Do you know the worth of Facebook custom audiences? Have you used them to their full potential?
If not yet, then you should now.
Here are 7 ways to target website visitors with the help of Facebook Custom Audience and turn them into leads or sales prospects.
Know About Website Custom Audiences-
Website custom audiences or website traffic custom audiences is a feature where you can create a list of audiences who visited your web pages or performed specific actions on your site. Then, you can go for targeting with eminently relevant ad campaigns.
When you’re going to use custom audiences, the goal would be to re-engage the users who gone through your site but didn’t perform the activities you wanted to do them, like purchasing or inquiring.
When you’re going to create a Facebook audience, first install the Facebook pixel and any relevant conversion tracking.
Now, go to Audiences dashboard through Ads Manager.
Now, click on Create Audience and select Custom Audience shown in the drop-down menu. Now, select Website Traffic.
Now, you’ll be able to see custom audience creation window on your screen. With this option, you’ll able to make numerous website custom audience variations to target audiences who go through your site.
Types of website custom audiences:
- Standard website custom audiences
- Event-based website custom audiences
- Advanced website custom audiences
Now let’s look at 7 most effective ways you can use website custom audiences for your business.
1) Target Everyone Who Visited Your Website
Target everyone who goes to your website and their targeting will be the default option when you’re going to create website custom audiences and will get automatically selected in the creation window. Those having small businesses, the website custom audience works better for them as they don’t get required traffic for targeting audiences by page views.
Now, for targeting the website custom audience is the timeframe. One needs to clear how much time you want to spend in your audience section. Remember, the long you stay, the larger will be the audience segment, but a shorter stay proves to be more relevant.
Lastly, enter a name relevant to your audience and click on Create Audience.
Now, here are e-commerce site visitors like website custom audiences who visited a specific product page didn’t make any purchase. These visitors are an advanced custom audience which combines a URL condition with an event action.
To create such audience, select People Who Visited Specific Web Pages, and then select Equals from the Contains drop-down menu. Now, enter the specific product page URL in the given field which visitors have visited and needed to be included in your audience. Don’t include www or https in the URL.
Now for adding an exclusion condition, then click on Exclude so that another conditions box can be created. Select Purchase from “From Your Events’ drop-down menu.
Now, with content ID method, you will go for filtering the purchase condition to match only buyers of the specific product.
Now click on the URL and select content ids present in the parameter. Then, click on Contains drop-down menu and select Equals. The field present below Equals put the product ID.
Now, lastly, set your audience durations. In general, you can start with 7 days duration for the view of the product page URL and if your audience base is not large enough, better to increase that duration. For the product exclusion process, you would go for excluding as many people who made purchasing your product on previous occasions; therefore you can set 180 days duration.
Your final audience should look like this-
3) Target Audience Who Viewed Your Lead Magnet Landing Pages but not Subscribed
These audiences can be your target for Facebook ads and you have to go after people who visited your landing pages but haven’t opted in yet.
To start the procedure, you have to follow following steps:
- Select the standard condition of Audiences who visit particular web or landing pages.
- Now, to URL, change the standard condition from Contains to Equals.
- Now, enter the complete URL of your landing page.
If you want to create this audience immediately, the list shall have everyone who gone through the landing page and opted in. Now, exclude all those people who have opted in and seen your ad for lead magnet landing page.
For easy exclusion of these people, you just need to click on Exclude. Now, you have to complete 3 steps again-
- Choose People who visit particular landing or web pages.
- Change the condition to Equals.
- Then, enter the complete URL of your lead magnet thank-you page.
Take 30 days duration for the views of your lead magnet landing page. Now, again the same procedure, if you don’t have the large audience base increase the duration. You should go for maximum 180 days duration for your thank-you page as you would like to include as many audiences who have already opted in.
Now, lastly put your audience and click on Create Audience. Your lead magnet landing page would appear like this-
Here you have to target audiences who navigated your contact pages and this is quite used for service businesses. These audiences are those people who have gone through your contact pages but didn’t complete your contact form.
Steps for the procedure-
- Choose audiences who navigated particular web or contact pages from the conditions drop-down menu.
- Change Contains to Equals.
- Enter complete URL of your contact page.
- Now click on Exclude for exclusion process.
- Now choose event action installed on your contact thank-you page.
If you have multiple conversion actions using the same event, you can refine the action by the specific URL that triggers it. To do this, click Refine By, choose URL/Parameter, and enter the full URL of the thank-you page ensuring the Equals condition is selected.
If you are targeting numerous conversion actions using the similar event, refine the action by the particular URL.
Now, what to do here-
- Click on Refine By,
- Select URL/Parameter
- Put complete URL of your thank-you page making sure that equals condition is chosen.
Now, you have to select audience duration. Here are two conditions, one is “if your contact page duration is short, it will improve your ads timeliness” and the second is “ if you have used maximum time duration for exclusion, then it will show you aren’t targeting ads to people who have already contacted you for their queries”.
Your final look would be like this-
5) Target Audience Who Started but Didn’t Complete the Buying Process
When it comes to selling opportunities, the e-commerce companies get their eyes wide open. Here are the audiences which could be useful for such companies.
Creation of such audiences helps you to group people who started buying process on your e-commerce website but didn’t complete the process.
- Now, choose to “Add to Cart” activity in the drop-down list.
- Click on Include More then.
- Choose the Initiate Checkout activity.
Lastly, click on Exclude and select the Purchase action in the drop-down list.
These event actions can further be refined to the target audience who show interest in specific products, employing the content ID method.
6) Target Audiences Who Earlier Shopped from Your Website
If you’re looking to increase your revenue, your customers who already have made a purchase from you can be a good target.
This custom audience enables you to target people who already completed buying process on your website.
Now, you can encourage them to buy again with new product offerings and discount offers.
If you want to create such audience, choose Purchase in the drop-down menu present inside your event actions.
Here, there is no exclusion or no inclusion. You just need to set your duration period and give a name to it. If you have a number of products, you can also go for setting product refinements with the help of content ID method. You can thus make variations of this audience for driving buyers of other products.
7) Target Audiences Who Show Interest in Reading Your Blog
Do you know your blog audiences can also be targeted? This audience gives you the power to target all those readers and subscribers who make such actions to your blog.
Steps for creating such audience-
- Choose People Who Navigated Particular Web Pages.
- In the Contains field, enter the keyword “blog”.
- Now, you’ll be able to group everyone who visited a page having URL with the word “blog”.
- For example, www.yourwebsite.in/blog or www.yourwebsite.in/blog/post-1
- You can take the duration of 30, 45 and 90 days here.
Facebook has always supported business ambitions and has helped advertisers with different resources. The Facebook custom audience is one of them which help advertisers in retargeting those audiences.
Here are 7 ways to retarget Facebook custom audience for increase sales and business volume.
Learn from real practitioners not just trainers.