Do you have website traffic?
Want to generate better results from your Facebook advertising?
By creating website custom audiences you can easily target the people that have visited your website.
In this article you’ll discover 7 different types of website custom audience that you can use to generate new sales or leads from your website traffic.
What are website custom audiences?
Website custom audiences also known as website traffic custom audiences are a subset of the Custom Audience category.
They allow you to create a list of people, who have visited certain pages of your website or taken particular actions on your website. You can then target these audiences with highly relevant ad campaigns.
How to find website custom audiences in your Ads Manager
You’ll find the website custom audiences creation window in the Custom Audiences menu.
First, navigate to your Audiences Dashboard via the Ads Manager main menu.
Once in your Audiences Dashboard click on ‘Create Audience’ and then select ‘Custom’ audience from the drop down, followed by ‘Website Traffic’.
The website custom audience creation window will now pop-up on screen. Here is where you will create the different website custom audience variations to target your website traffic.
Target ‘hot’ website traffic with the following website custom audiences
Before I walk you through seven of the most effective website custom audiences you can use for your business, it is important to know that there are three main types of website custom audiences.
First are standard website custom audiences, this includes the default option as well as URL based and time-on-site based conditions.
The second are event based website custom audiences which use the conversion event actions, that you have installed on your website
Finally, there are advanced website custom audiences which combine both standard and event based conditions.
#1 Target all website traffic
This is the default option when creating website custom audiences and will be automatically selected for you in the creation window.
With the website condition already selected move on to the timeframe condition. For all website custom audiences you’ll need to select a time duration for how long you want someone to stay in your audience.
There is a trade-off to be made as a longer timeframe will create a larger audience but a shorter duration will be more relevant.
This default website custom audience is a great option for smaller businesses that don’t have enough website traffic to target people by page views.
#2 Target people who have visited a specific product page but not purchased
Another type of website custom audience that you can create, specifically for eCommerce companies, targets people who have viewed a particular product page, but not purchased.
This is an advanced website custom audience that combines a URL condition with an event action.
To create this audience, first select ‘People who visited specific web pages’ and from the dropdown select ‘equals’. In the URL field below that, enter the specific URL of the product page that people need to have visited to be included in your audience.
Next, click Exclude. This will create another conditions box and from the drop down, under ‘From your events’, select Purchase.
Refine the purchase condition, using the content ID method, to match only purchasers of the specific product. Start by clicking ‘Refine by’ followed by URL/Parameter. Next, click on URL and under parameter select ‘content_ids’. Finally, click on the drop down where it says ‘contains’ and select ‘equals’. Now enter the ID of the product in the field below that.
Finally, set your audience durations. Start with 7 days for the URL of the product page view. If your audience isn’t large enough then increase your duration.
For the purchase exclusion, you’ll want as many people who have previously purchased your product to be excluded so set the duration at 180 days.
#3 Target people who have viewed your lead magnet landing page but not opted in
Similar to the previous website custom audience, this next audience you can use to target ads at people that have visited your lead magnet landing page but not opted-in yet.
Start by choosing the standard condition of ‘People who visit specific web pages’ and next to URL change the condition from ‘contains’ to ‘equals’. Enter the full URL of your lead magnet landing page.
If we were to create this audience now, it would contain everyone that has visited and opted-in. We want to exclude the people that have already opted-in so they don’t see an ad for a lead magnet that they already have.
The easiest way to exclude these people is to click ‘Exclude’ and then select ‘People who visit specific web pages’, change the condition to ‘equals’ and enter the full URL of your lead magnet thank you page.
Set your duration, try 30 days for the lead magnet landing page views condition, and increase it if you don’t have a large enough audience size. For the thank you page duration, we want to include as many people that have already opted-in so go for the maximum 180 days.
Give your audience a name and click ‘Create Audience’.
#4 Target people who have viewed your contact page
This next audience is ideal for service businesses who want to target people that are interested in working with them.
