How To Turn Prospects Into Paying Customers (The Five Types Of People In Your Target Market)

How To Turn Prospects Into Paying Customers

I once told a friend what I do for a living and how digital marketing works. This friend of mine, who owns and runs his own business, told me how he thinks it would be a big help for him personally because it was something he had been struggling with.

I told another friend, who also runs his own business, the same exact thing. He asked me if I was serious because he didn’t believe in the necessity of digital marketing.

I shared the same piece of information to two people who belonged to the group I was trying to reach. But they both reacted differently.

Surprising? Not really. Even though your business has a defined target market, not all of them will take a single marketing message the same way.

In this post, we break down your target market into five types of people and how to speak to each one.

More importantly, we’ll discuss how you can turn one type of customer into each of the other types and, eventually, turn them into a paying customer

Let’s start with the first one.


The Uninformed

In my opinion, the essence of businesses is to solve problems. For those who say that the essence of business is to earn money, I do not disagree. But I believe that the way to earn that money is to solve problems.

You probably already know what problem your business is solving. It’s what helps you define who your target market is. It’s the pain point we try to hit with our marketing messages.

But the thing to realize is that not everyone in your target market knows that the problem exists.

Some years ago, I took a look at running shoes to replace my old pair. What I was looking for were simple rubber shoes I could use to run.

I came across a store which offered to put me on a treadmill with a camera so they could analyze the way I run. They showed how my feet and the way I’ve been running could potentially damage my knees in the long run. So there’s a problem I never realized and I just learned about. More on that later.

For people like me in that instance who are not aware of the problem your business aims to solve, it would be very difficult for you to sell your products because your message will not connect. They would not understand what you’re talking about. Or they may think that your product is not good, which we know is not the case.

The key message to deliver to these people is to educate them about the problem. You can do this through content, a video or a blog post for example. At this stage, the keyword is to educate and not to sell. The moment your target market realizes that you are just selling, your credibility may go out the window, and we don’t want that.

Focus on providing value and education. This way, you start to build a good rapport and reputation with your target market, putting you in a better position to ask for a sale later on down the road.

Once you are able to educate your unaware prospect, you now turn him into the second type of person which is…


The Complainer

The second type of person in your target market is those who are already aware of (and are probably experiencing) the problem.

We all have those friends na laging may problema at reklamo. You have those in your target market as well.

These are the people who know what their problem is but they don’t know what the solution is. For a lot of these people, they may not even know that the solution exists.

Home TV shopping infomercials do this real well. If you notice, they always start with a question which speaks to their prospect’s frustrations:

  • Is your vacuum cleaner to heavy to move around the whole house?
  • Is your spare bed taking up too much storage space?
  • Has this happened to you? (Then you see a man cleaning his ear with a cotton bud suddenly screaming in pain because he apparently poked his ear buds.)

This is the way to reach out to these types of people in your target market. Talk to them by talking to their fears, frustrations or whatever they may be feeling about their problems.

Show them why their problems matter and how it affects them and their goals.

Is your business in the health and fitness niche? Talk to a person’s frustrations on personal weight loss and mention why it’s important to stay healthy.

Do you sell hypoallergenic baby clothes? Talk to a parent’s frustration on dealing with rashes and an irritated baby because of his or her clothes.

In EDSA, there’s a billboard from a ride-sharing app talking to users about “beating Manila traffic”. They speak to the frustrations drivers experience during traffic to encourage them to book a ride with the app instead.

Going back to the running shoe story, when they showed me the problem, my initial thought was, “Oh, well, that sucks,” thinking that it’s just the way I run. But instead of me just leaving with that thought in mind, the salespeople explained how potential injuries I may suffer can be avoided with the right type of running shoes.

And that’s what you should do too.

The next step is to present solutions to their problem.

Notice we said solutions. We didn’t say YOUR solution.

Again, the key is to educate and add value. The objective is not to hard sell your product. At least not yet.

