Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.
One of the most popular ad tools on Facebook right know is Custom Audiences. An online retailer recently tapped Facebook Preferred Marketing Developer SocialWire to reach current customers with targeted ads via Custom Audiences, experiencing an average last-click return on investment of $32 for each $1 spent.
The campaign opened up the client’s inventory of 50,000 products, pushing advertisements for 600 of them. SocialWire found that 89 of these products had an ROI greater than 35:1, with some hitting as high as 45:1.
How did they do it?
SocialWire worked with the retailer to create more than 30 custom audiences, based on users who had made a purchase for a specific product.
SocialWire explained the methodology of the study:
SocialWire’s proprietary technology then dynamically matched products from the retailer’s product catalog to users with an affinity to those brands and categories.