How to setup Facebook Retargeting Ads
When it comes to Facebook for the typical user, seeing an ad for a recently visited website as they scroll through their feed looking for the usual cat videos and meme posts may seem like magic.
Digital Marketers who are trained to see between the lines know that it’s not magic but retargeting in action. Retargeting is one of the best advertising strategies that can be used for closing in on sales and it also gives some of the greatest returns that you can get on your ad spend.
The way that retargeting works on Facebook is rather straightforward. It puts you in a position that allows you further engage with people who have been on your website but didn’t complete the final step of hitting that buy button or taking another action that you wanted them to. There are numerous offers that you can pursue to see what the customer will respond to best, perhaps a discount will sweeten the deal even further, or maybe free shipping will make them pull out the credit card? There’s nothing stopping you from running a split test to see which offer will convert best.
To put these strategies into motion for your campaigns you will have to begin by understanding how to create and iterate on Facebook retargeting campaigns. The guide we’ve put together below will go a long way in helping you do just that.
Just what is Retargeting?
Let’s take a step backwards for a moment and learn about the process from the ground up. Retargeting is a marketing tool that has proven to be an extremely effective tool for reaching people that have shown interest in your website and product offerings on other mediums like Facebook. This is very powerful as sometimes for whatever reason, someone might not complete a transaction and then end up forgetting about it but retargeting allows you to remind them about why they were looking at your product or service in the first place.
To get a visual breakdown of the process, take a look at the below image from roarlocal.com:
The Custom Audiences feature on Facebook allows you to place a bit of code on your website that then places a tracking cookie on your visitors computer. This code then broadcasts the information to Facebook detailing which pages were viewed on your website by each visitor.
With this data in hand you are then able to use the preferences of your Custom Audience to retarget different segments. An example being, retargeting people who browsed an item a few times or someone who added items to their cart but didn’t complete the purchase.
For a real world example of this in action, we recently ran a retargeting campaign on Facebook for an auto dealer in Ocean Crest San Diego. We keyed in on people who looked at specific cars on their site.
There was a great chance that if they looked a certain models they were interested in making a purchase or learning more so we then showed them an ad on Facebook that gave them more information and took the chance to show an impressive image of the car.
Using images that look great in your ads will help with getting the attention of your audience on Facebook
It turned out that the earlier assumption was correct, the results of the campaign produced great results for us and the client. Conversions increased by a whopping 44%!
When used right, retargeting is a very very powerful tool that enables you to re-engage with and further educate your customers which can make them much more comfortable with making a choice about your product or your services. Next we’ll go through a step by step process at creating your first campaign that will have you churning them out in no time.
The 5 Step Process to Creating a Facebook Retargeting Campaign
Ok so you’re now ready to setup your Facebook Retargeting campaign, going through these simple steps in sequence will have you in business. To follow these instructions you will need to already have a Facebook account that lets you manage business ads.
1. Log in to your Facebook Ads then hit Audiences
Using the dropdown menu after clicking on Business Manager at the top left-hand side of the screen you’ll find Audiences, which is the option we want to select.
2. Click on Create Audience and select Custom Audiences
Next using the top left of the screen again, we’ll look for Create Audience. Since we’re interested in getting a retargeting campaign going we’ll need to choose Custom Audience, the powerful feature that lets us target the specific people who take specific actions when they visit a website.
3. Select Website Traffic
As you’ll see there are a variety of options but for our purposes right now we’re solely interested in the option Website Traffic so that we can target the people who came to our site.
4. Using the Drop-down List Choose the Target Audience
The following screen will give you the below options for creating your desired audience for targeting.
- Anyone who visits your website
- People who visit specific pages
- People visiting specific web pages but not others
- People who haven’t visited in a certain amount of time
- Custom combination
The image above gives you an idea of how it would look if we were to set up a custom audience for people who are visiting a blog. You can further fine-tune the audience by setting a specific date range and naming it.
5. Place The Pixel Code on Your Website
To begin making use of retargeting you’ll need to have the pixel (tracking) code on your website.
The pixel is the name giving to the code that is placed on your website for tracking visitors. Why the name pixel? Because that’s literally what it is and does. A small 1×1 transparent pixel is placed on the pages of your website. The visitors won’t see the pixel but it will track the pages that they visit and can inform you of the actions that they’ve taken to arrive at the pages.
To find your unique pixel code you’ll have to head over to the Audiences section of your Ads Manager, select the new retargeting campaign that we just created, click on the Actions button and then View Panel from the dropdown menu that appears.
This is where you’ll find your pixel base code (the one in the image is blurred for privacy reasons but yours will be fine), for placing on your website. It’s a simple process but if you’re not comfortable with doing it then speak to your web developer to get it going.
After it’s in place the campaign can now begin and you can track your results!
Getting the Most Out of Your Retargeting Campaigns
To give your campaigns the best chances of being successful it’s a good idea to have a plan in place for commanding the attention of your targeted audience and making sure that they have a reason for re-entering your sales cycle.
Always have a clear goal in mind of the specifics that you have for your campaign. Who do you want to target? What do you want them to do? The answers to these questions will greatly influence the outcome of your retargeting campaigns and help you understand if they are successful or not.
After you’ve answered these questions then you can create an ad that will stop your audience in their tracks and make them re-engage with you. We’ve provided another example below that does a great job of this. It’s eye-catching and encourages the viewer to make an action by giving them the right incentives to go to Amazon and make a decision today.
Using the above steps and principles will give you a solid foundation for starting your rockstar retargeting career. To spot opportunities for improvement don’t forget to make use of split A/B testing to see which ads give you the best results and never stop testing.
Of course if this seems difficult or “too technical” in nature; there is a much easier solution. That would be us, Easy Retarget. Our software helps automate the retargeting process for you so that in about 15 minutes you’ll have retargeting ads ready to go on Facebook!
EasyRetarget Makes Retargeting Super Simple
Our software EasyRetarget allows anybody to run retargeting ads to any website! That’s right if you’re raising money on Kickstarter, selling products on Amazon, or offering hand crafted goods on Etsy, with easyretarget; you can run retargeting ads back to your promotional page. It even works if you’re promoting an affiliate offer!
See how easy retargeting is with EasyRetarget!