ππ¨π° π°π ππππ₯π πππ¬π‘π’π¨π§ ππ«ππ§ππ¬ π°π’ππ‘ ππ’π±ππ₯ ππ©ππ’π¦π’π³πππ’π¨π§π¬
This isnβt the typical post you see in groups that talks you through CBO stuff and spending tons of money.
This is about leveraging your audienceβs behaviour in a smart way and find new potential buyers without having Facebook struggle to get you new buyers.
ππ‘ππ ππ―ππ«π²ππ¨ππ² ππ§π ππ‘ππ’π« πππ ππ¨ππ¬:
As you probably know, when you optimize for an event like Purchase, Facebook analyses your past purchases then looks around in the audience youβre targeting to get you more people like those.
While this is a healthy approach in general, what most people donβt do is to step outside the regular way of doing this and try more audiences manually.
Again, itβs ok to optimize for Purchase, donβt get me wrong but thatβs only one slice of the pizza 
. Thatβs what Facebook assumes about your audience, but thatβs not everything.
What do I mean by that?
If you look at a few recordings of visits on your site, youβll notice some patterns.
ππ‘ππ πππ° π°π’π§π§ππ«π¬ ππ¨:
They πππ πππππ ππππππππ. Some people go straight to purchase, some look at your images, some read reviews and come back later.
What you need to understand is you can go granular with this and guide Facebook so they send you the type of customer you want.
Say for example that you want impulse buyers and, to be honest, who doesnβt?
Impulse buyers have something in common:
They buy right away
Generally are the best customers youβd want because you donβt need to spend money to retarget them for that initial purchase
Which means that if you optimize for impulse buyers, your CPA will go down (if the market and period isnβt too busy).
ππππ πππ ππ
ππππ πππππππ ππ:
Another chunk of your audience is people who analyse reviews.
Not as fast as impulse buyers but definitely a great audience. These people are more sceptical and once you know who they are, you can tell Facebook to send you more of those and⦠target them with review based ads (testimonials, etc)
Then, there might be people who click to watch your video showcasing your product β¦ you can run video ads to similar people.
The algorithm Facebook uses isnβt something magical, not sure you noticed, but when you start doing something new online, the ads on Facebook change to adapt your online behaviour, which means they use 2 components to target:
General likes and affinities for things
Recent behavior.
ππππ ππ‘ππ ππ ππ’π§β¦ ππππππππβ¦
Using the 2 above, theyβre capable of finding people roughly in the same period in their buying journey and show your ads to them.
Nowβ¦
How can you implement this?
ππ¦π©π₯ππ¦ππ§ππππ’π¨π§
Nothing magical, you just need to analyse your customers be haviour and see what are the patterns and what do they do while browsing your website before buying, then implement some custom events firing back at Facebook.
Then, once everything fires properly, use custom audiences, LAAs and custom conversions to do the magic.
It will open you doors to new opportunities and bring you new customers Facebook wouldnβt otherwise be capable of bringing.
π³πππππππππ: π π ππ ππππ ππππ.
Feel free to address any questions below. 
Cat related included!