Website Custom Audiences: Grouping Your Customers Together

Facebook Website Custom Audiences

Before reading about Website Custom Audiences, you may want to check out this post which introduces the concept of Facebook Audiences.


When dealing with people, whether in business or in our personal lives, we communicate differently depending on our relationship with them.

A certain action or phrase may be offensive to a group of people while it is normal and acceptable when said or done to another group of people.

Think of this scenario.

Would you be more likely to give a random stranger behind you in line at Jollibee for P100 or loan your best friend P10,000?

Though you would probably do the same, I’m assuming that you would be more likely to do the latter. A lot of it would be because of the relationship and trust you’ve established with your best friend.

It’s the same with business and sales.

Would you be more likely to buy a product being sold to you by a random stranger or a product recommended by a friend or someone you trust?

In the grocery store, would you be more likely to purchase a food product with an available sample which tastes delicious or one that you have no idea what it would taste like?

When selling products and services, it’s been seen to be much more effective for businesses to sell their offers to people who already have some level of trust and relationship with them.

With the businesses I’ve worked with, we’ve seen that most purchases don’t come during the customers’ first visit to the website.

Facebook advertising helps businesses not only sell to their customers but develop a relationship with them. This is done with the help of Custom Audiences.


What are Custom Audiences?

Custom audiences are groups of people who have interacted with your business, your website and your Facebook page in the past.

This is done with the help of the Facebook Pixel.

To learn more about the Pixel, start here.

Custom audiences help advertisers segment their customers into separate groups depending on how they have interacted with your business.

There are multiple types of custom audiences. In this article, we’ll guide you through Website Custom Audiences and how you can use them for your business.


What are Website Custom Audiences?

Website Custom Audiences are groups of people who have already visited your website. You can further classify these audiences based on what pages they visit, what action they have (or have not) taken, how much time they have spent and how often they visit.

The creation of website custom audiences allows advertisers to communicate with their customers depending on what they have done on the website.

For example, you can create a website custom audience of the users who frequently visit your site but has never purchased. For online stores, you can create custom audiences to identify how many people check out but do not proceed to purchase. You can then set up an ad campaign to talk to these people to remind them to purchase.

A favorite use of mine is to create custom audiences of people who visited specific blog posts which talk about a specific problem. We run ads to these audiences to promote other content or offers related to those blog posts which may be relevant to them.

Website custom audiences are best used for remarketing to strengthen relationships, build trust and to get your customers to do your desired action.


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How Do You Set Up Website Custom Audiences?

Setting up website custom audiences is quite easy and we’ll guide you on how to do it.

First, make sure you have your Pixel set up all over your website.

Once that’s set up, proceed to the ‘Audiences’ Section from your Ads Manager.

If this is your first time accessing this page, you can go ahead and select ‘Create Custom Audience’.

If this is not your first time, just click on the ‘Create Audience’ button and select Custom Audience from the drop-down menu.

You will see 4 different options from the pop-up menu. To proceed with creating website custom audiences, select ‘Website Traffic’

Website Custom Audiences

You will now be shown a pop-up where you will now have the opportunity to define your website custom audience.

Under the ‘Website Traffic’ Option, there is a drop-down menu which will allow you to choose from the different options you have. We’ll discuss them one by one.


Anyone Who Visits Your Website

This is the option you want to select if you just want to create an audience of people who have already visited your website regardless of how they got to your website. This includes even those who accidentally land on your page.

Website Custom Audiences

This is probably the largest website custom audience you will have.

All you’ll have to do is select your domain and indicate the time period of the custom audience. I personally create audiences for 180 days, 60 days and 30 days.


People Who Visit Specific Web Pages

Since the previous website custom audience option is too broad, you can choose to target people based on the specific pages they visit.

Website Custom Audiences

A good use of this would be to target only those who have visited your product pages and offer pages.

You can also choose to target people who have seen your pricing page since these people have already shown interest in purchasing your products and services by checking out how much they cost.


People Who Visit Specific Web Pages but Not Others

This is my own personal favorite because this allows me to reach out to people who have seen offers we make but have not taken the action requested for on the offer page.

Website Custom Audiences

I believe that when a person visits an offer page and does not take any action like to register or to buy, it doesn’t mean they are not interested. It may be that it’s just not a good time yet.

So identifying these people through Website Custom Audiences can help me run campaigns to remind them of the offer or to share content to help them make the decision to take the offer.

This is the function which also allows online stores to follow up with people who have abandoned their shopping carts even after checking out on the store.


People Who Haven’t Visited in a Certain Amount of Time

This function is more for businesses who want to reach out to previous buyers and customers.

Website Custom Audiences

You can create audiences to see how many people stop visiting your site.

Upon identifying and segmenting this group of people, businesses can craft specific messaging or offers to previous customers to get them to purchase again.


People Who Have Spent the Most Time on Your Website

Website Custom Audiences

You can also segment your top customers by identifying them based on the amount of time they spent on your website.

You can select from picking between the top 25%, top 10% and top 5% of your most active users.

I personally prefer reaching out to the top 5% as these are the people whom you can assume trusts you very much.


Custom Combination

Apart from these preset selections, you can create your own audiences based on your own definitions.

Website Custom Audiences

Part of choosing a custom combination is the ability to segment users by the number of times they have visited your website or specific pages.

Another function you can only do with the help of the custom combination option is to create audiences based on events instead of just URLs.

For my clients who run online stores, we have event tracking in place. This allows us to create website custom audiences of people who have added items to their cart, checked out and purchased.

Once you’ve set your parameters including the time window, all you have to do is label your audience and create it.

It will take a few hours to populate and be ready for use.

Once it has been set up, you can view its growth in the same Audience tab.


Other Uses

Apart from just remarketing, website custom audiences have multiple other uses for your business.


Exclude Them

Instead of targeting your website custom audiences, you can choose to exclude them too!

If you want to get people to make at least one purchase with your business, you can choose to exclude your custom audiences of people who have already made a purchase before. This way, you avoid annoying them by advertising to them aggressively even though they have already bought.

To increase your awareness and reach, you can even choose to exclude everyone who has visited your website from your ads so you’re sure to just reach people who have never heard of you before.


