In this episode, I'll cover the main types of custom audiences that you can make which are also the audiences we can later use for retargeting.
Here are the main types of custom audiences I cover:
-Company/contact
-Event
-Company page
-Lead Gen form
- You’ve probably at least heard about Linkedin lead generation forms or could make a good guess what those are all about. Basically, they are just a form fill type ad that you can run on Linkedin that captures the prospect’s information quickly and easily within the platform.
Lead gen form audience options are pretty simple as well - Did someone open the lead gen form and then the second option is if they submitted the form. And here is the first opportunity that you can see to segment. If you set up a group of those that open and also those that submit, you are then able to target a group that opened the form but did not yet submit.
-Video
Website Visits
- Here is the main one that everyone uses. Website visits is just any website or landing page that you can put your insights tag on and are able to then create a group based on any URL associated with that domain or page.
The main groupings for a website visit.
90 Days all website visitors - For our domain which is impactable.co, we would simply create a group that says “URL starts with www.impactable.co” or even just contains “impactable.co”
I’d also set up a custom audience for each conversion you have as well.
So contact us form submitted, call booked, purchase confirmed etc. Anything you have set up as a conversion should also be a custom audience so that you can segment your retargeting.
The way you do this is very similar to the conversion setup.
If your form submitters get redirected to a thank-you page upon submission, then you can set up a contact us form as a conversion and also as an audience.
This logic would then allow you to create targeting for a campaign that targets website visitors that have not submitted a form.
Or form submitters that have not booked a call.
Or call bookers who have not purchased.
Depending on the type of traffic your website gets and what other channels you are running ads on, there is a lot you can do with website visitor audiences.
Not going to show you how today but a few advanced things you can do here would be to retarget just google ads traffic, just paid traffic, just facebook traffic, just Linkedin ads traffic. You could also target just those that visit a certain page on your website like your pricing page or segment by what service offering pages they visit.
Really there is just a ton you can do here.
But for just getting started? I’d just set up basic website visitors for now and create the 90 and 180-day time range buckets.
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