Facebook Website Custom Audiences

The power of Facebook ads is found within the targeting. I don’t care how perfect the ad
copy, imagery, bidding and optimization are, it’s imperative that you target the people most likely to perform your desired action.
Those who have the most success with Facebook ads have mastered remarketing. Any Facebook advertiser with a website can do this using Website Custom Audiences. And yet, not nearly enough take advantage of this.

Website retargeting — also known as remarketing — is the process of running ads that target people who have previously visited your website. In this case, we’re speaking specifically of Facebook ads.

You can only run ads targeting people who have visited a website you control. You’ll need to place a snippet of code (also called a “pixel”) on your website that essentially allows you to claim those pages.

http://www.jonloomer.com/2015/09/11/facebook-website-custom-audiences-guide/?inf_contact_key=3b4819656c1aa0b101cd219d724f0c3db8f71d4bac88eea3ca8dfc094c947c82