Who you target on Facebook is one of the major factors that will determine whether or not your campaigns will be successful – but because there are so many targeting options at your disposal, it can be easy to overlook some of the more effective tools, or even remain totally unaware of their existence. Facebook’s ad tools are always changing, always evolving, and as they do, the various options available become more complex.

And while sticking with what works can be effective, you may also be missing out on significant opportunity in alternate approaches, some of which can be highly beneficial, but are less well known, or less highlighted within Facebook’s system. Here are five of my favorite, more advanced options which can help improve your return on ad spend.

The people that have already visited your website are much warmer prospects than anyone found via a cold audience targeting option – if someone has taken the time to visit your website, they’ve demonstrated a clear interest in what you have to offer. It’s much easier to convince these people to take your desired action, whether that’s to make a purchase, consume content, become a lead, etc.

This is consistently reflected in the metrics – Facebook ad campaigns that target warm audiences consistently have higher ad relevance scores and lower conversion costs. To retarget website visitors via Facebook, you need to have the Facebook Pixel installed on your website ( you can check out this article for instructions on how to do that).

You then need to create a Website Custom Audience – you do that in the Audiences tab in Ads Manager. Navigate there and click the ‘Create’ button and then select ‘Custom Audience’. Read more from socialmediatoday.com…

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