24 Mar 2014

Website Custom Audiences are the BEST thing on Facebook

9 Comments local advertising

Screenshot 2014-03-21 18.34.38

I took this screenshot just now. The top 3 ads are all Facebook retargeting.
In other words, I had just visited these sites and immediately, they are showing me messages related to whatever I was just looking at.

With jiveSYSTEMS, I was learning about how to do video email.
So they’re tempting me with more articles from the blog.

With autocustoms.com, they’re a client, so that’s what happens.
If I had clicked on a particular product, I might see that again.

With priceline.com, I’m looking at hotels for next week in Salt Lake.
They know I’m cheap, but they aren’t smart enough to stop ads when I’ve already booked something else.

Some pitfalls to avoid with WCA (Website Custom Audiences):

  • Just because they’re effective, don’t overuse them. Watch your frequency and rotate your creatives.
  • Have different calls to action. You’re not going to use the same creative for driving awareness as you would for engagement or conversion. Segment out your content by where they are in your sales funnel.
  • Make sure to use negatives. Don’t send new customer offers to existing customers. Run exclusion audiences.
  • Use combinations. You can use WCA to catch folks who didn’t open your email, didn’t buy, or aren’t a fan. Why not cross email, connection targeting, and other attributes with your WCA? So many combos possible for segmented messaging.

What else might you not know about WCA?

Your turn. Have you used WCA yet? Got any tips or thoughts to share here?

written by
Dennis Yu is the Chief Technology Officer of Portage. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also an author at InsideFacebook and AllFacebook. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at dennis@portage.co, his blog, or on Facebook.
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9 Responses to “Website Custom Audiences are the BEST thing on Facebook”

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