How To Target HIGHEST VALUE Website Visitors on Facebook

TL;DR

Target the highest-value website visitors on Facebook by creating a website Custom Audience and refining it by time spent or page-view frequency. Ben Heath recommends focusing on people who spend the most time on the site or repeatedly load pages, then controlling spend with dynamic budget allocation or a small budget. Read on to compare the methods and choose a threshold suited to your traffic volume.

Transcript

hi guys it's ben heath from lead guru and in this video i'm going to show you how to target your highest value website visitors with a technique that's not often talked about i think you're going to find very very interesting before i get into which one i very quickly ask you to hit that thumbs up button and of course subscribe to my youtube channe... Read More

Key Insights

• Ben Heath introduces a lesser-known technique to target high-value website visitors for Facebook ads, promising better returns on ad spend.
• Two main methods are discussed: targeting visitors by time spent and by page views, providing flexibility based on business needs.
• Using the Facebook pixel and page view events, advertisers can refine their audience by frequency, targeting repeat visitors for better engagement.
• The frequency targeting option allows advertisers to customize their audience by setting a threshold for page visits, ensuring only engaged visitors are targeted.
• Advertisers can achieve a higher return on ad spend by focusing on visitors who have shown significant interest, such as visiting multiple pages or spending more time on the site.
• Ben emphasizes the importance of budget management when targeting specific audiences, suggesting dynamic budget allocation or starting with a small budget.
• The technique is particularly useful for businesses with a large volume of website visitors, allowing them to focus on the most promising prospects.
• Lead Guru offers Facebook advertising services with a minimum budget requirement, helping businesses optimize their ad campaigns for better results.

Questions & Answers

Q: How can you target your highest-value website visitors on Facebook?

Open the Audiences tab, create a Custom Audience, and select the website option. You can then target visitors by time spent or select the page-view event and refine the audience by frequency.

Q: How do you create a frequency-based website visitor audience?

Choose the page-view event when configuring the website Custom Audience, then select the frequency option under “refine by.” Set a threshold so the audience includes people who have loaded pages at least that often.

Q: What does page-view frequency reveal about a website visitor?

A high frequency indicates that someone has loaded many pages, whether during one session or across several visits. Depending on the website, that behavior may show that the person has consumed substantial content or browsed many products.

Q: How does targeting by time spent differ from targeting by page views?

Time-spent targeting focuses on the visitors who remain on the website longest. Page-view targeting instead focuses on how often pages are loaded, which can better identify people who explore a large amount of content or many product pages.

Q: When is time-spent targeting the better option?

It can work well when the visitors who stay longest represent the website’s most valuable traffic. For example, it may identify people who watched a long video, if that is the behavior the advertiser wants to prioritize.

Q: When is page-view frequency targeting especially useful?

It is useful when consuming multiple pieces of content or browsing many product pages signals strong interest. Ben Heath gives the example of showing a strong sales offer to someone who has explored a large amount of the website.

Q: How should advertisers manage the budget for this audience?

Advertisers should avoid spending too much on such a narrow audience. Ben Heath suggests placing the ad set in a larger campaign with dynamically allocated budget or starting the ad set with a small budget.

Q: How should website traffic volume affect the frequency threshold?

The threshold should rise only when the website receives enough visitors to support a narrower audience. A high threshold can make the audience too small on a lower-traffic site, while a high-traffic site can target people who have visited many pages.

Summary & Key Takeaways

• Ben Heath from Lead Guru discusses a unique method for targeting high-value website visitors with Facebook ads, focusing on maximizing returns on ad spend. He highlights two strategies: targeting by time spent and by page views, allowing advertisers to customize their audience based on engagement levels.

• The video explains the process of creating custom audiences using Facebook's audience tab, where advertisers can refine their targeting by frequency. This method ensures that only the most engaged visitors, such as those who visit multiple pages, are targeted, leading to more effective ad campaigns.

• Ben advises on budget management, suggesting dynamic allocation or smaller budgets for specific audiences. He also promotes Lead Guru's advertising services for businesses with a sufficient budget, offering expertise in optimizing Facebook ad campaigns for higher returns.