Target Website Visitors with Facebook Custom Audiences

5 Best Practices Of Target Website Visitors With Facebook Custom Audiences


What are Facebook custom audiences? Are you making use of this feature to its full potential?

Are you wondering how to retarget an audience, who can turn to buyers on Facebook based on their interaction with your website? product or home page? Here are your answers. 

Keep reading as I take you through the best practices of Facebook website custom audiences. Now generating web traffic from this kind of Ads will become much more easier and you will love it. Sales or leads are your own reason ? it is covered in this article.

Best Practices Of Target Website Visitors With Facebook Custom Audiences 

First of all What Are Website Custom Audiences?

Website custom audiences (mostly called website traffic custom audiences) gives you the power to collect and create a list of users who have visited a specific page or have taken particular actions on your website. You can then target these audiences with a relevant high campaign.

These custom audiences collected are most useful for level 2 framework because these  target the “most relevant” audiences of people who have interacted with your website in any way. The main aim is to re-engage these people who visited my website earlier but didn’t take any action and now you want them to come back to make enquiry and as well purchase your product.

Creating A website custom audiences

The first thing to think of is to install Facebook Pixel and every other relevant conversion tracking.

After doing that, navigate to your Audiences dashboard through the Ads Manager main menu.

Facebook Ads Manager Audiences option

Right inside your Audiences dashboard, click on Create Audience and then select Custom Audience from the drop-down options. Under  the Create a Custom Audience window, choose Website Traffic.

Facebook custom audience Website Traffic

The website custom audience creation window will pop up on the screen. Now it’s time to  create the different website custom audience alternatives to target people who have visited your website.

We have 3 types of Main Website Custom Audiences Namel:

  •  Standard website custom audiences, which most times the default option as well as URL-based and time-on-site conditions
  • Event-based website custom audiences, this will use conversion event actions you’ve pre-installed on your website
  • Advanced website custom audiences, which combine both standard and event-based conditions

Now let’s dive into the best practices  and the most effective website custom audiences you can use for your business.

#1: Targeting Everyone Who Visited Your Website

Targeting all website visitors is the default option when you create any website custom audiences and it will automatically be selected for you in the creation window. Smaller businesses find this as a great option as they don’t have enough traffic to target people by the number of views on their pages.

Facebook website custom audience default

With this website condition already fixed , next is to move to a time frame condition. For every website’s custom audiences, you must specify how long someone stays in your audience. The longer the time frame the larger the audience as vice versa but a shorter duration will be more relevant and accurate , so it’s a good bargain.

#2: Target People Who Read Your Blog

If you have a blog, then this website’s custom audience is for you. This allows you to target everyone who visits your blog or visitors to specific blog pages.

It’s a very responsive approach, you can give back to your audience  as you can run offers or even just promote more content to build stronger brand awareness and a stronger bond with your readers.

To create this audience, first click on People Who Visited Specific Web Pages, and under the Contains field, enter the keyword (blog). This will group everyone who has visited a page that contains a URL with the word “blog” in it.

For example, it would group people who have visited your blog homepage, such as, as well as specific posts like

It is very important to create multiple audiences with different time variations to see the size of your audience. Start by testing 10 days, 30 days, and 90 days.

Want more like this? 6 of The Best Facebook Ads Best Practices (And Why)

#3: Target People Who Started the Buying Process but Didn’t Complete It

Looking at this, I will say it’s another effective method mostly for e-commerce. Creating this Facebook custom audiences allows you to categorize people who have visited your website and started the buying process, such as adding a product to the cart or initiatingting checkout, but haven’t completed the purchase.

To get it all done , select the Add to Cart action from the drop-down list. Then, click Include More and select the Initiate Checkout action.

custom audience people who started buying process

Finally, click Exclude and choose the Purchase action from the drop-down list. You can further refine all of these event actions to target people interested in specific products, using the content ID method.

#4: Target People Who Previously Purchased From You

Thinking of one of the best way to increase your revenue ? then here is it for you, drive your revenue through repeat purchase from existing customers. This website custom audience allows you to target people who have at least made a purchase from you once. You can continue to bring to their notice new products or offers similar to what they purchased. Discount and coupon could also be a way to keep them coming back.

To create this audience, select Purchase from the drop-down list, under your event actions.

custom audience people who made purchase

The last thing is to set your duration (360 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.

#5: Target People Who Visited a Specific Product Page but Didn’t Purchase

Another one specifically for ecommerce companies, this is to target people who have viewed a particular product page but haven’t purchased. This is a more advanced website custom audience as it is a combination of a URL condition with event action.

To create this audience, first select People Who Visited Specific Web Pages , and then from the Contains drop-down menu, 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. You don’t have to include the www or https in the URL.

custom audience people who visited product page

Now you want to add an exclusion condition. Click Exclude to create another conditions box. From the drop-down menu under From Your Events, select Purchase.

custom audience people who visited product page

Next, you want to refine the purchase condition (using the content ID method) to match only purchasers of the specific product. This is an advanced website custom audience that combines a URL condition with an event action.

Click URL, and under parameter, select content_ids. Next, click the Contains drop-down menu and select Equals. In the field below that, enter the ID of the product.

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