August 23rd, 2018

How to target people that have interacted with your online store on Facebook to increase sales

Are you targeting people that have shown interest in you on Facebook or Instagram? Converting people that are aware of you, but not yet customers, is an easy win and great way to increase your sales. In this blog post, I will describe how you can reach people that have interacted with you in some way on Facebook or Instagram in order to convert them to customers.

Why target people that have shown interest in you on Facebook or Instagram?

People that have engaged with you in some way on Facebook or Instagram are already aware of your business. This means that they are one step closer to being converted into a customer. They might even be considering buying something from you. Targeting these people with your advertising is a great opportunity to improve your conversions and sales.

How can I target these people?

Facebook enables you to target these people using Facebook Engagement Custom Audience, which is basically an audience or group of people that has previously interacted with your content on Facebook or Instagram.

Using Engagement Custom Audience, Facebook allows you to deliver ads to people who have interacted with you through your:

  • Facebook business page
  • Instagram business profile
  • Videos on Facebook and Instagram
  • Lead form ads on Facebook and Instagram
  • Facebook events
  • Collection ads or Canvas ads on Facebook

In addition, you can segment these groups based on how they have interacted with you. For your Facebook business page, you can for example, deliver ads to people who have viewed your page, engaged with your posts or ads, clicked on call-to-action buttons, sent a message to your page or saved content from your page. For video, you can target people that have watched a certain length or percentage of videos posted to your page.

Facebook Engagement Custom Audience is a great way to not only reach people that have interacted with you on Facebook, but also to segment these people into granular groups that can experiment with to find the most successful ad campaigns.

How to create a Facebook Engagement Custom Audience

Once you have decided which people you want to target, i.e. how these people have interacted with you on Facebook and Instagram based on the bullet list above, the next step is to create your Engagement Custom Audience. Follow these steps in order to do so:

Go to the Audiences page on Facebook.

Click Create Audience and choose Custom Audience.

Create Audience, Custom Audience

Then choose Engagement.

Create Custom Audience, Engagement

Thereafter, you will be presented with the different options to target people that have previously interacted with you. Pick the option that you want to use.

Custom Audience, Engagement type

If you choose e.g. Facebook Page, you will be presented with the different targeting options as described above including time period with default setting the past 365 days. You can choose a broader targeting such as anyone who visited your page or a more narrow one such as people who sent a message to your page.

We suggest starting with the general option, in this case everyone who engaged with your page, just to get you started. Thereafter you can use these options to build out more audiences and campaigns that you can test against each other and optimize.

Custom Audience, Engagement type 2

Once you have selected the specific targeting, you are done! You have now defined an audience or group of people that have previously interacted with your business.

The next step is to create a campaign and to target the audience that you have just defined. Stay tuned for our upcoming blog posts on how to create campaigns.

Conclusion

By targeting people that are have already shown an interest in your business or products on Facebook, you can improve conversions and sales. Facebook Engagement Custom Audience is a great way to do this and there are many ways to experiment with the different types of targeting to get the best results.

Further resources

Another smart way for ecommerce stores to increase sales is to target Facebook users that are similar to your existing customers. See our blog post how to increase your Ecommerce sales using Facebook lookalike audiences for a step-by-step guide on how to set this up.

If you are just getting started with Facebook advertising and want to learn why you should advertise your ecommerce store on Facebook and the different advertising options available to you, check out the Evermark ultimate guide to Facebook advertising for ecommerce stores.


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Helena Ahlström

CEO, Evermark


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