Facebook looks set to expand its custom audiences features for targeted advertising to encompass visitors who have been to the brands’ website or have used their mobile applications. Essentially, advertisers will be able to let users who’ve been to their website and apps before see certain type of specific applications. In a blog post on Facebook for Business, the team wrote that it rolling out this feature to a limited number of test partners with a global launch coming in a few months. The custom audience feature essentially lets advertisers pick their current customer list in order to show just them certain advertisements.
Visited a website or an app? It will now be able to advertise to you
While this feature was launched back in fall, Facebook is adding a new feature to the custom audience feature that will expand its scope in a massive way. Advertisers will not just be able to target customers; they will also be able to target people who’ve merely visited their web or mobile properties. So, if you went to a website that sells wedding dresses but did not purchase anything, you will still see ads from the same website in the hopes that someday you might change your mind.“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,” the blog post says. The website custom audiences tool is similar to existing remarketing tools that have allowed marketers to reach people who have already interacted with their desktop websites. This new tool will be complementary to Facebook Exchange. Facebook is anticipating that marketers will use FBX and website and mobile app custom audiences differently. Businesses that have a huge number of products and advertise to multiple audiences would prefer FBX but businesses that don’t work with third parties will find custom audiences is a better solution. This will allow them to show ads to people who have been to their site ort mobile app and still utilise the website’s targeting abilities.
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