Remarketing, or targeting people who recently visited your website with Facebook ads, is effective due to relevancy. One of the many ways you can increase this relevancy is by targeting those who spent the most time on your website.
Let’s walk through how to create those audiences here.
How to Create
Go to Audiences within the Business Tools menu.
Click “Create Audience” and select “Custom AudienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More.”
Select “Website” as your source.
It will look like this…
Click the drop-down menu the defaults to “All Website Visitors” and select “Visitors by Time Spent”…
You can create an audience of your top 5%, 10%, or 25% visitors in terms of time spent on your website.
If you want, you can further filter by pages visited. One example of why you might use this is if you have the same pixel on multiple domains.
While this approach is great for isolating valuable visitors, know that it’s also slicing your audience into a much smaller fraction. It may not be ideal for websites with light traffic. Or you may simply want to use a longer duration and lower budgetA budget is an amount you're willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More.
A theoretical example of how this works:
Your website gets 100,000 visitors during the past 30 days. Those visitors are listed (hypothetically) in order of time spent on your website. So the first person has spent the most time on your website during those 30 days. We’ll say they spent 10 hours. The last person spent the least amount of time. We’ll say they spent one second.
To create an audience of the top 25% of active users on your website, Facebook takes the top 25,000 in this case.
How to Use Them
When creating these audiences, they will appear on the Audiences page along with other Custom Audiences, Lookalike Audiences, and Saved AudiencesA saved audience allows a Facebook advertiser to save often-used targeting settings to easily use later. More.
You can then target or exclude this audience when editing the audience while creating an ad setAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More.
The Benefits of These Audiences
This is a really good way to isolate high-quality website visitors. Understand that your entire pool of visitors includes the good and the bad. So, when you create an audience of all visitors, it includes people who spent a couple of seconds on your site along with those who spent hours. We want to focus on those who spent hours.
There are many potential use cases. You can target this audience for driving traffic to a new blog post, promoting a list-builder, or selling a product. It’s simply one more tool for your targeting toolbox.
What do you think of these audiences? How do you use themm?
Let me know in the comments below!