1. Remarketing with Custom Audiences
Start-up Guide

2. Custom Audiences overview
Custom Audiences enable you to target people on Facebook
based on the data you own in a privacy safe way.
You can use Custom Audiences to remarket customers from
your website or mobile app and reach them on any device
regardless of their original touchpoint.

3. Find people you already know
with Custom Audiences
Frequent
shoppers of
shoes
Promote your shoe sale on any device
they use Facebook
Data you own
Man 30–34Woman 18–24
People who looked
at shoes on your
website or
mobile app

4. Matched targets
How Custom Audiences work
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know
Direct or through third-party
People from your website
People from your mobile app
FacebookPeople you know on
Facebook

5. Use cases for remarketing with Custom Audiences
Objective Example
Online
Conversion
eCommerce site targets its users with a Page post link ad on any device
to complete their transaction.
Mobile App
A consumer bank targets all online banking users with mobile app
install ad.
In-store Sales
A global brand displays a mobile page post ad who visited their site.
Facebook could then measure in-store sales uplift from grocers.
Loyalty
Retailer offers discounts for those who recently purchased shoes via
their mobile phone.

6. Custom Audiences from your website
(Power Editor)

7. How Custom Audiences from your website work
1
Users visit your website
2
They browse your website
3
Some purchase, others simply express interest
4
Target visitors who did not purchase with Custom
Audiences
5
And, show them ads on Facebook to drive them back to
your website

8. Getting started in Power Editor
1
Open Power Editor and download accounts
2
Provision remarketing pixel in Power Editor
3
Insert pixel across your site
4
Click Create Custom Audiences from your Website
5
Automatically target ads to the Custom Audiences
created

9. Click on Audiences, then click on Create Audience

10. Click on “Website Custom Audience”

11. Agree to the Terms of Service

12. Copy the JavaScript and place it on your website
Please make
sure to copy
100% of the
pixel codebase

13. Configure the Custom Audience by creating rules
Give it a name
e.g. “home
page visitors”
How many
days should
users stay in
the audience
for?
Define the
audience with
URLs and boolean
logic. You cannot
leave “URL” blank.
Input a “/” to
include all pages.

14. Additional example: creating rules
Example above will
include everyone who
visited a URL containing
“travel.php”
Test your rule, by adding
in the URL that you would
like the pixel to fire. If the
rule works the visited URL
filed will turn from an x to
a green check!

15. Additional example: using multiple keywords
Includes everyone who
visited a URL containing
“cars.php”
- OR -
everyone who visited a
URL containing
“boats.php”

16. Additional example: using AND & doesn’t
contain logic
Includes everyone who
visited a URL:
containing any of the
following paths: “/
flights/”, “/hotels/”, “/
cars/”, “/vacation/”
but not “/boat/”

17. Within Power Editor, verify if your Custom
Audience is ready
Wait an hour after placing the code on your site
Click and see if status says “Ready”

18. Once it is ready, create your ad
Enter
“advanced
options”
• You will have the option to Choose your audience(s) in the Custom
Audiences field.
• You can exclude Custom Audiences that came your website as well.

19. Configure the rest of the ad. Begin.
• Works in every placement (including mobile)
• With every ad format
• With every bid type
• With every conversion objective
• And offsite conversion measurement
• View tags are not allowed

20. Custom Audiences from your website
(ad create tool)

21. Within the ad create tool…
Click on Audiences
Upper Right – Click
on Create Audience
User will be displayed a lightbox with a
variety of options. Click on Custom
Audience from your Website

22. Next you will be displayed
• Terms of Service &
Agreement. Please review
and check the “I agree”
checkbox
• In addition, if there are any
questions, please click on
Learn More to be taken to
the Help Guide

23. Finally, create your audience & rules

24. Thank you page with a reminder to activate the pixel

25. Find your Custom Audience available in
Audience Manager

26. Custom Audiences from your mobile app
(Power Editor)

27. How Custom Audiences from your mobile app works
1
Users visit your mobile app
2
They browse your mobile app
3
Some purchase, others simply express interest
4
Target visitors who did not purchase with Custom
Audiences
5
And, show them ads on Facebook to drive them back to
your mobile app

28. Getting started in Power Editor
1
Register your app and set up app events
2
Open Power Editor and download accounts
3
Click Create Custom Audiences from your Mobile App
4
Automatically target ads to the Custom Audiences
created

29. Click on Audiences , then click on Create Audience

30. Click on “Mobile App Custom Audience”

31. Agree to the Terms of Service

32. Name your audience and choose your app

33. Configure the Custom Audience by event and rules
Choose the
app event you
are measuring
and want to
target by
How many
days should
users stay in
the audience
for?
If you have set up
parameters (i.e. a
value or name
associated with
your event),
choose that here
and apply
operators (equal
to, for example).

34. Within Power Editor, verify if your
Custom Audience
Your audience will be ready to use immediately but it can take
up to an hour to populate with past events you measured.

35. Once it is ready, create your ad
Enter
“advanced
options”
• You will have the option to Choose your audience(s) in the Custom
Audiences field.
• You can exclude Custom Audiences from your mobile app as well.

36. Custom Audiences from your mobile app
(ad create tool)

37. Within the ad create tool...
Click on Audiences
Upper Right – Click
on Create Audience
User will be displayed a lightbox with a
variety of options. Click on Custom
Audience from your Mobile App

38. Next you will be displayed
• Terms of Service &
Agreement. Please review
and check the “I agree”
checkbox
• In addition, if there are any
questions, please click on
Learn More to be taken to
the Help Guide

39. Finally, please create your audience & rules

40. Find your Custom Audience available in
Audience Manager