Facebook’s Website Custom Audiences (WCA) tool is an impressive new development in the Facebook Advertising Ecosystem. If you are not using it, you are missing out on an incredibly powerful tool. Seriously… if you’re not using Custom Audiences in your Facebook Marketing Strategy, you need to read this and take action today.
Custom Audiences makes it easy for you to target incredibly relevant audiences. This powerful tool can help you in so many ways:
• Reach people who already know you
• Deliver relevant message to an interested audience
• Reach your website visitors on Facebook
• Find new customers by expanding your reach
Here’s 5 ways you can utilize Website Custom Audiences to take your Facebook Ads to the next level.
1. Utilize all website visitors: This allows you to target anyone who has visited your website in the past 30 days (pro tip: change this to 180 days for longer use and a larger audience). This is Facebook Retargeting and it is extremely powerful. This is how you create ads that “follow” the user. Segment your audience and you can easily create Cart Abandonment Ads or ads that follow up on any step of your funnel.
2. Experiment with duration: The default WCA duration is 30 days. It is valuable to experiment with that number instead of leaving it the default setting. You can go up to 180 days. You can even set two audiences for your website with different durations to see what works best for you.
3. Category Remarketing: It can be very valuable to utilize the “People who visit specific web pages” option. This can get the most specific and therefore relevant people to your product. If you cover a vast amount of products, this is your way to more accurately target a specific group. This allows you to do 1:1 product remarketing.
4. Landing pages and abandoned cart: It is ideal to create a WCA for every landing page on your site. This way, if a customer needs time to make their decision to buy, you can create ads to persuade the purchase.
5. Success Pages: A success page is the page a customer sees immediately following a purchase. It usually says something like, “Thank you for your purchase”. If you create a WCA for everyone that purchased something from your page, you would be able to generate a vibrant list of specific customers. You can then use this list to either sell more, because they are more likely since they have before, or to “up sell” them.
Website Custom Audiences are well worth taking a look at. Let us know if you have any questions!