Overview

Leveraging Faraday's predictive models, we build custom audiences tailored to your company and business goals. With our direct connection to Facebook, you can easily create and deliver right from the Faraday app, sending custom audiences to your Facebook account.

How is a Faraday audience different than creating a look-a-like right on Facebook?

Our audiences are developed using your first party and our third-party data to build a custom, predictive model focused on your business needs. Each model is reviewed by a member of our data science team and a full report detailing the model findings are shared, allowing an upfront, transparent process. In addition to this, Faraday knows every individual that is in the custom audience that is passed to Facebook, allowing for a much richer attribution repot, following leveraging the audience.

As a note, Faraday audiences are generated regardless of how active folks are on Facebook, meaning we are channel-agnostic. Due to this, it can sometimes take Facebook longer to find folks in our audiences as we are not just identifying those that are highly active on Facebook, but rather those that are the most likely to achieve the desired outcome.

How long should I run my Faraday audience? What if I am seeing high CPR in the first couple of days?

Faraday audiences are channel-agnostic. It can sometimes take Facebook time to find the folks in the Faraday audiences, rather than advertising to the same active groups Facebook had previously found using their look-a-like algorithms. It is imperative that our audiences get the chance to make it out of the learning phase and ideally are live for a month. This will allow Facebook to begin recognizing the audience and those within it, as well as provide our Data Science and Analysts time to review the performance, to provide reporting as well as update the predictive model with results, to further improve it.

A few key points here to optimize performance:

  • Make sure you are setting up the audiences for success. Do not share the budget in a campaign with competing adsets, as Facebook will always favor the historical example of strong performance, not allowing the Faraday audience a chance.
  • Do not add/apply targeting to our audiences, this will reduce the size of the audience. Our models already take factors like demographics and location into account when creating the audience.
  • Check out our Facebook Guidelines article for additional best practices

Are there exclusions or additional filters that I need to apply to a Faraday audience in FB?

Nope! Any exclusions or filters that you would select on Facebook, should be selected in the Faraday system, that way we provide the best audience before it gets to Facebook, and not reducing the size of the custom audience. As a note, our predictive models take our 300+ attributes into account when generating the custom audience.

What is the difference between a Faraday custom audience, and a Faraday audience for a seed in a FB LAL?

A Custom audience from Faraday is built leveraging our predictive models that are built specifically to you and your business needs. These custom audiences factor in your first-party data + our third-party data + modeling technology to produce high propensity audiences for optimal targeting. Any audience built using a predictive model, generally should not be used as a "seed" to then create a look-a-like on Facebook.

Faraday audience seed is a list build using the Faraday system based upon segmentation and or personas. In these instances, a predictive model is not being leveraged but rather segments selected by you are used. When it comes to personas, depending on the size of your customer base, typically it makes sense to pass over a list of your customers broken out by which persona they are in and allowing Facebook to develop the look-a-like. Small niche audiences on Facebook tend to have trouble performing, so allowing Facebook to use their algorithm, once Faraday has built personas is the best of both worlds!

How do I use the Faraday audience as a seed for a FB LAL?

If you have determined you will be using the seed method, either focused on segmentation or personas from Faraday, turning that audience into a FB LAL is easy. Simply create the delivery you want in the Faraday app, send it to your Facebook account, and just let your CSM know. From there the CSM will build the LAL right on your Facebook account.

When should I use (and how many should I include) in a Faraday audience seed for a FB LAL?

The size can vary depending on how the seed is being built, aka what segments or personas you are going after. It is best to consult with your CSM if you are unsure.

How do I know when a Faraday audience is fatigued?

After a Faraday audience has been running for a number of weeks, sometimes you will notice the performance starts to slow, this is what we call an audience being fatigued. A few keys signs of this include:

  • The audience has been running the audience for well over 4 weeks
  • The estimated reach is nearing the size of the total audience
  • The frequency has increased over the last few days

How do I refresh a Faraday audience after it’s fatigued?

The best option is to set up a reoccurring cadence with your CSM to update the predictive model(s) you are leveraging, usually around every 4-6 weeks.

Alert your CSM the audience appears to be fatiguing, and the CSM will work with our Data Science team to update the predictive model, to ensure we are optimizing based on the most recent customers/results. From there you will be able to create a new delivery from the Faraday app, and push it right back into Facebook.

Can I use multiple Faraday audiences at a time in FB?

You can...BUT...make sure you are thinking about how the audiences you are using are similar or different in terms of overlap. Be sure to implement proper exclusions and when in doubt check with your CSM to further strategize.

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