The goal is to give the prospects hope that there is a solution to the problem they are experiencing. If you get to provide that spark of hope, then you, again, put yourself in a much better position to ask for a sale later on because you have not only shown your expertise but you have, ideally, actually helped that person out.

The idea is to turn that problem-aware prospect into a solution-aware person, and I’ve given away the third type person right there.


The Seeker

The third group of people in your target market are those who are not only aware of their problem but are also actively looking for the solution.

These people are the ones who search, read reviews, interact in forums, ask questions, etc.

These people look for solutions and evaluate the different options they have to solve their problems.

In my case with the shoes again, they explained to me the different types of shoes I can use to help with my running. I asked questions about each one (“May ibang color ba nito? Magkano ito? Ha? Bakit ang mahal? May discount ba ‘pag estudyante?”) And then I evaluated my options. If they had a particular pair of shoes they wanted me to buy, this would have been the time for them to do the selling.

In your case, this is when you should now put focus on your product. This is the point to focus on what you can offer the prospect.

The objective is to get the prospect to know you, your brand and your business. The main objective is not to make the sale immediately but if that happens naturally at this stage, then it’s a good thing.

I mean, how many times have you gone shopping in a mall and you visit a particular store for the very first time, and made a purchase in that instance? Not a lot, right?

The same applies to what we are talking about now.

Your messaging now is to introduce your solution to the seeker. From there, show them that you are someone who is an authority in the industry you are in. If they don’t buy, it’s okay. But if you make a good impression on them, chances are, they’ll return when they are more ready to buy.

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

So try and stand out, put your best foot forward, but do not be too pushy. Think about it as meeting someone for the first time. Most of us don’t like that person who already tries to sell us something at a first meeting.

Make a good impression and develop that relationship to turn them into the:


The Listener

The fourth type of the people in your target market are those who are already aware of your business and your solution but have yet to make the purchase.

These people believe in what you can offer, respect you as an authority in your industry, but they haven’t bought yet.

These are the people who frequent your store, your site or your social media page, but have not yet made the initial transaction. They are usually “just looking around”.

Why haven’t they bought yet at this point?

That’s a good question.

A very possible reason is because they still cannot see the value of the purchase. This is normal. In my case with the shoes, I may ask all the questions I have but none of the answers will ultimately help me figure out if the shoes are right for me. So what was I to do at that point?

I tried them on.

The salespeople made sure they had the right size. I looked at the mirror to see how they fit. They encouraged me to walk with them. I ran with them on the treadmill again.

At this stage, the objective is to focus on the benefits of your product and to show the prospect how helpful it would be for them. The best way for this to happen is to have them test or try out your product.

This varies for different types of business. For software and services, this could be a free trial. For apparel, this could be in the form of fitting. At the very least, the users should be able to try out the product or service for themselves. In m personal opinion, if they could do this for free, that would be best.

If you’re dealing with someone who belongs to the first type of person in your target market and followed all the steps to convert them into the fourth type of person, and still they don’t buy, they probably now belong to the last type which is:


The Abangers

(In case there are non-Filipino speaking readers, to “abang” means to wait.)

Most of the time, I am a loud and proud abanger. I think a lot of us are. So it’s safe to assume a chunk of the people in your target market are too.

These are the people who are convinced of you and your product already, but are just waiting for a good opportunity to buy.

How many times have you gone into a store, found something you want to buy and quietly say to yourself: “I’ll come back when there’s a sale”.

There’s this one buffet restaurant which serves boneless lechon which I really really like but I don’t want to go there on just any day. I go there on my birthday when I can get a free meal as long as I bring someone with me.

For these people, what could urge them to make the first purchase is just an incentive for them to do so.

It may be in a form of a discount or some other valuable offer. It can be a guarantee like a no-questions-asked refund if the product does not meet their expectations.

Going back to the example of Home TV Infomercials, they do this by giving the but-wait-there’s-more-if-you-call-now offer.

What offer can you provide to get that person to make that initial purchase from you and start the buyer-seller relationship?



