You have felt like this before. You remarket on Facebook but you have to use third-party pixels. What a pain, isn’t it? You ask, “Why can’t Facebook be more like Google Adwords which allows you to remarket seamlessly with their Google Analytics?”
Wait no more, as AppAddictive is currently testing Facebook’s Website Custom Audience and making it available to you.
AppAddictive has compiled a list of 10 important secrets to know about Website Custom Audience that your Facebook ad agency should have informed you. As with any new product, these secrets no longer remain secrets over time. The earlier you capitalize on these secrets by implementing Website Custom Audience, the better pricing and ROI you will achieve on your ad spend.
Simply, WCA now allows marketers like you to deliver targeted Facebook ads to people who visited your website or used your mobile app.
What is in it for you the Advertiser?
Website Custom Audience (in short, WCA) was built to drive performance objectives based on signals from your websites. It has been shown to be effective for campaigns driving offsite conversions and leads primarily. AppAddictive recommends WCA as an additional tactic for all performance-oriented campaigns.
How do you set it up?
You place the Facebook container pixel in the header or footer on your website (or mobile app) so that it will fire on each page view. Leverage the events to pass additional data (i.e. product, geo, value, etc.). Piggybacking on top of another pixel is supported, however direct placement provides better performance.
What is an example use case?
For instance, a camera retailer could reach people who started browsing cameras on its website but didn’t make a purchase. Through Website 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.
How does this work with Facebook Exchange (FBX)?
Website Custom Audiences is similar to existing remarketing tools that allow you to reach people who previously interacted with their desktop websites. Many marketers like you already use third-party tools to remarket through Facebook Exchange (FBX). Advertisers such as you can use the data from Website Custom Audiences to plan your bid price on the FBX.
How do you set the bidding price ?
Using optimized CPM (oCPM) with the Facebook conversion pixel and/or Facebook SDK is recommended where applicable. You will expect to bid more for your WCA visitors and users; however, this higher price is offsetted by the fact that remarketed users have higher intent and leads to higher conversion rate. Your overall cost per acquisition should drop
Where do your ads show?
WCA is available across all placements, including Right Hand Side (RHS), Desktop Feed, and Mobile Feed as well as all ad formats. You then overlap it with any other Custom Audience. Do not add too many targeting constraints to a WCA tactic given that WCA has lower volume of traffic, and has high value.
What devices can you target?
Like other Facebook products, WCA allows targeting a user across devices and browsers. This is a significant enhancement over traditional exchange-based audience targeting techniques.
How many customers/leads can you expect to get with this new tool?
Website Custom Audience delivery is limited by the number of visitors hitting the WCA pixel on an your website. If X daily users visit the website, some fraction of those will be found on Facebook over the course of the targeting period (duration parameter). As with remarketing, expect to achieve better conversion rates with your Website Custom Audience users and visitors than a random visitor.
When can you start testing Website Custom Audience?
Starting today. Contact your PMD agency or AppAddictive for more information. Or, fill out the form on the right.