Having a Facebook presence isn’t worth much for your brand if you can’t figure out how to cut through the clutter and reach your target market. The best way to do this isn’t what brands like to hear: you need to allocate a budget and spend some money. This is particularly true more than ever since Facebook’s latest algorithm change in January 2018. However, using targeted ads will help you spend wisely.
The more you know about the people you’re advertising to, the better your ads will perform. Facebook offers many options for audience targeting. One of these is Facebook Custom Audiences. With Custom Audiences, you can retarget people who have interacted with your business already. For example, website visitors.
When you market to a Custom Audience, you know exactly who is seeing your ads. Your messaging can be laser-targeted. This will help you increase your conversion rate and get a better return on your investment.
Most businesses are familiar with the most common types of custom audiences, like custom audiences created from a subscriber email list. There is also the Website Custom Audiences that more businesses should implement for even better results.
Instead of users’ email addresses or phone numbers, you can insert a Facebook Pixel tracking code on your website and target your Facebook Advertising to all users that have visited a specific page on your website during a set time period (up to 180 days).
After you add the Facebook pixel (a snippet of code) to the template of your website, you can create rules based on what page someone visited and how recently. This allows you to target people who know you, and you can craft relevant ads based on specific actions taken on your website.
Here, you’ll be able to create Website Custom Audiences based on the pages your visitor viewed and events they performed – accounting for frequency, values and device used, thereby ensuring you are targeting quality leads from your website and not those who only stay for a matter of seconds and bounce on the first page.
Find out more about the basics of setting up a website Custom Audience.