How to Segment Your Audience into Custom “Buckets” in Facebook Ads.
If you want more people buying and filling out forms on your site, I need you to pay attention for just one sec…
I wrote this post because I am tired of repeating myself, and I need you to understand that:
Setting up a Facebook Custom Audience Pixel is the #1 best thing you can do to boost your business online today.
I’m seriously not joking. And I don’t care who you are or what you do.
It’s a very common problem:
1. People visited your site
2. They started to learn who you were and build trust
3. But they had something else to do and you lost the sale
4. They are gone forever, right?
We are going to scoop up all of our previous visitors and send ’em back to our site.
Because a returning visitor is more likely to buy, like, share, and just generally trust us. (And yes, you will be retargeted by us)
I’m about to throw a lot at you.
And while you may not use all of this information right now, taking the time to read through this should help you understand the power of segmenting your audience.
If you just need to do one thing today, install your pixel (see “prepwork” below) and setup a simple retargeting campaign at your 30 Day visitors to try and get them back to the website, even taking them to the home page if you want.
It’s not the best thing you could do, but, if done right, it is likely going to make you money.
Why would we want to segment our audience?
Well we may want to target different people for different reasons.
Recent visitors – 1-3 days old – should probably be hit with a “like” campaign.
But you wouldn’t want to send that to someone that hasn’t visited in a month, they probably don’t even remember you.
[Tweet “Use Facebook Retargeting to hit your recent website viewers with a “like” campaign.”]
Sometimes, you will want to remove your recent visitors and send older visitors back to re-engage.
These are people perfect for a refresher on who you are and what you do. It’s important to keep your name fresh in their mind.
In this post, you will learn how to create an audience for people who haven’t visited your page in X days and send out a campaign to them.
Or let’s say you wrote a new blog post and want everyone to see it. Today you can run an ad for all 180 visitors, but tomorrow, you can go into the ad set and exclude all 1 day visitors as they have been to the site since after the blog post went up.
Starting to make sense?
There’s about 100 different ways and reasons to segment your audience, the more we setup right now, the easier it will be to segment later.
So if you are on board, roll up your sleeves, we’ve got some work to do.
Now, if you haven’t already, you need to install your Facebook Website Custom Audience Pixel (WCA) before beginning. Seriously, go do it now! You are leaving money on the table! What are you waiting for?
And if you need an even better reason to do it, here is a great article from Social Media Examiner by Jon Loomer on the value of the FBWCAP – what a terrible acronym, we will have to work on that.
OK, good. Now that we are “pixeling” our website visitors, we need to track them across our website in order to segment them into various “buckets” or audience segments.
Our first segments are:
1 Day Site Visitor
3 Day Site Visitor
7 Day Site Visitor
30 Day Site Visitor
180 Day Site Visitor (we call this the “everyone” pixel)
Setting up these segments is super easy, it should only take you a minute. I will wait…
And just keep doing that with the proper audience name and changing the “in the last X days” portion until you have those 5 segments.
Bonus: If you know your sales cycle, have a business that is seasonal, or has very specific buyer personas you can set up additional segments as well, but please still set these up, as they will be crucial.
Now that we have some basic segments set up, let’s dive into the important stuff.
Lead Magnet Conversions
The first conversion we would expect is a lead magnet conversion. This is someone who has opted in to our list in exchange for our “Amazing Whitepaper.” (I hope you read that as sarcastically as I wrote it)
Make sure your lead magnet has a dedicated thank you page (and make sure that the thank you page is set up for social following or social sharing).
What’s the URL attached to the thank you page? We use /thank-you-[Magnet Name], so one of ours is /thank-you-webprez/.
So you absolutely need those dedicated thank you pages set up for this to work. Yes it takes some time, but thanks to [Affiliate Link] ClickFunnels or [Affiliate Link] LeadPages (we use both) or whoever else your fancy is, you can have those pages up and running in a few minutes and easily redirect your traffic to the new thank you page.
