Facebook Ads have proven to be an indispensable asset for generating prospective student leads to the degree programs we market. I can’t imagine how different my duties would be without it, or how much more difficult it would be to achieve my goals without the relatively miniscule cost-per-click metric this channel affords, and likewise without the correspondingly low cost-per-lead results it produces.
However, it’s always important to figure out ways to provide even more value to your clients while reducing ad spend. So, education marketers, are you trying to bolster your Facebook PPC results? Custom Audiences, a user-based approach to targeting in Facebook, provides a myriad of ways to scale your lead volume while enhancing your presence within this essential marketing channel. This is the first part of my series dedicated to Facebook’s Custom Audiences—today we’re going to tackle remarketing.
Facebook PPC and Remarketing
Remarketing is a PPC marketing method, which helps you reach users who have visited your website in the recent past. Experience has proven it to be a cost-effective way to generate a handful of leads at a favorable CPL.
Though not immediately accessible from the traditional suite of demographic targeting that Facebook provides on its ad set level (e.g. Job Titles, Fields of Study, Interests, etc.), remarketing to your website visitors is quite feasible within Facebook Ads. It’s essential to have the Facebook Pixel properly implemented – if you need a quick reminder on how to do this, please reference Tip #1 of my previous article, “7 Tips for Maximizing Facebook Ad Performance.”
While viewing the ads manager interface, navigate to “Tools” and select Audiences.
Next, from the “Create Audience” tab, select Custom Audience.
To create an audience for remarketing, you’ll want to select Website Traffic.
Upon selecting Website Traffic, you will specify the requirements for users to be included in the remarketing list. There is a host of options available (pictured in the image below) – I prefer Custom Combination, as it immediately affords the option to exclude users that have previously converted (albeit this only works if you use a dedicated URL to track conversions).
Once you’re done specifying which URLs to include/exclude, name and save your audience. The list will now be available for targeting under the “Custom Audiences” section of your ad set settings.
If you do not use a dedicated URL (such as a ‘thank you’ page) to track conversions, after naming your first audience you will need to create a separate custom audience of previous “converters”; in order to exclude them from your retargeting initiatives. To create this audience from the Ads Manager interface, navigate back to Tools > Audiences > Create Audience, and select Customer List.
Facebook accepts email addresses, phone numbers or Facebook user IDs in order to populate lists into a custom audience. I prefer to copy and paste email addresses from our CRM, as it leaves little room for hiccups due to formatting differences. Once your list is complete, generate, name and save your audience.
When specifying your audience within your ad set for remarketing, under “Custom Audiences” select to include your new remarketing list, and to exclude your list of prior converters. The end result should look something like this:
That’s it! Ads that are active under this ad set will now reach former website visitors on Facebook whom have not yet converted. You can expect to see a handful of cost-effective leads trickle through under this new strategy.
The value of remarketing is immense. Not only is it a cost-effective strategy for higher education marketers who wish to generate leads below their goal CPL, but the inherently low CPL remarketing produces affords us opportunities to pursue additional, high quality leads in other areas without sacrificing our budget. It should be considered a fundamental asset of your PPC marketing mix.
A graduate of the University of California, Andrew is our analytics and paid search team lead. He is both Google Analytics and AdWords certified. With an ROI-focused and problem-solving approach, he researches, plans, and manages our clients’ PPC campaigns.
Next time on Facebook Ads Tips & Tricks: Lookalike Audiences