Facebook introduced its lookalike audiences ad-targeted feature last March, allowing marketers to reach out to potential customers with similar characteristics to their current customers, and a little over one year later, the social network announced that the feature has been expanded to brands’ website visitors, mobile application users, and users connected to their pages.
“We’re trying to instill in kids a lifelong love of travel. We want to help them become global citizens.” This was how Co-Founder and Co-CEO Amy Norman described the thinking behind startup media company Little Passports, which has tripled its customer base over the past six months with the help of advertising on Facebook.
Retention marketing solutions provider Optimove announced that it now interfaces with Facebook via application-programming interface, enabling it to automatically update the social network’s custom audiences lists on a daily basis.
Ad revenue accounted for $2.34 billion of Facebook’s fourth-quarter-2013 revenue total of $2.59 billion, so it’s no surprise that the social network’s advertising results and initiatives were the topic of the lion’s share of discussion during its earnings call Wednesday.
Facebook Announces Rollout Of Custom Audiences For Websites, Apps; New Call To Action Buttons For Page Post Ads
The extension of Facebook’s custom audiences ad-targeting feature to websites and mobile applications, initially announced by Facebook last October, has been rolled out globally, and the social network also announced that five buttons triggering calls to action — shop now, learn more, sign up, book now, and download — will soon be available in the lower-right-hand corner of page post ads.
Facebook continues to tweak its Ads Manager, following up last week’s addition of the ability to view page post ads after they are uploaded, and the additions of website custom audiences and a “Report a Problem” button earlier this week, with another minor tweak, a “Create an Ad” option on the menu.
Some Facebook Ads Manager noticed the ability this past weekend to create custom audiences from websites, and this feature was also added to the social network’s documentation, as well as having its terms of service spelled out.
Facebook Chief Operating Officer Sheryl Sandberg has often stressed the social network’s goal to measure the effectiveness of ads throughout the conversion process, and not just focus on clicks, and the company took another step forward on that front with Friday’s announcement that users of its custom audiences feature for ad targeting can now measure offline sales driven by their campaigns.
Facebook’s emphasis on mobile will not take a vacation for the holiday shopping season, as the social network offered some tips for marketers looking to incorporate mobile into their Facebook promotion mix in a post on the Facebook for Business page.