Intro
In terms of advertising cost, it is well known that acquiring new visitors is more expensive than retargeting to visitors who have already engaged with a website. This drives site owners to create site-wide retargeting campaigns, inviting visitors to return to the website. While this tactic outperforms most acquisition campaigns, it still spends a lot of resources on unengaged users that have very low to non-existent purchase intent.
Benefits
- Unengaged audiences are known to have low purchase intent
- Excluding unengaged audiences ensures that your media budget isn’t wasted on window shoppers
How to do it
- Go to my.fixel.ai and create a segment
- Build a Fixel-Basic Audience in Facebook, to make sure the visitors in this campaign have achieved a basic level of engagement at least
- Go to your Business Manager on Facebook
- Go to your Audiences
- Click on Create Audience
- Select Custom Audience
- Click on Website Traffic
- Click on ‘All website Visitors’
- Type in ‘fixel basic’ to select visitors that have reached a ‘Basic’ level of engagement.
- Click on your Segment name, usually fixel_yoursite_basic
- Select a relevant time frame (3,7,30,180)
- Give your Audience a name, we recommend ‘Fixel-Basic-7days’ with the number of days according to your time-frame choice
- Save your Audience
- Click Create Audience
- Create a Retargeting Campaign or Dynamic Product Ad
- Go to your Ads Manager
- Click Create
- Name your Campaign
- Name your Adset
- Name your Ad
- Click Save to Draft
- Click on your Adset
- Scroll down to Audience
- Click on the text box next to Custom Audiences
- Select your recently created Fixel-Basic-3days Audience
- Create a compelling creative
- Publish the Campaign
- Create a Dynamic Product Ad
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- To create a DPA simply choose “Show Advanced Options”
- And then add the relevant Fixel based audience
- For dynamic ads, if you choose product viewers, it will show you visitors who saw a product page and achieved a specific engagement level (Basic, Medium or High).
- To create a DPA simply choose “Show Advanced Options”