Customers decide to buy from the first time they are exposed to a Facebook ad. That is where Facebook retargeting comes into play. Because it is a powerful tool to reconnect with potential customers who have interacted with your business but have not purchased, by paying, by targeting audiences who have shown interest in your products and services, you will increase your conversion rate and maximize your marketing efforts. In today’s article, Optimal FB Agency will guide you on how to do retargeting ads on Facebook
What is Facebook retargeting?
It is an advertising technique that allows businesses to show ads to people who have visited their website, and interacted with their content but have not completed a desired action such as a purchase, etc. Businesses use Facebook retargeting ads to remind them of their products or services and encourage them to visit their website and take action, such as a purchase or a newsletter subscription. These ads use the Facebook Pixel to track customer engagement and conversion behavior. This allows businesses to engage with individuals who have visited their website but have not yet made a purchase or taken a desired action. By running targeted ads on Facebook based on a user’s previous interactions. Retargeting ads will generate interest, encourage conversions, and increase brand awareness. This is a personalized advertising strategy to connect with potential customers and drive them back through the sales funnel to increase conversion rates, save on advertising costs, and maximize ROI. In addition, please see more information about: How to pin products on TikTok live?
How Facebook retargeting ads work
Facebook retargeting ads work using the Facebook Pixel. This is a piece of code provided by Facebook that you insert into your website to track visitors’ actions. When someone visits your website, the Pixel fires and tracks their actions. Based on behavior tracking, Facebook creates custom audience segments that categorize visitors based on their interactions on your website.
You can then create ads tailored to these custom audience segments. These ads will be shown to those visitors as they browse Facebook or Instagram. This will prompt them to return to your website to view the products they are interested in. The goal of the ad is to re-engage potential customers by showing them relevant ads. At the same time, encourage them to return to your website and complete the desired action: make a purchase, or sign up for a service.
In addition to pixel retargeting, you can also use list retargeting, which is a campaign that is specific to people on your customer’s email list. This works by uploading an email list of specific email addresses to a retargeting campaign. Facebook can then identify these users to show your ads to.
Why run retargeting ads on Facebook?
In online advertising, retargeting ads are a unique way for marketers to connect with potential customers who have previously interacted but have not yet converted to a purchase. By implementing Facebook retargeting, you will receive the following benefits:
Reconnect with potential customers
People who have visited your website and interacted with your brand even if they have not yet converted are a valuable audience segment. By deploying retargeting ads on Facebook, you can reconnect with people who have engaged during a critical moment in the decision-making journey. By showing targeted ads that meet the needs and interests of your customers, you can engage and motivate them to take the desired action, increasing sales.
Improve brand awareness
Through retargeting ads, your brand message is continuously displayed to previous website visitors. This helps increase online presence and increase brand awareness. Users are then more likely to remember your brand when they are ready to make a purchase.
Improve conversion rates
Because your ads are targeted to people who have previously engaged or who have shown some interest in your brand, your conversion rates will be higher by providing them with relevant messages and attractive offers at the right time. Then you not only increase website traffic from audiences that have already shown interest but also improve conversion rates to the maximum.
Increase Sales
Every business aims to increase sales and revenue. Facebook retargeting ads are a powerful tool for businesses to achieve that goal. Retargeting ad campaigns often remind customers to return to the website to make a purchase, introduce outstanding products or services, and attractive promotions to encourage customers to make a quick decision.
Cost-effective
Facebook retargeting ads are one of the most cost-effective forms of advertising to attract potential customers. Because the more clicks an ad has, the lower the cost. Moreover, advertising focuses on targeting potential customers who have shown interest in the business’s website, products, or services, helping to maximize conversion rates, and saving costs effectively.
How to do retargeting ads on Facebook
Here are the steps to run a retargeting ad campaign on Facebook:
Set up Facebook Business Manager
This is the first step when you start creating retargeting ads on Facebook. Go to the Facebook Business Manager website and create an account. Business Manager allows you to manage all your Facebook assets including pages, ad accounts, and Pixels in one place. You need to make sure you have administrative access to your business’s Facebook page and ad accounts.
Install Facebook Pixel
A Facebook Pixel is a piece of code you need to create and install on your website to track user interactions and collect data for retargeting. If you want to install a Pixel, go to Facebook Business Manager, click Events Manager, and select Pixels from the drop-down menu. Then click Create Pixel and follow the on-screen instructions to name your Pixel and connect it to your website.
You can add the code yourself to your website header or use Google Tag Manager. If you add the code yourself, copy the pixel code provided and paste it between the tags of your website code. Once installed, you need to ensure your Pixel is working properly by using the Facebook Pixel Helper extension for Chrome.
Define your remarketing goals
Before you start retargeting ads, you need to define your goals clearly. Knowing your goals will help you adjust your campaign and measure effectiveness more easily and accurately. Some common remarketing goals you need to know are increasing sales, increasing traffic, and raising brand awareness.
Create a retargeting audience
Once you have set up your Pixel, create a custom audience in Facebook Ads Manager. This allows you to target specific audience segments based on their behavior on your website. To create a retargeting audience, go to Ads Manager and click Audiences. Next, click Create Audience and select Custom Audience. Here you will be given several options for your custom audience source such as website traffic, customer list, app activity, etc. Choose the source that fits your retargeting strategy.
Choose ad format
Ad format plays an important role in determining the success of a retargeting advertising campaign on Facebook. Through the use of ad formats, businesses have many ways to convey messages to the target audience. Depending on your remarketing goals and audience, you should decide on the appropriate ad format: single image, video, collection, and Carousel.
Setting up an advertising budget and schedule
It is one of the important steps that affect the success of the campaign. You need to allocate a budget that is appropriate to your marketing goals and target audience size. Determine the appropriate advertising schedule to ensure that your ads are shown to the right audience without exhausting your resources. You can choose a daily budget or a lifetime budget. Each advertising budget option will have its specific schedule, and with a lifetime budget, you will need to choose a start and end date.
Monitor and adjust the campaign
When deploying a campaign, you need to monitor and measure performance to achieve your marketing goals. You should regularly check key metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Through this data, you can better understand the performance of your campaign and come up with the most appropriate improvement methods.
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Frequently asked questions
For Facebook retargeting, your budget can vary depending on your overall marketing goals and audience size. Start with a smaller budget to test different ad creatives and audience segments, and scale based on performance. Facebook Ads Manager allows you to set daily or lifetime budgets and provides recommendations based on your campaign goals.
If you don’t want to use the Facebook Pixel, you can target using a customer list. Upload your customer email or phone list to Facebook. The platform will then compare and match them with your Facebook profile to show your ads to these users.
