled “Registered, Not Bought,” simply click on the “Automate this” button and you will be prompted to choose from a list of ready-made CRM, email and ecommerce app integrations to import your customer data from.
If the solution you’re using isn’t in the list, let the Driftrock team know, and they’ll install it for you via the application’s native API. Once the appropriate segment is chosen from the customer data source, e.g., Constant Contact, Shopify, MailChimp, Infusionsoft, or your in-house CRM tool, Driftrock will push the data to Facebook every three hours to ensure your target audience is seeing appropriate ads. You may even create a Lookalike Audience campaign using the same customer data set.
To improve your Facebook marketing ROI, metrics matter. As most marketing experts are inclined to say, “What you can’t measure, you can’t improve.” Through OpenBook, Driftrock offers free analysis reports – Analyze Campaigns, Optimize Targeting, and Optimize Creative – so you can test and experiment, and eventually create profitable Facebook advertising campaigns, all at a fraction of the time it normally takes to analyze Excel pivot tables.
The Analyze Campaigns report lets you discard the ads that aren’t performing and simply wasting your money. Optimize Targeting helps you identify new audiences from existing campaigns, and Optimize Creative analyzes which creative works best via image recognition.
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3 reviewers had the following to say about Driftrock Flow's features:
Custom audiences are a big part of that and at first I was constantly reminding people on the client side to upload the latest email list to use for targeting or excluding.
It was easy to integrate, works fine and saves time, particularly if you would otherwise need to ask someone else to refresh the data for you.
None to speak of - I did have one client with a really old CRM system that made it hard to integrate but I think that would be the same with all 3rd party tools. More like I would advise the client to update the CRM...
I use DriftRock Flow to create audiences based on tags in Infusionsoft.
I recommend DriftRock for any business that knows there are big opportunities with Facebook, but don't have the right people/ resources internally - but even if you do the tech makes is so much easier to launch and iterate on campaigns. We're looking forward to seeing and experiencing how DriftRock develops.