Facebook™ is getting ready for the holidays by allowing companies to create a Custom Audiences of actual visitors in the store or stores, they are ramping and gearing for your holiday budgets.
Over the past few of years, Facebook™ has rolled out ways for retailers to push people from Facebook to their brick-and-mortar stores.
Facebook™ is testing an option for advertisers to target people who visited their locations with ads on Facebook.
The offline-to-online retargeting feature will be the latest option within Facebook’s Custom Audiences ad-targeting product, which started as a way for businesses to convert their existing customer(s) into an audience to target on Facebook™, and most recently with the addition of people who RSVPed to a brand’s event.
Here’s the key thought – brands must have multiple locations enabled to create a Custom Audience of store visitors, and that audience can only include people who visited a brand’s location within the past 30 days at the maximum.
Facebook’s store visits retargeting option could help boost their share of business’ ad budgets heading into the back-to-school (unless you are hiding under a rock – that’s right now) and the upcoming holiday shopping seasons.
Here’s an example, a department store chain could create a Custom Audience of people who visited one of its stores in the past month and filter that list with other Facebook™ targeting options like “parents with early school age children” to run a campaign promoting early-bird Christmas shopping with an exclusive discount code for that audience.
Pretty cool – right?
The store visits retargeting option could also put pressure on Snapchat to follow suit. Facebook’s main nemesis has been quickly building up bridges between ads in its app and foot traffic in advertisers’ stores, restaurants and other locations. To rival Facebook’s own online-to-offline ad measurement, earlier this year Snapchat rolled out its Snap to Store measurement and acquired Placed, a location analytics firm that tracks people’s locations throughout the day and cross-references those coordinates with businesses’ locations to attribute ads. Through a deal with location analytics firm PlaceIQ, it has a way for brands to target ads to people who have visited certain types of locations as well as specific brands’ locations. But it has yet to roll out a way for any brand to retarget people who visited its own individual locations — though Placed could probably help with that.
In addition to retargeting of store visitors using Facebook’s Custom Audiences, businesses could use the lists of people who visited their locations as proxies to target ads to look a like audiences and who may be likely to also drop by their store, restaurant or other location. You can also use a store visitors list to exclude those visitors from a campaign.
The ability to retarget people who visited an advertiser’s store, restaurant or other location appears to apply the same method that Facebook has employed when targeting ads to people near an advertiser’s chosen location and when estimating how many store visits were driven by a brand’s Facebook campaign.
In those cases, Facebook uses the permission people give the company to track their locations via its location services options in their settings. Facebook then cross-references that information about a person’s location with background signals like WiFi and Bluetooth to determine if someone is within a business location’s boundaries.
So – nothing really all that groundbreaking BUT it does give you a huge opportunity to capitalize on if you have a physical location.