Smart Facebook Remarketing- use FBX or WCA?

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 a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.

Dennis Yu