Retargeting your website visitors using Facebook Ads is a potent strategy. It all begins in the “Audiences” section of your Ads Manager, but it hinges on one key requirement.
To initiate this process, ensure that the Meta Pixel is correctly installed on your website. This Pixel is a code snippet that tracks visitor behavior on your site, such as page views or adding items to a cart, relaying this data back to Facebook. Without an active Pixel, Facebook lacks the necessary information on site visits.
Once the Pixel is operational and gathering data, you can proceed to create your audience. Firstly, head to the “Audiences” section in your Facebook Ads Manager or Meta Business Suite, typically located in the primary menu or under “All Tools.”
Next, click on “Create Audience” and opt for “Custom Audience” from the choices available.
Subsequently, choose “Website” as your audience source and proceed by clicking “Next.”
Following this, establish the audience parameters. You can select from various criteria, such as:
– All website visitors within a specified timeframe (e.g., last 30, 90, or up to 180 days).
– Individuals who visited specific web pages, ideal for targeting particular product or service interests.
– Audiences based on tracked events like “ViewContent,” “AddToCart,” or “Purchase.”
Further refine your audience by including or excluding users based on these rules. For instance, create an audience of cart abandoners by including “AddToCart” triggers but excluding those who completed a purchase.
Lastly, clearly label your audience, like “All Website Visitors – 30 Days” or “Viewed Product X – 14 Days.” Once created, Facebook will populate the audience with matching users, a process that can take a few minutes to several hours.
Start with a broad audience of “All website visitors” in the last 30 or 90 days, and as your site traffic increases, develop more focused audiences based on key page visits or specific actions taken.
Hope this helps!
Warm regards,
Sean