Create Lookalike Audiences

Another great use for website custom audiences is for advertisers to be able to find more Facebook users similar to them.

This is where lookalike audiences come in.

Lookalike audiences allow you to create a new set of people whom Facebook finds similar to the people in a custom audience of your choosing.

The most popular use of this is to create a lookalike audience based on your existing customers. This will make Facebook search for people who are most like your current customers.


Analyze Them

If you’re website custom audience is large enough, you can have the opportunity of analyzing them with the help of Facebook Audience Insights.

On the Audience Insights platform, simply select your website custom audiences and Facebook will tell you the details of the people in that audience.

Website Custom Audiences

You can get to identify their demographic information like age and gender.

What’s more, you can find what general similar interests your audience has. This will help you expand your campaign by targeting these interests in your other ad sets.

Website custom audiences are a great way to help you build up your relationship with your existing customers and users with the help of remarketing.

It also helps you get to know them better and reach out to more people just like them.

Having this function allows businesses to craft different messages and offers to people based on their relationship level with each group. And that is a powerful thing.

Is the concept of website custom audience clear or confusing? If you have any questions, feel free to reach out or comment on this post.

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Beginner’s Guide to Facebook Remarketing

Beginner's Guide to Facebook Remarketing

I’m an introvert so shopping in the mall is sometimes difficult for me.

Most of the time, I go into shops just wanting to look around. But then within 5 seconds, I see salespeople in the store look at me and walk towards me. I start to feel pressured and a lot of times I just end up leaving the store.

But that’s just me.

With online shopping, people like me don’t have to deal with people following me around as I browse the store. But once you leave the online store, that’s when they follow you around.

You may have experienced this if you’ve ever browsed hotel rates online or shopped on sites like Lazada or Zalora.

This is what is called remarketing or retargeting. I prefer the word remarketing.

In this article, we’ll share with you what remarketing is and more importantly, how you can use it for your business.


What is Remarketing?

Remarketing is the process of reaching out to people who have interacted with your business in any way. Whether it’s to purchase from you, visited your website, interacted with your Facebook Page, etc.

Here’s a parody video which shows remarketing at work:

In my eyes, there are 3 main classifications of people in relationship with your business.

The first group contains the people who don’t know about you or your business at all. In essence, they don’t know your business exists yet.

The second group contains the people who know about your business in any way, whether just off name recognition or the people who follow and support you on social media religiously, but have not made any purchase of your product or service. These are the people who are just either not yet ready to buy or who follow your brand because of the value you bring through advice and or entertainment.

The third group contains people who already purchased from your business.

If you take a look at these three groups and relate it to your business, you can see that usually, we tend to talk to these three groups differently.

For the first group, our intention is to get them to know our business and our services. For the second group, we talk to them about our product to convince them to buy again. And for the third group, our intention is to get them to buy again and advocate our products and services.

Remarketing makes it possible for businesses to reach out to the second and third groups and craft specific messages and offers to these groups depending on their level of interaction with your business.

This is very powerful for your business because the second group holds people who have already shown some level of interest on your product or service and it is much easier to sell to them rather than trying to sell directly to someone who doesn’t even know you.


How is Remarketing Set Up?

In Facebook advertising, remarketing is set up with the help of Custom Audiences.

Custom audiences are groups of people defined by how they interact with your website, Facebook page or app if you have one. You, as the advertiser, have the ability to set up the definitions yourself.

We’ll go in depth with custom audiences in a separate post but here are examples of simple custom audiences you can create for your remarketing campaigns:

  • People who visited your website
  • People who visited your product page
  • People who checked out but did not purchase
  • People who purchased
  • People who engaged with your posts
  • People who messaged your Facebook Page
  • People who viewed your videos

To set up these campaigns, all you have to do is target the specific custom audiences you want to speak to in the ad set level.

Remarketing Example

In this example, we are running remarketing ads to people who have visited our website and engaged with our page but have not purchased.

Actual Uses of Remarketing

The most common use of remarketing campaigns is to get users to complete an action such as to purchase. This includes what we usually see with online travel agencies like Agoda and You’re basically following the people who viewed your products and saying “Hey, I noticed that you were checking out this hotel but you didn’t end up booking it. It’s still here if you are interested.”

This is helpful and effective because oftentimes, we just browse for products but we’re not completely ready to buy. It’s not that we aren’t interested. It’s just not the right time. I might be at work or I might not have my credit card information with me at the moment.

It’s also becoming a trend where users browse on their mobile device but are much more comfortable making purchase decisions using desktop computers or laptops.

People’s attention spans are short especially with the plethora of information and content online. So if you do not run remarketing campaigns, you risk losing the attention of your potential customers.

A related use of remarketing campaigns is for cross-selling. Cross-selling is when you promote other products which you feel are relevant to your customer based on what he or she previously bought.

The message here is more of “Hey, you bought these yesterday. If you like those, you might be interested in these too.”

This is a good strategy to employ especially if you have a wide range of products. These types of campaigns cater to the third group of audience we talked about earlier.

If you have a blog, you can also use remarketing to craft offers to people who read your blog or even just one specific blog post.

Let’s say you have a popular blog post on how to pace yourself when running a marathon. If you have a product related to this blog post, you can run remarketing ads specifically to people who have read this post.

There are numerous ways to use remarketing for your business. It all depends on how users interact with you. Use remarketing to craft specific messages for people depending on where they are in the customer journey.


Not sure of how remarketing can work for your business? Reach out to me and I’ll be happy to help!

Finding Your Customers on Facebook | 5 Ways to Find Your Target Market on Facebook

5 Ways to Find Your Target Market on Facebook

In promoting our businesses, we sometimes tend to focus on the message we are delivering more than the audience we are speaking to. But for advertising to work well, you have to put that message in front of the right audience.

You may have a great offer or promotion and your ad is done well but if you are showing your ads to the wrong people, then it won’t be as effective as it should be. By ‘wrong people’ we refer to people who are less likely to take action on your offer or to take notice of your message.

That is what makes Facebook a great advertising platform. It allows you to show your ads to a specific group of people depending on information you, as the advertiser, will dictate.

Facebook, having over a billion active users, is able to gather multiple data from each of its users and that allows you as an advertiser to find your customers by targeting specific data.

