Facebook’s Power Editor has recently undergone some major updates, which you simply need to know about if you’re using the social network as an advertising channel. So, what’s changed?
Previously, Facebook advertisers had the ability to create custom audiences based on website traffic and the actions people take on your site, within a specified number of days (up to a maximum of 180). For example, you could create a custom audience of users who have visited your ‘/flash-sale’ URL in the past 60 days – providing a pool of users to target who are fully aware of your brand.
The prior weakness
It’s all good getting thousands upon thousands of users to your site each month, but in reality, not all of your website visitors are genuine users who are intent on taking action. This makes it very difficult to separate the users you want to target from those you want to ignore.
New changes
The new update allows you to create a custom audience based on the device, frequency of page visits and events that take place on your site, determined by the sum or average purchase value.
How could this benefit you?
Where to start…
If you’re an ecommerce brand, you should be at your computer right now clicking away, creating lists of your VIP customers!
So, what might a VIP customer might look like for you?
You could, for example, use a custom combination of your chosen event within a frequency of 60 days, to filter the users who already know and trust your brand. You’ll now reach users who have made a minimum of three purchases within a 60-day window, and this list will update in real time.
Or, instead of users who’ve purchased, you could tailor this to your specific objectives – for example, users who’ve added things to their basket but failed to check out.
How does this affect my creatives?
Now that you can separate your audience into different groups depending on actions, events and frequency, you have a much better idea of who you’re actually talking to. For example, there’s no need for an intro between you and a user if you’re targeting people who’ve visited your site more than twice, which allows you to be much more direct with your messaging.
Recognising what stage a user may be at within your customer journey is very important, as this allows you to tailor messaging to make it as personal as possible. This gives your ad that ‘thumb-stopping’ effect on busy timelines.
For the advanced…
The first step is to recognise your average customer journey length. Once you’ve done this, you can understand what messaging is needed at each stage, and how to assist and nurture the user. In doing so, you make each ad personal to the user, which should send click-through rates sky high.
Let’s set the scene. Say the average user visits your site five times before purchasing. Here’s what the targeting could look like:
- Include users who have visited your website at least four times in the past 60 days
- Include users who have visited your website at most six times in the past 60 days
This captures users who are taking their fourth, fifth and sixth visits (the most common converting stages of the journey). We’ve also excluded users who have purchased in the past 60 days, as these users have already completed their journey.
What does this mean? You’ve created an audience of users that have already been introduced to your brand, are educated, and are now ready to purchase. This allows you to use direct calls to action without worrying you’ll scare people off.
Time to try it for yourself!
Do you have a Paid Social strategy? Get in touch by emailing tom.everson@returnondigital.com to discuss how you could get more from your Facebook advertising.