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Facebook Shops Debuts Custom Shopping Audiences

Published: August 20, 2020

Author: Jessica Guedes

Earlier this summer, Facebook announced its newest product feature: Facebook Shops. If you need a quick refresher, check out our first blog post that covered the release. Shops are Facebook’s newest avenue for brands to connect with customers and showcase discoverable products.
With the release of Shops, the social media giant also hinted toward integrations with 3rd-party tools and future ad integrations. The initial roll-out was only to a selected group of advertisers and we are patiently waiting for the wider release.

While advertisers await for the broader roll-out, Facebook Shops has quietly rolled out its first ad feature: Custom Shopping Audiences. This new custom audience allows brands to target users who have interacted with products on their Shops page. These audiences can include people who have viewed your Shop in the past X number of days, people who have added to cart, or people who have purchased a product. (It’s important to note that “Add to Cart” andPurchase” audiences require Facebook Checkout to be enabled.)
Wondering how to access this audience? In the Audience Manager section, create a new audience and select “Custom Audience.” From there, Shopping will be located towards the bottom left corner of the menu.

Once you have selected Shopping, move forward with creating the custom audiences based on Product Viewers. We recommend keeping the time frame at 90 days.

There you have it–your new Shopping Custom audience is ready. With new audiences and features around Facebook Shops, our team has a few recommendations:

  • Ensure that you monitor audience sizes and overlap to avoid delivery issues in campaigns
  • Connect with your organic social team and brainstorm ways to drive followers to Shops
  • Use this custom audience to test a new Lookalike audience in your prospecting campaigns
  • Lastly, continue to follow 3Q Digital’s blog to stay up-to-date on the latest Facebook Shops updates.

Good luck!

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