Now we will make a custom audience of everybody that has viewed the product. You can create a custom audience of viewers for 1, 3, 7, 14, 21 and 28 days for retargeting. Remember that even though these audiences will be quite small, they can be highly profitable! So if you are making one day audiences, your ad spend is likely to be extremely low. However you may well still make a few sales!
The process is similar to the previous one. To create this audience click on ‘Create Audience‘, then in the ‘Create a Custom Audience‘ pop-up select ‘Website‘ and insert the pixel that you are using for your campaign. Click on ‘All website visitors‘ and in the drop-down menu select ‘View content‘, then enter the amount of days you wish to use. I suggest starting with 28 days.
Now click on ‘Refine by‘, in the drop-down select ‘URL/parameter‘, and paste your URL into the box – in this example the URL is “https://moteefe.com/test”. Now, using your naming convention, name the audience! I use VC + product name + amount of days – so it will be “VC Test 28 days“.
Note: Facebook will say that it is populating these audiences and that it will take 2 to 3 days to do so. However you can start using them straight away!
Now, if you go back to Facebook Ads Manager and create a new campaign, in the ad set menu ‘Custom Audiences‘, select your ‘View content 28 day audience‘. If you then click the blue exclude link underneath, then another box will appear and you can select your ‘Purchased (product name) 180 day audience‘. Facebook continuously updates these audiences.
Do not select any detailed targeting and it is best to run these adverts on all placements to begin with. You can run retargeting ads per placement for each campaign, so that would be one ad for your Instagram feed, one for the Facebook News Feed on mobile, one for the Facebook News Feed on desktop only and another for the Stories feed etc. Placements work best if you’re receiving a substantial amount of traffic and remember, you can set your budget as low as one dollar with these adverts so feel free to mix it up!
Retargeting ads that are using automatic placement should use a square image of around 1000 pixels by 1000 pixels, as Facebook now displays website conversion adverts in the News Feed with square images. Some advert accounts will allow you to select a separate image for each placement which can be helpful – if your account allows it, make a different image for each placement. Select them under the ‘Ad‘ tab.
TIP: If you create multiple custom audiences for the people that have viewed the product, you can tailor your advertising the following way:
1) Show people that have viewed it in the last day a similar or the same image used in your original advertising campaign without a discount
2) People who have viewed the product in the last three days can see a variation of the image with a 5% discount and so on…
You can try different offers with different audiences. The people who have viewed the product the longest time ago will get the biggest discount.
You can also exclude people that viewed it one day ago from the three day audience, so that they will not see the deeper discount. You do this by adding the one day into the ‘Exclude‘ section of the ad set. This is in the same place where you are excluding purchases.