One of the most effective ways to encourage customers to purchase your product is by retargeting people who have visited your website. Facebook Ads makes it easy to do this using Custom Audiences.
Custom Audiences are audiences created within Facebook Ads Manager using Facebook Pixel data. If you do not yet have the Facebook Pixel installed on your website, do that now! The Pixel is necessary when creating and tracking data on your website as well as targeting customers who are interested in your product.
To create a Custom Audience, open your Ads Manager and click on the grid menu at the top left of your dashboard. (If you have the old version of Ads Manager, this may still be a hamburger menu.) Then select the Audiences menu.
Within the Audiences dashboard, select the blue button Create Audience. Select Custom Audience. From here, you have multiple options on how to create Custom Audiences including targeting people who have visited your website (more on that later), viewed your videos, subscribed to an email list, interacted with your Instagram or Facebook profiles, responded to your Facebook events and more.
To target people who have visited your website, select Website. A new screen will appear with different options on how to target your website visitors. From here, you can select ANY or ALL of the criteria that you select.
By clicking on the website visitors option button you can target people by the specific pages that they’ve visited, the duration of time spent on a particular page or by events.
You can also target people who have visited specific URLs within your website. For example, you can target those who have visited your newsletter subscription page or a landing page for a particular product. To do this, enter the exact URL of the webpage or even certain keywords within your webpages.
You can also refine your audience by including additional segments of website visitors or excluding certain people who have visited your website.
When you’ve created your new Custom Audience, name the audience and click Create Audience.
You will now be able to use this Custom Audience of website visitors in your new Facebook ads! Once you’ve gotten the hang of creating Custom Audiences, create multiple audiences that make sense for your business based on your goals. Use these audiences to target potential customers who have already shown interest in your products or services and you’ll see increased results in your Facebook advertising efforts.
