The Basics of Custom Audiences: The Key to Getting B2B Advertising Right on Facebook
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The Basics of Custom Audiences: The Key to Getting B2B Advertising Right on Facebook

The answer lies in enriching with ad network matching data.
Keith Putnam-Delaney
Updated on
March 20, 2024
Published on
December 8, 2022
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Can you target B2B on Facebook?

Yes, Facebook offers robust B2B targeting options, allowing advertisers to reach specific business audiences effectively. With features like job title targeting, industry selection, and company size filters, businesses can tailor their ads to resonate with professionals in their target B2B sector. Leveraging Facebook's B2B targeting capabilities ensures precise audience segmentation for more impactful and relevant advertising campaigns.

As most digital marketers know, you can build custom audiences within Facebook’s advertising platform, matched audiences within LinkedIn, and customer lists within Google Ads.

Custom audiences are created from lists of your existing contacts/prospects or targeted lists purchased for marketing functions.

Speaking of purchased lists, here are 7 techniques for building a healthy B2B email list.

Custom audiences are extremely valuable for running remarketing campaigns, segmenting current prospects and reaching them with different messaging or creative based on where they are in the funnel, or executing account-based marketing (ABM) campaigns.

How do custom list-based audiences actually work? Matching

For example, when you upload a file with list-based audiences to Facebook, Facebook matches the data points you provide against their user base.

Facebook uses, what they call, “Advanced Matching”, to match users. They allow you to use the following data attributes for custom audiences:

  • Email Address
  • Phone Number
  • First Name
  • Last Name
  • City
  • State/Province
  • Country
  • Date of Birth
  • Gender
  • Mobile Advertiser ID
  • Facebook App User ID

Google and LinkedIn use similar data points for matching. All advertising platforms follow this same approach.

Read our playbook on how to fine-tune targeted audiences for paid social lead generation in order to get higher lead volume and reduce cost-per-lead.

The question is: What data do you have on your customers or prospects?

Most B2B companies have a name, business email address, and office phone number (sometimes more, sometimes less).

If your leads and contacts created their Facebook, LinkedIn or Google profiles using a personal, non-professional, email address, the chance of being able to match them is quite low.

  • Facebook: 10–20%
  • Google: 10–20%
  • LinkedIn: 50%

So how do you get a high match rate if you only have B2B contact info?

Enrich your leads with ad network matching data

Enrichment adds additional data attributes associated with a specific record in a file. By appending additional data points to your list, you’re improving the chance that Facebook can match these custom audiences to Facebook users. The more data attributes you can add, the better your match rates will be.

Besides, data enrichment can fuel an unprecedented level of personalization. Marketers and salespeople can use it to tailor appealing and to-the-point messaging resulting in increased engagement and conversions.

We can’t rely on our prospects providing us the same exact email address that they use to log in to Facebook when they fill out our online forms, give us contact information at an event, or speak to our sales team. This is why enrichment and ad network data appending is so valuable for B2B marketers.

It’s most common for a B2B prospect to provide a business email address, which then makes it extremely difficult for Facebook to match them since most individuals do not use their business email address to log in to their social media accounts.

How to append ad network matching data

Hmm, maybe check out Primer?

Primer works with compliant data providers (over 10 of them) to enrich lists and append ad network matching data — identifiers like personal email, mobile phone, mobile advertiser ID, etc. Primer then syncs the custom audiences into your attached ad accounts and voila: you’re ready to run ad campaigns.

What is Primer’s match rate?

There is no way to predict the match rate until the data points are appended.

Primer’s enrichment rate with ad network matching data is ~70–80%. We see correspondingly similar match rates in Facebook and LinkedIn. Google is a bit lower (we’re working on that).

Primer's enrichment rate is 70-80% when combined with ad network matching data

Given the way Facebook, Google and LinkedIn work, enriching your list with ad network matching data makes an enormous difference in match rate.

To get started, simply import a list of customers or prospects from the dashboard, enrich them with ad network matching data and sync them over to your attached ad accounts. Primer only charges for leads successfully enriched.

If you’re interested, you can read more on Facebook match rate here.

Why Primer?

Ready to activate an untapped potential of your paid social advertising? Then contact our growth experts to get a free Primer live demo presentation today!

Leveraging data enrichment for custom audiences will get your ad creatives right in front of the target accounts that were previously inaccessible. Now, with matching identifiers appended to your dataset, you can multiply the ROI of Facebook B2B advertising and make the most of your paid social campaigns.

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