Facebook allows us to find your customers through multiple data points. In this article, we’ll discuss 5 main ways you can use this to find your customers on Facebook so that you can show your offers and ads to your target market.


Basic Demographics

The easiest and most common way to target your audience is through basic demographics.

This refers to information such as gender, age, current location, residence address and language.

It may seem simple but for businesses with specific demographics, this is the first step you should take.

A lot of businesses offer products and services applicable for specific genders and ages only. By selecting their intended audience, these businesses can avoid having to pay for ads to be shown to people who will not likely take action on your ad.

Another good way to use this targeting is if you a local business who serves a particular small area like a city or even just within your barangay. You wouldn’t want to advertise to the whole Philippines if you’re just limited to a specific space.

Facebook allows you to target just a particular area. It can go as small targeting specific cities and the area around it.

Basic Demographic Targeting

But what if you are targeting a smaller area? In this case, you can select ‘Drop Pin’ at the lower right corner of the map and select your area on the map. Once the pin is dropped, you can set a radius to set your targeting. A circle will be drawn on the map with your selected area at the center and your selected radius. You are now able to reach anyone located in that area.

For example, let’s say you had a restaurant in Eastwood. An hour or 2 before lunch and dinner, you can promote your restaurant in that area so that people in Eastwood can see your ad and maybe consider dining at your restaurant.


Advanced Demographics

Advanced Demographics Targeting

Facebook also collects advanced demographics which you can target and we’ll list come down here.

You can target based on a person’s education. We’re not just talking about targeting based on what level of education they completed whether it’s high school, university, master’s degree, etc. Facebook also allows you to target people based on what they studied, where they went to school and the years they studied in college!

I had a client who was offering a free training for artists. One of the targetings we tried was to target users whose fields of study were in the arts. This audience got us good results in terms of sign ups and eventual purchases later down the line.

You can also target using relationship statuses such as single, married, in a relationship and the like. In line with this, you can also target parents by the age their children are. You can target all parents, expecting parents, parents of toddlers, parents of teenagers, etc. In addition, if you are targeting specific people who are interested in other people of the same gender, you can specifically target them too.

Targeting by relationship status helped us a lot in our campaign for a couple’s counseling business. We specifically targeted married people since that is the group the business was serving.

You can also target based on a person’s life events. When I got engaged, one of the first things I did, like anyone would, was to update my Facebook relationship status. Since then, I got ads about photographers, caterers, wedding venues on my news feed.

If your business is specific to a certain event in a person’s life then this targeting option is great. You can target engaged couples, newlyweds, people with upcoming anniversaries or birthdays, etc.

People can also be atargeted by their work environment. You can target them by their employer, the industry they work in or, one of my favorites, their job titles.

With the same client who was targeting artists, we had another ad set targeting people who have art-related job titles such as artists, sculptors, painters and the like. It also worked as effectively as the fields of study ad set did.

There are other more advanced targeting available on Facebook such as ethnicity, generation and political leanings but these are currently only available to the United States. If you are serving customers in this part of the world, you can try using these.


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Interest Targeting

Interest targeting is one of the most exciting parts of creating a Facebook ad campaign for me. There are so many possible interests to target out there. Don’t limit yourself to what’s available under the ‘Browse’ option.

To use this targeting method, just simply ask yourself: “What are my customers interested in?”

The easiest way to gather interests is to find interests which are directly related to your business. If you are a restaurant, then you can start with targeting people who like food and drinks. Selling makeup? Then you can target people interested in cosmetics.

If you are just starting, you don’t have to overthink this part. Just think what category your business falls under. If it makes sense for your customers to be interested in that, then target that category

You can also target what I like to call complementary interests. These are interests who are not directly related to your business but makes sense for your target market to be interested in. Let’s take the restaurant example again. Let’s say your restaurant is a vegetarian restaurant. Then it might make sense that people who will be interested in your vegetarian website are also interested in animal support groups such as PETA. It’s not a direct relationship but it makes sense at least to test that interest.

Go wild, there are multiple interests to target. Here are some questions you can ask yourself when finding interests to target:

  • What do they read/watch/listen to?
  • Who do they follow?
  • What groups do they belong to?
  • What events do they attend?

Interest Examples

Once you gather answers to these questions, put them all on the ad set you are creating and see if those targeting points are available.


Your Competitors

In line with the previous item, you can also find your target market by targeting people interested in your competitors. This is much more useful for people for businesses whose customers may be swayed from deviating from their preferred brand.

For example, it will be easier for a nail salon and spa to target its competitors because the people they are targeting can just easily switch from one spa to another. But it might be more difficult for a business selling appliances like refrigerators and washing machines to advertise to people who are loyal fans of their competitors. It’s not impossible but probably more difficult.

There are very strategic ways to use this targeting. I remember once when a certain fast food chain ran out of chicken in its branches all over the Philippines and users started a hashtag to express their dismay. Then, another competitor took the hashtag and used it to generate interest for their product instead.



Through Their Friends


One other targeting feature I love in Facebook is that advertisers can find their target market by targeting them through their friends.

Below the detailed targeting tab, you’ll find something called “Connections”. This is where you are able to target people based on how they are connected with your page. You can target your business’s fans, those who have not liked your page, and friends of people who like your page.

Have you ever seen an ad where at the top it says “(Your Friend) & 2 Others like this”?


It adds on to whatever targeting you’ll be using with the help of social proof. It will be like someone is referring your product to other people.

Think of it this way: I have a friend who I know is a big foodie. I trust his recommendations on where to eat. If I see an ad about a restaurant (I just finished lunch when I started writing this, hence all the food analogies) and I see that that friend of mine likes this restaurant, chances are, I’ll try dining there. That’s the power of social proof.


Remember that you are not just limited to whatever I shared with you here in this article. Go log on to your ad account and test out the other targeting points.

In addition, you can use the targeting we mentioned here all together! You can target 20-30 year old males who are married, works as salespeople, who studied in UP (Yay!) and likes dogs.

This is why it’s vital for you to get to know who your audience is. This way, you can find them on Facebook through its detailed targeting options.

