Facebook seems like the ideal advertising platform. Facebook has more information about its users than almost any other platform. And almost everyone a company might want to advertise to will have a Facebook account.
Let’s take a closer look at one of these: Custom Audiences. To maximize the effect of advertising spending, site owners need to target their ads where they’ll be most effective. For an eCommerce store, that might mean targeting promotions and advertising to users who have visited a particular product page.
Let’s say a customer browsers an eCommerce store’s product pages, but they only go to pages showing Gucci shoes. They show no interest in Manolo Blahniks. So, you might create a Custom Audience that shows ads for Gucci shoes to Facebook users who match the profile.
Custom Audiences, which use information gathered by the Facebook Pixel, can use information about which pages were visited, which pages weren’t visited, when they visited with custom time ranges, the device they used, what they put in their cart, what they bought, and so on. It’s a powerful tool for maximizing the effectiveness – and the cost effectiveness – of Facebook advertising campaigns.
Related to Audiences are Lookalike Audiences. As I said earlier, Facebook knows a lot about its users, which allows it to look at one group – your audience – and generate a group with similar characteristics.
If you’re a WordPress user, getting Facebook Pixel up and running on your site is quite straightforward: there are numerous plugins, including WP Facebook Pixel, and Facebook’s documentation is easy to follow. Of course, there are also Magento extensions that make managing Facebook Pixel a breeze.