This seems to be the week of shutdowns, Facebook changes and now custom audiences ads! Facebook has announced ads for “custom audiences” which could be huge as far as re-capturing leads off your website. Typically a potential customer could start a search for a particular home on your site and then never return again. With the new “custom audiences” ads you could extend ads to these potential customers and retarget them back to your site to continue where they left off!
Wouldn’t this be fabulous!
Facebook on Tuesday announced a major update to Custom Audiences that would allow marketers to target ads to people who have visited the company’s website or used the mobile app.
Facebook notes that this is rolling out globally over the next couple months.
Custom Audiences ads for real estate
Facebook announced this new capability in a Facebook for Business blog post:
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.
Ok so now what? Can this be taken even further?
The new targeting feature is also complementary to Facebook Exchange (FBX), but Facebook notes that the two should be used differently:
- For advertisers who have a large number of products and advertise to multiple audiences, FBX is the better solution. FBX, however, is limited to desktop only. This could be used for listing multiple properties via cheap (we mean super cheap) ads for property or listings or recruiting agents for brokerages. On the per agent level this might now be ideal.
- 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 take advantage of Facebook’s targeting abilities.
Facebook is definitely taking some interest turns and it seems to be a positive swing to help real estate agents (and other businesses) get a head on the web and in front of their customers and future customers!
What do you think about the new ads and all the new Facebook changes?