Let’s walk through all the different types of audiences you can create inside of Facebook ads to remarket too.
Facebook Remarketing Audience: Customer File
With Customer File, you can import your own file from one of your email marketing platforms i.e. you can target people that are already on your email list by uploading them inside of Facebook. If you use MailChimp, there’s already an integration for it here.
Note: One thing to think about when uploading your business emails, it’s plausible that you have business email addresses, but on Facebook, your customers may use personal email addresses. As a result, Facebook might not be able to match up the addresses.
Facebook Remarketing Audience: Website Traffic
For Website Traffic to work you must have the Facebook Pixel installed on your site. The Facebook pixel is a piece of code that goes on your site and collects information about people who visit your site. The Facebook Pixel collects overall information that’s not necessarily people who have come from a Facebook ad; it collects info from all your website traffic.
You can create several different audiences based on your overall website visitors. For example, You could create an audience composed of visitors to your site in the last 180 days or visitors to your site in the last 30 days. Think about the person who has been to your site in the last 180 days versus the person who’s been to your site in the last 30 days. How would you treat these audiences differently? You’d probably need to create two separate audiences.
Another audience you could create here would be based on the different parts of your site representing different products or services. Based on the URL structure of your site, you could build an audience of people who have been to perhaps one product or service line and then build another audience in the other one. You could market to both audiences to make sure that they see both a product and service line.
You could also build audiences based on certain interactions with your website such as clicking on a certain button. Perhaps you have buttons to watch videos or click to contact you. Those audiences can be valuable to build as they are more engaged that all website visitors.