I took this screenshot just now. The top 3 ads are all Facebook retargeting.
In other words, I had just visited these sites and immediately, they are showing me messages related to whatever I was just looking at.

With jiveSYSTEMS, I was learning about how to do video email.
So they’re tempting me with more articles from the blog.

With autocustoms.com, they’re a client, so that’s what happens.
If I had clicked on a particular product, I might see that again.

With priceline.com, I’m looking at hotels for next week in Salt Lake.
They know I’m cheap, but they aren’t smart enough to stop ads when I’ve already booked something else.

Some pitfalls to avoid with WCA (Website Custom Audiences):

• Just because they’re effective, don’t overuse them. Watch your frequency and rotate your creatives.
• Have different calls to action. You’re not going to use the same creative for driving awareness as you would for engagement or conversion. Segment out your content by where they are in your sales funnel.
• Make sure to use negatives. Don’t send new customer offers to existing customers. Run exclusion audiences.
• Use combinations. You can use WCA to catch folks who didn’t open your email, didn’t buy, or aren’t a fan. Why not cross email, connection targeting, and other attributes with your WCA? So many combos were possible for segmented messaging.

What else might you not know about WCA?

Your turn. Have you used WCA yet? Got any tips or thoughts to share here?

Dennis Yu

Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.

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