Speak To The Audiences You Value Most With The New Advanced Features For Facebook Custom Audiences

By Alaina Thompson | @AlainaPThompson | Account Manager at Hanapin Marketing

Not all site visitors are created equal.

Have you ever been frustrated with Facebook audiences because you can’t get as segmented with your website visitors as you need?

For example, you’re advertising for a lead generation client who views users that visit their page 10+ times per month as more valuable than users who have only been on their page once in the last 30 days. Or maybe you are advertising for an ecommerce client who wants to segment users by their total spend in the last three months. A user that has purchased a $500 widget deserves much more attention than a user that only purchased a $20 widget. Up until now, site visitors and buyers have all been treated equally. But not anymore!

Facebook is beginning to roll out Advanced Custom Combinations for Website Traffic Audiences. So far, these features are limited to certain accounts. Once your account has been given access, you can follow these steps to create your advanced custom audiences:

  1. Go to your Audiences tab in Ads Manager
  2. Click Create Audience > Custom Audience
  3. Click Website Traffic
  4. Click the Website Traffic dropdown and select Custom Combination
  5. Check that Advanced Mode is set to ON
  6. Set your rules, including which device people visit your website
  7. Give your audience a name, then click Create Audience

The table below shows the different options that will be available for website Custom Audiences. These advanced filters will allow advertisers to segment audiences based on the value that the advertisers attribute to each segment.

FB Custom Audience Settings
Image Taken From https://www.facebook.com/business/help

Do you think this new feature will be a game changer for advertisers? How do you plan to segment your audiences with these new settings?

What is 3rd Party Data and How Do You Use it?

Data is everywhere in online advertising. 3rd party data is an extremely useful way of getting your message in front of the right prospects. But what is 3rd party data and how do i use it.

Time for an Honest Discussion about RSA's

Join Hanapin’s Matt Umbro and Directive Consulting’s Garrett Mehrguth as they engage in an honest discussion about responsive search ads, walking through all the pros and cons and advice around using the new ad type in your campaigns.