Jon Loomer’s WCA Workshop: Recorded Event and Resources is a recorded workshop on Facebook Website Custom Audiences. It teaches audience creation and pixel installation, then connects those tools to advertising aimed at people who have already visited your website.
WCA Workshop: audience setup and matching rules
Loomer introduces what Website Custom Audiences are and why advertisers use them. He guides you through building a list of audiences to create, including when and why to base an audience on a URL, Domain, or Path.
The workshop addresses four specific matching rules: “contains any,” “doesn’t contain,” “is equal to,” and “is not equal to.” Pixel installation is also part of the teaching. These lessons use the Facebook terminology and setup concepts presented in the recorded event.
Four advertising applications
- Product sales: Create ads targeting people who showed interest in a product but did not convert.
- Article promotion: Reach previous readers while excluding people who have already read the post being promoted.
- Facebook Page likes: Target people with an existing connection through website visits rather than relying on interest targeting.
- Email list building: Encourage regular blog visitors to subscribe to an email list.
The practical emphasis is on choosing audiences and exclusions for a particular campaign goal, rather than treating all website visitors as one group.
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