How to Use Custom Audiences to Recapture Website Visitors

So let’s say, someone visits your website, checks out your product, maybe even adds it to their cart. But for some reason, they leave without buying.

What happens next?

If you are not retargeting them, then the answer is absolutely nothing. They forget about you, move on, and maybe even buy from your competitor instead.

This is why Custom Audiences are so powerful. Today, I am going to teach you how to use them to bring those visitors back and turn them into paying customers.

A Custom Audience is a list of people who have already interacted with your business in some way.

These could be:

People who visited your website.

People who clicked on your ad but did not buy.

People who are on your email list.

It is like having a second chance to talk to people who already showed interest in what you are offering.

Let me break it down step by step.

You Install a Pixel on Your Website: ​A pixel is a small piece of code that tracks what people do on your site. It is like a camera watching silently in the background. For example, if someone visits your product page but does not buy, the pixel records that.

You Create a Custom Audience: ​Using tools like Facebook Ads Manager, you can set up an audience of people who visited specific pages on your site. For example, you can create an audience of:

You Show Them Specific Ads: ​Now comes the magic. You create ads that speak directly to those people. Let us say someone added a product to their cart but did not check out. You could show them an ad that says: ​“Forgot something? Complete your purchase today and get free shipping.” ​It feels personal, right? That is because it is.

Think about this: So many times you have been distracted while shopping online. A phone call, a message, or just second thoughts can pull someone away from your site.

But here is the thing: 70% of shoppers abandon their carts. That is normal.

Now, here is what is not normal: 98% of website visitors do not convert on their first visit.

Does that mean they are not interested? Not at all. They just need a reminder.

And this is not just my opinion—it is human psychology. People are more likely to buy when they see something repeatedly. It builds trust and makes them feel more confident in their decision.

One of my clients runs an online store for handmade jewelry. When we started working together, she told me her biggest frustration: ​“Obinna, people love my products, but they never buy. They just leave my website, and I feel stuck.”

We checked her website traffic. She had over 10,000 visitors every month, but her sales were less than 1% of that.

After looking at everything, I thought the solution could be custom Audiences.

So we set up a pixel, created a Custom Audience of people who visited her “Product” pages but did not buy, and launched a retargeting ad.

The ad was simple: ​A picture of her best-selling necklace with the headline: “Loved this? It is waiting for you.”

Guess what happened? Her sales increased by almost 40% in the first month.

Segment Your Audience: ​Do not just retarget everyone. Break them into smaller groups based on their actions. For example:

Use Eye-Catching Ads: ​Retargeting works best when your ad stands out. Use strong visuals, clear messages, and, if possible, urgency (e.g., “Offer Ends Tonight!”).

Offer an Incentive: ​Sometimes, a little push is all people need. Offer a discount, free shipping, or a bonus if they act now.

Do Not Overdo It: ​No one likes being followed around the internet by the same ad. Set a frequency cap so people see your ad just enough times to make a decision.

Retargeting is one of the easiest ways to turn “almost customers” into real customers. But here is the thing: getting it right takes planning, strategy, and a deep understanding of your audience.

That is where I come in.

Click the link below to book a free 15-minute call with me. We will talk about your business, your audience, and how I can help you set up retargeting ads that bring results.

​Book Your Free Call Now​