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Creating Post-Promotion Custom Audiences

Published: February 10, 2014

Author: Sean Burke

Last fall, Facebook announced they would allow timeline contests and sweepstakes. Businesses no longer had to go through a Facebook tab service to hold a sweepstakes. While this created an easier way for businesses to hold promotions, it gave them less information and control. Most business pages use promotions to boost awareness and fan count. Liking a page post creates awareness, but that user doesn’t have to become a fan of your page (or interact with you ever again). Basically, timeline promotions can create awareness and little else; however, as a Facebook advertiser you can extend the success of your timeline promotions.
Certain third-party Facebook services will allow you to download the Facebook user IDs of users who have interacted with a post on your page. This is great news for advertisers. By interacting with you, these users already have some sort of established relationship. Because of this, there is a good chance your advertising campaigns will have a higher conversion rate. So let’s look at an example:
A restaurant holds a timeline promotion giving away a $50 gift certificate. Anyone who likes the post is automatically entered to win. After the sweepstakes is over, you download the Facebook user IDs of everyone who entered and upload them into a Customer Audience in Power Editor. Next, you create an ad specifically targeting those users. You could create a page post ad inviting them to subscribe to your email list for a special offer. Alternatively, you could direct non-fans to a like-gated tab on your Facebook page. Once they like your page, they receive a 10% coupon.
How do you follow up after a promotion or giveaway? Do you think promotions can generate engaged customers?

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