Facebook is improving its custom audiences.
Facebook, the most visited web site in the world, introduced new improvements to its Custom Audiences product.
Aimed at advertisers that want to accurately define their target audience, the Custom Audiences expansion will help businesses improve their click through rates on Facebook.
“These new features expand the capabilities of Custom Audiences to allow marketers to deliver targeted ads to people who visited their website or used their mobile app. For instance, a bike retailer could reach people who started designing bikes on its website but didn’t make a purchase. Through Custom Audiences, the company can reach these people via desktop News Feed and encourage them to finish customizing online. Or, a mobile travel app can deliver ads to people who have downloaded their app but haven’t used it in a while and encourage them to book getaways within the app.”
Furthermore, features targeting web sites are rolled out under the collective name “Facebook Exchange” (FBX.):
“Website Custom Audiences is similar to existing remarketing tools that allow marketers to reach people who previously interacted with their desktop websites. Many marketers already use third-party tools to remarket through Facebook Exchange (FBX). We anticipate that marketers will use FBX and website and mobile app 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, website 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.”
The new features will be rolled out to selective partners in the coming months, signaling the beginning of a new era for big data advertising on Facebook and other social media.
Full announcement here.
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