Maybe you don’t have a website (you should). Or maybe you have a website, but don’t get a ton of traffic.
Well, if that’s the case, Facebook is making it easier for you to advertise.
A quick review:
One of the best strategies for advertising on Facebook is to target people who have been to your website (if this is a review for you, please bear with me).
This is called remarketing.
You drop a Facebook pixel on your website, and can then create ads using Facebook’s custom audiences and target those people who have been to your site. Which is smart, because these are going to be warm prospects.
Another way is to only target people based on their interests. By doing so, you’re targetting people who have never heard of you.
Yes, you can reach new people this way, which is good. But it also makes it far less likely that they will take action.
Remarketing is a great way to reach warm prospects. And until recently, the only way to remarket was to target people who had been to your website.
Here are three new ways to target people on Facebook – without needing to send them to your website:
Target Those Who Viewed Your Video
This may be the cheapest way to build a remarketing audience. With this method, advertisers can target those who watched their video(s) — both organic and paid views.
Advertisers can create audiences of the following people:
- Watched at least 3 seconds of your video
- Watched at least 10 seconds of your video
- Watched at least 25% of your video
- Watched at least 50% of your video
- Watched at least 75% of your video
- Watched at least 95% of your video
The beauty of this method is that you can create a remarketing audience very inexpensively. While it may cost $.20 – $.50 or more for a website click from cold traffic, video views are lighter actions. A single view may cost pennies (or a fraction of a penny).
Target Those Who Opened a Lead Ad Form
Many advertisers have experimented with Lead Ads. Instead of sending users to an off-site landing page, lead ad forms keep users on Facebook with a fast and seamless experience.
With Lead Ad Custom Audiences, advertisers can create audiences of people who opened the form, opened and submitted the form or opened and didn’t submit the form.
By targeting all of those who opened the form, advertisers get a larger, general audience that showed some interest in an ad. This could be useful in place of targeting all website visitors, for example.
Advertisers can use the audience of people who submitted the form for both targeting and excluding purposes. They can target someone who registered for a free opt-in with a related product. Or they can exclude those who already opted in when promoting that opt-in.
Target Those Who Opened a Canvas
While I recommend using Canvas in addition to sending users to your website, it can also be a temporary replacement. Canvas allows advertisers to tell a story with a collection of images, videos, links, text and even product feeds.
In the past, if someone opened a Canvas, you had no way to remarket to them unless they clicked a link to your website within it. But that changed with Canvas Custom Audiences.
Now advertisers can focus on creating Canvas ads for the top of the funnel, then remarket to those who opened those ads. Think about this as a possibility…
- Promote a Canvas to a broad audience
- Promote a related opt-in to those who opened the Canvas
- Promote a related product to those who opted in
Source: Jon Loomer
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