How Facebook Custom Audience Targeting can help you increase Sales and Conversions

Remarketing Facebook Targeting

A lot of people don’t get desired results from their facebook advertising campaign. Their complaints range from “We don’t know where the clicks went?” to “We end up targeting vaguely”

The truth is “Converting first-time visitors into buyers takes a lot more time than we think”

My technologically challenged mother told me the other day about the shoes she found online, was following her around the internet, so she ordered them. I didn’t have the heart to tell her that she has been the victim of the power of remarketing.

Have you ever run facebook remarketing campaigns?

You might have or you might have not. If not, then you need to focus on your remarketing strategies from now onwards for more conversions and lower your CPCs on Facebook.

What is Remarketing on Facebook?

When a user visits your website it gets ‘cookied’ or ‘tagged’. With a use of a code placed on the page visited by the user, it triggers ads for user around the web.

So whenever we see a Trouser browsed from the clothing section of a site following you around the web that isn’t any coincidence, it’s remarketing.

For Facebook Remarketing, your ads are shown only on Facebook and not across the web.

According to :

Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website – as they browse elsewhere around the internet.”

Remarketing Campaigns basically starts with creating the custom audience in ads manager. Earlier it was three, but now, facebook provides us with four ways of creating our custom audience as explained below:

(You can start your remarketing campaign in the Power Editor)

1. Customer File

Here you can upload a file or can copy-paste the data. Data including Email IDs, Phone numbers, Facebook Users IDs. You can also import your email data from Mailchimp. So, if you’re a dealing in B2B services/ products, just export your email data from Linkedin and import it to your custom audience!


2. Website Traffic

Creating website traffic means that you can target the users who have visited your website. Ads will be shown to only those people who have visited your website. Just select the WEBSITE TRAFFIC option and copy the pixel code and place it on your website. Also there are some more options under this :

– Website Traffic: It includes: Anyone who visits your website; People who visit specific web pages; People visiting specific web pages but not others; People who haven’t visited in a certain amount of time.

– In the last: Here you can select users on days basis. Like: In the last 30 days or 60 days and so on.


3. App Activity

Now this is basically similar to creating custom audience of website traffic but it is limited to app activities. Means, ads will only be targeted to users based on their actions/ behavior on your app.


4. Engagement on Facebook

Now this is a new interesting option. It basically targets only those users who have interacted with your content on facebook.

Now there are two options under this  VIDEO and LEAD AD.

Under VIDEO, you can select users who viewed atleast 3 sec or 10 sec of your video. Also you can select people who viewed 25%; 50%; 75% or 95% of your video.

Under LEAD AD, first you need to select your lead ad form, users of which you’ll be re-targeting. Also there is an option under this which lets you include: Anyone who opened this form; People who opened but didn’t submit form; People who opened and submitted form.


So, all the options are pretty much good and effective in their own respective ways. What matters the most is how efficiently we use these options.


Now some benefits of re-marketing:

1. Higher Conversions

As said earlier, it’s very difficult to get a conversion from a first time visitor. Most of the times, what happens is a customer visit your website, check all the products/services and then bounce to another website to compare the price and other stuff. Sometimes, they may forget your brand name and website. So, remarketing helps you target those random users who bounced to another website but are interested in the products/ services you provide and can be converted easily. Hence, better ROI.


2. Creating Lookalike Audience

Once you’ve created a custom audience, now you can leverage that list to create lookalike audience. Facebook will then create an audience which has similar interests and activities as that of the custom audience. This way, audience for re-marketing is not limited and one benefit of lookalike audience is that you’ll be reaching your potential customers which were missing in your list.

3. Lower Cost Per Click 

CPC on remarketing campaigns on Facebook is less than the CPC on Google Remarketing Ads. Reason being, on Google, every user is searching for your product or service but on Facebook, users are being shown ads as per interest. So, create an attractive message to attract audience from Facebook.


So try re-marketing campaigns. They may be the most important campaigns to help you convert clicks into customers. You can start your campaign in the Power Editor.

A creative marketer at learning stage. Ideas – a few big & several tiny ones – make a large part of me.


Gagan Bindra

A creative marketer at learning stage. Ideas - a few big & several tiny ones - make a large part of me.

2 thoughts on “How Facebook Custom Audience Targeting can help you increase Sales and Conversions

  • July 3, 2016 at 11:23 pm

    Every page shows a pop-up window for “subscribe newsletter” when i already subscribed for the same. Sometimes its quite irritating. Suggest we should fix it.

  • July 4, 2016 at 2:01 pm

    Thanks for sharing the concern Ankur. We’ll do something about it.

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