Quick Guide to Retargeting on Facebook Website Custom Audiences
An overview of how direct response marketers can optimize Facebook's new custom audience features to improve conversions.
An overview of how direct response marketers can optimize Facebook's new custom audience features to improve conversions.
In January, Facebook released new ways to target people who have visited a website or a mobile app. This is different from FBX, as it allows any site owner to quickly and easily start retargeting without the need to work with FBX partner platforms like Adroll and Triggit.
I’ve been asked about the workings of Facebook’s website custom audiences and this column gives an overview and quick explanation of how it can be created as well as how you can get the most out of this feature.
What Can We Use Website Custom Audiences (WCA) For?
The possibilities of how precisely you can reach people are endless. Here are some targeting ideas you can start to implement today:
How Do We Create a Website Custom Audience?
If you’re familiar with creating and using a Facebook pixel then you’ll be thrilled at the added targeting website custom audiences opens up. If not, below is a very quick guide on how to set this up:
How Do We Target These Audiences?
As you are creating a campaign in Facebook, choose the Custom Audiences you want to include or exclude as you create the ad.
The ability to exclude Custom Audiences is very useful, as this will help improve how precisely you can target. For example, targeting all users who visited a product page and then excluding any users who browsed the product page and reached the thank-you page after making a purchase will help you reach people who did not make a purchase.
The benefits of more precise targeting are huge so I’m really excited by these new features, as they make finding customers who are more ready to convert easier. It might seem a little tedious to set up and like more work to do, but the improvements in conversion rates and the lower cost per conversion is really going to make the effort well worth it!