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Facebook Engagement Audiences: More Ways to Retarget

Published: June 27, 2016

Author: Molly McCarty

Facebook is always coming out with new features. The latest is custom audiences based on engagement on lead gen ads, which helps fill a gap and gives marketers new ways to retarget.
The lead gen unit allows you to collect leads without having the user leave Facebook. The downside? You can’t build a website custom audience off of lead form completes or people who have reached the lead page but didn’t submit – since they never made their way to your site. Up until now, you had no way to retarget these folks who had clearly expressed interest in your brand or service.
A solution now exists! You can now build a custom audience out of three options: all people who engaged with your form; only those who have submitted your form; and only those who have opened but not submitted.
While WCA allows you to build an audience of visitors as far back as 180 days, this audience only allows you to go as far back as 90 days – which is still pretty great!

How to use these audiences

An audience using anyone who opened your form will of course be your largest audience pool of the three. You can use this for your basic remarketing campaigns, as everyone who opened the ad will have some interest and likely be engaged with your ad.
People who opened your form but didn’t submit can be considered as users who jumped ship. Try to think about why these users didn’t submit the form. Is it because they need more information? Do they just need that extra nudge? Targeting these users with different messaging and creative could help in getting them to submit the lead.
Building an audience of people who both opened your ad and submitted the form is another great audience. You have tons of possibilities here – the first being an upsell of additional products/services. Another way to use this is to build a lookalike audience for your acquisition campaigns. You know they submitted, so why not find more users like them?

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