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.
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’
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.
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.
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.
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.
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
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.
Apart from these preset selections, you can create your own audiences based on your own definitions.
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.
Apart from just remarketing, website custom audiences have multiple other uses for your business.
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.
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.
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.