The extension of Facebook’s custom audiences ad-targeting feature to websites and mobile applications, initially announced by Facebook last October, has been rolled out globally, and the social network also announced that five buttons triggering calls to action — shop now, learn more, sign up, book now, and download — will soon be available in the lower-right-hand corner of page post ads.
As originally announced in October, brands on Facebook can add the social network’s remarketing pixel to their websites or tap into software-development kits from Facebook or third parties for their apps, enabling them to build custom audiences based on users’ activities on those websites or apps, and then deliver appropriate ads to those users.
In a post on the Facebook for Business page, the social network offered two examples of how this new feature can be used, saying that a travel site can target users who searched for flights but never made reservations; or a retail app could aim at customers who placed items in their shopping carts but never completed the transactions.
Facebook highlighted some brands that are already using the new feature in its Facebook for Business post:
Using custom audiences from its website, Zaggora, a women’s activewear company, drove three to six times return on ad spend.
Seeking Alpha, a leading financial news application, saw its average cost per install reduced by 28 percent when targeting mobile app install ads to people who had previously visited the Seeking Alpha website.
By reaching people from their mobile app who added to their cart but did not purchase, JackThreads, an online retailer for guys, saw a more than eight times ROAS. In another campaign, JackThreads achieved more than four times ROAS by targeting and re-engaging purchasers from the past 30 days, but not from the past day.
The social network also went into more specifics on the app side in a post on its developer blog:
With this update, you can now advertise to groups of people based on actions they have taken within specific time periods in your app. You can also choose to exclude people by actions they have taken, in order to make sure you are reaching the right people at the right time. For instance, 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 to their cart, but not completed the purchase.
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.
Finally, Facebook offered more details on the enhanced calls to action in the Facebook for Business post:
Businesses will soon have a better way to drive people to their landing pages on both desktop and mobile. When a marketer creates a page post ad driving traffic to their desktop or mobile website, they will have an option to add a call-to-action button, which will show up in the lower-right-hand corner of the ad. Marketers will be able to choose from five action buttons: shop now, learn more, sign up, book now, or download.
Brands on Facebook: How will you take advantage of these new features?