What are different audiences that could be created in Facebook? – Part 2

Last month a very interesting campaign was run by Lenovo called #InTheNameofK3. To begin with they started sharing some interesting visuals. Thereafter a digital campaign was launched wherein user had to go to the microsite to rest their phone with some fond memories. Then the K3 note was revealed matching the offline event timing. Last mile was to promote the achievement by this flash sale.

Lenovo India claims to have sold 1 million 4G-enabled Lenovo A6000, A6000 Plus, and A7000 smartphones in India via Flipkart this year till June 2015. According to the company these numbers are going to change as it gears up for its first flash sale for a new device priced smartly below Rs.10,000, the K3 Note. Lenovo has officially declared that the sale that received more than half a million registrations, sold more than 47,000 handsets on 8th July 2015 in just a matter of 5 seconds. (Source: lighthouseinsights.com)

Imagine if you know a way to identify on your website what kind of visitors are likely to buy & target them on the basis of various sections or product pages they visit. That will be really cool right?

Today we will look at Website custom audiences and how it could be used:

Go to power auditor. Click on the audiences tab on the top.

Audiences tab image

On RHS you will see a dropdown. Select “Custom Audience” option.

custom audience option image

Select Website traffic option.

Website traffic image

Select the terms & conditions check box. Click on blue button to create pixel.

create custom audience pixel image

You will see a code. Copy the code and paste it between the <head> and </head> in your website code. Then you can set up rules to track specific actions people take across your website.

There are 4 types of audience you can create in website custom audience:

1) Anyone who visits your site

This part is very simple. Anyone who has visited your site in the stipulated time will end up seeing the ad.

2) People who visit specific web pages

Here you could be a bit specific. There are two options. One – you can put the URL of the landing page whose users you want to target. Very easy. Two – put the keywords which might be part of the URL. This is helpful in case the URL structure is very complex on your site. Other scenario is that you just put a part of the URL and let Facebook figure out the audience which comes to that section. E.g. I will put a URL riturajbidwai.wordpress.com/twitter_marketing. Now all users who have read blogs under this category will get targeted. See the snapshot below.

Specific web pages audience image

3) People visiting specific web pages but not others

Now this part can help you to define some amazing combinations. Imagine you have room freshener products set that you want to push to users who have bought a set of home décor products. Here you will mention in the first text box (include) those users who might have bought products from home décor and in the second text box (exclude) those users who have already bought room freshener products. This way you will reach only the potential customers. You can see the options below.

Specific web pages_but not others audience image

4) People who haven’t visited in a certain amount of time

Many a times it happens that you have got an initial push in the campaign and got good traffic in the first 2 weeks. Then the upward going line flattens. You will have to do reminder campaign to get the users back. This functionality will help you to do just that. See the options below.

People have not visited in some time image

There is a fifth way wherein you can do custom combination as showed below. All the 4 concepts explained above could be merged together to create sharp targeting for your campaign.

Custom combination image

The number of days an audience is active is maximum 180 days. This means anyone who has come before 180 days on your site will be removed. You can select from 0-180 days range for setting your audience.

That’s it for today. I hope that the concepts explained here will help you to learn and progress further in your career. Till next time keep doing awesome things 🙂

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