Custom Audiences are critical for retargeting your most valuable audiences on Facebook. As privacy concerns mount and third-party cookies phase out, it’s also more important than ever for retail marketers to build Custom Audiences using first-party data. Retail marketers can create Custom Audiences based on customer emails or phone numbers, website traffic, app activity, and Facebook engagement.  In this installment of Keeping Up With Facebook, we break down what Custom Audiences are and how retail marketers can leverage these retargeting lists in a privacy-focused future. Get More Facebo ..read more

With Google delaying it’s cookie tracking ban, it may seem like retail marketers have a reprieve and can pause their preparation for a future without cookies. That assumption is problematic, says National Retail Federation Vice President of Retail Technology and Cybersecurity Christian Beckner. Speaking on the latest episode of Retail Uncharted, Christian explains, “These changes are going to happen, and are already happening on Apple and Facebook. You should prepare for the cookie phase-out now, as opposed to scrambling in 2023 when Google’s ban is in place.” Preparing for a cookie-less futu ..read more

Google announced in 2020 that it would phase out support for third-party cookies on Chrome, and in 2021 announced that it would no longer support cookie-based targeting in any of its products. The goal, said Google, is to respect users’ privacy and adapt to new expectations and regulations on the internet. As part of this privacy effort, the advertising platform has shifted its focus toward a greater use of automation and first-party data. Customer Match is part of Google’s privacy-centered marketing efforts because it combines the power of retailers’ first-party data and Google’s own automati ..read more

Some retailers have been hesitant to buy into Facebook and Instagram advertising. Skeptical retailers believed the two platforms’ primary benefit was upper-funnel brand awareness. That made it difficult for retailers to justify large ad budgets for social media or invest in the developing social commerce space. That changed in 2020, says Corey Feldman, Director of Paid Social at Sidecar. Thanks in part to the pandemic, Facebook and Instagram app usage was up 30% to 40% year over year, he says on Retail Uncharted. With consumers stuck in their homes and with stimulus checks in hand, they were r ..read more

One of the most popular ad formats on Facebook and Instagram Advertising is dynamic ads. These ads display across both platforms and retarget past visitors to your website or app with data-driven ads promoting your brand or product(s). Their versatility in display–they can run across more than a half dozen placements—make dynamic ads a powerful remarketing tool for retailers. In this installment of Keeping Up With Facebook—a series that highlights the latest updates to Facebook and Instagram Ads—we explore dynamic ads for Facebook and Instagram, their different ad formats, and why they are imp ..read more

I know what you might be thinking. Who has time to worry about Facebook dynamic ads? Consumers don’t even go to Facebook to shop anyway. They go there to stay in touch with friends and share cat videos. Hang on right there, because that’s where clarification is needed. The best e-commerce pros always have an ear to opportunity—and Facebook dynamic ads is one of them. Here’s why. 1. Just because consumers don’t intend to shop on Facebook doesn’t mean they won’t. No one types a product name into Facebook’s search bar hoping to find retailers that sell that item. Like most social networks, Faceb ..read more

Every local inventory ad has its thorn. Despite Google’s innovation of the ad format, local inventory ads (LIAs) remain a complex proposition. For starters, there are two feeds to manage—a local products feed and local product inventory feed. Both require regular maintenance and frequent uploading—at least once, and sometimes multiple times, daily. Measurement is more challenging. The marketing industry has no perfect way to unify offline and online data to understand the full spectrum of customer behavior. But it is earnestly trying to solve this problem. For instance, Google’s store sal ..read more

Facebook dynamic ads have grown in popularity since the format rolled out in February 2015. But many e-commerce marketers have questions about how the format works and how it differs from other Facebook ads. And there’s always the ongoing question of whether Facebook is a place to sell retail products or build engaged communities. Click Here for More Free Facebook Ads Insights in One Place. We’re here to help. You’ve Got Facebook Dynamic Ads Questions? We’ve Got Answers … Inside this e-book, Facebook Dynamic Ads Deconstructed, you’ll find answers to 10 of the biggest questions ..read more