Great news to all marketers! Facebook launches new custom audiences features to help businesses target people who have visited their website or mobile app through custom audiences.
Facebook announced this new feature in October but was limited to a number of test partners. They promised to roll it out globally and after three months of waiting, here it is.
So, how do these new features work? Let’s break it down and discuss.
1. Custom Audiences for Mobile App
Through this, businesses can re-target customers who used their mobile app by placing the Facebook or third-party SDK in their mobile app, then build Custom Audiences based on the actions people take while visiting their app and then show deliver ads based on these actions.
Another option is when a marketer creates a Page post ad, they will now have an option to add a call-to-action button. The button will appear in the lower right-hand corner and advertisers will be able to choose from five actions: Shop Now, Learn More, Sign Up, Book Now, or Download. It will soon be available in the lower-right-hand corner of page post ads.
You can click here for detailed information on how to use it: https://developers.facebook.com/docs/ads-for-apps/mobile-app-custom-audiences/
2. Custom Audiences for Websites
Website Custom Audiences (aka WCA) will allow marketers to create Facebook ads that target users who have previously visited their website. You can reach people who may not be either an offline customer or a Facebook fan, but who visited your website. Another benefit is you can focus only on those who visited a specific page or section of your site, or those who visited pages that included a particular keyword in the URL.
This is similar to FBX (Facebook Exchange), but it is way better because unlike FBX where you need an approved third party to use it, with WCA you can use it through Power Editor or Self-Serve ad tool.
Also, there are no tight restrictions and you can create your ads the way you normally would and using WCA as your targeted audience.
You can find this feature on the left hand side, click on Audiences, then click Create Audience and select Website Custom Audience.
Click here for detailed information on how to use Website Custom Audiences: http://www.jonloomer.com/2014/01/28/website-custom-audiences-facebook/
Facebook indicated that the general rollout of Custom Audience retargeting by Web sites and app traffic was one of the additional steps it will take in the next several weeks geared to direct-response marketers.
“We will be rolling out the ability to create Custom Audiences from your mobile app over the course of this week, and Custom Audiences from your website over the next couple of months. We have made it our goal to invest in measurement, targeting, and optimization tools available to our developers and will continue to look for ways to do so.” says Facebook Software Engineer Greg Schechter.
These new features truly bring Facebook Marketing into a whole new level and I can’t wait till it is rolled out to everyone. How about you? What are your thoughts? Are you excited? Let us know in the comments below.