New Facebook Tools Improve How Marketers Target Web and Mobile Users
Facebook announced that it rolled out a few new key features to help marketers reach audiences across mobile devices and encourage them to take action.
Custom Audiences allows marketers to deliver targeted messages to users who have previously visited a business’s website or mobile app. Originally announced and rolled out to a few test partners, the feature has rolled out officially to be available for all Page managers.
How it Works:
Brands on Facebook can add the social network’s remarketing pixel to their websites, Facebook software development kits, or third party apps to build custom audiences based on user activity on those websites and apps and then deliver the appropriate messages to target those users.
On the left, you can see the new custom audiences post. On the right is an example of a post page ad. Marketers can choose from five types of call-to-action buttons to tack onto both these posts: Shop Now, Learn More, Sign Up, Book Now, and Download.
In a post on the Facebook for Business page, Facebook offered two examples of how this new features could work.
- A travel site can target users who searched for flights but never made reservations.
- A retail store’s app could target customers who placed items in their virtual shopping carts but never completed any transactions.
With these new Facebook features, businesses have an opportunity to further improve the way they reach the right target audiences at the right time. According to Facebook’s developer blog, “you can reach users who have purchased an item in the past 30 days, but not the past seven days, or people who have purchased an item over $5, but under $100, or even people who have added an item in their cart, but have not completed a purchase.”
Again, Facebook’s proving to businesses that they benefit as a revenue-generating tool for advertisers and it’s obvious that they put a big investment into developing these features. How will you take advantage of them?
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