Facebook announced that it is rolling out Custom Audiences for general availability after previewing the new targeting feature last fall.
Custom Audiences let businesses target people who have visited their website or mobile app with certain News Feed ads that feature enhanced call-to-action buttons.
“Custom Audiences from a website or mobile app combines the power of Facebook’s existing Custom Audiences capabilities — scale, real identity across devices, and accurate targeting — with real-time automated audience creation,” the company explains in a blog post. “By placing the Facebook remarketing pixel on their website, or the Facebook or third-party SDK in their mobile app, more marketers can now build Custom Audiences based upon the actions people take while visiting their site or mobile app — and then show deliver ads based on these actions.
“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,” Facebook adds. “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.”
The feature works with all of Facebook’s ad formats, placements and targeting capabilities, and is available through Power Editor, Ads Manager, PMDs and the API.
Also, when an advertiser creates a Page post, they’ll have the option to add one of the following calls to action in the right-hand lower corner of the ad: Shop Now, Learn More, Sign Up, Book Now or Download.
Image via Facebook