Custom campaigns allow you to create audiences (target group) for your audiences based on combination of actions users made on your site and time parameters when they did the action. The method used to create audiences is based on Website Custom Audiences (WCA) and Facebook tracking pixel. Nosto automatically generates audiences and enable fast and user-friendly creation of a campaign. Available action types are:
- Viewed products
- Add to cart
Available time parameters are
- 3 days
- 7 days
- 30 days
- 90 days
- 180 days
Using combinations of these allow you for example target users who have bought in past 90 days (Select include purchases 90d), by excluding those customers who have bought in past mont (exclude 30d) and ideally those who have visited your site in past month (exclude viewed products 30d). Assuming that you are simultaneously also running a visitor re-targeting campaign, without the exclude viewed products in past 30 days rule would target the same group of users meaning that your ads would compete against each other driving your ad spend up, decreasing ROAS.
As businesses and needs differ, watch a couple of inspirational tips how to use the tooling.
In addition, Nosto also allows you to target:
- Fan lookalikes (a group of users resembling your fans)
- Custom audiences created in your ad account
- and to upload your own email list as a custom segment, which is then added as a custom audience.