I hope this helps. Please feel free to ask me any question. Leave them here in the comments section or however you prefer to reach me.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

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Facebook Audiences: Understanding How They Work

Facebook Audiences

“You can’t please everyone”

How many times have you heard and said this in your life?

Like most cliches, the reason it’s so overused is because we know it’s true but we also keep forgetting it.

The same applies when doing business. A lot of us have a product or a service for a particular group of people. Then we think we might be missing out on another group of people so we adjust to make sure we are able to accommodate more and more people. It’s not impossible for this strategy to succeed but it doesn’t happen for a lot of business.

Having a clearly defined target audience is crucial to any business because it allows you to customize your messaging to speak to your defined audiences.

One of the best features of Facebook as an advertising platform is its ability to gain multiple data points from each of its users. Facebook can identify what you are interested in and how you behave based on your actions.

Facebook and its tools can help you define your audience and help you look for people who fall under your defined audience.

In this article, we’ll help you define the 3 main types of audiences under the Audiences tab of Facebook Ads Manager.

Audiences Tab on Ads Manager

Saved Audiences

Saved audiences are audiences you define by their demographics, interests and behaviors.

If you’ve started running Facebook ads, these are the audiences you create in the ad set level.

When creating saved audiences, Facebook allows you to set details about the people you are trying to reach. These details include:

  • Age
  • Gender
  • Location
  • Marital Status
  • Education Level
  • Their Interests
  • Their Online Behavior
  • Special Events
  • And many more

Creating Saved Audiences

This is the stage which tests you in how much you know your target market. This is where the idea of having a well-defined target market is very helpful in the Facebook ad campaign creation process.

Once you’ve set an audience you like, you may now save it, hence the name saved audience. You can then pull it up later once you start setting up your ad campaigns. Having saved audiences saves you time and effort because you won’t have to repeatedly input the audience details for every campaign you create.

Custom Audiences

Custom audiences are one of my favorite features of the Facebook advertising platform. To understand custom audiences better, you need to understand the concept of the Facebook Pixel.

The topic of custom audiences is not quite broad but generally, custom audiences allow you to create audiences based on how people interact with your website, your Facebook page and your posts. It’s like creating buckets where you determine the people who will fall under those buckets depending on what they do. Once a person does your defined action, they automatically fall under the buckets you create.

I know it’s still a bit vague so let’s get a bit more specific. Here are examples of some of the “buckets” you can create with Custom Audiences.

  • People who have bought from you already
  • People who read your blog
  • People who have seen your offers but have not bought
  • People who have checked out of your online store but haven’t purchased
  • People who like and comment on your posts
  • People who watch your videos
  • People who spend the most time on your website

Creating Custom Audiences

There are numerous Custom Audiences you can create and I won’t be surprised if Facebook continues to come out with more custom audiences.

So what is this for?

One main use of custom audiences is for Remarketing.

Now, this is a whole different concept which we’ll discuss in a different post. But to give you a background on what remarketing is that it is the strategy used by advertisers to reach out to people who have already viewed their website.

How many times have you experienced visiting a website once and then ads about that website follow you around. I personally experience that when booking hotels or shopping online.

Remarketing Example

Lookalike Audiences

The other main use of custom audiences is for advertisers to be able to create lookalike audiences.

As the name suggests, lookalike audiences are a group of people who are very similar to the people in your existing custom audiences.

As we mentioned, Facebook pixels gather multiple data points from each user. So when you have a custom audience, the pixel is able to analyze the similarities between the people in that bucket and help you find more people like them.

This is a great way to expand your business to more people.

Imagine this scenario. You already have a list of people who are your existing customers. You can create a custom audience with that list of people. Then, by creating a lookalike audience, you are now able to create another group of people who are much like your current customers.

To create lookalike audience, you have to first select a custom audience to target. Then you will select the country where your audience will be built. Finally, you will select between 1% to 10%. This refers to the percentage of the population in the country. I prefer picking the 1% because Facebook will get the top 1% of the selected country’s population who are most like your custom audience.

Create Lookalike Audiences

Another great feature is that lookalike audiences update regularly. Since custom audience buckets are being populated regularly the more people interact with you and your website, the more information it gets and the more refined your lookalike audience will be. The more data your Facebook pixel has, the more effective your campaigns will be.

So don’t fret when your campaign starts slow. Just let it run and let the pixel become smarter.

So to summarize, Facebook allows advertisers to create 3 general audiences:

  1. Saved Audiences – Audiences which are defined by the advertiser
  2. Custom Audience – Audiences which are defined by the actions they take
  3. Lookalike Audiences – Audiences who are similar to your custom audiences

Using these audiences properly can help save you time in your ad campaigns so be sure to use them wisely.

If you have any questions with audiences, go ahead and share them with me and I’ll do my best to help.

Facebook Pixels: What Are They & How Are They Set Up?

Facebook Pixels

If you’re just in the beginning stages of running Facebook ads, you may have come across the term called Pixels.

What are they?

If you’re like me when I started out, I was confused with this term because I always thought of a pixel as a square which makes up display screens like the device you’re reading this on.

Facebook defines the Pixel as follows:


“The Facebook Pixel allows you to place a single pixel across your entire website to report conversions, build audiences and get rich insights about how people use your website.”

(Taken from


To illustrate, think of a pixel as a sort of tracking device for the people entering your website. This tracking device tells you where these people are going and what actions they are taking on your site.

So why is this important?

For one thing, you’re able to see how people interact with your site.

You’ll see which pages of your website are the most popular. You can also see at what point on your site people starts to drop off.

For example, if you’re selling products online, you’ll see how many people look at your product, add them to the cart, goes to check out and finishes the order.

Having pixels in place can show you how each of these stages in the buying cycle is working.

Knowing this information is very powerful because it tells you where you can improve!

GI Joe

And knowing is half the battle. (Image source:

Without pixels, you can assume a number of different things when your online store does not have any purchase. But Facebook Pixels can show you, for example, that a lot of people are checking out, but not proceeding to purchase. This means that the problem is not with your product but with your checkout process.

Second, Facebook Pixels allow you to talk to your customers depending on how familiar they are with you and your website.

Most probably, you would talk to someone you’ve met for the first time differently from someone you’ve known for 3 months already.

