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Feb 20, 2014

Reach out to Your Target Customers with Facebook Mobile Ad Tracking

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Reach out to Your Target Customers with Facebook Mobile Ad Tracking
Facebook now introduces a new smart tracking system whereby you can track and reach out to your customers who have visited your website or mobile application. Facebook now empowers you to directly access their tracking code on Facebook and use them to find (track) your customers and show your targeted mobile ads on their Facebook.
Facebook’s new mobile ad tracking system comes with new features that augment the competences of Custom Audiences so as to allow marketers to deliver targeted ads to people who visited their website or used their mobile application.

Most of you reading this must be already using FBX (Facebook Exchange), where third-party tools are used for remarketing. Until now, brands whose website you have visited online; track you and shower you with third-party (vendor) ads in Facebook as part of their remarketing campaigns. And this was working really well for the all involved.

Come October 2013, Facebook now introduces a new smart tracking feature whereby you can track and reach out to your customers who have visited your website or mobile application. Facebook now empowers you to directly access their tracking code on Facebook and use them to find (track) your customers and show your targeted mobile ads on their Facebook.

This new ads tracking feature allows ads to be available in the Facebook mobile app so you can get ads on the go. This is good news for marketers who can now more easily reach Facebook’s huge mobile audience through the Facebook ad network.

How does it work?

Facebook’s new mobile ad tracking system comes with new features that augment the competences of Custom Audiences* so as to allow marketers to deliver targeted ads to people who visited their website or used their mobile application.

Reach out to Your Target Customers with Facebook Mobile Ad Tracking

Facebook now gives you the unending possibilities of targeting your Custom Audiences via desktop News Feed and encourage them to finish customizing online. If a user visits your eCommerce site, and browses for ‘smartphones’ of a certain brand but leaves without making a purchase, the new Facebook Mobile Ads tracking feature will help you track and reach out to those users and offer suggested pages ads or special offers ads, so as to convert leads into sales.

The only thing marketers need to do is affix a tracking software to relevant websites and apps (from where you like to track visitors); and once the software is set up, START TRACKING and thereafter unlock the new features.

As such Custom Audiences works with all Facebook ad formats and targeting capabilities. And mobile app Custom Audiences was built specifically to help mobile app developers reach their customers on Facebook. It can also be strategically used to reach out to mobile users who have downloaded your app but haven’t used it for quite some time - target them with ads that offers them some lucrative offers like discount on booking a holiday package, in lieu of purchases made through the app.

Facebook Mobile Ad Tracking ‘Corresponds’ to Facebook Exchange

Just like the existing Facebook Exchange (FBX) remarketing (third-party) tools that allow brand marketers to reach out to people who formerly interacted with their desktop websites, Facebook Mobile Ad Tracking feature courtesy Custom Audiences is a similar tool that allow them to show ads to people who have visited their site or mobile app earlier and still utilize Facebook’s targeting abilities.

Facebook has made it clear that the new mobile ad tracking feature with be complementary to FBX, thus ruling out any competition from the very onset. It is anticipated that there will primarily be a different set of customers to cater to both kinds of advertisers.

For instance, the advertisers who have a large number of products and advertise to multiple audiences, FBX is definitely the better option. At the same time, businesses that do not normally work with third parties, website and mobile app Custom Audiences is the perfect option as it allows them to show ads to all those active profiles on Facebook – those who have visited their website or mobile app, without executing a sale.

Another prominent difference between the two, lies in the potential reach. While mobile ad tracking allows a much more definitive chance to reach your custom audience (considering that it supports vendors’ ability to match their customer data to corresponding Facebook profiles); FBX ads bought placements are more limited.

Facebook Mobile Ads vs. Facebook Desktop Ads

In general, it is mobile platform that rules the roost when it comes to advertising. However, a recent survey by analyst firm Analyst Partners has indicated that when it comes to Facebook ads, it’s the desktop that gets the click.

“According to the survey, 85% of Facebook users are more inclined to pay attention to and/or click on a newsfeed advertisement served to them on a computer as opposed to a mobile device. In comparison, only 15% expressed interest in receiving newsfeed advertisements through an application on their mobile phone, iPad, or other tablet”.

Tips for Facebook Mobile Install Ads

1. Test the water by targeting your audience with page-like ads first. Such page-like ads are usually shown on the sidebar of desktop browsers. Although this context is a little unlike than mobile news feed ads, the top performing sidebar ads tends to do along with install ads. Here you need to note that while Sidebar ads (on desktop) display at 100×72 pixels, mobile ads must be uploaded at 600×360 pixels.

2. You may use all of the allowed 20% text for Facebook ads. Now, since Facebook measures this using a 5×5 grid, of the 25 tiles, you are allowed to use only 5 of them to contain text.

3. Create segment Facebook Ads by age (i.e. every 5-10 years). Industry experts are of the opinion that age plays a crucial role in CPI. It is largely seen that the younger audience tends to have a much higher CTR and lower CPI. This can be concluded based on the inference that the younger generation is comparatively more familiar with mobile apps, the mobile App Store, and have a general affinity for technology.

4. You can see your CPI in your Facebook Ad Dashboard when running mobile install ads. Make sure that you calculate your effective CPI and CPA. Many a times, when running mobile ads, you will notice that total daily downloads are more than what Facebook shows. This is because your app will get organic installs from climbing the app store rankings.

Synopsis

The new targeting feature from Facebook is more broad and flexible. As of now, website and mobile app custom audiences will soon be available to a limited number of test partners. This is expected to roll out globally in the forthcoming months.

About Author:
Hariot Mills is an expert Android application developer currently working with a leading mobile application development company renowned worldwide for its excellent services and an internationally admired team of professionals. She also loves to write regarding latest happenings in Mobile app development industry.

Image courtesy of Shutterstock.

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