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 co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.

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