Facebook Is Helping Sites, Apps Track You Down

FACEBOOK

Facebook (NASDAQ:FB) has announced a new Custom Audiences function for advertisers that helps companies reach people who have visited their sites or mobile apps via their Facebook News Feeds. Custom Audiences will allow marketers to provide targeted ads in the Facebook News Feeds of people who have perhaps visited their site or used their app but didn’t make a purchase or haven’t been active users.

“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,” Facebook said in the announcement.

Facebook has been developing different ways for advertisers to target potential customers and keep previous customers engaged with their products or services. At the beginning of the month, Facebook unveiled another ad service to help mobile apps keep their users engaged by placing deep-links within ads for mobile apps that are already downloaded on a person’s device. For example, if a person has downloaded a hotel-booking app, then that app could run an ad in their News Feed inviting the user to access the app just by clicking on the advertisement.

Research cited by Facebook has shown that 66 percent of app users only open an app between one and ten times after downloading it. Getting downloads is only the first part of the battle for app developers, and Facebook believes it can help improve user engagement.

Since Facebook’s own mobile app has been proven to be very heavily used, advertisers can almost guarantee that their targeted ads will reach their audience using the site. The Custom Audiences app will be available soon for certain test partners, and will be introduced around the globe in the coming months, Facebook said.

Follow Jacqueline on Twitter @Jacqui_WSCS

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