How To Use Facebook Custom Audiences For Targeted Traffic
In part 1 of this series I shared why every website should have the Facebook Pixel installed. If you have not read part 1 yet, you can read how to test Facebook ads for free and learn how to get the custom pixel.
With Facebook you can advertise for as little as a dollar a day. But most businesses find Facebook ads confusing to setup right and end up spending way to much money.
Segmenting with Custom Audiences
Once you setup your pixel, you will know over time whether or not your website visitors (better known as prospects and customers) are on Facebook. Scientific proof. But wait… there’s more.
Here’s where the rubber meets the road. A Custom Audience is a segment of this main pixel audience that did a specific thing on your website.
The pixel captures every visitor to your website in a master list. The Custom Audience you create is now a list of people that only visited a specific page.
Two ways to create Custom Audiences
The first is by exporting your email list into a CSV or TXT file. Then you upload it as a custom audience to Facebook.
Facebook will match the emails to the Facebook user. If that email represents a real user on Facebook, they will be added to your Custom Audience.
This is a fantastic way to get more value out of your email list. Imagine you send an email for a special promotion on Monday. But you don’t want to barrage your email list so instead you can hit those same people with a Facebook ad.
The second is by setting up Custom Audiences based on pages they visit on your website. This is where it gets a little complex but very powerful.
Think about your own business for a moment. Imagine you have one page or blog post that talks only about one of the many things you do.
If you are an insurance agent, maybe this page talks about what the reader would do to qualify for a first time driver auto policy. You can make the fair assumption this reader is in the market for auto insurance and is either a new driver or buying on behalf of a new driver.
You can take the URL to that page (might be something like: www.yourwebsite.com/first-time-auto-buyer) and use it to create a custom audience. Now when a person visits that page on your website, not only are they recorded in the main audience pixel, they will also be recorded in the custom audience for that specific page.
Later, you can create an ad that targets that specific audience. So you can really target that group and show them an ad for something you know they want and need.
Here’s an example from my website
In the above example I took a recent blog post and setup a Custom Audience that I named “Interested in Identity Theft”. Now every time someone views that page, they will be added to that list.
As these lists grow, you will not only see that visitors to your website are in fact on Facebook, you will see how many. And they will be segmented into audiences you can now advertise to.
For example, I uploaded a small 250 person buyer list to Facebook. Over 200 of those are active Facebook users. And they have already bought from me so are statistically more likely to buy again.
Now when I go to setup an ad campaign, instead of targeting the world or guessing what interests or behaviors an audience might have, I can just show ads to this small list. It will cost a nominal amount of money because the list is so small. And I can show them very targeted ads.
A case study
When this blog post is published, the first thing I am going to do is turn it into a Custom Audience. Over time, as traffic comes, this list will grow.
Now I can make some assumptions about this list:
1: They are not yet buyers so anything I advertise to them will likely be a free offer.
2: They are interested in Facebook ads
3: Even more specifically, they are in need of basic training
4: Even more specifically, they want info on Retargeting and Custom Audiences
So I created a free offer that teaches people how to set all this up. Where this is a pretty long blog post, the free download is a simple PDF that just shows what to do. It is for people who already know they want to set this up and are ready for the steps.
I also created videos where I teach what to do with these audiences to get customers. I demonstrate how to setup advertising campaigns for as little as $1 per day using the data you are collecting in the Custom Audience Pixel.
I setup a landing page where people can download the PDF and get the video training by entering their email. If you want to get access to this too, here it is.
You, dear reader, will start to see Facebook ads to get this download and video training.
But there’s more…
After you download this free offer, you will go to a thank you page. So here’s where it gets super cool.
I setup another Custom Audience with an exclusion. I set up the audience to capture anyone who visited the download page but not the thank you page.
These are people who clicked over to download the PDF but for whatever reason didn’t finish the process. So now I setup another ad targeted to that group to get them back to the download page.
Because this is so super targeted, I can say things like: “Hey, you never downloaded the PDF… go back and get it.”
This entire advertising work flow follows the Online Marketing Growth Process that I covered in podcast episode 95.
If a light bulb didn’t go off right now, read this entire piece again. Or just get in touch with me so I can explain it better because this can increase your conversions dramatically!
If this is the first time you’ve heard of this, or heard it in this way, this should blow your mind. Because you now have a way to not only market to people who visited your website or specific pages on your website, but you can finally tell if your audience is or is not on Facebook with scientific evidence instead of the usual I tried it but it didn’t work excuse as I discussed in part 1 of this series.
Place the pixel on your site, create Custom Audiences to specific web pages, upload your email list and then see the numbers grow… your audience IS on Facebook.