One of the most popular ad tools on Facebook right know is Custom Audiences. An online retailer recently tapped Facebook Preferred Marketing Developer SocialWire to reach current customers with targeted ads via Custom Audiences, experiencing an average last-click return on investment of $32 for each $1 spent.
The campaign opened up the client’s inventory of 50,000 products, pushing advertisements for 600 of them. SocialWire found that 89 of these products had an ROI greater than 35:1, with some hitting as high as 45:1.
How did they do it?
Only 20 percent of people open your emails, and 5 percent click. That’s 95 percent of your email subscribers who are not going to your landing page that you spent so much time optimizing!
So what are you going to do? Just let those subscribers (read: sales leads) go to waste? Well, read on. In this article I’ll show you how (and why) to reach and convert that 95 percent using Custom Audience-targeted Facebook ads.
I know that you may still have reservations. A lot of marketers think that spending their ad budget targeting people they have already acquired as subscribers is just throwing their money away. You may have already spent money on ads to acquire them in the first place. So why should you do it again?
As many people say Facebook is dying for young adults and teens, the site is apparently testing a new way for advertisers to target college students. As found by Andrea Warner of Marketer’s Braintrust, Facebook is giving some Power Editor users the ability to target based on college undergrad graduation year.
As advertisers and marketers draw up their post-holiday plans, Facebook Preferred Marketing Developer Marin Software shared a comprehensive whitepaper outlining four key trends for 2014.
Marin pointed out that marketers have really embraced News Feed, as opposed to sidebar, for native advertising, and that users are on mobile now more than ever. Marin found that users are much more likely to buy from brands they’ve had previous social engagements with. Lastly, Marin feels that marketers should be wiser about switching up their creatives on Facebook to prevent showing users the same ads over and over.
Facebook announced Wednesday that Custom Audiences, the ad product that allows marketers to import their own contact lists for targeting, will be available to all advertisers worldwide by the end of November.