In the same way, you can differentiate the ad messaging you have depending on how engaged people are with your website.

In addition, you can also talk to your customers differently depending on what information or content they consume on your website.

Take for example you have a consultancy business on personal finance. 2 main topics you discuss on your website include savings and investments. Facebook Pixels allow you to show different ads and offers depending on which among your topics your customers are interested in. You can advertise a savings checklist to the customers who have engaged with your savings-related customers. Then you can advertise an investment video class to the people interested in investments.

Thirdly, Since you are able to track at which point a customer drops off, Facebook Pixels allow you to follow up with your customers to assist them in taking the next step.

Have you heard of the term cart abandonment? This is an e-commerce term that refers to the people who selects products from your website, checks out but does not proceed with the purchase. This happens more often than we think.

It even happens in real life! (Image Source:

It even happens in real life! (Image Source:


There could be many factors as to why these customers abandoned their shopping carts. They could have been pre-occupied at the time or they did not have their credit card with them at the moment so they choose to just continue later.

Unfortunately, because of a lot of things grabbing our customer’s attention, we risk losing them if they happen to forget about making the purchase.

This is where the Facebook Pixels can help us. They allow us to follow up with people and remind them of the next step they need to take.

In the example of the abandoned checkouts, the next step is to proceed with the purchase.

Ecommerce Stats

Example stats of an eCommerce store

This process of advertising to customers depending on how they interact with our website is called retargeting or remarketing and we’ll discuss a whole lot more on that in different articles.

For now, let’s discuss how to set up the Facebook Pixel on your website


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Setting Up The Facebook Pixel

Setting up the Facebook Pixel is quite simple and can be done in 3 very easy steps.

Ads Manager View

Step 1: Create the pixel

Each ad account only is assigned just one unique pixel. Let’s create yours.

In Ads Manager, go to the Pixels page which can be found under the Assets column.

On that page, there will be a button which will ask you to create your Pixel. Click on that, read through the Terms and Conditions and accept.


Step 2: Copy the code

After the pixel has been created, you should see a pop-up containing the code.

If you have created the pixel code previously, just select ‘Set Up Pixel’ on the Pixel page and copy the code from the pop-up that will appear.


Step  3: Paste the code

Paste this code between the <head></head> tags of your website code. Take note though that this could be done in many different ways depending on your host. For example:

  • On WordPress, you can access the templates of our theme
  • On Shopify, you simply just have to input the Pixel ID, not the whole code.
  • Note: Be sure to put it between the <head></head> tags of the page templates or else you may have to paste the code on each individual page.

If you are working on a developer, you can simply just send him/her the code and ask them to paste it for you.

How Do I Know It’s Working?

The best and most immediate way to check if your Pixels are working is through Facebook Pixel Helper. Facebook Pixel Helper is a Google Chrome extension which can check if a pixel is on a page and if it’s firing correctly.

Facebook Pixel Manager

Once you are able to install the extension, give it a few hours (depending on the usual amount of visitors your website receives on a daily basis). Then go to your Pixels page from Ads Manager.

For now, take a look at the ‘URL’ tab.

If you see your URLs located on that tab then most likely, your pixels are working fine. What you’re looking at now are the pages which have received visitors since you’ve installed the pixel.


What Now?

We’ve only just begun!

In other posts, we will discuss with you the next steps on how you can use the Facebook Pixel to make your business more successful.

These topics include:

  • Event Tracking – What are your customers doing on your site?
  • Website Custom Audiences – Group your customers depending on how they interact with you
  • Retargeting – Reach out again to the visitors who already know you.
  • Custom Conversions – Track specific actions which happen on your website

Until then, familiarize yourself with the basics of the Facebook Pixel. If you have any questions, feel free to get in touch with me.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

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Differentiating Between Facebook Campaign Objectives

Facebook Ad Campaigns

Have you started creating ad campaigns on Facebook?

If you have, you are probably familiar with Facebook asking you what your campaign objective is. There are different ones to choose from and your choice is important.

Facebook Campaign Objectives

First of all, this is because once you create a campaign, you can no longer change the campaign objective.

But more importantly, the objective you choose will affect the audience your ads will be shown too. This is because each campaign objective has different optimization options. But we’re getting ahead of ourselves. We’ll break this down for you in another post.

If you’re confused about what objectives to choose when creating your campaign or just want to learn about how they differ from each other, then this post is for you.

In this article, we’ll share you the most common campaign objectives you will encounter in Facebook advertising and in what scenarios you should use them.

Website Conversions

This is the best objective to choose when you want users to take specific actions on your website such as sign up for a newsletter, view a specific page or buy from your website.

If you are not yet familiar with the term, conversions refer to those specific actions taken by your customers.

To create a conversion campaign, select ‘Conversion’ when picking your marketing objective.

To successfully run a conversion campaign, you should also be familiar with Pixels and Custom Conversions which you can read about in other posts we’ll have for you.

Having the correct pixels in place can help you track whether your campaign is working or not. This is possible because pixels are able to track the actions of your customers on your website.

Pixels also collects data from your customers allowing Facebook to find more people like your current customers and get your ads in front of them.

If you do not have conversion campaigns set up, then you might as well run Website Clicks Campaign.


Website Clicks

Website Clicks campaigns are probably the best when your main intention is to just get people into your website. If you’re not looking to get people to take specific actions like to purchase, then this objective is ideal.

A great example of when a website click campaign would be better to create than a conversion campaign is when you’re trying to gain awareness.

If you have a blog post or an article you want people to read, use this campaign objective. Or if you have a specific offer or promotion, use this campaign to get people into your promo page. Or if you just want people to know that your website exists and you want to invite them to come and look around, use this.

To create a website clicks campaign, simply select ‘Traffic’ when picking your marketing objective.


Post Engagement

The previous 2 campaigns we discussed involved taking your potential customers out of Facebook into your website.

But what if you want to talk with your customers on Facebook? For these instances, it’s best to use Post Engagement campaigns.

Post engagement campaigns promote your ads to people who are highly engaged on Facebook. If you are unfamiliar with the term, engagement means any actions taken on a post such as liking, sharing or commenting.

This campaign helps you build social proof and extend your reach since people tend to interact with your post and share them with their friends.

