5 Tips Using Facebook’s Custom Audience Tool to Target Website Visitors

Facebook Ads come with many marketing tools. How many are you missing out on? Don’t miss out on another lead.

Facebook is a popular social media platform for marketing your products and services. As such, many businesses have company pages. But did you know that you can further customise the experience?

Custom Audiences allows you to target specific audiences or behaviours with Facebook Ads. Generate leads from website traffic or get new sales leads with this handy tool.

It’s a simple tool to use and one that should be in every marketing arsenal. Find out how to utilise this feature. And start targeting your audience with relevant ad campaigns.

What Are Custom Audiences?

Generally, website custom audiences give you the ability to create a list of your traffic. You may have a list of people who visited specific pages. Or you can base your list on particular website actions like clicking on certain links.

Generating these lists give you another chance to target the audience with ad campaigns that are relevant to them. They’ve already visited your website. So they are hot leads right now.

What you want to do is re-engage the people who took a look at your website without taking action. The specific action could be a variety of things like not subscribing to your newsletter. Or not completing a purchase.

Normally, it’s hard to entice these leads back. This audience already decided on “no.” However, with the right campaign, you may convince them otherwise.

There are 3 types of audiences to choose from with this feature:

  • Standard – uses default option, URL-based and time spent on-site conditions
  • Event – utilises your website’s conversion event actions
  • Advanced – combines elements of both standard and event

Before you start targeting an audience, you need the relevant plug-ins. Make sure you’ve installed Facebook Pixel and a conversion tracking.

Start creating custom audience lists by accessing the Ads Manager main menu. Go to the Audiences dashboard to begin the process.

There are a variety of options to choose from. And they vary depending on how complex your parameters are.

However, it’s relatively intuitive. So you may find that you’re navigating Advanced audiences after a few tries.

Target #1 – Everyone

Sometimes you need to target all your website visitors. It’s the default option when you start creating custom audiences. So, it’s automatically selected for you in the window.

Targeting all visitors is a great option for small businesses. Typically, smaller businesses don’t have a lot of traffic. So targeting specific actions or page views could get tricky.

However, using the default option is a great way to re-engage an audience who already visited your website.

Since it’s already the default condition, you don’t have to do much more. Merely specify how long you want someone to stay in your “audience” category.

The timeframe category depends on your needs. Selecting a longer range ensures a greater audience. However, a short timeframe may be more relevant.

Target #2 – Product Page Window Shoppers

Next, if you’re an e-commerce company, this scenario may be familiar:

People visited a specific product page. But they didn’t end up purchasing the product.

This may seem like a missed opportunity. But with custom audiences, you may have another chance.

When you set target parameters, you have to enter a timeline condition. It’s the same with this audience.

Choose the specific webpage or product page as well as the audience duration. You can start out with a week. But if you find that you don’t have a large enough audience, you may want to extend it.

Target #3 – Contact Page Viewers

Service-based businesses may find this feature helpful. You can target people who may have an interest in working with you. But they obviously didn’t complete the contact form.

Again, the audience duration entry in the creation window is important. If you keep the duration short, it may improve the timeliness of your campaign. However, it may not be a large list.

On the other hand, the maximum time duration may yield a larger audience. But there is a risk. You may end up targeting ads to people who may have already contacted you.

Target #4 – Lead Magnet Landing Page Viewers Who Didn’t Opt-In

People frequently click on your lead magnet landing page. But sometimes that’s where the action stops.

You can still target this audience with Facebook Ads. Simply create a new list and make sure you exclude people who have already opted in.

As far as the timeline duration goes, you can start at 30 days for landing page views. Increase it if you don’t generate a large audience size.

Thank-you page durations, though, is another story. If you want to target people who have opted in, go for the maximum. You want to include as many people as possible.

#5 – People Who Read Your Blog

Finally, create a custom audience for your blog traffic. Target people who visit your blog. Or visitors to specific pages.

Generally, blog readers are a hyper-responsive audience. This means that a well-timed offer or promotion can increase brand awareness. Or deepen the relationship with your audience.

Even blog articles attached to product and service websites can benefit from this custom audience.

However, pinning down a timeline may get tricky. You may want to start with a variety of times. See which one works the best.

Wrapping Up

Facebook offers invaluable marketing tools. But diving below the surface of ad space gives you so much more to work with. And custom audience creation is just one of those tools.

Your website traffic shouldn’t be a revolving door full of missed opportunities and lost leads. You work hard on those ad campaigns. So grab your audience’s attention and take the opportunity to re-engage.

Use the list creation feature to target your audience. A well-timed and targeted ad campaign not only gives you another opportunity to market. It can also help generate new sales leads.

Sometimes a product or service doesn’t sell itself. And your traffic leaves without engaging. But with Facebook Ads’ custom audience feature, you can turn that around.

Give yourself and your audience another chance to opt in with ad campaigns that speak to them.

Growth Marketing can teach you how to explore the full potential of custom audiences and so much more.

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