FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
Strengths
EMAIL CUSTOM AUDIENCES
First, these audiences are updated dynamically — in real time as
users visit the site. An ad can be served immediately upon leaving
your site and visiting Facebook. No updating is needed as users are
constantly added and removed from the audience based on rules
the advertiser created.
Defined
Advertisers can upload a CSV file of customers to Facebook to
create an audience for targeting purposes. In this case, advertisers
can create Facebook ads that target those on their email list.
Second, targeting is based on browsing activity and not reliant on
matching up an account to a Facebook profile, which isn’t 100%
reliable.
Finally, the amount of targeting that can be done based on specific
pages visited — without requiring a purchase or opt-in — can result in
incredibly relevant advertising.
Weaknesses
First, users won’t exist within the audience forever. Since there is a
maximum duration of 180 days, visitors need to remain engaged to
continue to exist within the audience.
Second, since WCAs work with the help of a pixel, reliability can be
hurt by clearing or blocking cookies.
Strengths
First, create very relevant ads based on the products a customer
has bought or opt-in they have requested.
Second, unlike a WCA, this audience does not have a limited
duration. With no expiration date, you can continue targeting a
user on Facebook as long as they remain on your email list.
Weaknesses
First, you are limited only to those who have provided an email
address (or phone number or Facebook UID, depending on the
Custom Audience). This limits the size of the audience, unlike a
WCA.
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