Probabilistic cross-device tracking is an inexact science carried out by ad tech companies like Drawbridge or Traashdahl’s Tapad. These companies aggregate information about ads served on smartphones, tablets and desktops, and then use statistical models to infer who is using which device. It’s an incredibly complex process that requires troves of data to do well. Tapad, for instance, collects 250 billion distinct data points per month, Traasdahl said, including the IP address, device type and app or Web browser associated with various ads served. Over time, patterns emerge about how consumers move across devices.
To use Facebook retargeting ad campaigns effectively, you will need to create great campaigns with ads that speak to your custom audience with a focus on driving traffic to your site, which then increases the audience you can retarget ads to. Therefore, be sure to create ads that match your custom audience’s interests. Remember: even the best audience won’t convert without great ads, so take the time to create ads that will attract your precise users.
By showing the same Facebook retargeting ads for weeks you risk boring and even annoying your visitors; it’s known as ad fatigue. As a result, people can start to actively hide or even block your ads. Facebook takes that as a sign of low-quality and irrelevant content and raises your cost of reaching people. On the other hand, by sending your visitors through an ever-changing campaign, they won’t get irritated at your Facebook retargeting efforts and you won’t overpay for your Facebook retargeting campaigns. Facebook Ads Targeting Tutorial - Engagement Audiences & Retargeting Video Views
Retargeting on desktops is relatively easy because of “cookies” — small text files that log when a certain user visits a certain site. Cookies are essentially irrelevant on the mobile Web, however. Cookies work Google’s Chrome app for iPhones or Chrome on Android, Google’s mobile operating system, according to Are Traasdahl, CEO of cross-device tracking firm Tapad. But cookies don’t work on the countless other apps consumers use. This makes it difficult to track a consumer’s activity both within and across given devices. And given the mind-boggling and ever-growing number of mobile devices, platforms, publishers and mobile operating systems, the problem is only becoming more complex.
The tricky part with Facebook is that it only lets you operate within predefined targeting options. You can, for example, target people who have visited your website within a defined period of time (the last 7 days, 30 days, etc.), however, there’s still no option to target repeat visitors who have been to your website several times but haven’t finished their purchase yet.
No. As mentioned above, platforms like Twitter and Facebook — companies that have users sign in with one profile at every touchpoint — can retarget users exactly. Google is a leader in this respect, too: It has a handful of products that work across mobile and desktop, all of which can be signed into with a user’s Gmail or Google Plus profile. These companies’ advantage will likely increase now that they’re all operating ad networks, thus enabling them to track their users across devices on other websites. It’s no surprise, then, that they dominate the mobile advertising market.
Most business owners lack the time to take on another responsibility, never mind the time to endure the learning curve, so many choose to call in the pros with professional Facebook ad management services, such as Hibu. Hibu is a full-service marketing agency that offers Facebook ad management services with no management fee, making them extremely affordable. Visit Hibu today to start driving more business with your Facebook ads.
For example, an auto dealership gets a large number of visitors who search for specific makes and models, but they do not click the call to action “schedule a test drive.” The dealership uses this information to create ads that provide additional sales information on the cars the visitors were looking at, which further helps develop the user’s interest in the vehicle, leading them closer to converting users to take action, such as schedule a test drive or value trade-in.
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.