Facebook Retargeting 101

3% of website traffic DOES NOT convert on the first visit Less than 7% will do ANY action on your website 78% of people visit an average of 3 sites before taking action on one People leave for many reasons Not yet ready to apply Just wanted specific info Distracted from your site…..ect

The moral of this story: You must get website visitors to come back to your site to increase your conversion rate.

Enter Facebook Website Custom Audience Website Custom Audience = allow you to create Facebook ads that target users who have previously visited your website. AKA – Re-Targeting This is different than FBX (Facebook Exchange) FBX is similar in that you can retarget ad’s to website visitors FBX requires 3 rd party service (PerfectAudience.com, Adroll.com) You can ONLY do Newsfeed or Right Column ads with 3 rd party Can be a bit pricey Very stringent requirements (1000 unique visitors, NO landing pages)

Website Custom Audience – getting set up Go to Ad’s Manager in Facebook

Select Audiences

Click the create custom audience drop down

Choose the option “Custom audience from your website”

Name your audience so it is easy to remember Make sure you are specific with your name. You may want to create WCA’s for different pages and run specific ad’s to people who visit specific pages

Choose who will be added to the WCA

By default FB is set to add people who visited your site in the last 30 days, you can select up to 180 days Make sure to include past website visitors

Click Create Audience

You will get a confirmation. Click OK

Your new Website Custom Audience will appear in your list of audiences

Hover over that audiences and select the first option “Pixel Details”

You will see the “code” that’s makes this whole thing work You only have to use this code on your site 1 time You can create as many WCA’s as you want, the “code” is assigned to your account

The code must be “embedded” on each page of your website Don’t worry, this is VERY easy to do For Wordpress – go to your Themes “Header” section Select the HTML tab in the editor Find in the code Paste in your Pixel code from Facebook before the

For my Weebly users – Go to Pages Select advanced settings

Scroll down to Header Code Paste the Facebook Pixel Code Save and edit

For other websites that you have paid someone to set up for you Copy the code and send it to the developer

Once you have your code pasted correctly into your site you are done It takes about 24 hours for the pixel to begin pinging to FB You need to get the minimum amount of traffic there in order to create an ad (FB requires a custom audience of any sort be at least 20 people) You can have friends, family, co-workers help Buy some traffic to your site from Fiverr.com

Once you have the traffic you can do an advertisement directly to the audience Remember the audience are ALL people who went to your website The ad can be basic branding (billboard) You can have a specific call to action ad You can have BOTH Make sure to join me tomorrow to see how to set up the ad’s to your new Website Custom Audience