How to Create Facebook Custom Audiences for Retargeting

Real Estate Agent with Keller Williams Las Vegas S.0075212

Facebook ads are getting a lot of attention, and rightfully so. Real estate agents and business professionals are learning how to get more leads online with social media marketing. That’s the up side. The down side is that those lessons can come with a hefty price tag if you’re not sure how to hone in on the right audience. Learn how to create Facebook custom audiences to hone in on viewers who have already visited your website!

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Types of Facebook Ads: Baiting the hook

Designing a blanket Facebook ad aimed at the entirety of Facebook's user base is a mistake many self-marketers make. That's a huge ocean to fish in. Creating a Facebook ad with demographic targeting is one method of reaching the right audience at the best value, but using Facebook Pixel to create a custom audience can take your social media marketing to all new levels for real estate lead generation.

Facebook Pixel

Facebook Pixel is a JavaScript code that you enter into each page of your website.  The Facebook Pixel code allows you to track, measure, and optimize audiences who visit your website. But don’t worry - your website visitors cannot see the code. The code can be added to the footer of each page in your website, sometimes as easily as adding a widget or plugin.

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Once you have Facebook Pixel installed in each page of your website, you can then create a custom audience in Facebook Ads for specific campaigns. You can target ads to your custom audiences to maximize real estate lead generation.

Examples of Facebook Custom Audiences

hands on a laptop using Facebook to create custom audiencesFor example, you can create a custom audience for “all website traffic”. When you create an ad for that audience, your ad is only shown to people who have visited your website. This is called retargeting. Although a viewer may have visited your site, they may not have registered to become a lead. But because they showed interest in your website, you may still be able to capture that lead by creating an ad specifically designed to reach out for a second touch.


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Your custom audience must contain at least 20 contacts before an ad can be shown, but you don’t have to have 20 contacts to create the audience. Create the audience first and it will build automatically as people visit your website. When your audience reaches 20 contacts, you can then create an ad for those viewers. Furthermore, any new viewers to your website are automatically added to that custom audience for the next 180 days. You could name that custom audience, “All website visitors”.

But let’s say you want to get more specific. Perhaps you want to retarget people who have visited a specific page in your website. For instance, you may choose to target people who have visited your IDX listings pages. You can customize that audience by specifying the URL they visited. In the case of IDX Broker, all IDX pages within a website are preceded by the word “home” in the URL. In the case of, the IDX pages have URLs that include “".

Additionally, you can exclude visited URLs such as thank you pages. A thank you page indicates the visitor has registered, so they’re already a lead. You don’t need to continue trying to capture that lead with an ad. Copy the URL of your thank you page and paste it into the area for excluding a URL. You could then name that custom audience, “People who have visited IDX pages”.

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Summing it Up

Sending out a blanket ad to all Facebook users may produce trickle effects, but not nearly enough to substantiate the investment. Narrowing down your audience with demographic targeting can refine the audience by location, age, gender, occupation, income, etc. - but it’s still casting a wide net. By creating a custom audience to retarget people who have already visited your website, or particular pages in your website, you’re capturing the attention of people who are already familiar with you, your business, and your services - at least to some degree. Learn how to optimize your Facebook ad campaigns to target custom audiences to maximize your ad’s performance and your marketing dollars.

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Posted by

Lori Ballen

Digital Marketing Strategist
Ballen Brands - Helping Business Professionals Rise Above the Noise.

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Mark Loewenberg
KW of the Palm Beaches - Palm Beach Gardens, FL
KW 561-214-0370

thanks for the free gift along with the awesome information you provided here today! Lori!

Nov 29, 2016 10:02 AM #1
Mike Bjork
American Pacific Mortgage - Redondo Beach, CA

This is great information, Lori!  I've learned of this with Chris Johnstone, which they termed it Boomerang Marketing.  It's incredible on how effective this can be, if applied properly.

Nov 29, 2016 10:54 PM #2
Melanie Cameron
Coldwell Banker Sea Coast Advantage - Wilmington, NC
The Cameron Team

We've had issues with using the pixel to record visitors. It doesn't get anywhere near Google Analytics. However, we do upload leads that sign up on our website. It helps to convert them by keeping us top of mind. It may not be everyone, but at least it's people who have shown some interest.

Nov 30, 2016 04:44 AM #3
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Lori Ballen

Digital Marketing Strategist
Find Out what Your Home is Worth
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