Last week, we went over the core differences between Facebook’s enhanced Custom Audiences and the Facebook Exchange. To further expand on the topic, today we’re giving you insight into how to best leverage each retargeting method, as well as how Facebook’s expansion will further improve your marketing efforts.
What are some use cases for each retargeting method?
Facebook makes it clear that there are different ways for marketers to leverage both FBX and Website and Mobile App Custom Audiences. Overall, they recommend that advertisers use FBX when they have a large number of products and advertise to multiple audiences. For smaller businesses that don’t generally work with third parties, Custom Audiences gives them a useful retargeting tool that includes mobile and can layer in Facebook’s other targeting abilities.
Use Case — FBX for predictive buying: Let’s say a user is on Sur La Table browsing through spatulas and measuring cups. FBX would target them with an ad for both of those items, but also for measuring spoons, because it can predict the affinity present in those products. Custom Audiences would simply retarget them with an ad for Sur La Table, provided they didn’t complete their purchase.
Use Case — FBX for specific ad creative: FBX allows a marketer to target a user for the exact product they were viewing. Taking the same example above, that means Sur La Table could show the user an ad for the very spatula or measuring cup they had clicked on (as well as a measuring spoon they might be interested in). Separately, Sur La Table would use Custom Audiences to reach people searching for cooking products who have not downloaded their mobile app for iOS.