What do you do when website visitors don’t convert the first time they land on your page? These visitors are often seen as a lost opportunity. Though a few might have wandered there by accident, most visitors came to your website for a reason. They are looking for solutions to their biggest challenges and your company caught their attention.
That’s where re-targeting comes in. This allows you to target people who have already made a connection with your brand and are familiar with what you have to offer. Facebook Custom Audiences allow you to re-target, or rekindle that initial interest by serving ads to existing contacts and those who have visited specific pages on your website.
Custom audiences are not brand new. (Facebook rolled them out in 2014.) However, they have the potential to transform the way your business does Facebook advertising. Just ask Plated, a gourmet meal ingredient delivery service who gets 35% of new business from ads using Custom Audiences. Or Little Passports, a children’s educational multimedia company that has grown its customer base 3x in 6 months with targeted Facebook ads using Custom Audiences.
Are you Facebook’s next Custom Audiences success story? Read on to find out how this targeting feature works and discover ways to use this feature to boost sales.
How Facebook Custom Audiences Work
If you’ve ever left an item in a shopping cart or spent a significant amount of time researching a product or service on a company’s website then you may have noticed that the brands, or sometimes the forgotten shopping cart items themselves, tend to follow you around on the internet for a bit as a phantom reminder of what you left behind. This is the power of re-targeting. The good news is, Facebook makes it easy to reawaken a visitor’s initial interest by serving targeted ads on the platform.
Facebook Custom Audiences are created on Facebook Power Editor or the Ads Manager. This allows you to create any type of ad you want to target those who have visited your website without the use of a third party vendor. You can target existing contacts whose email addresses that you already have or create a custom audience based on website visitors.
Facebook also offers an added bonus – Lookalike Audiences. Once you’ve set up Custom Audiences, you can then find people who are similar to these users by creating a lookalike audience. This helps you reach new customers by serving ads to those who have similar interests to the people who have already shown interest in your brand.
4 Ways You Can Use Facebook Custom Audiences to Boost Sales
Custom Audiences on Facebook is a versatile feature. There are many ways that you can use this targeting element to boost sales on the social media platform:
1. Target customers based on products, services, or destinations they last viewed.
Reengage visitors based on specific pages they’ve visited on your website and products or services they’ve viewed. First, create a Custom Audience with a segment of visitors who have viewed a certain category of products. Then serve this audience a compelling ad to motivate them to reignite their interest.
2. Retarget website visitors across devices.
Some people research brands on their mobile devices but turn to their desktop to make an actual purchase. The same is true of the reverse – desktop users may educate themselves on their computer, but wait to make a later purchase on their mobile device. Facebook allows you to target audiences across devices. For instance, you can create a Custom Audience of desktop website visitors and retarget these users on their mobile device. Conversely, you can present mobile users with desktop-based promotions, bringing them back to your site when they switch devices.
3. Create a lead-nurturing Facebook ad campaign.
The Custom Audience feature also offers an effective alternative to lead nurturing email campaigns. You can create Facebook advertisements that offer valuable industry content, such as featured blogs or useful e-books, and serve these ads to leads and current customers. This helps marketers build stronger connections with those who are already familiar with your brand.
4. Upsell to existing customers.
Using Custom Audiences is an easy way to reengage existing customers to increase repeat sales. You can use the feature to create segments containing high-value customers who have already converted. Then reengage them on Facebook with special promotions that encourage additional purchases or offers for similar products.
As the folks at Facebook continue to make this platform an even more powerful tool for brands to connect with their ideal audience, it will be interesting to see what they roll out next. For now, Custom Audiences allow you to reach out to with those most likely to be interested in your products or services by placing your ads in front of people who have already made a connection with your brand.
Have you found success with Facebook Custom Audiences? We’d love to hear your story! Leave a comment below to tell us how your company has used this feature to boost sales.