Custom conversions do not replace standard events , but they allow you to track any conversion event on your website without adding a line of code! How to Create Custom Audiences Now we come to the funniest and most creative part: building your audiences! Thanks to the Facebook pixel, you will be able to create audiences that include people who have visited your website. To do this, go to the “Audiences” section of the Ads manager . Then click on “Create an audience” and choose “Custom audience”. You arrive here: Click on the “Website” source to create audiences based on the people who visit your website. You can now create your custom audiences and the limit depends on your creativity. Let’s start by creating an audience of the people who visited my blog post in the last 30 days. The tool allows you to go up to 180 days.
So you can retarget anyone who has visited a blog post in the last 180 days. You can take it a step further and target everyone who has visited a URL that contains a specific keyword. For example, I could retarget anyone who has read any Malawi Email List blog post that has the keyword “facebook” in the URL, in the past 30 days, and show an ad to download my guide to Facebook ad . Lately, you can create personalized audiences based on your Facebook pixel events , including: Purchase Add to the basket Content view Prospect Registration completed Etc. This audience will be useful to you both to target your buyers and show them new offers (upsell, cross-sell, repeat purchases), but also to exclude them from certain campaigns.
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After all, why keep running an ad to someone who has already purchased your product / service? The same idea applies for events like registration completed or prospect. You can exclude people already registered or who have already contacted you from your prospecting campaigns! To know EVERYTHING about retargeting and the creation of personalized audiences, I invite you to read these 2 articles from my blog: How to Create a Profitable Facebook Retargeting Campaign (Even If You Are Just Starting Out) Custom Audiences on Facebook – Everything You Need to Know Use the “Conversions” objective to sell or generate leads The Facebook pixel isn’t just about finding people who have been to your website and creating retargeting audiences. It also allows you to optimize your Facebook ads to be more profitable and analyze the impact of your campaigns .
Now that you’ve got your pixel installed and you’ve defined your custom conversions, it’s time to get started. The first step is to go to Ads Manager to create your conversion-optimized advertising campaign. You need to create a campaign and choose your goal. Choose the “conversions” goal, it’s the one Facebook recommends for generating leads, making sales, etc. These are the most powerful Facebook ad campaigns because they are the ones that optimize your ads to fulfill a specific action (one of Facebook’s standard events or a custom conversion you defined beforehand). This could be a purchase from your store, purchasing a specific product, downloading a free guide, etc. Then, Facebook will optimize your ad so that it is only shown to the people most likely to make the conversion that you have determined in your campaign within your audience (I’ll come to that later).
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This means that Facebook will not show your ad to EVERYBODY in your target audience, but only to a portion of your audience. This is where the Facebook pixel comes in. The more data your pixel has on a specific event / conversion, the better able Facebook’s algorithm will be to find people who are likely to perform that action. The next step is to determine the conversion in your ad set. In this example, I chose “Download – Fb pub guide”. I tell Facebook that I want them to find the people most likely to download my guide to Facebook advertising within my target audience. This is the pixel that gives the advertising algorithm the data to optimize advertising . Facebook typically recommends 50 conversions per week to be able to properly optimize your advertising.