The Facebook custom audiences feature is an amazing tool for marketing online, no matter what your niche is.
If your business isn’t re-targeting, I can guarantee you that your business is losing money. The worst part is that, this is money that you don’t even realize you’re losing simply because you wouldn’t know it’s there until you get your hands on it.
But trust me, it’s there. A whole lot of it too! Ask anyone who practices re-targeting and they’ll tell you, it’s there.
For those who don’t know, re-targeting is the process of targeting an audience that has already either seen your product or service, or has already purchased from you in the past.
This particular audience is the lifeblood of your business. These are the people that are going to account for the majority of your sales.
It is true that getting new customers is great and your business can’t grow without a steady stream of new customers, but the customers base you already have is the one that is most likely to buy again. Moreover the audience that has already been exposed to your services, is the one that’s is most likely going to become your new customers.
Have I hammered this point home enough? Good! Let’s get down to the point, custom audiences. More specifically, website custom audiences on Facebook.
Facebook Custom Audiences
So what is Facebook custom audiences?
To put it simply, this is an audience that Facebook creates for you that you can re-target using Facebook ads.
There are a couple ways to create a custom audience, but today we’re going to focus on custom audiences created by website visitors.
This custom audience is created by simply copying and pasting a piece of code or tracking pixel onto your website that allows Facebook to track your visitors and compile them into an audience that you can target again.
Here’s a quick video showing how this is done
There are two reasons why this is so valuable to you:
- Saving Money: Since this audience was tracked from visiting your website, it has already shown interest in your product or service. This means that your ad spend will go towards an audience that has already been defined. This relieves you of having to spend a ton of money on defining your audience, which would otherwise ad up and leave you with next to nothing to spend towards the actual audience that wants to see your ads.
- Making Money: This is in direct correlation with the first reason. It’s simple mathematics. If you’re saving money, you are inevitably making money. A custom audience has already defined itself as suitable for your ads. This means your conversion rates will be significantly better which is making you money, and you’ll spend significantly less to make those sales, which is saving you money. It’s the ultimate win/win.
Today you are going to learn something about Facebook custom audiences that most people won’t teach you. Probably because it is seen as a technicality, most people leave this important bit out of their reports, webinars and trainings.
Why? Well technicalities aren’t sexy and aren’t necessarily directly correlated with making money so most people just don’t mention it. This is my opinion anyway.
This is information that you quite simply, need to know. Whether you have multiple custom audiences already created (especially if you have multiple custom audiences already created, actually) or if you’ve never created a custom audience in your life (read on to make sure you do it right).
Let’s get to the nitty gritty of it and tell you what you need to know.
What You Need To Know
Hopefully now you understand why tracking your website visitors with Facebook custom audiences is important to your business.
We’re now going to learn about a problem with this that could cause you to throw a lot of money away in ads that unbeknownst to you is getting delivered to the wrong audiences, and how you can easily avoid or solve this problem.
Facebook, by default allows you only one pixel per ad account, which technically means that the custom audience feature was designed for only a single website and it’s multiple pages.
This means that if you have Facebook custom audiences for multiple websites, Facebook can and will track the visitors for all your websites, but it will build a custom audience that compiles of all those websites put together.
If you have custom audiences built already, this could be the reason why some of the numbers may not be making sense to you.
For example, you may be asking yourself, “Why is the audience for a brand new website have the same or greater audience size than an older website?”
As you can see in the image below, this can cause a real problem if Facebook is tracking all your websites’ visitors in one audience, especially if those websites are in different niches.
The first audience “Test” was only created a few minutes ago and look at the audience size. This is a combination of all my website custom audiences put together. The second one “IMWithPedro” was created properly to track the visitors of a single website, so the audience size is accurate.
As far as solutions go, you have two options here to solve this issue and they are quite simple to implement.
This solution is for you if you’re managing multiple websites that don’t belong to you.
All you have to do is ask the account holder to add you to their ad account.
Tip: If you’re managing websites that don’t belong to you, you really shouldn’t be managing those audiences on your account to begin with.
Since each ad account has it’s own unique Facebook tracking pixel, you will now be able to manage websites based on Facebook ad accounts separately.
If you feel like this is the suitable solution for you, have the account owner follow the steps below to add you to their account as an ads manager.
Step 1: From their “Ads Manager” interface, have them select “Settings”
Step 2: Have them scroll down to “Ad Account Roles”
Step 3: Click “Add a Person” and have them look you up via your email
This is a much simpler solution and is for you if you’re managing multiple websites that you own in one Facebook ad account.
All you have to do is follow the steps shown in the video above to create your website custom audience. This time, when you arrive at the “Edit” box, make sure you set the website traffic to “People who visit specific webpages” and set the rule to URL contains “your website domain.” (Pictured below)
This will ensure that only that website is being tracked in that specific custom audience and not a combination of multiple websites.
Easy enough right?
So now, it’s up to you. If I were you, I would double check all my custom audiences and if there’s something amiss with the audience sizes, now you have a better idea as to why.
Go back and make sure the right audiences are being tracked.
If this is your first time using Facebook custom audiences, you now know a little bit more about what you’re doing and how to avoid this common error that even the “gurus” overlook.
Told you this information wasn’t sexy, but it sure is useful!
If you’d like to learn more about Facebook custom audiences and how to create optimized campaigns using this powerful feature, I recommend the following course.
This is right now the most current and complete course on cashing in with Facebook custom audiences by creating very economical ads that can create massive returns.
Hope you enjoyed this post, much more to come in the future.