Custom Audiences and Conversions. Use the power of Facebook for increased ROI.
If the customer wants sleeves on the vest, you put sleeves on the vest.
I don’t recall exactly where I heard this before… but it just means that the customer knows what they want.
Don’t try to sell them something else.
The more specific your offer is to your target, the higher chance of success you will have with remarketing.
Let’s assume your website has content (web pages) on it about two different services…
• Cloud Hosting…
Let’s assume a visitor comes from Google PPC and they land on the ‘Co-location’ page and leave.
If you have your remarketing pixels installed, these visitors are tagged.
You can now target these visitors with specific and targeted banners… on websites they visit around the web like technology sites these colo people like.
Powerful… and simple.
Here’s how it works….
- You run an ad on Google PPC for co-location services for your metro area.
- Prospects hit your colocation web page and they are tagged.
- You can now deliver TARGETED CO-LOCATION BANNERS asking them to request a free quote.
And remarketing is damn cheap.
Plus, this just spreads your initial spend on Google PPC so you get more bang for your buck.
And it’s damn easy to setup.
Here’s how to setup Facebook Custom Audiences… we’ll do AdRoll next week as well as Google.
Don’t discount Facebook.
Put aside any preconceived notions you have about Facebook not working for your business. When it comes down to it, we are marketing to people.
When you put yourself into a ‘business to business’ mindset it’s easy to ignore people.
People make decisions – not businesses. We are going to try and persuade decision makers to choose your hosting company.
You want as many fishing poles in the water as you can get.. you just increase your chances using this methodology. Some will be more fruitful than others… but when it’s automated, what’s the problem? Spend a few extra minutes and put another fishing pole in the lake.
I can promise, if you follow through with every module I send, you WILL SEE MASSIVE RESULTS.
Don’t overthink things… let’s get down to it:
How to Set Up Facebook Custom Audiences
Step 1: Gather a List of URL’s segmented by product or content topics from your website
- This allows us to create ad groups that target visitors to these pages.
- Create a list of categories and start placing your pages into these ‘category buckets’. The best way to do this is by using a spreadsheet.
Step 2: Login to Facebook:
- Click Here -> https://www.facebook.com/ads/manage/audiences.php
- Look for the ‘Create Audience’ button. Click it and select ‘Custom Audience’.
Step 3: Create the type of audience you want.
- If you’ve compiled your page URL’s, you will select ‘Custom Audience from your Website’.
- Click ‘Website Traffic’.
- Then you will be asked to decide how you want to build your audience. This will be based on the ‘category bucket’ you created for your content pages.
- You will now select ‘People who visit specific web pages’.
- Facebook will now need those URL’s you gathered. You’ll need to enter those one by one. While this may seem tedious, it is worth setting the time aside to do this. You can also set keywords here from your URL.
- Then you will need to decide how many days you want to pixel visitors for. I generally pick 180 days because some of my visitors go through cycles of interest and dis-interest. Once the pixel is 181 days old, remarketing is stopped to that visitor.
- You will then decide what to call this audience. I would choose ‘Co-Location’ for this example.
- Click ‘Create Audience’.
- Repeat the process for your URL’s.
Once you have created an audience, Facebook will start gathering data (if your pixel is installed). This can take a few days . Don’t be alarmed if you see the following:
This will change in a few days once visitors have landed on the specific page I detailed.
This can take a few days or weeks, depending on how much traffic you get.
Today’s Action List
- Setup URL’s inside the Facebook Custom Audiences portal.
- Repeat as necessary.
- Setup a Customer Email list using Facebook Custom Audiences.
I’ll be back tomorrow, I’m going to design banners for you for no cost… I’ll just need a few details.
Go ahead and hit reply if you want to get an early start on the banners.