Website Custom Audiences (WCAs) are an essential part of targeting for Facebook advertisers. Until now, options to create these audiences were limited to pixel events, URL tracking and retention window. However, they lacked the option to do more refined targeting to focus on the most engaged and valuable visitors.

With the ever-growing digital world, analyses of customer behavior and customer journey developed tremendously. A user who visited your website and bounced after three seconds and another user who visited your website more than 10 times are not worth the same. Brands choose to segment their visitors and are willing to invest more on their valuable customers. Therefore, Facebook’s introduction of enhanced Website Custom Audiences, which allow advertisers to filter out and engage with visitors separately depending on their true value, is right on the money.

Enhanced Website Custom Audiences are now available on Adphorus!

What are the Advanced Targeting Options?

There are six new targeting options available in the new version. Advertisers can create up to 20 enhanced Website Custom Audiences per ad account at the moment.

New Features of WCA - Table

6 benefits of Enhanced Website Custom Audiences

1. Capture intent data
The true value of the site visitors depends on their intent data. Some visitors make only one purchase worth of $50, while others make six purchases worth $500 in the last 30 days. Clearly, the latter group is more profitable and an advertiser would be willing to pay more to acquire those users. Frequency option allows advertisers to target people who take an action several times, i.e. people who visited a website more than five times or made six purchases. Additionally, by using Aggregated Value, advertisers can connect with high spenders – i.e. visitors who spend more than $500 in the last 180 days.

enhanced website custom audiences - example1

2. Increase relevancy of your ads
People are exposed to limitless ads on a daily basis which they don’t even remember a few minutes later. Therefore, reaching your most relevant visitors at the right time is extremely crucial for good performance in terms of costs and ROI. Recency option is the right choice for advertisers who want to find out how the amount of time past after taking an action affects ad performance. By using this feature, advertisers will be able to create a couple of Website Custom Audiences with different recency intervals (i.e, Users searched for a hotel in last 5 days, Users searched for a hotel between last 5-10 days and Users searched for a hotel between 10-30 days) and find the better performing groups.

3. Utilize cross-device targeting in a more powerful way
While creating a new campaign in Facebook, advertisers can select different placements for their ads – News feed on Desktop, News feed on Mobile devices, Audience Network, etc. However, this only determines where the ad is shown. With Device Type option, website custom audiences can be created depending on the device used to visit the site. A common user behavior is that visitors tend to explore the site from mobile but take action from desktop. Thus, targeting people who visited the site from mobile devices and re-engaging with them on desktop will make a positive impact on ROI.

4. Take the advantage of behavioral data
Even though analytics tools are the source of customer behavior data, it is also crucial to exploit this data and make the most out of it. Advertisers can see that some visitors bounce from the homepage in seconds while others spend hours reading the latest content. By using Time Spent option, website custom audiences can be created depending on the amount of time spent taking an action or visiting a page. People who spent ninety seconds reading the latest blog post will be more likely to take the desired action than people who bounce from homepage in five seconds.

5. Make use of travel date data
Recently, Facebook place a great emphasis on Travel sector and released products tailored for this vertical. Just a few weeks ago, Facebook announced DAT (Dynamic Ads for Travel) and we were one of the first partners to support this feature. Have a look at our blog post 10 reasons why Dynamic Ads for Travel heralds a new era of travel marketing for more details.

Facebook’s most recent travel-specific feature is the dynamic date option in enhanced Website Custom Audiences. This option is in beta for the time being and it allows travel advertisers to create audiences which exclude people who have check-in dates that have passed. With this exclusion, targetings will be more relevant and precise. By using Dynamic Date, advertisers can also expand the positive effect of DAT into their static ads.

enhanced website custom audiences - example2

6. Expand your audience effectively
Even though Website Custom Audiences are the most valuable targeting group in Facebook campaigns, the size of these audiences are finite – it is limited to your website traffic. That’s why, creating and advertising to lookalikes of these audiences is a great way to expand the customer base effectively. Advertisers can create more valuable lookalikes from their enhanced website custom audiences which will decrease their costs in prospecting campaigns.

What’s Next?
No doubt that these new options will elevate the quality of website custom audiences. Given the fact that users are being targeted from numerous channels, having traffic source and sequencing options can also change the rules of the game. Stay tuned for new updates on Website Custom Audiences.

Contact us now and start using enhanced Website Custom Audiences in your Facebook campaigns!

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