New w/ Facebook: AdRoll + Lookalike

Advertising on Facebook just got a whole lot more exciting. In this blog post, we’ll run through two new features which promise great results for gaining conversions and publicity through the platform.

AdRoll Retargeting

AdRoll uses the Facebook interface to retarget people who have previously visited your website. Your ads display directly in the side panel of the Facebook News Feed, and image and ad copy are completely customizable to your standards. Initial reports from Facebook reveal that due to the high visibility of these ads, they receive a 20-40x higher click-through rate than standard FBX ads. You can also customize different ads to correspond to individual pages on your website.

Facebook Adroll

6S Marketing has tested AdRoll on a select group of clients. So far, we’ve been impressed with the capabilities. Benefits include:

  • Qualified Demographic: The audience is already familiar with and interested in your brand, as they’ve previously visited your website. Therefore, likelihood of them converting is increased
  • Custom Targeting: You can target users who have only visited a specific section of your website (e.g. services), and exclude visitors who have already converted
  • Great Value: AdRoll runs off a cost-per-thousand (CPM) bid format, with a minimum budget of $100/month — relatively affordable for most businesses

Custom and Lookalike Audiences

Using the Facebook Power Editor in Google’s Chrome browser, you can upload a list of emails and either create a Lookalike Audience or a Custom Audience. Both are equally valuable, especially for businesses with high lead-nurturing capabilities. Here are the specifics:

Custom Audience

After uploading an email or phone list representing your desired demographic, Facebook will hash the list and then match the hashes against Facebook’s active users. Then, Facebook will build a custom audience in your account, using every person that matches your list. You can target your intended audience with specific messages, and ensure your brand is visible to them on a regular basis.

Lookalike List

Facebook will scan your custom audience and filter these users into categories based on their Facebook profiles. You choose the country where you’d like to find a similar group of people. Within 24 hours, Facebook will have created a list of similar ‘lookalike’ users for you to target.

Custom and Lookalike Audiences work especially well for companies with large email databases. We can think of countless great ways to use these tools — publicizing your brand to leads, retargeting previous converters with another promotion, reaching former customers after a beta launch. There’s currently no charge for making custom and lookalike audiences in Facebook, so take advantage of the opportunity now!

What’s your opinion on these new Facebook products?

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