Facebook lets advertisers target users who have visited a desktop or mobile site with a News Feed ad
Facebook is rolling out a series of new features that will provide direct response marketers with broader solutions to reach people across devices and encourage them to take action.
Among these new features is Custom Audiences, a tool Facebook previewed back in October.
With the feature advertisers can target people who have visited their website or mobile app with targeted messages appearing in the Facebook user’s News Feed.
Facebook explained in a blog announcement that to harness the capabilities, advertisers must place a Facebook remarketing pixel on their website, or the Facebook or third-party SDK in their mobile app.
From there, marketers can build Custom Audiences based upon the actions people take while visiting their site or mobile app — and then deliver ads based on these actions.
It offered up examples of it in action: “For instance, a travel website with the remarketing pixel could use Custom Audiences to reach a group of people — say, people that searched for flights but never made a reservation — with a targeted message in News Feed: ‘Come back for 10 per cent off your next flight reservation’.
“Similarly, a retail mobile app could build retargeting campaigns by installing the Facebook or third-party SDK in their mobile app and target people on mobile or desktop, encouraging them to come back and purchase the items left in their shopping cart.”
Brands already using the service include Zaggora, a women’s activewear company which Facebook says drove three to six times return on ad spend through using the format.
Additionally, 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 can choose from five action buttons: Shop Now, Learn More, Sign Up, Book Now or Download.
These new features will be available from Power Editor, Ads Manager, through PMDs and via the API.