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How Facebook's Interest-based Ads Impact Remarketing Advertising

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Facebook today modified its Custom Audiences feature to allow businesses to target consumers who have recently visited their websites or downloaded their mobile applications. For example, if you’re a bike shop and a visitor leaves your website after assembling a bike, you can showcase ads on his or her newsfeed to encourage him or her to continue the assembly. Moreover, if you’re a travel agency and someone has recently downloaded your mobile application but hasn’t used it, you can use newsfeed ads to encourage that person to book getaways with the app.
Here are three advantages digital marketers can take with Facebook’s new interest-based advertisements:
  1. Replace remarketing ads

    With Facebook’s interest-based adverts, you can use ads that are more social and prominent. Instead of showing banner ads on the top or side of a webpage, you can showcase your remarketing ads at the center of your customer’s Facebook newsfeed. This will increase your chance of riveting your audience’s attention as you’re showcasing ads that are relevant to them at the center of their screens. Moreover, by using Facebook’s interest-based ads, you can avoid the chance of showing remarketing ads on unsuitable websites. For instance, if you’re a travel agency that wants to deter showing remarketing ads on an article about flight crash, you can use Facebook’s interest-based ad to eliminate this potential disaster by only displaying ads on Facebook newsfeed.

    Although you can also remove thechance of showing ads on inappropriate websites by adding proper negative keywords in your Google AdWords account, things could still fall through the cracks. By usingFacebook’s interested-based adverts, you can avoid this catastrophe completely since you will only show ads on Facebook newsfeeds.

  2. Replace follow-up email marketing campaigns

    Similar to remarketing ads, you’ll be able to replace follow-up email marketing campaigns with Facebook’s interest-based ads as Facebook ads suit today’s consumers’ social media needs. By using Facebook’s new ads, you can showcase customized adverts on your consumers’ newsfeeds, where 669 million of them are on daily, instead of sending non-interactive, text emails to clients who have recently abandoned your website or mobile application. Moreover, this is a gentler marketing approach as you don’t have to solicit email addresses or bombard consumers’ inboxes in order to get them back onyour website or app.

  3. Enhance targeted advertising

    With Facebook’s interest-based advertisements, you can display ads that are more relevant to your clients’ actions. For instance, if a customer leaves your bike store website after starting to assemble a bike, you can showcase an ad specifically encouraging him or her to continue the assembly. This approach may be more effective than remarketing advertising as Facebook’s interest-based ads enable you to showcase highly customized ads that are relevant to your customers’ last actions on your website or mobile application. Moreover, instead of simply asking your customers to revisit your website with a generic remarketing advertisement, you can encourage your customers to complete a particular action that the client was about to conduct before leaving your page. (To learn more about targeted advertising, attend our full-day P.A.C.E Digital Marketing Training Workshop or speak with one of our digital marketing experts.)

By using Facebook’s upcoming interest-based advertisements, brands will be able to further use targeted-advertising tactics to interact with today’s digital-savvy consumers. Not only will the advertisements will be more appealing to the audience, but will also be less intimating since the ads will be shown in a more social setting. This will increase brands chances of turning prospects into paying customers.