Facebook rolls out deeper Custom Audience mobile, website targeting capabilities


In October, Facebook started testing an addition to Custom Audiences that would allow marketers to target people who had used a certain mobile app or visited a website. The company announced Tuesday that it is rolling out this capability for all.

Facebook explained this technology in a Facebook for Business blog:

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% 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.

Additionally, as seen above, Facebook added more call-to-action buttons for News Feed page post ads: Shop Now, Learn More, Sign Up, Book Now or Download.

Facebook also pointed out some success cases of businesses using the beta test of these capabilities:

  • Using Custom Audiences from its website, Zaggora, a women’s activewear company, drove 3-6X return on ad spend (ROAS).
  • Seeking Alpha, a leading financial news application, saw its average cost per install reduced by 28% when targeting mobile app install ads to people who had previously visited the Seeking Alpha website,
  • By reaching people from their mobile app who added to their cart but did not purchase, JackThreads, an online retailer for guys, saw over 8X ROAS. In another campaign, JackThreads achieved over 4X ROAS by targeting and re-engaging purchasers from the last 30 days, but not from the past day.

When a marketer utilizes Custom Audiences for their mobile app, they can target exact actions users have taken to make sure they’re getting the proper customers or potential customers. As an example, marketers can target those who have purchased in the last 30 days, or those who have purchased an item in a certain price range. Through Custom Audiences, an advertiser could even target someone who added an item to the cart, but didn’t complete the purchase. Marketers can choose to exclude actions, as well, such as those who purchased recently or who usually don’t spend above or below a certain amount through the app.

Facebook Software Engineer Greg Schechter described the timeline for this capability:

We will be rolling out the ability to create Custom Audiences from your mobile app over the course of this week, and Custom Audiences from your website over the next couple of months. We have made it our goal to invest in measurement, targeting, and optimization tools available to our developers and will continue to look for ways to do so.

Readers: Are you excited for these new capabilities within Custom Audiences?