This audience groups people that have visited your contact page but haven’t completed your contact form. First up click on the conditions drop down and select ‘People who visit specific web pages’. Then change ‘contains’ to ‘equals’ and enter the full URL of your contact page.
Next, add an Exclusion by clicking on ‘Exclude’ then from the conditions dropdown select the event action that you have installed on your contact thank you page.
For example, if you have installed a Lead action, then select Lead from the dropdown list.
If you have multiple conversion actions using the same event, you can refine the action by the specific URL that triggers it. To do this click on Refine by, choose URL/Parameter and enter the full URL of the thank you page ensuring the equals condition is selected.
Finally, select your audience duration. Keeping the contact page view duration short will improve the timeliness of your ads and using the maximum time duration for your exclusion will ensure you aren’t targeting ads to people that have already contacted you.
#5 Target people who have started the buying process but not completed
This next audience uses your event actions and is very effective for eCommerce companies.
By creating this audience you can group people who have visited your website and started the buying process, such as adding a product to basket or initiating checkout, but haven’t completed a purchase.
Get started by selecting the Add to Basket action from the dropdown list. After that click ‘Include more’ and select the Initiate Checkout action.
Finally, click Exclude and choose the Purchase action from the drop down. You can further refine all of these event actions to target people interested in specific products, using the content ID method outlined earlier in audience #2. It depends on what type of ads you want to show this audience, but more on that later.
#6 Target people who have previously purchased from you
One of the best ways to increase your revenue is to drive repeat purchases from existing customers.
This website custom audience allows you to target people that have already purchased from you. You can then introduce new product offerings and exclusive discounts to encourage a further purchase.
To create this audience, in the website custom audience creation window select Purchases from the dropdown list, under your event actions.
That’s it, no inclusions or exclusions. The final thing to finish creating this audience is to set your duration (180 days will create the largest audience size) and give it a name.
If you have multiple products you can also set product refinements, using the content ID method and create variations of this audience for purchasers of different products or product categories.
#7 Target people who read your blog
If you have a blog this website custom audience is for you. You can target everyone that visits your blog or visitors of specific blog pages.
This is a hyper-responsive audience to which you can run offers or even just promote more content to build stronger brand awareness and deepen your relationship.
To create this audience, click on ‘People that visit specific web pages’ and under the ‘contains’ field enter the keyword ‘blog’. This will group everyone that has visited a page that contains a URL with the word blog in it.
For example, it would group people that have visited your blog homepage such as: www.mywebsite.com/blog as well as specific posts like www.mywebsite.com/blog/post-1
It is worth creating multiple audiences with different time variations to see the size of your audience. Start by testing 30 days, 45 days and 90 days.
When to use website custom audiences?
Website custom audiences are best used at Level 2 of the ALL Framework as they target the ‘hottest’ audiences of people that have visited your website.
The goal here is to re-engage the people that have visited your website but not taken the action you want them to take, such as purchasing your product or enquiring about your services.
Using the RTM Method you can re-engage your website traffic and drive people back to your site to increase conversions.
It consists of three ad types – Reminders, Testimonials and Messenger. Reminders help create urgency to get your potential customers to take action, Testimonials provide social proof to build trust and confidence and Messenger ads create a quick first touch point to start a conversation with your potential customers.
Using website custom audiences you can effectively target the most responsive and engaged people who have visited your website and taken a specific action.
By introducing relevant campaigns that feature Reminders, Testimonials and direct people to Messenger, you can drive leads and sales for your business.
Which is your favourite way to target your website traffic with Facebook ads?
Let me know by leaving a quick comment below.
About Charlie Lawrance
Charlie Lawrance is the Founder and CEO of Gecko Squared, a digital marketing agency that specialises in Facebook advertising. His clients include eCommerce companies, software companies and professional service businesses. Stay in touch by liking his Facebook Page (Charlie Lawrance).