FBX also does not allow marketers to leverage their customer relationship database to target users who haven’t been to the website recently but have interacted with the brand in the past. Lastly, marketers lack the ability to target their mobile app users to drive conversions on the app. This is where Facebook’s Custom Audience (CA) and Website Custom Audience (WCA) ad products come into play. Through these ad products Facebook allows marketers to leverage their own customer data in the form of email/phone lists, device IDs or website cookies to run cross-device campaigns by identifying those users on Facebook. This is how it all happens –
Marketers upload a list of device IDs, email addresses or phone numbers into Facebook
Facebook maps the uploaded identifiers to Facebook user IDs based on its own login data
The matched user IDs are available as a named audience list for targeting on Facebook across all user devices
Website Custom Audience
Marketers implement a data collection tag on their website which is fired every time a user views a page
Facebook maps the incoming pixel hit to register the page event against its own user ID
Marketers can write rules on page events to segment users into different audience lists for cross device targeting
Marketers should start evaluating these options as it not only provides additional reach, but also enables them to leverage multiple data formats.
Remarketing strategies should have an ideal mix of FBX, CA and WCA so that marketers can extract the full potential of Facebook marketing. The key lies in consolidating audiences and spends on a single platform that can optimize between these channels to deliver maximum performance. RevX is actively working on making Facebook advertising easy for marketers, watch this space for more!