Here's a new HOT TRAFFIC HACK using Facebook Pixel Custom Events for "In-Page" visitor actions... that lets you create Facebook Custom Audiences based on actual buying temperature "intent signals" like Page Scroll Depth and Actual Reading Time. -- includes Free Download so you can start using this hack today.
Imagine opening Facebook Ads Manager to Create a Custom Audience of Website Traffic and THEN selecting-- from your events-- to build a Custom Audience of people who SCROLLED at least 50% or invested at least 2 minutes ACTUALLY READING your message.
Inside Facebook Ads Manager it would appear like this:
So you could tell Facebook when a visitor:
- scrolls at least 50% of the page
- spends at least 3 minutes on the page
- clicks a social share button
- and LOTS more..
Facebook Pixel: Create Custom Events to Send Visitor Behaviours to Facebook
First, on your (or your client's) website, landing pages, or promoted blog posts, you're going to want to setup some standard event tracking to create custom events that will send data to the Facebook Pixel.
Ideally you'll want to send a time event every 15 or 30 seconds and a scroll event for every 10% or 20% of the page scrolled.
Setting up Scroll Depth and Active Time on Page tracking is a big a topic so, but I'll add a link at the end that you can access.
Once you have this scroll depth and timing data sending into Facebook Pixel for EVERY VISITOR, you can quickly and easily create your HOT Custom Audiences in Facebook so you can target traffic that viewed a specific page for minimum amount of time, say 60 secs or 90 secs and/or scrolled 50% or 60% or 80% of your page.
Here's a step-by-step breakdown even your even your kitty could follow..
Kitty-proof Step by Step Instructions to Create your HOT Custom Audience on Facebook
Yup here goes... your personal step-by-step guide soo easy, even your cat could follow...
Head over to your Facebook Ads Manager and Create a New Custom Audience
OK, so to setup the custom audiences, head over to your Facebook Ads Manager, select Audiences, and select Create New Audience,
Inside Facebook Ads Manager: Create a Custom Audience of Website Traffic using Facebook Pixel Custom Events
Then select Custom Audience, and
then select Website Traffic.
Then just select Include ALL People who meet the following criteria, Select People who visited specific web pages and enter the URL of your landing page, or promoted content.
Now for the Clever Stuff...
Now you've got page Scroll Depth and actual Reading Time firing into Facebook, you can select all website visitors WHO Scrolled or Spent a Certain Amount of Time on the Page!
Then select Narrow Down Further and Select the event in the dropdown list, e.g 50 PERCENT SCROLL
Finally you can complete your HOT custom audiences:
Here's Some Examples We Made Earlier
This shows how to create a Custom Audience of:
- HOT audiences based on Scroll Depth
- HOT audiences based on Active Time on Page
- HOT audiences based on Scroll Depth AND Active Time on Page
- HOT audiences based on people who click the social share buttons
EXAMPLE: HOT custom audiences based on Scroll Depth:
EXAMPLE: HOT custom audiences based on Active Time on Page:
EXAMPLE: HOT custom audiences based on Scroll Depth AND Active Time on Page:
EXAMPLE: Other ideas include HOT custom audiences based on people who click the social share buttons on your promoted content:
This post is part of a series of posts on using “in-page” Facebook Pixel actions and Buyer Intent behaviour to laser focus your facebook retargeting to your MOST Engaged Traffic, and get more bang for your PPC buck. You can read the main post here.
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P.P.S. And if there's something you don't agree with, or something you want to add, you can leave a comment below.