Website traffic

Website Traffic

What are Facebook Website Custom Audiences (WCA)?

Essentially, it’s Facebook Ads retargeting. This involves allowing retailers to show ads to those who’ve visited their websites. If this reminds you of Facebook Exchange (FBX), you’re not in the wrong. However, according to AdWeek, this feature is different from FBX since it “won’t include demand-side platforms like Turn, AdRoll and Triggit that have made retargeting to Facebook users via FBX a pillar of their business.” This means everyone can now do Facebook Retargeting from the Facebook Ads Manager or tools like AdEspresso without the need of third party networks.

What Can We Use Website Custom Audiences (WCA) For?

The possibilities of how precisely you can reach people are endless. Here are some targeting ideas you can start to implement today:

Reach out to visitors who visited certain sections or content types in your site with similar/related content to encourage revisits.

Reach out to visitors who visited a particular section or page of your website but did not complete an action like purchase or sign-up.

Send a thank-you or welcome message to visitors who completed a desired action such as purchased a product or signed up for a new service.

Reach visitors who bought a particular product with related products or accessories to cross-sell.

Reach out to visitors who have not visited your site in a while (include WCA visitors who have visited over the last 180 days then exclude WCA visitors who visited over the last 150 days – you will need to create two WCAs with different duration settings).

You can only run ads targeting people who have visited a website you control. You’ll need to place a snippet of code (also called a “pixel”) on your website that essentially allows you to claim those pages.

Whenever that pixel is fired, Facebook is notified that a user has visited a page of that site. Facebook will then refer to rules an advertiser has created to determine whether that user should fall within a specific audience to be targeted with an ad.Advertisers create rules that help bucket website visitors into specific audiences based on the specific actions they’ve performed and when those actions occurred. This then allows advertisers to create ads that are perfectly crafted based on a user’s activity on the advertiser’s website.

In the next chapters we will show you have to:

    Install the Custom Audience pixel
    Configure your Audience Rules
    Target a Custom Audience from your Website with an ad