There are two ways to create post engagement campaigns. The first way is by selecting “engagement” when picking your marketing objective.

The other way is by boosting a post you already have.

Have you ever noticed Facebook telling you that one of your posts in your page is doing really well? It then tells you that you can reach more people by clicking on the “Boost Post” button beside your post.

Boost Post

When you click this button, a pop-up appears which lets you choose who to target and how much you want to boost it for. This process turns your organic post into an ad and it will still continue to gather all the likes and comments from that post.

This campaign objective is usually done with an attention-grabbing image. You can also use video for a post engagement ad but depending on what you want to achieve, you may just want to run your video ads with a video views campaign.


Video Views

Pretty simply, this is the objective to use when you want to get many users to view your video ad.

To create a video views campaign, select ‘Video Views’ as your marketing objective.

This is recommended for businesses who create infomercials and instructional videos.

But if you’re going to create a video views campaign, my recommendation is to come up with a good combination of entertaining, informing and relevant. Video Views campaign is a great way to create virality and branding for your business.

Here’s an example of a video ad which ran on Facebook and was very successful.


One other important function of the video views campaign is to help you grow an audience through video views custom audiences.



There are quite a few more campaign objectives you can choose from but they aren’t as used as the ones we just discussed. So we’ll list them down below and let you know when it best to use them.


  • Brand Awareness

Brand awareness is mainly used for when you want to reach as many people as many times as possible. This would be like the businesses you see many times a day every day but you don’t interact with. But the moment you need the product provided for by those businesses, you remember them immediately and become their customer. Familiar?




  • Local Awareness

Local awareness campaigns are perfect for physical stores and businesses serving a specific location or community. These campaigns allow you to run ads with actionable steps your customers can take such as calling you, sending you a message or getting directions to your shop.


  • Reach

Simply, the reach campaign is similar to the brand awareness campaign but you have more control of how often your ad appears to your customers.


  • App Installs

App install campaigns are used for when you are promoting an app and when you want people to download them or purchase them.


  • Lead Generation

Lead generation campaigns are for when you are looking to get people to sign up for something without having to leave Facebook. Clicking on Lead Ads will open a pop-up form which already has pre-filled information of the customer taken from their Facebook Profile.

Lead generation ads can be very effective and you can learn more about how to create and use them in a separate post.


  • Product Catalog Sales

A product catalog sales campaign is ideal for when you are running an eCommerce website. It’s too detailed to discuss here so it’s best to have them all down in a separate post.

But in a nutshell, a product catalog sales campaign allows you to promote individual products from your online store on Facebook. It can even run ads to shopping cart abandoners with the specific products they added to their cart.


  • Store Visits

Store Visit Campaigns are for Businesses with multiple locations and it helps your customers find your nearest location from where they are. Before you can set this up, your business would need to have at least 2 registered locations.


One final note when it comes to choosing campaign objectives. Always remember what your goal is for running your campaign.

Just because you have a video shouldn’t automatically mean that you will be running a video views campaign. Base your choice on your actual objective.

I believe that Facebook is much smarter than we think so I, personally, don’t try to outsmart the platform.

If you really can’t decide, the best option is to test out different objectives.


Did I miss anything? Got any questions? Let me know! 🙂

The Facebook Ad Dictionary | A Beginner’s Guide to Understanding Facebook Ads

 A Beginner's Guide to Understanding Facebook Ads

I am an advocate of the use of Facebook ads especially for small & medium businesses.

If you haven’t read why I think this, you can check it out here.

However, to make Facebook work well for you and your business, you have to be able to understand the ins and outs of the Facebook ad platform.

So this is why we have this post. This is to help first-timers navigate through Facebook Ads Manager.

In this post, we’ll list down important terms which you’ll find yourself using frequently.

But before that, it is important to discuss…


How does Facebook Advertising work?

It’s not complicated really.

The main concept is that Facebook shows you ads which it thinks will be relevant for you.

Facebook creates a profile of its users based on their behavior. Some points of information they use to determine what you might be interested might be:

  • The Facebook Pages you like
  • The types of post you interact with
  • The actions you take on certain website like subscribing and purchasing

You can actually check what Facebook thinks you’re interested in. Here’s mine:

My ad preferences


It seems right since these are my interests. But…

I have actually no interest in Indiegogo nor have I used it. I don’t recall interacting with anything with regards to crowdfunding so I don’t know why it’s there.

Having said that, note that Facebook is not perfect. It can, at times, assume wrong things about you. This is why sometimes, you see ads on your feed which are of no relevance to you.

When you see an ad which you wonder why it’s showing up in your news feed, you can click on the arrow on the upper right of the ad. From there, select ‘Why am I seeing this?’ to find out why.

Why am I seeing this?

So what does this mean for businesses like yours?

This means that you can set your ads to show only to those people who are most like your customers. That’s a huge advantage especially compared to traditional advertising!

This ensures that your ads will appear to the specific people you want it to appear to.

Another important concept to understand is bidding but we’ll break that down in another post.

Now that you have a better idea on how Facebook Advertising works, let’s get you prepared to start by breaking down the terms you’ll be encountering.

Facebook Ad Dictionary

Campaign – The highest level of the ad campaign structure where advertisers choose objectives.

Ad Set – Levels in the ad campaign structure where you set your budget and define your audience.

Ad – The posts you show to your audience.

Engagement – Any interaction with your post (likes, reactions, comments, shares, etc)

Clicks (All) – Any click that was made on your ad. These include:

  • Engagement
  • Clicking on videos to play audio
  • Clicking “See More” for long posts
  • Clicking the link you provide

Clicks (Link) – Only the clicks which lead the users to a website you set.

Reach – The number of users who have seen your ads

Impressions – The number of time your ad was shown

Frequency – the number of time a user has seen your ad. Can be computed by dividing impressions by reach.

CTR – Short for Clickthrough rate. It’s computed by dividing the number of clicks by the number of impressions and multiplying it by 100%. This metric is a gauge on how well your ads have been resonating with your audience.

CPC – Short for cost per click and is a metric to help you determine how much you’re spending for each person who clicked on your ad. It is computed by dividing the total amount you spent by the number of clicks your ad got.

