Adjusting to individual taste with a “people-based” approach through retargeting on Facebook
For this campaign, Numberly adopted a unique approach of exploiting the Facebook Dynamic Product Ads to drive the reactivation of former customers.
Two audience segments have been defined for this campaign:
- A custom audience of former visitors. CRM data was used in order to target Art.com contacts not addressable by e-mail.
- A custom audience of new visitors who had previously seen the website, but without making any purchases. This was achieved through the Customer Audience tracking pixels previously installed on the website.
Numberly teams used Dynamic Product Ads in carousel shape to show a selection of artworks relevant for each customer’s taste. Numberly’s teams went beyond retargeting, by combining it with their people-based expertise in order to ensure that the recommendations are as relevant as possible for visitors.
With this in mind, Art.com’s catalog has been uploaded to Facebook and the content and pictures have been displayed through Numberly’s tag container. This tool enabled Numberly to optimize the ad content with CRM data such as customer segmentation, behavioral data and the type of visits on the website.
For inactive customers this data was based on previous purchases and for the Custom Audience segment data was based on recently visited product pages.
Numberly’s expertise in terms of trading has been an essential element in the overall campaign implementation. Numberly utilized its CRM expertise to optimize bidding, campaign exposition and the content of banners for Art.com.
With the ability to display several relevant products for visitors and customers, Dynamic Product Ads generated the possibility to present a large range, helping the increase of conversions.
