I’m still very early in teaching myself FB ads but the first step is to get the FB pixel installed on your website.
The pixel works together with your Facebook page to make your Facebook Ads warmer, because these audiences are comprised of people that know you.
How do we know that they know you?
Because they visited your website. (The Facebook Pixel is quite the tattle-tale imo)
The working Facebook pixel allows the building of Facebook audiences based on the people interactions with your website.
When did they visit your website? Was it within the last 30 days? 180 days?
What page(s) did they view on your website?
Were they in the top 25% in time spent?
Top 5%? AKA, the cat’s meow of your business audience.
Combining the Facebook pixel with standard events creates a load of additional warm audiences for your business or organization.
Adding custom events to the mix delivers even more possible audience permutations to discover and use.
A few Facebook audiences I setup to begin with lower traffic clients (I define “lower traffic” as less than a thousand visitors a day) are:
- All website visitors over the past 180 days
- Visitors to a specific blog post over the past 180 days (I start with the best performing)
- Visitors to a landing page within the past 30 days
- Visitors to a confirmation/thank you page over the past 180 days
- Those visitors which visited 5+ times in the past 180 days
- The top 5% most active visitors over the past 180 days.
I learned these Facebook audiences from Jon Loomer’s FB Pixel training course. (I Highly recommend Jon’s courses btw)
One thing I like about this setup is I can use Audience #4 above to filter people who converted on Audience #3 from the ad spend.
Of course, this only works as long as the success page is specific to the offer the landing page for Audience #3 makes.