Facebook Extending Custom Audiences To Allow Brands To Target Website Visitors, Mobile App Users

By David Cohen 

TargetYourCustomersFacebook will extend its custom audiences features for targeted advertising to enable brands to deliver targeted ads to visitors to their websites or users of their mobile applications.

The social network announced the new features in a post on its Facebook for Business page, saying that they will initially be rolled out to “a limited number of test partners,” with plans to roll them out globally “in the coming months.”

Facebook added that the new custom audience feature for websites is similar to third-party tools brands currently use with its Facebook Exchange real-time ad bidding system, saying in its announcement:

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.

Custom audiences works with all Facebook ad formats and targeting capabilities. And mobile app custom audiences was built specifically to help mobile app developers reach their customers on Facebook.

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.

Facebook website and mobile custom audiences use code that marketers place on their websites or in their mobile app to deliver targeted ads through Facebook custom audiences. And, of course, we built custom audiences so people can control the ads they see.

We’re still in the early stages of testing website and mobile app custom audiences, and will continue to provide updates as these features become more widely available.

Readers: Are you envisioning the possibilities for these new custom audiences features?

Images courtesy of Shutterstock.