Conversions – this is the general term for the actions you want users to take. It can be in the form of purchases, sign ups, lead, registrations, etc.

Other Important Terms

There are terms which you won’t really see in Facebook Ads Manager but you may be encountering especially when you read more about Facebook Ads.

Here are some of them:

Return on Ad Spend (ROAS) – This is probably the most important metric to check to see whether advertising on Facebook is effective for your business.

ROAS tells you how much profit you receive as compared to the cost of advertising.

To get this, compute for the profits you earned directly from your Facebook Ads. Then divide it by the total amount you spent on advertising. Express the answer in percentage and you have your ROAS.

If you’re ROAS is below 0%, then something’s not working. It means that you’re spending more than you are earning.


CPA – Short for Cost per Acquisition or Cost per action.

This refers to how much each of your chosen conversions cost.

Like ROAS, it helps you determine whether or not your advertising efforts are effective or not.

To compute for CPA, simply divide total ad spend by the number of conversions you have.

As long as your CPA is lower than the cost of your product, then you’re doing great.


Funnel – This is the model followed by a lot of businesses whether they know it or not.

To illustrate, take for example a hotel who targets Families of 4 in Metro Manila. These people fall into the group of prospects of the hotel.

The hotel then reaches out to their prospects through promotion and some people call the hotel to express interest in staying with them. These interested people become leads.

The sales team then follows up with these leads and get them to book a weekend at the hotel. They have now converted (hence, the term ‘conversions’) from a lead to a customer.

But usually, it doesn’t stop there. During the stay, the hotel staff tries to ensure that the guest has a great stay so that they will, later on, convert from being just a customer to a repeat customer.

This process is called a funnel because of how it is shaped as illustrated below:


Even More Terms

There are other more terms and concepts to be understood in this field but I don’t want to give you information overload in this one post.

And besides, some of these need their own post for you to understand them.

So in the meantime, I’ll just list them down here and link them to their posts.

  • Pixels
  • Retargeting
  • Custom Audiences
  • Lookalike Audiences

Have any other terms you’ve seen that you don’t understand? Let me know and I’ll try to help!

The Anatomy of A Facebook Campaign | How to Set Up Facebook Ads

How to Set Up Facebook Ads


When I first started out with Facebook Advertising, one thing I struggled with was the seemingly tedious structure in Ads Manager.

Having multiple ‘tiers’ or levels in Ads Manager confused me a lot when all I wanted was to simply get an image out there to a specific audience.

If you’re experiencing the same troubles, this post is for you!

We will break down the 3 levels of an ad campaign as well as briefly explain all the elements in them so you know how to structure your campaigns and you know exactly what to put in them.

Why is structuring important?

Structuring is important because this will allow you to organize your campaigns so that you can easily navigate through your account especially when you need to make a change or adjustment.

The campaign structure has 3 levels: Campaign, Ad Sets and Ads

Campaigns are where you create your different offers.

You can create different campaigns for different objectives. For example, you can create a campaign to get people to buy from your website, another campaign to get people to view a certain video, a third campaign to get more page likes, and so on.

Other businesses also create different campaigns based on the different promos they run.

Within a campaign are the ad sets.

Ad sets are created based on the people you are targeting. For example, If you are selling clothes online, you can create separate ad sets for each gender and each age group.

Then, within each ad sets are the ads themselves.

These are the ads which you will show to the audience targeted by the ad sets they are housed in.

So basically you can create multiple ads for each ad set if you want to have varying ad images or text.

So let’s go into each one and discuss the fields you need to put in so you have a better idea on how to create your campaigns


This is where you will tell Facebook what you expect to happen with the campaign you are creating by selecting a specific objective.

This is important because once you create a campaign, you can no longer change the objective you choose. Note also that the way these campaigns will be reported on Ads Manager will depend on the objective you choose.

Facebook Campaign Objectives

Campaign creation is where you indicate your objective

Ad Set

In creating an ad set, there are many types of information which will be asked of you and here are the most important ones:

Budget – This is where you tell Facebook how much you want it to spend for this ad set.

You are also allowed to choose whether you want Facebook to work with a daily budget which refreshes everyday or a lifetime budget wherein you get to choose a schedule for the period on when your ads will show. The latter is a good idea for time-bound promotions.

Ad Set Budget

Targeting – This is the fun part! This is where you get to create your audience by choosing information you want to target.

The targeting has 4 different parts:

  • First is Audiences where you get to to choose or exclude between different pre-created Audiences you may have.
  • Second is Demographics where you get to target by age, gender, location and language.

Ad Set Demographic Targeting

  • Third is Detailed Targeting where you can target by interest, Job Titles, Employers, etc.
  • Fourth is Connections where you can target or exclude users who are connected to your page (users who like your friends), their friends, and users of your apps among others.

Ad Set Interest Targeting

Optimization – Optimization is where you tell Facebook who among your audience it will show your ads to.

You can tell Facebook to prioritize getting website clicks, show your ads to as much people as possible or to look for specific people more likely to take the action you want them to take (ex. Purchase, sign up, etc).

Bidding – Depending on what optimization you choose, you can also tell Facebook how you want to be charged whether by pay per click or pay per impression.

You also have the option to bid automatically (Facebook will be the one to spend your budget) or manually where you will dictate how much you want to pay for a specific action, click or impression, which ever you prefer.


Like the ad sets, the ads creation could also be divided into different parts.

The actual information you will provide for the ad will vary depending on the objective you chose for the campaign but most of the time, the ads consist of the following:

Facebook Page – This is where you choose the Facebook Page from where you want your ads to come from.

Choose Existing Post – Getting this options means that instead of creating a completely new ad, you will just be using a post you have previously made and use it as an ad.

Take note that when you choose an existing post as an ad, also the likes, comments and shares will be shown in the ad.

Ad Creative – This is where you choose the image or video you want to use in your Ad.

Ad Creative

Text – This is where you put the text which you want to appear on top of the image or video.

Headline – This is where you put in an engaging and inviting headline found below the ad image or video.

Description – This is where you include additional text for your ad and is located below the headline. Take note that for mobile ads, this is usually not seen.

Display URL – This is where you put in a custom link you want to show and is especially useful when the URL of the landing page of the ad is long and ugly.

