Facebook Retargeting101

• 3% of website traffic DOES NOT convert on the first visit• Less than 7% will do ANY action on your website• 78% of people visit an average of 3 sites before taking action on one• People leave for many reasons

Not yet ready to apply Just wanted specific info Distracted from your site…..ect

• The moral of this story:

You must get website visitors to come back to your site to increase your conversion rate.

• Enter Facebook Website Custom Audience • Website Custom Audience = allow you to create Facebook ads that target users who

have previously visited your website. AKA – Re-Targeting

• This is different than FBX (Facebook Exchange)• FBX is similar in that you can retarget ad’s to website visitors• FBX requires 3rd party service (PerfectAudience.com, Adroll.com)• You can ONLY do Newsfeed or Right Column ads with 3rd party• Can be a bit pricey• Very stringent requirements (1000 unique visitors, NO landing pages)

• Website Custom Audience – getting set up• Go to Ad’s Manager in Facebook

• Select Audiences

• Click the create custom audience drop down

• Choose the option “Custom audience from your website”

• Name your audience so it is easy to remember

• Make sure you are specific with your name. You may want to create WCA’s for different pages and run specific ad’s to people who visit specific pages

• Choose who will be added to the WCA

• By default FB is set to add people who visited your site in the last 30 days, you can select up to 180 days

• Make sure to include past website visitors

• Click Create Audience

• You will get a confirmation. Click OK

• Your new Website Custom Audience will appear in your list of audiences

• Hover over that audiences and select the first option “Pixel Details”

• You will see the “code” that’s makes this whole thing work• You only have to use this code on your site 1 time• You can create as many WCA’s as you want, the “code” is assigned to

your account

• The code must be “embedded” on each page of your website• Don’t worry, this is VERY easy to do• For Wordpress – go to your Themes “Header” section• Select the HTML tab in the editor• Find </header> in the code • Paste in your Pixel code from Facebook before the </header>

• For my Weebly users – • Go to Pages• Select advanced settings

• Scroll down to Header Code• Paste the Facebook Pixel Code• Save and edit

• For other websites that you have paid someone to set up for you• Copy the code and send it to the developer

• Once you have your code pasted correctly into your site you are done• It takes about 24 hours for the pixel to begin pinging to FB• You need to get the minimum amount of traffic there in order to

create an ad (FB requires a custom audience of any sort be at least 20 people)• You can have friends, family, co-workers help• Buy some traffic to your site from Fiverr.com

• Once you have the traffic you can do an advertisement directly to the audience• Remember the audience are ALL people who went to your website• The ad can be basic branding (billboard)• You can have a specific call to action ad• You can have BOTH• Make sure to join me tomorrow to see how to set up the ad’s to your

new Website Custom Audience