How to Create Facebook Custom Audiences for Retargeting

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Lori Ballen is a member of the Amazon Associates Program and earns money from qualifying purchases. Posts contain affiliate links that benefit Lori as well.

Facebook ads are getting a lot of attention, and rightfully so. Real estate agents and business professionals are learning how to get more leads online with social media marketing. That’s the upside.

The downside is that those lessons can come with a hefty price tag if you’re not sure how to hone in on the right audience. Learn how to create Facebook custom audiences to hone in on viewers who have already visited your website!

How to Retarget website visitors using Facebook.

1. Create an audience in your asset manager (FB account).
2. Choose people who engaged, spent a certain amount on your website, or visited (or didn’t visit) a particular page
3. Save and let FB populate. 
4. Next, Run an ad that would appeal to that audience.

Examples: Build an audience for people that visited your website but did NOT visit the thank you page that appears once they became a lead.

Examples: Build an audience around people that visited your listing page. Then retarget with an ad of homes with similar price and features.

Example: Build an audience around people that visited your 55+ page and then retarget with information ads about 55+ communities in your area.

Example: Build an audience around people the top 25% dwell time. (People who spent the most time on your website)

Example: Build an audience around people who visited your Home Value calculator and then drive ads that are centered around selling a house and getting the most money.

Killer strategy. #RankLikeABoss

Sample Ad

Sample real estate ad used for regargeting a facebook audience based on web traffic

Facebook Pixel

Facebook Pixel is a JavaScript code that you enter into each page of your website.  The Facebook Pixel code allows you to track, measure, and optimize audiences who visit your website. But don’t worry – your website visitors cannot see the code.

The code can be added to the footer of each page on your website, sometimes as easy as adding a widget or plugin. Here are instructions.

Once you have Facebook Pixel installed on each page of your website, you can then create a custom audience in Facebook Ads for specific campaigns. You can target ads to your custom audiences to maximize real estate lead generation.

Examples of Facebook Custom Audiences

For example, you can create a custom audience for “all website traffic”. When you create an ad for that audience, your ad is only shown to people who have visited your website.

This is called retargeting. Although a viewer may have visited your site, they may not have registered to become a lead.

But because they showed interest in your website, you may still be able to capture that lead by creating an ad specifically designed to reach out for a second touch.

Your custom audience must contain at least 20 contacts before an ad can be shown, but you don’t have to have 20 contacts to create the audience. Create the audience first and it will build automatically as people visit your website. When your audience reaches 20 contacts, you can then create an ad for those viewers.

Furthermore, any new viewers to your website are automatically added to that custom audience for the next 180 days. You could name that custom audience, “All website visitors”.

But let’s say you want to get more specific.

Perhaps you want to retarget people who have visited a specific page in your website. For instance, you may choose to target people who have visited your IDX listings pages. You can customize that audience by specifying the URL they visited. In the case of IDX Broker, all IDX pages within a website are preceded by the word “home” in the URL.

In the case of, the IDX pages have URLs that include ““. Additionally, you can exclude visited URLs such as thank you pages.

A thank you page indicates the visitor has registered, so they’re already a lead. You don’t need to continue trying to capture that lead with an ad. Copy the URL of your thank you page and paste it into the area for excluding a URL. You could then name that custom audience, “People who have visited IDX pages”.

Summing it Up

Sending out a blanket ad to all Facebook users may produce trickle effects, but not nearly enough to substantiate the investment. Narrowing down your audience with demographic targeting can refine the audience by location, age, gender, occupation, income, etc. – but it’s still casting a wide net.

By creating a custom audience to retarget people who have already visited your website, or particular pages in your website, you’re capturing the attention of people who are already familiar with you, your business, and your services – at least to some degree.

Learn how to optimize your Facebook ad campaigns to target custom audiences to maximize your ad’s performance and your marketing dollars.

Real Estate Websites

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