Some powerful new targeting is available within Facebook. If you’re a marketer looking to capture attention after users have clicked on a lead form, or who have watched 50% of your video Facebook makes it easy to reach those particular users with custom audiences. Facebook engagement ads remarketing are really big opportunities.
Simply log into your Business Manager, go to Audiences, Create Audience, click on Custom Audience, and you’ll notice a new button called Engagement on Facebook. This function allows marketers to make tactical targeting decisions.
For video ads simply choose the ad video or the page post video that you want to target against, choose the time frame, up to 180 days, and enter a name for the audience. The same type of menu lets you target the people who clicked on your lead ad, but who didn’t convert into a lead already, over the last 90 days.
Facebook engagement ads targeting is similar to the capabilities in platforms like TubeMogul, where we’ve had the ability for a long time to remarket to users based on percentage of the video that has been viewed.
As you think about marketing to your custom audiences be sure to send your users unique offer that speak to their prior relationship with your messaging. Use these targeting tactics to close the sale for consumer products, and to push users down the purchase funnel. Remarketing is an immensely powerful tool when used correctly, and these new targeting tactics make it even easier to precisely target important audiences.