We’ve talked about Custom Audiences in the past. Essentially, Custom Audiences allow you to send Facebook a list of contacts (email, Facebook UIDs, phone numbers, etc), match them with their Facebook user ID’s, and display them highly targeted Facebook Ads. They’ve been extremely popular and beneficial for many organizations, small and large alike.
Check out these examples:
- Little Passport, a children’s educational multimedia company, found new customers using targeted Facebook Ads, growing its customer base by 3X in 6 months.
- Ecommerce company Shopify observed a 2x decrease in cost per lead when using lookalikes of their website visitors to dynamically target new audiences that are similar to previous website visitors.
- 20Jeans, an online men’s fashion startup, saw a 300 percent decrease in cost per acquisition (CPA) upon incorporating Custom Audiences to remarket to its website visitors.
While these are awesome results, Facebook has taken things up a notch with Custom Audiences. Enter Facebook Website Custom Audiences.
What are Facebook Website Custom Audiences (WCA)? Essentially, it’s Facebook Ads retargeting. This involves allowing retailers to show ads to those who’ve visited their websites. If this reminds you of Facebook Exchange (FBX), you’re not in the wrong. However, according to AdWeek, this feature is different from FBX since it “won’t include demand-side platforms like Turn, AdRoll and Triggit that have made retargeting to Facebook users via FBX a pillar of their business.”. This means everyone can now do Facebook Retargeting from the Facebook Ads Manager or tools like AdEspresso without the need of third party networks.
Clearly, Facebook Ads WCA can really help businesses to reach their perfect target audience. Plus, since you’re already advertising to get people to your website, you want to make sure they not only click on your ad, but also go through the buying process. For one reason or another, some people don’t buy immediately — but they know who you are and are more likely to buy from you than a total stranger.
Why lose money you’ve already spent to get them to visit you the first time? With Facebook Website Custom Audiences, you’ll be able to achieve an amazingly low CPA by targeting people that already know you. Don’t believe me? Here are some smart ways to use Facebook Website Custom Audiences to boost your business:
- Shopping cart abandonment– Target people who’ve added something to their cart, but never followed through with buying the item. These customers are the low hanging fruit of your target audience and are simple to convert since they’ve already gone through the majority of the buying process.
- Category based retargeting– Create a Facebook Ads WCA based on your shop URL to include all the people who have seen products in a specific category. For example, those who have seen tables in the vintage furniture section of your online store. Target them with deals or new products specific to that category.
- From web to mobile– If you have a mobile app, think about targeting your website visitors when they’re on-the-go with Facebook App Install to encourage them install your app.
- Create lookalike audience of your website visitor– Facebook Ads WCA are not just to regain your lost customers. They can also be a great way to discover new ones. Once you have a WCA in place, you can always create a lookalike to target new audiences very similar to your visitors.
So, how do you setup a Facebook Website Custom Audience? While there’s more details in our eBook, here are some basic steps:
1. In the Facebook Ads Manager, click on the “Audience” button in the left menu, and then click the “Create Audience” button at the top-right of the page. A popup will ask you what kind of audience you want to create. Select “Custom Audience from your Website”.
2. Facebook will ask you to agree to the Terms & Conditions for Website Custom Audiences and provide a link to get your tracking pixel.
3. Click the link, get your tracking code (or email it to your webmaster), and insert the code in every page of your website. Without completing this action, you won’t be able to do anything.
4. You’re now ready to create your first Website Custom Audience. You’ll need to pick a title and, optionally, a description. Then create your retargeting rules, it’s pretty simple and powerful.
A few more things: In the last few weeks, Facebook has been releasing a bunch of news regarding Website Custom Audiences. Since they have been a big success, the number of Facebook Ads WCA per account has been raised from 200 to 10,000. This will allow you to create many more Website Custom Audiences and be more granular in your retargeting strategy!
We also have a free plug-in, called Pixel Caffeine, that is perfect for creating laser focused custom audiences out of your WCAs!
There you have it — a primer on retargeting your website visitors using Facebook. Have you already had experience with Facebook Ads WCA or Facebook Ads retargeting? Let me know in the comments below!