Website Custom Audiences are the BEST thing on Facebook

Screenshot 2014-03-21 18.34.38

I took this screenshot just now. The top 3 ads are all Facebook retargeting.
In other words, I had just visited these sites and immediately, they are showing me messages related to whatever I was just looking at.

With jiveSYSTEMS, I was learning about how to do video email.
So they’re tempting me with more articles from the blog.

With, they’re a client, so that’s what happens.
If I had clicked on a particular product, I might see that again.

With, I’m looking at hotels for next week in Salt Lake.
They know I’m cheap, but they aren’t smart enough to stop ads when I’ve already booked something else.

Some pitfalls to avoid with WCA (Website Custom Audiences):

  • Just because they’re effective, don’t overuse them. Watch your frequency and rotate your creatives.
  • Have different calls to action. You’re not going to use the same creative for driving awareness as you would for engagement or conversion. Segment out your content by where they are in your sales funnel.
  • Make sure to use negatives. Don’t send new customer offers to existing customers. Run exclusion audiences.
  • Use combinations. You can use WCA to catch folks who didn’t open your email, didn’t buy, or aren’t a fan. Why not cross email, connection targeting, and other attributes with your WCA? So many combos possible for segmented messaging.

What else might you not know about WCA?

Your turn. Have you used WCA yet? Got any tips or thoughts to share here?



About Dennis Yu

Dennis Yu is the Chief Executive Officer of BlitzMetrics. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also a regular contributor for Adweek's SocialTimes column. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at, his blog, or on Facebook.

21 thoughts on “Website Custom Audiences are the BEST thing on Facebook

  1. Kari

    Thanks for sharing your info. I truly appreciate your efforts and I will
    be waiting for your next write ups thanks once again.

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  7. Jacqueline

    Wonderful blog! I found it while searching on Yahoo News.
    Do you have any tips on how to get listed in Yahoo News?

    I’ve been trying for a while but I never seem to get there!

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  18. rakesh khanna

    I am a small start up in India where in urban city working women do not wear jewelry. I have made a brooch inspired by nature and am trying to market it to young. working women , at an affordable price of Rs 15,000/- (150/- $) say 5% of their annual income.
    by showing a video clip of the flowering bud converted by sketching to a piece of jewel, a brooch. with young music and dialogue.and a 10% discount on their first purchase , offer valid for 30 days .
    How should I begin.
    I have access to data on women living in affluent locations with email address and mobile number. Should I send them an interactive email leading them to my web page with my discount offer OR by an interactive ad. on the side panel of say Yahoo mail of the targeted woman ? They do not know me, but I am an International Award Winner in my field of jewelry design extensively covered by the media many years ago..

    Should I advertise with my interactive video clip on facebook, u tube, Instagram and open my accounts there as I have non yet. I am developing my brand logo. Everything is a new startup.
    How should I budget for each of these marketing forums, I need to sell at least 200 pins to break even I think.

    If I succeed I will launch more designs in the same story telling way with continuous marketing.

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