How To Set Up Facebook Retargeting Ads
Imagine that you could retarget people that visited your site, filled a form, or liked your post, how would that make you feel?
That is the major purpose of Facebook retargeting.
Most of the time you make advertisements, in addition to targeting them to fans, you can also address them to groups of people profiled by demographic characteristics, interests, behaviors, etc (those that Facebook calls Key Audience or Core Audience);
You will surely have realized that, while it is quite easy to acquire a “Like” or any other form of interaction (eg ads aimed at engaging, clicking on the link, viewing videos, or acquiring fans), it is generally more difficult and expensive to achieve “heavier” conversion objectives, such as requesting information or purchasing with this type of audience, especially in some sectors where the purchase choice requires more time, awareness and “points of contact”.
This is because these are actions that require greater knowledge of the brand and relative trust.
Retargeting (or Remarketing).
What is Retargeting?
Retargeting is a form of online advertising that allows us to reach people who have visited and abandoned our website, accompanying them towards the achievement of our business goals.
In fact, generally, the users who visit our website, only between 1%, and 5% convert, so there remains a 98% -95% of people who “lose along the way”, who are nevertheless of great value, especially if they have performed actions that make them particularly qualified (eg viewing a key page, adding to the cart, downloading a specific resource, etc); retargeting allows us, in fact, to reach them again outside our website (for example on the Google Display Network ).
How does Retargeting on Facebook work?
- You visit a certain section of my site but click away. I show you an ongoing offer, related to the products of the section you have visited and, therefore, you like them.
- You request information for a particular course but did not attend. They reach you with the advertisements that post similar courses because I know you are interested.
- You visit a key page on my site. I show you an announcement inviting you to request information about it.
These are just examples of how Facebook retargeting works.
And so on, incredibly decreasing acquisition costs in most cases and accompanying users on the path that leads them to become customers, returning customers, and brand ambassadors.
In order to do this we must:
- Install the Facebook Pixel and related conversion tracking on our site
- Create a series of ad hoc Custom Audiences.
- Create and activate advertisements aimed at these audiences.
How to use Custom Audiences for Retargeting?
To be able to do Retargeting properly, you not only need to think about specific ads for those who already know you and have expressed an interest in certain products or services but also create a series of segments to which to show your ads;
Obviously, the more traffic on your website, the more segments you will need to create to make relevant campaigns.
(e.g. if a person visited the page of a certain service you offer, create an ad that prompts him to request that particular service and not on EVERYTHING you offer. Show an advertisement that takes the prospect to the next step, which is the purchase).
To be truly relevant and exponentially increase your chances of concluding sales with your campaigns, I recommend using Dynamic Ads which allow you to make super-targeted and always updated ads based on your product catalog.
If you have a low traffic, it might be worth starting with a few audience segments and ads, to avoid over-optimizing your campaigns and find yourself showing the same ad 10 times to the same people in no time.
In fact, if you constantly have qualified traffic to your website, you can create a real conversion funnel which, with a series of ads based on the actions it performs, aims to take the user from one step to the next
(e.g. from simple visit> to lead> to purchase> to repeat purchase), it’s all about setting your Custom Audience and your Facebook Pixel well.
- In fact, you can create an audience of people who have visited your website in the last 7 days, but have not left their data (exclusion) or bought.
- Another of those who have requested information in the last 2 months but have not progressed through the process.
- Yet another, especially if in your sector you work on repeated purchases over time, to people who have purchased in the last period, with a series of announcements on new products (perhaps based on the categories they have previously purchased).
Obviously, you have to test both the various segments, the creatives, the placements, and the budgets to invest to “find the square”, but believe me when I tell you that Facebook Retargeting can become one of your most powerful allies in reducing the abandonment of website, shopping cart, and completing your prospect’s journey online.
To start retargeting on Facebook you must in order:
- Insert the Facebook Pixel on the site.
- Set up conversion tracking to include or exclude audiences that take certain actions
- Create Custom Audiences (explore the options that Facebook gives you, they are really many and very targeted) based on the retargeting operations you want to do and are more significant for your business
- Create ads to show to the public
test, track results, and optimize.
Test the Retargeting system that Facebook offers on your business, I’m sure you will be pleasantly surprised.
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