Basic Guide to Custom Remarketing

Before you know more about Custom Remarketing, you need to accomplish these 3 prerequisites in order to have an effective Remarketing campaign.

  1. The Facebook Page
    Facebook Page of your brand or product.
  2. The Facebook Pixel Code:
    Facebook Pixel Code is the pioneer requirement for Custom Remarketing campaign. An activated Facebook Pixel Code. In addition with Facebook Ads, Facebook Pixel Code plays a crucial role increasing sales. Click here to learn how to make one.
  3. Website
    The website of your brand or product which has Facebook Code on it

So, let’s understand.

What is Custom Remarketing?

According to Social Media Examiner, “Retargeting to the right audience is a must if you want to see more conversions from your Facebook ads.”

Well, that’s the golden rule to increase sales through Facebook.

Facebook is a platform which enables engagement with customers. It is possible for the advertisers to respond to potential customers when they interact on the advertisement or comment on the ads.

The people who love your brands’ products or services; there are high chances on Facebook that they’ll share your brand’s advertisement, which can increase the overall reach.

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Types of Facebook Custom Audiences

When it comes to segmenting your audience, you need to be as specific as possible. Campaigns will be most noteworthy and highly effective when you can be as much specific as you can while targeting your audience. More specific you be, more effective your campaign will be. There are three types of Custom Audiences. With each type, you can choose smaller segments of your audience.

  1. Customer List

Companies have huge customer data. Corporate houses and brands use customer data such as email addresses and phone numbers to build a Custom Audience.

Brands can upload the entire list or smaller sections of it as per the requirement of the hour.
As long as the customers use the same contact information with Facebook, digital marketers of such corporate houses are able to advertise to them. Random usage of such contact details can lead to spamming.

Types of Facebook Custom Audiences

When it comes to segmenting your audience, you need to be as specific as possible. Campaigns will be most noteworthy and highly effective when you can be as much specific as you can while targeting your audience. More specific you be, more effective your campaign will be. There are three types of Custom Audiences. With each type, you can choose smaller segments of your audience.

  1. Customer List

Companies have huge customer data. Corporate houses and brands use customer data such as email addresses and phone numbers to build a Custom Audience.

Brands can upload the entire list or smaller sections of it as per the requirement of the hour.
As long as the customers use the same contact information with Facebook, digital marketers of such corporate houses are able to advertise to them. Random usage of such contact details can lead to spamming.

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2. Website Traffic

Facebook has a very useful feature. It allows digital marketers to advertise to anyone who has visited specific brand’s or company’s website in the past 180 days. You can choose the time frame and decide exactly which page of the website visitors should be targeted. This feature can be used for users who visited website minimum 1 day ago and maximum 180 days prior to the date of posting such remarketing ad.

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3. App Activity

Facebook provides various unique features, furthermore the feature of app activity i.e linking the mobile application with a user on Facebook. Facebook allows engaging with customers who use such mobile application. The rule of 180 days is applicable here as well.

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Conclusion:

According to Facebook,

Custom Audiences are built from customer data that you already have on hand – or can easily get – making it easy to reconnect with the people who have already shown interest in your business.

How to do Custom Remarketing: A Step by Step Process

Step 1: Create Specific Audiences in Facebook

After creating and installing the pixels on the website, it’s time to start creating some Custom Audiences. Social media marketing requires segmentation. Segmentation of audience is an essential part. Hence, to create such first custom audience, follow step one again to set required parameters.

For each website custom audience you create, there are four options available-
  1. Anyone who visits company’s website.
  2. Users who visit specific pages.
  3. People visiting specific pages but not others.
  4. Viewers haven’t visited in a certain amount of time.
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Within in each option, one can choose a time frame between 1 and 180 days. Facebook has this ability to allow users who visited your website 1 day prior up to 180 days. Digital marketers make sure that naming of such audiences is done carefully so that there is no repetition and it can be remembered what they are at a later stage. For those have multiple websites having a single pixel, it is really important for digital marketers to customise it accordingly.

Many social media experts generally want to experiment with different audiences as they come up with campaign ideas and publish new content on companies’ website. Similarly, users can think of various campaigns and accordingly experiment.

In the meantime,
there are a few custom audiences which one can set for experimenting-
  1. All Website Traffic – 1 Day
  2. (Specific/all) Website Traffic – 7 Days
  3. (Particular/specific) Website Traffic – 30 Days
  4. (Page/URL) Website Traffic – 90 Days
  5. (Thank you/end) Website Traffic – 180 Days

Each of the above examples allows you to add your domain and choose the right time frame, as seen below.

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Get Feedback from Customers

In order to get feedback from recent customers, create a Custom Audience that targets people who completed an order from the ‘place order’ page.

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Website Visitors Who Don’t Convert

Facebook allows you to include an exclusion to target website visitors who don’t convert. To do this, include traffic to a landing page, sales page, product page, or shopping cart; but exclude traffic that made to order confirmation or a thank you page.

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Custom Audiences: Email to your custom audience
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Email Custom Audiences are much easier to set up. Before doing anything on Facebook, digital marketers gather a list of email addresses. That doesn’t change even when customer mobile phone numbers are used.

Digital marketers segment such customer database. They upload segments of the list such as people who subscribed from a specific form, people who subscribed after a certain date, or people who clicked on a specific link. Segments like these can be created in most email service providers.­

There are two options for uploading customer lists:

Option 1:

Copying and pasting the data or

Option 2:

uploading it as a .csv file.

Copying and pasting make sense for shorter lists, but longer lists should be exported from email service provider and uploaded as a .csv file. Such email addresses need to be up in a single column with no information other than email IDs.

If one happens to host an email list with MailChimp, one can connect Facebook directly to email list instead of uploading or copy and pasting.

Once uploaded, Facebook will try and match the customer data up with real Facebook users. If there are at least 20 people in an audience, Facebook will enable to start advertising to such a custom audience.

Finally, it is important to remember to update email custom audiences from time to time. Facebook does not do this automatically.

Start Advertising

So, once the Custom Audience is ready, it’s time to start advertising!

Every time you create a new campaign, you’ll have the option to choose one of your Custom Audiences for targeting. You can also create a new Custom Audience at any time. Check out this step by step ultimate free guide for Facebook Advertising.

Conclusion:

Segment your audience.
Customise your audience.
Retarget them.
Advertise with Facebook.

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