I just did a search on Hipmunk.com to fly one of our new folks out here to Minneapolis.
Minutes later, on Facebook, I get a retargeted ad with the fare I was just looking at.
This is something called dynamic retargeting, where you can show messages based on a rule– the product they just saw, how many pages on your site they visited if they are a high-value customer, or whatever.
If you’re an e-commerce or have a LOT of product SKUs, then you need to use a 3rd party retargeting partner (through FBX– Facebook Exchange).
If you don’t need complex logic, then use native Facebook retargeting (called WCA– Website Custom Audiences), where you can still apply url-level rules.
Google has been doing this for years, so if you want the “full embrace”, you’d run with Facebook and Google retargeting together.
An AdRoll or Perfect Audience can do this for you via one-stop shopping, but if you’re small biz or not super complex, you’re better off setting up retargeting directly.
And they’re still at it but with a different variation.
Dennis Yu
Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
