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Facebook Re-Marketing Segmentation 101

By Megan Young, Senior Digital Specialist, Metric Digital

Most Facebook marketers are faced with the challenge of how to best approach “remarketing,” a term used to refer to the method digital marketers use to reach people who have previously visited their client’s website or mobile app, but haven’t necessarily “converted.” Remarketing is a significant, and often times very valuable, piece of digital marketing, as its audience is guaranteed to be at least somewhat aware of the respective promoted brand.

Choosing the best way to structure this effort can be a bit daunting, as Facebook seems to offer endless options when it comes to segmenting this audience, ranging from using little to no segmentation, to creating many subgroups within this more general group.

Let’s say you decide to treat your remarketing pool as one group — here’s how to create the most general remarketing group using Facebook’s “Custom Audience” tool:

(Note: The tool allows you to specify the time window, up to 180 days, during which the audience’s members have last visited your website.)

As for segmenting your remarketing audience, there are 4 basic tools you can use (again, using Facebook’s “Custom Audience” tool):

1. Segmentation based on a time window

As discussed in the previous example, you can create audiences based on when their members last visited your website. For example, you can create separate audiences based on 7, 9, 14, 30, 60, 90, and 180 day website visitors (or any window you wish, really).

2. URL-based segmentation

You can also create audiences based on the specific URL’s their members have visited. For example, the following audience would include anyone who has visited Metric Digital’s “About Us” page, as the full URL is https://www.metricdigital.com/about/, within the past 30 days.

3. Event-based segmentation

a. If your client has “Events” in place using the Facebook pixel, you can create audiences based on specific actions taken on the site.

b. For example, for an ecommerce business, you can create audiences based on the following (customizable) standard events:

c. You can further customize these audiences by adding a parameter to the event (for example, using a Content ID to create an audience that groups together only those who have added a specific item to their cart).

4. Based on time on your website

a. Facebook has recently released a feature that allows segmentation based on the amount of time spent on the website.

b. These tiers are based on the following percentiles:

(NOTE: Keep in mind that any of the above tools can be combined to further segment your audience)

All of this begs the following questions: what is the value of remarketing-segmentation, especially when it seems to be so complex? Wouldn’t it be easier to treat my remarketing audience as one all-encompassing group?

Yes, while it is simpler to treat this audience as one, segmentation offers endless opportunities and value to marketers. When considering how to approach this, start here:

Which audience combination intuitively seems to be the most qualified?


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Megan Young Senior Digital Specialist, Metric Digital The Metric Digital Blog A Blog on All Things Digital Marketing