For many of you out there, Facebook will be one of you main brand channels you use to curate and share content. With your main activity trying to optimise the use of your audience to sell your products/services or even grow that audience. Well the first recommendation before we even start will be to make sure you setup a Business Manager account and migrate your Fan page to this account dashboard as you will see improved service via the Power Editor (see more about this here). Not sure how to setup the Business Manager account? Click here to a quick guide from Facebook.
Once you are migrated and setup you will then be ready to start improving sales and targeting users who visit your website.
So, what is a Custom Audience and how is it used?
The custom audience feature of Facebook Ads also you to track visitor to your site via a Pixel Tracking Code. This pixel is fired everything someone unique visits the website. More about the Pixel later on.
With this audience now populating, you can start to create Ad Campaigns that will be sent to these specific user. We know that the users are interested in your site so will more inclined to purchase a product or service from you. You just need to give them enough reasons not to buy and you will start make says
How to setup a Custom Audience
Creating a Custom Audience is really simple and quick. Just follow the steps below.
Login to your Ad account and click on the Audience menu option. Once in the Audience page to will see the Create Audience button in the top right hand corner.
You will now be shown 3 options to create the audience. Customer List, Website Traffic and App Activity. We are going to using the Website Traffic option.
From here you will now be shown a few options on what domain you would like track. For this instance we will just be using Anyone who visits your website.
Now select your website from the list and make sure that you change the In the Last section to 180 days (max). This will be anyone who have visited in the last 180 days. For more target campaign with time constraints then you could leave it at 30 days.
Name the audience and you are done.
Now that the audience has been made we can start to track the users who visit the site. If you have not added a tracking pixel to the website already, then we can get the Pixel code from the audience and implement onto the site this way.
To get the code, just tick the audience created, click Actions then View Pixel. You can not copy the pixel code and add it between <head></head> to the page template of you site. Make sure it on every page possible.
That’s it all done. Now after 2-3 weeks let the audience grow and start to this think about how you can leverage this data and improve your sales. Make sure your Ads have a dedicated Landing Page and have a real incentive for the user to buy. Put yourself through the process and think like they would think.