Facebook has announced new custom audience features that will let marketers reach people who have visited their website or used their mobile app.
The new features expand on the capabilities of custom audiences, which lets marketers take their current customer lists and show ads to just those people on the social network. Today’s update means that you can get even more specific and only serve ads to consumers who have actively shown interest in your website or app.
For example, a bike retailer could reach people who started designing bikes on its website but didn’t make a purchase. With custom audiences, the company can reach these people through desktop News Feed and encourage them to finish customizing online.
Additionally, a mobile travel app can deliver ads to people who have downloaded the app but haven’t used it in a while and encourage them to book getaways within the app. These new tools are being made available to a limited number of partners at first and will roll out globally “in the coming months.”
Facebook also noted that website custom audiences is similar to existing remarketing tools offered through Facebook Exchange (FBX). That said, the company believes that marketers will use FBX and custom audiences in different ways.
“For advertisers who have a large number of products and advertise to multiple audiences, FBX is the better solution. For businesses that don’t typically work with third parties, websites and mobile app custom audiences will allow them to show ads to people who have been to their site or mobile app and still utilize Facebook’s targeting abilities.”
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.