To recap, there are five types of people in your target market. This means that there are different ways to communicate with them. Here’s a table you can refer back to:



The Uninformed                      Educate about the problem
The Complainer Educate about solutions
The Seeker Introduce your business
The Listener Introduce your product
The Abangers Ask for the sale


Some reminders before you implement this for your business:

  • During this whole article, we never referred to the people in your target market as customers. This is because this whole process is about reaching out to those people who are in your target market but have not yet made a purchase. Once they turn into a paying customer, the relationship changes and the messaging or communication changes as well.
  • You probably already have your defined target market. But do take note that not all of them are necessarily at the first type of person. Even if you’re just starting, your target market may already have people falling into each type we discussed.
  • If majority of your target market belong to the first or second type, remember that converting them into the other types of people doesn’t have to take long. Going again with the Home TV shopping infomercials, they are usually able to move viewers through each of the five types in a matter of minutes. They discuss the problem, they discuss the frustrations, they offer the solutions, they introduce their brand and their expert guest or endorser, they elaborate on their specific solutions and they ask for the sale. You can do it too.

Making your messaging specific to the current awareness level and current needs of your prospects can always put you in a much better position to convert them into a paying customer.

So go ahead and try to distinguish the segmentation of your target market. From there, craft your offers and marketing messages for each of them.

Meet them where they are in the customer journey. You will find that it will be effective for your marketing efforts.

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

Facebook Pixel Event Tracking | What Are Your Customers Doing On Your Website

Facebook Pixel Event Tracking | What Are Your Customers Doing On Your Website?

If you don’t know, now you(‘ll) know.

Photo Taken from Wikipedia

In a previous article, we discussed how Facebook Pixels are set up for you to be able to track the people coming into your website.

By installing the pixel on your site, you get access to specific URLs or pages being visited which can already tell you a lot about the actions being taken on your website.

A great thing about the pixel code is that you can add in just a bit more lines which you can just copy and paste to the existing pixel code to help you mark and track the specific actions being taken. These actions are called events and in this article, we’ll discuss the Facebook Standard Events and how to set them up.


What Are Standard Events?

Facebook has pre-defined 9 standard events which are part of the overall customer journey. These events include:

  • View Content
  • Search
  • Add To Cart
  • Add To Wishlist
  • Initiate Checkout
  • Add Payment Info
  • Make Purchase
  • Lead
  • Complete Registration

A purpose of these standard events is for you, as an advertiser, to be able to track how many people take those specific actions on site.

Below is an example of one of our client’s online store. Notice how we have standard event tracking in place.

Facebook Pixel Event Tracking

This helps us see how each of our ad campaigns are performing.

It also helps us see where there is a drop-off so we can make improvements. In the data above, we see the biggest drop-off from View Content (which is triggered when a person views a product) to Add To Cart. This tells us that our product pages need more work in terms of getting customers to add it in their carts.

The other use of standard events is for optimization.

Facebook Pixel Event Tracking

When a person takes the action which triggers a standard event, like making a purchase for example, Facebook gets the data of that person. It then collects the data of all the people who take that action as well.

When creating your ad campaign with conversions as the objective, you can choose to select particular events to optimize for. In this case, we can make our ad set optimize for the Purchase event.

What happens then is in addition to whatever targeting you set at the ad set level, Facebook will find people who are most like the people who have already taken that action before.

So basically, if you have event tracking in place, you can tell Facebook what action to optimize your ads for.

I hope that was clear because now, we’ll discuss how to set this baby up.


How To Set Up Standard Event Tracking

Before we set up event tracking, the assumption is that you already have the basic Facebook Pixel installed already. If you haven’t done so, i recommend you go ahead and do that. You can get instructions on how to do that in this article.

The first step to setting this up is identifying the standard events you want to track.

If you have an eCommerce store, you can opt to track as many events as you like just like what I showed you in the data above. You may also just have a standard lead generation funnel where all you’ll want to track is the number of leads you are getting.

Don’t overthink it. It will just boil down to which actions do you want to track?

