Promote Relevant Content to Users based on their Interests
Lytics audiences using Affinities in combination with Facebook custom audiences allows you to target known users with content based on topics they are interested in. You can use this to promote an upcoming event, product launch, or a new piece of content for your brand. You can also use the same Lytics content affinity audience with lookalike audiences to serve relevant content to new users.
Identify Key Topics
The Lytics content affinity engine builds a topic taxonomy from content on your website. Lytics will use this taxonomy and user activity data to determine a user's affinity for a topic. These content affinity scores are available in the audience builder, and will be core to building your target audience.
Select the piece of content you wish to promote. Then take some time to familiarize yourself with the topics in your Lytics account and try to identify the Lytics topics that are relevant to your content. You can sort by the average level of affinity on the topic list view to ensure you are using a popular topic for targeting criteria. You may choose one or more of these topics to include in an Affinity, which you can then use to create audiences.
Clicking on a topic displays a summary page which shows a full distribution of user interest.
Build an Audience Using Content Affinity
For most marketing use cases, it's useful to target users based on their interests in a group of related topics. For this reason, Lytics enables you to create your own, brand-specific Affinities. You can also target users based on their interest in an individual topic. See our Audience Builder documentation for more information.
Once you have your Affinity rules included, verify that the user count of your audience looks correct. If you plan to use this as a source audience for a lookalike, Facebook expects anywhere from 1,000 to 50,000 users. For a simple retargeting audience, you'll want to reach a broad number of users. You may adjust the sliders on your affinity rules accordingly.
Using your Lytics Audience in an Ad Campaign
To use your Lytics content affinity audience in Facebook lookalike ads campaign, Follow through with the steps below:
To run a retargeting ad to the users in this audience:
- Export to Facebook as a custom audience.
- Create your ad following your normal process. If you are building an ad for the first time, follow the Facebook Ad creation guidelines.
- Select the custom audience created by the export during the audience set up process of ad creation.