So, you already know how to create a custom audience from your all website visitors (using the remarketing (a.k.a. retargeting) pixel) and advertise to them on Facebook.
You know that you can upload a list of your email contacts (from your MailChimp subscribers or simply from a copy/paste from an Excel file) to use for Facebook advertising purposes.
Now let’s talk about creating an audience to advertise to based on what website pages they either did – or didn’t – visit.
How to Create a Facebook Custom Audience Based on Website Pages Visited
Begin by visiting your Ads Manager –> Audiences (located under the Assets column).
Next, click on the Create Audience button, then choose Custom Audience.
Choose Website Traffic option from the list shown in the pop-up.
This is where you add the website URLs that you need to track in order to segment a specific group of website visitors.
There are so many possibilities here. For example, you could simply use the top “Website Traffic” field and create an audience of anyone who visited your website, regardless of what page or pages they visited. You can toggle the Website Traffic drop-down menu to build an audience comprised of only those who visited a certain page (or pages) on your website if you want to track potential customers shopping for certain products or services. You could add a specific website page in the “URL Contains (include)” field and then choose to exclude anyone who also visited another page (like a ‘thank you’ page) if you wanted to gather website visitors who entered your sales funnel but didn’t complete their transaction.
Note: You can add more than 1 keyword or URL in the URL matches/URL contains field. You also have the choice of URL matches for exact match URLs.
Once you have your Facebook Custom Audience setup, you can watch it grow over time. Inside your Ads Manager, you can click on Audiences at any time to see the count.
Why You’d Use this Facebook Custom Audience Feature
If you have a lot of traffic to your site or if you sell a lot online, this powerful approach to Facebook custom audience creation is beneficial because you can segment your overall traffic into more specific buckets to be used for very specific Facebook ad campaigns. For example, we recently used this approach to Facebook Custom Audiences because a client had a product launch and wanted to capture all the people who visited her sales page but who did not visit any of her thank you pages. By setting up a Facebook Custom Audience with those parameters, she could build a custom audience to remarket to in hopes to still encourage them to make a purchase with her.