Facebook Ads 3rd Party Targeting with Oracle Data Cloud

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Did you know that you can create custom audience for your Facebook and Instagram ads that are currently not available in ads manager?

If not, then this video is for you as I will introduce you to Oracle Data Cloud which is a Facebook data partner that allows you to build custom audiences that will drive better performance than what you currently have access to natively on ads manager.

First off, it is important you understand the difference between interest and behavior targeting vs. custom audience targeting using partner audiences.

I have a video that breaks this down a bit further:

INTEREST VS. BEHAVIOR

...but here is the short version: For this example, let’s take an 18-24-year-old online shopper that we are looking to target with our ads.

With interest targeting you can target this audience by selecting brands which they might be interested in such as online retailers like H&M, Forever21, and ASOS which is a massive e-tailer in the UK.

However, just because a Facebook or Instagram user is interested in a brand it does not mean they have actually shopped there or intent to do so in the future. Therefore advertising to them will not get you the best ROI.

Next, behavior targeting, although you can target people who shop online frequently and use other behaviors targeting such as high spenders, you once again cannot correlate that behaviors will necessarily lead your ads to have the best ROI.

With that said, I now introduce you to custom audiences via the Partner Categories when you are in the Facebook Ads Manager UI under the targeting details section of your ad-set creation process.

These audiences are provided by Oracle Data Cloud which is a premium data partner with Facebook and provides access to data from over 110M households for targeting purposes.

Let’s get more specific though. I want to give you an example of how we could target using Oracle Data Cloud for the above example for 18-24 year olds who we want to target with retail clothing ads.

By working with Oracle Data Cloud, you could request a custom audience of shoppers who in the last 30 days have spent at least 20% of their retail clothing shopping online and you can even specify from what brands.

So let’s say that you had three major competitors, you would be able to create an audience to target people who frequently shop with them and/or spent a certain dollar amount. So unlike Interest and behavior targeting, with custom audiences from Oracle Data Cloud we know for a fact these users have intent to purchase.

So two things:

How do we know this data is reliable? So oracle has an exclusive partnership with VISA and they are able to get data from credit card transaction and then match them back to their house hold profiles and to Facebook and Instagram users.

How do you request a custom audience from oracle?
Submit Request to ODC Here:

Is there a fee for this? Yes, but you do not have to pay anything up front. They will markup the CPM of you advertising by15-25%, meaning if it cost you $6 to reach you ad to 1,000 users then now you will pay $6.90-$7.25.

You will have to test these audience to make sure that the increase in performance greatly outweighs the increase of your costs to advertise.

And there you have it… if you are already crushing it with interest and behavior audiences then consider taking your performance to the next level with custom audience from oracle data cloud that I have seen consistently outperforming everything including lookalike audiences.

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I'm impressed how much useful information you provide. Have been watching your channel all day taking notes. Thank you for sharing!

victoriayap
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Hi can you make a video about the interest "PEOPLE WHO PREFER" OR "PEOPLE WHO LIKE" and other advance method of targeting using interest and behavioral targeting, love you channel men very helpful instant fan here

christianpicardo
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Thank you so much, how much are your consulting fees ?

andrefortunato
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Superb! Do more advanced stuff like this. Thanks.

deshpandekaivalya
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Does it cover places outside america ...like Nigeria ?

adedejidavid
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they charge ONLY if it converts? whats been your experience? what was the CPM vs Fee like? some CPMs can be through the roof. Maybe good strat to get some initial data to then go broad with the Pixel?

LennyYT
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Awesome video and great intel, keep em coming!

danduenas
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This is great they don't charge an upfront fee. This incentives us to perform better targeting for that smaller CPC 🔥

jarrodwhite