I wish someone had told me back in October 2013 when Facebook launched custom audiences, that I should IMMEDIATELY add the audience pixel on my website!
If you advertise on Facebook (or planning to do so) it's a very good idea to add Facebook's custom audience pixel to your website ASAP.
Why add a pixel tracking code?
Because the pixel will build a 'custom audience' of people who visit your website enabling you to target Facebook ads to them. The pixel is a type of 'remarketing'.
Remarketing is an effective tactic for pay-per-click advertising because the people who see your ads have already interacted with you in some way recently.
Without the custom audience pixel, your Facebook advertising will be subject to Facebook's generic advertising targeting (interests, behaviours, location, age, gender).
The custom audience pixel doesn't "care" if the person originally arrived at your website/webpage via Facebook or some other method. A new visitor is simply added to your custom audience pool ready for your Facebook marketing activities.
You can set your custom Facebook audience pixel to track people who have visited your website (or a specific web page) within the last 30 days. The maximum duration is 180 days.
There are rules you can apply to create your audience as well. For example,
Or a combination of the above
Think about it -- this is pretty powerful stuff.
Let's consider the following scenarios:
Want one more compelling reason to setup a custom audience?
You can use a custom audience to create a 'lookalike' -- these are people you haven't interacted with your website yet BUT they share some common attributes of your custom audience:
Facebook's custom audience is a must-have addition to your website. It has the potential save you hundreds of $'s or £'s in advertising spend.
Click here to learn how to setup Custom Audience for Facebook.
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You can do it ...