We want to create a new custom audience, but change the Website Traffic to “People who visit specific web pages.”
Input your url, up the number of days to 180 (yes you could create multiple segments for 30 days and 7 days as well, those could be helpful).
If someone buys a product from you, you absolutely do not want to waste money annoying them with an ad for that very same product. Setting up a product conversion audience will allow you to easily avoid this issue by excluding this audience in your ad group settings.
Just like before, you need a dedicated thank you page that users visit after purchasing your product (highly recommend this is a social sharing thank you page).
You should probably have a dedicated thank you page for every unique product you have.
If you have hundreds of products, then you have to do it a slightly different way that involves some hard coding – I’ve never done that before, so I won’t pretend to be an expert on it, but the point is the same: you need to be able to categorize and segment your customers based on their browsing and purchase behavior.
Contact Us Conversion
If your website goal is to get the user to contact you, then this will work very similarly to a lead magnet conversion segment, but with a “social follow” thank you page instead of social sharing. That’s because we want to hit this person at multiple touch points… plus we have nothing for them to share (no one is sharing your contact us page, amirite?)
Pricing Page Viewed
If a user has taken a look at pricing, you certainly want to get them back to your website, so having a specific audience and ad set up for users who have visited this page just makes sense.
Lead Magnet Signup Page Viewed
And this goes for any lead magnet, webinar, or sales pages. If they viewed the page but didn’t convert, they are worth sending out a retargeting ad to specifically designed to get them back.
All Blog Viewers
This group is perfect for marketing new blog posts. Or maybe even pillar blog posts, or your lead magnet, depends on how confident you are that they viewed your blog and liked it. You probably don’t want to send these users straight to the sales page, but you do want them to come back for more.
Product Page Viewed and Not Product Thank You
Aw, so close. This user just needs a little social proof or additional explanation of your product or service to finally convert. The same may go for an Abandoned Cart audience segment, if you’re an e-commerce store, although those ads are generally for the product themselves and not about squashing objections.
Blog Viewed and Not Pricing/Product Page
This user is likely very high up in your marketing funnel. They are someone who is aware of your brand, but may not even know what you do or anything about your products.
You will want to send them to a pillar blog post that offers solutions to common concerns within your industry.
The point of this is to bring them awareness about your brand, and to introduce them to your product in a gentle fashion.
And once they hit the pricing page, they move buckets and it’s “game on.”
Bonus: We don’t want to send this person to a sales page just yet, so we can exclude them when running those ads.
This group is different than the last one because we will use them for a very specific goal – pushing down the funnel – and we will not allow them to get an ad from another place in the funnel until they’ve been properly introduced to our brand.
Multiple Blog Pages Viewed
Oh boy, they like me, they really like me.
This user may be ready to buy, or at least convert to giving up an email. We can also target specific post related to one topic (like we do around Social Media management posts) and therefore send that audience to the right lead magnet.
Imagine, we could make an audience for people that read 5 crucial blog posts about topic X, and offer them an entire course on Advanced X. Think they would buy from us?
I’m seeing the dollar signs rolling in your eyes 😀
Use this audience to keep yourself top of mind and build stronger brand awareness over a longer sales cycle. You simply exclude people that have visited recently, whether its 1 week, 2 weeks, or a month, and attempt to bring them back to your site. This could be extremely useful for people that seem to buy in fixed recurring cycles.
Alright. That is it from me on segmentation.
If you set up all of these audiences, you should be able to track and target your audience quite well, moving them along from bucket to bucket and targeting them with ads. This should lead to a significant increase in conversions.
Wondering what types of retargeting ads you should run?
Check out this blog post I made for Growth Marketing Conference on 3 Types of Retargeting Ads that might just work for you.
What do you think?
Are there any other types of buckets or segments that are crucial that we didn’t discuss? Are you segmenting your audience like this already?
If this helps you boost your conversions, make sure and come back here and tell us. K?