Like Your Site’s Audience? 6 Steps to Imitate It In Facebook Ads
Predictive analytics may sound too complicated to marketers, until they see Facebook doing it. This guide takes marketers through the process step by step.
This modified version of the guide Brenda Ton, digital marketing manager for Marin Software, provides to marketers in an article published on Tuesday in SocialTimes is a pithy six-step process. Marketers may wish all analytics seemed so simple.
1. Install Facebook's 'Custom Audience' Pixel on All Pages of Your Website. Yes, even before you start advertising on Facebook. (It can also happen afterward, if you already have an account.)
2. Add Facebook's 'Conversion Tracking' Pixel to the Conversion Pages on Your Website.
3. Advertise on Facebook. After clicking on the "Create an Ad" button, pick an objective for the campaign, such as "send people to your website," then follow the instructions.
4. Do as Facebook Says and 'Monitor and Adjust Your Campaign With Ads Manager.' Click on "Audiences" in the left-hand column. (Not "Audience Insights.") That takes you to 'Custom Audiences.'
5. Create Custom Audiences. Ton suggests marketers make custom audiences for all or "at least" specific sections of their sites. "I suggest using 'People visiting specific Web pages but not others' to create custom audiences optimized for conversion," she says of the drill-down option Facebook will provide for marketers. "You can further refine this conversion-centric custom audience by clicking 'All visitors, excluding career visitors,' which excludes site visitors who are looking for a job, but aren't necessarily interested in your products. Finally, you can further optimize this custom audience for conversion by adding parameters such as 'Shopping Cart Confirmation,' 'Registration Completion,' 'Download Confirmation,' etc. This will create a custom audience bucket of people who have converted on your website."
6. Create Audiences Who Look Like the Audiences on Your Website. These "Lookalike Audiences" appear as an option in Facebook's Ad Manager under "Audiences." Facebook will ask marketers to "select a source" for this lookalike audience, providing the options of "Choose a custom audience, a conversion-tracking pixel or a page." Marketers then pick a country to target. Ton advises marketers create lookalikes for each custom audience and conversion-tracking pixel, taking care to filter out people who converted via Facebook Ads to prevent overlap.