Once you decide on the events you will be tracking, take note of the URLs which should trigger the event.

For example, we want the Lead event to trigger after someone opts in for your free eBook. In that case, the URL which will trigger the lead event would be the thank you page.

Or for an online store, your purchase confirmation page is the URL which will trigger the Purchase event.

Sometimes, the event you want to track is not triggered by a pageview. For example, when a user adds something to their cart, they are usually not brought to a new page where you can track the event using a URL. We will discuss these types of event tracking in a separate article where we will discuss advanced uses for event tracking implementation. So stay tuned for that and let’s get the basics down first.

Now that you’ve identified the events and the URL which will trigger them, it’s time to edit the pixel code on those pages.

The table below shows the 9 standard events and their corresponding event codes. You can copy them at

Facebook Pixel Event Tracking

Photo taken from Facebook

Once you copy the corresponding code of your event, it’s time to paste it into the pixel.

In the pixel, look for the line which says fbq(‘track’, ‘PageView’};

The event snippet is pasted right after that line.

Facebook Pixel Event Tracking

Photo taken from Facebook

And that’s it!

To make sure that tracking is in place, you can check out the URL you pasted the snippet on and check Facebook Pixel Helper. You should see the PageView event along with the event(s) you put into the pixel.

Facebook Pixel Event Tracking

And there you have it, you now have event tracking in place.

To help you monitor these actions for your ad campaigns, make sure to create a customized reporting view including the events.

To do this, head over to Ads Manager and click on the ‘Columns’ button. From the drop down, select ‘Customize Columns’.

You will be brought to a pop-up which has all the metrics you can track. From there, search for the event you want to track and click on the checkbox to include it in your reporting.

Facebook Pixel Event Tracking

On the right side of the window, you can reorganize how it will appear on ads manager.

If you’re happy with the reporting format, click on the blue ‘Apply’ button.

And finally, so that you don’t need to keep doing this in the future, click on the Column’s button again, look for ‘Custom’ in the dropdown menu and click on ‘Save’ beside it.

Now every time you want to revisit these statistics, all you have to do is click on that.


These are the basics of standard event tracking and they are comprehensive enough for most business owners to get a grasp of the actions being taken by their users on their website. However, some businesses may require more advanced ways to track the actions their users are taking. For these, we will have 2 more articles talking about more advanced ideas on standard event tracking and what we call custom conversions. So stay tuned for those.


Lookalike Audiences: Increase Your Business Reach


In an earlier article, we discussed finding your target market through their interests by using Facebook Audience Insights.

One way to use this tool is to input your custom audiences and let it tell you the demographic breakdown and interests shared by your audience. You can then reach out to more people by creating new ads targeting the results of your research.

Website Custom Audiences

This strategy for growth has been an effective one for us in the past. But in this article, we’ll share with you one other way you can reach more people and that is through what we call Lookalike Audiences.


What are Lookalike Audiences?

Lookalike Audiences are groups of users whom Facebook sees are most like a selected custom audience.

Let’s use an example.

Say you have a van rental business and you have 10 customers who are all 30-year old males who are married with 2 kids and are interested in beaches and resorts near Manila. That is your custom audience of existing customers. You then go to Facebook and ask it to help you find 100 more people like these 10 people. Facebook will then create a group of people who are also 30-year old males who are married with 2 kids and are interested in beaches and resorts near Manila. This new group is now your lookalike audience and you can now reach out to them and offer them your products or services.

That example was a small scale version of what actually happens but it illustrates the basic concept.

Lookalike audiences are used by businesses to reach out to people who are most like their current set of customers since these people may be more likely to take action on your offers. This is a powerful tool you can use to continuously find people to bring into your business and gain their interest.


How to Set Up Lookalike Audiences

It’s actually quite easy.

First, you have to make sure that you already have your custom audiences ready. You can either upload an e-mail list of your existing customers or you can use website custom audiences if you have them in place already.

Once you have that set up, proceed to the Audiences tab on Ads Manager, select ‘Create Audience’ and choose ‘Lookalike Audience’ from the drop-down.

