'Custom Audiences', a feature Facebook launched last year, is getting an option-laden update. The goal is to offer advertisers more ways to target the right consumer.
Ads fit for (possible) future customers
'Custom Audiences' offered companies a way to target their Facebook-ads to customers within their own database. Facebook has expanded on that feature, allowing companies to reach consumers that have visited the website but who have not purchased anything so far.
Sending these visitors a specific ad might entice them to purchase something. Facebook gives the example of a bicycle store with a web shop tool allowing consumers to build their own bike. With Custom Audiences, the store would be able to reach people who once started building that bike, but never finished the process.
Retailers will find this interesting, but Facebook users will be confronted with even more personalized advertising in their own newsfeed. To appease these users, Facebook is emphasizing that it is possible to remove the ads by tapping the X next to the ad, revealing the ‘about this ad’ information. It stresses that no personal information will be shared with the advertising parties.
A recent report on American internet users shows that the age bracket of 45 to 54-year-olds is now “discovering” Facebook, as that group has seen a 45 % growth since the end of 2012. Nevertheless, Americans have been a minority on Facebook for quite some time: 86 % of all users are not an American resident.