Website Custom Audiences
This section explains how to set up Website Custom Audiences (WCA) to segment the content on your blog/website. This is the first place to start with retargeting via Facebook WCA, and even if you don’t have content on your site yet, read this so that you can plan ahead.
But why even use Website Custom Audiences? Check this out...
Which Facebook ad will get more clicks from a vegan?
Or this is one?…
You don’t have to be a marketing genius to figure that out, right?
The more specific offer (Offer 2 for those playing catch up) will convert better to a Vegan.
The first offer would convert better to… yep… a vegetarian.
It’s Marketing 101. Make the right offer to the right people.
And with Facebook WCA, this just got a lot easier.
Here’s an example…
A website has content (pages) on it about:
- Vegetarian Recipes
- Gluten-Free Recipes
- Vegan Recipes
Those pages get traffic from places like Twitter, Google search, Facebook Ads, and emails they send to their subscribers.
Naturally… the vegetarians visit pages about vegetarian stuff.
The gluten-free folks visit pages about gluten-free stuff. And the vegans… you get the point.
Facebook Website Custom Audiences allows you to create a list of people and run ads to them based on the pages they’ve visited on your website.
Here’s how it looks…
Imagine the power of creating lists of people that have:
- Shown interest in a topic (visiting your page about it)
- Shown interest in you (visiting your site)
Now… all that’s left is to make the right offer to the right list…
How could you use the content on your website to build laser-focused lists (and offer them exactly what they want) in Facebook?
Do you have “categories” on your blog? Those would serve as a perfect starting point for segmenting your blog into WCAs.