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Facebook Rolls Out Retargeting Capabilities

Back in October, Facebook previewed new Custom Audiences capabilities designed to reach people who’ve visited a website or mobile app. On Tuesday, the social network said it was rolling out the expanded features of Custom Audiences to all advertisers.

For instance, a travel website with the remarketing pixel could use Custom Audiences to reach a group of people — say, people that searched for flights but never made a reservation — with a targeted message in News Feed: Come back for 10% off your next flight reservation. Similarly, a retail mobile app could build retargeting campaigns by installing the Facebook or third-party SDK in their mobile app and target people on mobile or desktop, encouraging them to come back and purchase the items left in their shopping cart.

Consequently, businesses have already seen great results by incorporating the expanded features of Custom Audiences into their campaigns. Facebook said Zaggora, a women’s activewear company, had seen three to six times the return on ad spend by retargeting visitors to its Web site. Seeking Alpha leading financial news application, saw its average cost per install reduced by 28% when targeting mobile app install ads to people who had previously visited the Seeking Alpha website.

Facebook indicated that the general rollout of Custom Audience retargeting by Web sites and app traffic was one of the additional steps it will take in the next several weeks geared to direct-response marketers.

What do you think about this retargeting capability?

Mary Shaw