Lookalike Audiences

A pop-up will appear asking you for 3 things.

Lookalike Audiences

The first thing you need to provide is the custom audience you want to target. For most cases, the custom audience here would be your existing customers but feel free to pick any custom audience.

Next, you will be asked for the country you would want to create the lookalike audience for. For me for example, I operate mainly in the Philippines so I’ll select the Philippines as my location. If you’re looking to expand to a different country, you can select a different country here.

Previously, you can only select one location and it had to be a country. Facebook now is slowly rolling out the ability to target multiple countries and even specific regions.

The last thing that will be asked is the audience size and this will differ depending on the total population of the selected location(s). You get to choose between creating 1-10% of the total population. For example, for the Philippines with a little over 60 Million active Facebook users, I can create a lookalike audience of about 600,000 People – 6 Million People.

My personal recommendation is that you go for the 1% because these are the people who are the most like the people in your custom audiences. By increasing the audience size, the group gets broader and less similar to your custom audience.

Lookalike Audiences

Once you’ve selected, click on ‘Create Audience’ and it will start to populate. Give it about 30 minutes and it will be ready for use.


How To Use Lookalike Audiences

The main use of Lookalike audiences is for businesses to be able to expand their reach to more people who are likely to take action on your offers.

This makes the process of audience researching so much easier because you’re asking Facebook to find the people for you.

One of the great things about it is that it updates itself. As your custom audiences grow, Facebook gets more data on them and it continuously searches for people who are more similar to your target custom audience.

Here are the 4 lookalike audiences I personally have found much success with:

  • Lookalike audience of people who have purchased before
  • Lookalike audience of people who engage with my business and my posts
  • Lookalike audience of the top 5% most active users on my site
  • Lookalike audience of the fans of my business page

If you want to get very specific, you can even choose to add in additional targeting such as targeting people in your lookalike audience who are interested in your competitors. Don’t limit yourself to just targeting your lookalike audience. Feel free to narrow them down by their demographics, interests and behaviors.


Lookalike audiences help take out the guesswork in audience research if you already have a reliable custom audience which is rich in data. If you are just starting out and you don’t have well-defined custom audiences yet, you may want to hold off on lookalike audiences first.

If there is any confusion on the concept of lookalike audiences and how they work, fee free to reach me by commenting, e-mailing or sending me a message on my Facebook Business Page and I’ll be happy to help out.


Facebook Ads Targeting Research | How To Use Facebook Audience Insights

How To Use Facebook Audience Insights

One of the reasons why I personally find Facebook to be a really good advertising platform is because of its ability to target specific groups of people depending on their interests and behavior.

You can choose to target specific genders and ages of people from a particular country or city you choose.

You can choose to target people who are interested in the space or niche your business is in. Sometimes, you can even choose to target people who are interested in your competitors.

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

Facebook has a lot of different targeting options for you, as an advertiser, to choose from. The key is the find the specific characteristics of your particular audience so you can get your message in front of them.

The question is, how do we find these particular characteristics and interests to target?

A big part of it would rely on how well you know your audience. How old are they? What do they like? Who do they follow? It’s difficult to just make assumptions about your audience so it’s really good to do your research as you set up your ad campaigns.

Luckily, Facebook has a tool to help business like you find how to target your customers. This tool is called Facebook Audience Insights.

In this article, we’ll discuss what Facebook Audience Insights is and how you can use it to help your ad campaigns.


What is Facebook Audience Insights?

Facebook Audience Insights is a free tool within Facebook Ads Manager which helps advertisers analyze their audiences. You can easily access Audience Insight from your Ads Manager menu.

How it works is that advertisers get to select audience characteristics and Audience Insights will deliver you more information about the group of people in that audience.

Facebook Audience Insights

You may either input an existing audience from among your created Facebook Audiences or define a new audience with demographics and interests.

Once you input an audience and/or targeting details, Audience Insights will present you with additional information about them. They will be organized in different tabs. Let’s discuss each one briefly.

