Start-up Perfect Audience Helps Your Facebook Ads Find Their Target

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Their vision is a world where every person sees the perfect ads at the perfect time and companies can easily reach their ideal customer at scale. Their simple but powerful tools give marketers everything they need to retarget their lost customers across Facebook and the web and track ROI from click to conversion.

1. You “cookie” visitors to your site with a tracking tag

Right after you sign up for a Perfect Audience, we give you our site tracking tag to add to your web site. This tracking tag is a javascript code snippet that you add just before the </body> tag on every page of your web site. Once added, the tracking tag places an anonymous cookie in the browser of every person who visits your site.

2. The platform “finds” your visitors across the web and serve your ads to them in real time

Now that your visitors have been tagged with a unique “cookie,” our platform searches for them across Facebook and web sites in our network and serves your ads to them. They do this by having partnerships with all the major ad networks on the web, like Facebook, Google Display Network, OpenX, Pubmatic and many more. When someone with your site’s cookie loads a web page anywhere on the internet that has an ad from a network working with Perfect Audience, our platform “sees” them and can then serve up your ad in that space instead of whatever other ad would have normally appeared. This happens live, in a real-time auction process (the ad industry calls this “real-time bidding”) where our platform bids against thousands of other platforms for that individual impression.

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If the platform “sees” one of your visitors loading a web page with ad space from a partner ad network, it enters the auction and bids aggressively to win that impression so your user sees your ad.

The instructions we program into our platform — the “where, when, and how often” they join auctions — is a big part of the Perfect Audience special sauce. For instance: Should we bid on an ad impression below the fold? Should it bid to reach someone who already clicked one of your ads? How about on someone who already saw your ad today? These are just some of the many things they figure out for you so you get the best results possible.

3. Your visitors click, return, and convert. You get more sales.

Once the platform has seen one of your visitors and shown them your ad, the user may click on it and return to your site. Traditional online banner ads have a click through rate (CTR) of about 0.1%. This means that one out of every thousand times your ad is shown, someone clicks on it.

With retargeting campaigns, because we’re reaching people who have already shown a prior interest in your offering or product, the ads get clicked on 200-400% more often. The remarkable performance of retargeting campaigns is why anyone and everyone doing business on the web should be doing it. No matter how memorable or interesting your business, most people who visit your site are going to leave without signing up, buying, or contacting you. Retargeting keeps your brand in front of them after they leave giving you second, third, even fourth chance to bring them back to convert.

You can learn more about them: http://perfectaudience.com and follow them in social media:   http://twitter.com/perfectaudience  and http://facebook.com/perfectaudience

They’ve gotten a great start – here’s where they are at:

  • They’ve signed up 250 advertisers
  • They offer retargeting across the rest of the web, too, with partnerships that include Google, OpenX, Pubmatic, etc., across 100,000 sites
  • They are a five-person team based in Mountain View and Chicago
  • They have received $1.1m in seed round funding: perfectaudience.com/about)

What size of company does this apply to? It seems companies and brands with budgets of all sizes.

Their VCs and Angels? Paul Buchheit, Stuart Larkins, Andrew Razeghi, Lon Chow, Kevin Willer and Brian Hand Y Combinator, SV Angel, Start Fund, New World Ventures (Part of Prizter Group), WGI Group and John S. and James L. Knight Foundation. Nice line-up!

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@DrNatalie L. Petouhoff

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