Retargeting Your Audience Using Blog Post URLs and Facebook Ads [Lead Generation]


Retargeting? Facebook ads? Slugs? If you’ve ever wondered what these terms mean, you’re not alone. Here’s how to optimize your site’s SEO, attract the right buyers through retargeting, and understand just how important blog post slugs really are.

Retargeting Potential Buyers Using Blog Post Slugs

2020-06-24-blog-post-slug-retargeting-insectWhat exactly is a slug? No, it’s not that slimy little bug in your garden – it’s a way for you to take your blog’s search engine optimization to the next level! When you read a blog post (like this one), look at the web address bar at the top of the page. You’ll see the basic web address which is followed by the ever-so-important slug: the part of the page URL that explains the content found within.

Slugs are important when it comes to optimizing your blog for search engines. Good slugs allow you to:

  • Include your search keyword in your URL
  • Create user-friendly URLs for your readers
  • Categorize your blog posts for even more marketing

In short, making sure that your blog posts have clear and descriptive slugs is key to targeting the right buyer and attracting them to your site!

Categorizing blog posts? What does that mean?

Let’s dive in!

The Point of Categories in Blog Post Slugs

You may be thinking: “I’ve come up with a short, user-friendly slug that contains my target keyword – I’m good to go!”

But, before you hit the publish button, there’s a bit more you need to think about when it comes to your broader marketing strategy – especially as it has to do with content.


Whenever you publish a blog, you should make a point of categorizing your posts, not only for your own purposes but also for your audience. For example, if you want to publish a blog post that can be categorized in your “new home sales” post lineup, you should add that categorization into your slug (just remember to keep it short and simple).

You can categorize your blog posts however you like, but generally, the more specifically targeted to a certain audience, the better. Think of your categorization as not just a way for you to keep your posts organized, but, more importantly, as a way of understanding what your audience is really looking for (more on that in just a second).

You may be coming to the realization that there is a lot more that goes into a slug beyond just an easy-to-understand title. Categorizing your blog post slugs is all-important – not just because it helps your users navigate your site, but also because it helps you with your retargeting strategy.

Slug Categories and Retargeting

Remember how we mentioned that categorized slugs can help you understand what your blog audience is searching for? Categorized slugs can help you take your marketing to a whole new level thanks to retargeting!

Retargeting is a proven strategy that helps you turn audiences who have never heard of your product or service into customers who need what you have to offer. Retargeting is best explained by using an example:

2020-06-24-blog-post-slug-retargeting-smartphoneIt’s Monday morning (ugh). You start your car to drive to work and the engine makes some terrible noises (UGH). It?s a tense drive, but you still make it to the office safe and sound. Worried about that grinding noise under the hood, you do a quick Google search and come across a blog post from an auto repair company based in your area. The blog post is super helpful, and you’re ready to fix the problem on your own when you get home from work.

Over the next week, you start seeing advertisements on your social media feed for the local auto repair shop whose site you visited to help fix your car on Monday. “Strange,” you think to yourself. “My car is fine now – why would they be sending me ads?”

Well, low and behold, something else goes wrong with your car and this time, you can’t fix the problem yourself. Defeated, you start looking for a repair shop. Guess which ad comes to your mind (and may even pop up again on your social feed)? You think of the blog post you used previously and the ads that you’ve been seeing and decide to give the repair shop a call. That is the power of retargeting.

What did the repair shop marketing team do to ensure that you went from an uninterested Facebook scroller to a new customer? Let’s take a look under the hood?

Facebook Ads & Blog Post Slugs

Here’s where it all comes together: blog post slugs, categories, and Facebook ads.

When you categorize your blog content using slugs, you can then pull those categories into your Facebook Ad Manager (provided that you have a Facebook Pixel installed on your website). Creating custom audiences in your Facebook Ad Manager that are based on your slug categories is a great way to target potential customers who you know are already searching for, or interested in your product or service.

Once you have your audiences created, you can start sending targeted ads and content directly to those target audiences. Potential customers who visited your “new home buying” blog post will start seeing “new home buying” Facebook ads with the name of your business attached. Thanks to your blog post slug categorization, you can rest assured that you’ll be sending the right advertisement to the right customer – they’ve already shown some interest in your products by searching for and reading your blog post! Now, you’re feeding the right content to the right audience. This kind of targeting marketing approach saves you time and money!

Learn to Love Retargeting with those Slugs!

Ready to get started with search engine optimization, social media advertisement, and retargeting campaigns? Want to give your business an edge in the online world? Let’s work together to make your marketing budget go further and hit harder!

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