The first is the demographic targeting. The first and most basic chart you will see would indicate the gender and ages of the people in the audience you have set. Other information which you will find here would be relationship status, education level & the industry they work in. For US-based audiences, Facebook Audience Insights also share lifestyle information.

The second set of data would probably be the one you would be most interested in. The second tab, labeled ‘Page Likes’, shows the general interests of your audiences. This is where you can find possible interests to target to define your audience. The first table on the page represents the Facebook pages most liked by the audience you defined sorted out by their category. On the lower half of the page, you will find these same pages ranked out individually regardless of category.

Facebook Audience Insights

The third set of data shows the location information of your defined audience. If you target multiple countries, this tab will show you the percentage breakdown of those countries. But if you targeting one country, you’ll see broken down data by city. If it helps, you can also see language breakdown.

Facebook Audience Insights

The fourth set of data you can see in Audience Insights is the Activity tab. This shows how your audience engages with Facebook and the posts on their news feed on average. These engagement metrics include comments, likes and shares. It also shows the breakdown of devices used to access Facebook.

The final 2 tabs show Household and Purchase behavior but this data is limited to audiences in the US. Maybe in the future, Facebook will be able to gather more data from the rest of the world. This way, advertisers everywhere will have access to this information for the country they are from.


How to Use Facebook Audience Insights

There are 2 main ways to use Facebook Audience Insights.

The first is to help businesses analyze their custom audiences.

Custom audiences are groups of people defined by how they have interacted with your business. This interaction can be through your website, your Facebook page or your posts. It can even be data from your actual operations like your customer database.

Related: Facebook Audiences: Understanding How They Work

If you’ve collected data from all your past customers saved up in an excel file, you can upload them all to Facebook and put them all in a custom audience.

Another way is to create Website Custom Audiences of the people who have taken action on your website.

Once you have your custom audiences, you can input them on the ‘Custom Audience’ Field on the left side of Audience Insights.

Facebook Audience Insights

If Facebook has enough data, it will show you the information about your custom audiences and will give you insight about your audiences. Facebook will let you know if it doesn’t have enough data.

Facebook Audience Insights

You can then use this information to find more people who are like your current customers or you can use it to craft a specific offer or message to your audience based on their interests.

The second way to use Facebook Audience Insights is to find interests to target your audience with when setting up your campaigns.

For illustration purposes, let’s say we’re selling basketball gear and we want to find interests to run our ads with.

The first thing we’ll do is to determine basic information about our target audience. For this example, let’s target men ages 18-50 who are interested in the NBA. Let’s put those in the applicable fields on the left side of Audience Insights.

Facebook Audience Insights

We will be looking for particular interests to target for our campaigns so we’ll go straight to the ‘Page Likes’ tab for the information we need.

Facebook Audience Insights

The information we’ll see on this page will show us the most common interests of our set audience (Men ages 18-50 in the Philippines who are interested in the NBA). What I’ll do now is to take down all of the relevant interests shown in the tables. These are the more specific interests I can target for my ads.

Facebook Audience Insights

Next, I’ll want to scroll down and look at the top interests. I see that the top 2 and 3 interests are the top teams in the NBA as of this writing. I can use this information by creating ads which appeal to the audience’s fondness of the Warriors and the Cavaliers.

Another thing you can do at this point is to analyze a new interest you just found. In this example, I find that the defined audience is also interested in I can then dig deeper on this idea by replacing NBA as the targeted interest with in the left side of the screen. This gives me a new set of results I can work with.

Facebook Audience Insights


The information provided by Facebook Audience Insights is very valuable and can help grow businesses by analyzing your current set of audiences. It has helped a number of clients in the ad campaign set-up phase and in the expansion of those campaigns.

Try it for yourself. The only way you’ll get the hang of it is when you actually use it. Also, don’t forget to implement your findings.

Good luck and as always, feel free to reach out for any questions or comments.


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.


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

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.

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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.

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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! 🙂