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THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT While I created individual Website Custom Audiences for each page visited and then targeted or excluded accordingly, you can also create a Website Custom Audience that includes people who visited one page but not another. In reality, I could have used this method to create a Website Custom Audience for those who visited Tip #3 but exclude those who viewed Tip #4 or the opt-out page. I chose not to because the Website Custom Audiences for individual pages are then more flexible and can be used for multiple purposes. I could use a single WCA to target or exclude. <strong>Ad</strong>ditionally, the method of combining “include” and “exclude” within the same WCA removes the flexibility of different durations for each page. I guess it also comes down to personal preference, but that’s how I chose to run my experiment. WHEN YOU MIGHT USE EXCLUSIONARY LOGIC This experiment already outlines some pretty obvious reasons why you’d use exclusionary logic. But let me hit a couple more use cases that I use in particular… 1. Promoting a Blog Post. Within seconds of publishing a new blog post on my site, I’ll create a Website Custom Audience. There are two reasons for this. First, I may want to promote something related to that post later, so I’ll want to reach those who read it. Second, when I promote that blog post, I’ll want to exclude those who already read it since there’s no reason to spend money to show it to them again. 2. Promoting a Product. This especially comes into play when promoting a one-time-purchase product. If someone has already bought my training course, for example, there’s no reason for them to buy it again (might not be the case for physical products, however). So I’ll create a Website Custom Audience for the “thank you” page that they see following the purchase. I then exclude the people who visited that page during the past 180 days when promoting the product. Of course, I also exclude the email list of those who bought, but that may not be dynamic (you can use third party tools to help with this), and it’s often not the same email address as used for someone’s Facebook profile. That’s why I exclude both. 29
THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT TIP #5: ALLOW FOR THE OPT-OUT In Tip #4, you were introduced to exclusionary logic. While Website Custom Audiences are great for remarketing to people who have visited specific pages of your website, they also allow you to exclude people based on their activities, too. We’ve broken down how you can use this for excluding people who bought a previous product, opted in to an offer or already read a blog post you are promoting. But we can take this a step further! THE OPT-OUT One of the ads I showed for my experiment looks something like this: 30
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