Social Media

Facebook Improves Targeting for Direct Response Marketers

Facebook still remains today one of the most effective ways for advertisers to reach their audiences. And for Facebook, that represents an important income. Today, they announced the following in their business news section:

Beginning today and continuing through the next several weeks, we’re launching features designed to provide direct response marketers with broader solutions to reach people across devices and encourage them to take action. Custom Audiences will now allow businesses to more easily deliver targeted messages to people who have visited their website or mobile app, and certain News Feed ads will feature enhanced call to action buttons.

This feature had been announced in October, but now it's becoming widely available.

This is huge for marketers! It will make it a low easier for you to ‘follow' your visitors and ensure they take action on your offer.

To understand this a little better, this is the way it has been explained on one of my favourite Marketing and Technology blogs: The Next Web:

So here’s how it works. Lets say you have a business and you place the Facebook remarketing pixel on your website, or the Facebook or third-party SDK in your mobile app, and then build Custom Audiences based on the actions people take while visiting your site or mobile app. Once done, your business can deliver ads to these users based on these actions.



It really can't get more targeted than that! The more targeted your ad is, the better it will resonate in your customer's or prospect's mind. An ad that speaks to people can generate very good results.

You can see the new custom audiences above on the left in that image. On the right is an example of marketers creating a Page post ad driving traffic to their desktop or mobile website and getting an option to add a call-to-action button in the lower right-hand corner of the ad. Marketers can choose from five types of buttons: Shop Now, Learn More, Sign Up, Book Now, or Download.

Facebook offers two examples of how businesses could use these features (available from Power Editor, Ads Manager, through PMDs, and via the API):

  • 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% off your next flight reservation.
  • A retailer 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.

Facebook is once again pulling the information located on other properties where its plugins reside back to its main service, to the benefit of revenue-generating advertisers. Since the company takes a cut, it is essentially growing its bottom line.

What do you think about this new feature? Ready to use it? Please post your comments below and share this article with anyone who may find it useful.

Read the full story on TNW