Facebook just launched an ad customization tool to help mobile app owners keep their users engaged. With a few simple clicks, a marketer can design a campaign that speaks to a very specific sub-set of users nudging them to complete or continue a desired behavior.
There are probably a hundred different ways to mix and match the available data but you’re mostly looking at four types of actions; registration, purchase, app opens and rewards.
For each campaign you create a new “custom audience.” Let’s say we want to nudge people who haven’t made a purchase in awhile to come back and buy again.
After filling in the description boxes, you choose “Mobile Purchase” from a selection of completed events. (Other events in this field include “Mobile App Launches”). You can then specify the dollar amount spent over what time period. Pick all of the people who spent more than $100, or go for the cheapskates.
The strength of this new tool lies in the “exclude” option. So in the above example you could pick everyone who shopped in the past 30 days, excluding people who shopped this past week. Remember, the idea here is to nudge people who are slacking. Don’t waste your time chasing (and potentially annoying) folks who are active users.
One of the most powerful parts of this tool is the ability to target customers who left items in an app shopping cart or who started but didn’t complete the registration process.
You can also target users who have used the app but haven’t returned recently and users who have reached a certain level in a game app.
JackThreads tested this new capability and achieved over 8x Return on Ad Spend by targeting people from their mobile app who added items to their carts but did not complete a purchase. And in another campaign, JackThreads achieved over 4x Return on Ad Spend by targeting purchasers from the last 30 days, but not from the past day.
An example of the custom ads is on the mobile image at the top of this post.
The custom audience ads for mobile apps is rolling out now. If you don’t have the option yet, you’ll have it soon.
Next, Facebook will roll out the ability to create similar ads based on website actions. For example, target people who visited your website in the past week with an ad suggesting they try your app. Or targeting people who registered on your website, suggesting that they can now easily shop through their mobile app.
All in all, a very powerful tool if used wisely.
Click here to learn how to create your own Facebook custom audience campaigns.