Ad Text

CTA button – CTA stands for call-to-action. This allows you to include a button inviting users to take the specific actions you want such as “Shop Now” and “Learn More”

Tagging – Tagging is the are where you put in UTM Tracking if you are looking into adding this in your links.

UTM tracking is a way for us to monitor where website visitors are coming from. We’ll prepare a post for more information on this.

I hope this guide has helped you navigate through your ad account. If you’re still confused, don’t worry!

Experience is the best teacher so just go into your ad account and start playing around and soon, you’ll get the hang of it.

6 Reasons Why Facebook Ads Should be Considered by Small Business Owners

6 Reasons Why Facebook Ads Should be Considered by Small Business Owners

Have you tried Facebook advertising?

Advertising in general tends to be an issue especially with small to medium businesses because of the costs involved. Most of the marketing efforts for these are word-of-mouth as it should. It’s free and is the most reliable.

Another free tool for marketing your products and services would be through Social Media.

Businesses create their own Facebook Fan Pages and Instagram accounts for users to follow and hopefully, purchase.

So with these free marketing tactics, why would your business need to advertise on Facebook?

The answer to that basically depends on your goals.

If you’re generating enough leads and sales and you can’t handle additional demand, then you probably don’t need it.

This post is for entrepreneurs, business owners and marketers who need a boost in getting leads and sales. It is also those who seek to expand their current reach by finding new customers.

In this post, I will list down the main reasons why Facebook ads a great investment for business. This is especially for the ones who can only allot a small budget for marketing.

I won’t get into specifics much like answering “how” questions so as not to overwhelm you with too much information. I will, however, break them down in other blog posts for you later on.


Why should you be advertising on Facebook?

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1) Everyone is on Facebook!

Well, not everyone.

I still do know a number of people who don’t have Facebook accounts but most probably, your customers are hanging out at Facebook and this is a great place for you to get in touch with them.

According to Facebook, 50 Million active users in the Philippines are on this social platform!

50M Active Facebook Users in the Philippines


Surely your customers are among those people!

But at this point, you might be thinking, “that’s a lot of people! I don’t plan on advertising to all of them!”

The good news is that you don’t have to!


2) You can choose to advertise to only a few people

Facebook customizes what you see on your news feed based on your interests and your previous behavior.

It tries to identify what posts you will like and enjoy and it delivers those posts to your own personal news feed. Facebook does this so that we, the users, keep on coming back to Facebook.

The same thing with Facebook advertising. You can use Facebook’s data to help you advertise only to certain people who fit descriptions you input.

I have a whole post dedicated to how you can target this. But to give you an example, you can use Facebook Advertising to show your ads to specific groups of people. For example:

  •      Males between 20-30 years old who are car enthusiasts
  •      Engaged couples who are looking for wedding suppliers
  •      People in your city, barangay or even just in your own village
  •      NBA Fans who like to drink
  •      Purchasing Managers from different companies in Manila

Basically, Facebook advertising allows you to get your message directly in front of the people who you want to reach.

Facebook Targeting Options


RELATED: Finding Your Customers on Facebook | 5 Ways to Find Your Target Market on Facebook


3) You control how much you spend

This gets a bit technical but the most important takeaway here is that before you proceed with running Facebook Ads, Facebook will give you the opportunity to set a limit.

It has a minimum daily budget requirement which varies but basically, you can advertise on Facebook for as low as P50 per day.

Kung baga, sa halip na mag Starbucks ka, bili ka na lang sa McCafe tapos ipang-Facebook Ads mo yung matitira.

Later on in a different post, I’ll explain further how Facebook charges you but to give you a brief picture, you can choose to pay every time a user clicks on your ad or pay every time a user sees your ad.


4) Facebook helps you

Aside from you being able to choose who to target your ads to, you can also tell Facebook what you want your audience to do.

If you are running Facebook ads to bring people to your online store, you can tell Facebook to show your ads to the people in your audience who are most likely to buy from you.

Or if you just want people to visit your blog or business website to get to know you, Facebook will show it to the people who are most likely to do so at the cheapest possible price.

Or if you just want brand awareness, tell Facebook and it will show your message to as many people as possible.

Facebook helps you out because it wants businesses to succeed.

Facebook Optimization Options


Facebook helps you out because it wants you to continue using Facebook as an advertising platform.

If advertisers fail at Facebook, they will eventually stop and that’s lost business for Facebook. So coming in to Facebook advertising, you have to stay in the mindset that Facebook advertising aims to be mutually beneficial for you and the platform.

In other words, Facebook is not your enemy and it’s not just trying to drain your marketing budget.


5) Organic Reach is becoming more and more limited

In a nutshell, Organic Reach is how many people see your posts without having the need to pay for people to see them.

If you are admin to a very successful Facebook Page, you’ll find that your organic reach is very high. You can find how many people have seen your post below each one. You can also breakdown the reach in terms of how many likes, comments and shares it received.

However, for a lot of us, even though we have thousands of followers, you’ll find that your organic reach is below 500 per post, maybe even less. If you cannot get your audience to see your message, you won’t be able to get them to buy from you.

Advertising on Facebook allows you to reach a very big number of people outside of your own circle of followers and fans. If you’re having difficulty creating sales from your own fanbase, try looking outside for more customers.


6)    Facebook allows you to track and measure data

This is probably my favorite feature.

Facebook allows you to see whether or not your ads are actually effective.

If you want people to buy from you, you can track exactly how many people bought from you who were attracted by your ads.

Facebook Data


You can track how many people have seen your ad but did not visit your website.

You can track how many people went to your website but did not buy.

Most importantly, you can track return on investment by comparing the revenue you received from the purchases from Facebook users to how much you’ve spent for the advertising costs.

These data allow you to adjust and make more informed decisions on your business and especially the marketing aspect of it.


Final Thoughts

I hope those points gave you a better picture of what Facebook advertising can do and how it can help you as an entrepreneur or as a marketer. If it did, I’m glad to have helped. Please feel free to visit the blog from time to time (though I’ll be updating it at least once a week) as I lay out more information as to how to use and understand Facebook Advertising.

Just reach out to me for any questions or clarification if you need any.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

Click here to access your free guide