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All about retargeting with Facebook Ads – Step by step
Now that we know everything about Facebook ad targeting, retargeting is one of the highest ROI strategies that allow you to tap into shoppers’ behavior. The objective you choose when you create your Facebook campaign has a huge impact on your results. For Facebook ad retargeting, you use Facebook’s pixel to track the activity on your site and use the information you gather to segment consumers for creating ads that keep your brand alive in their minds.
Retargeting defines the outcome of your campaigns and is therefore the most important element to get right. By utilizing Facebook ad retargeting, you’ll be able to improve revenue by utilizing potential customers who if are not already familiar with your product get reminded of what they’re missing out on. But instead of mindlessly retargeting all site visitors with the same offer over and over, retargeting is a strategic approach to the problem.
Retargeting with Facebook Ads – What is it?
Retargeting for dynamic ads is a set of tools offered by Facebook to remind people about the products they’ve browsed and/or purchased on your website, mobile app, marketplace, and Instagram shopping, automatically by showing the products or similar products to what they saw previously. Facebook is the perfect place to retarget customers not just because it’s very likely that out of more than 2 billion users, visitors of your business are among the individuals seeing your Facebook retargeting ads on their feed, but also because it’s very easy to create vivid ads and manage them.
Why do you need Facebook retargeting for your business?
With more than 2 billion daily active users, Facebook is an incredible platform for utilizing existing customers as well as pulling leads already in the funnel. Retargeting with Facebook Ads allows you to capture your audience’s attention based upon their interests, age, location among a multitude of other factors. Irrespective of the size of your business in terms of Facebook retargeting ads you can always adjust your Facebook retargeting ads budget, no matter how small or how large your business may be.
Wondering how to get started?
Facebook Ads is relatively straightforward and definitely not rocket science. Let us walk you through 7 crucial steps of retargeting with Facebook Ads:
Step 1: Set up the Facebook Pixel on your site
Facebook Pixel on your website is a snippet of code for your website that lets you track and measure activity on your website that helps you build and optimize audiences for your Facebook ad campaigns. Facebook Pixel records specific actions that people take while on your site like viewing content, adding an item to their cart, initiating a checkout, completing a purchase, and more.
Step 2: Create a custom audience to be targeted
While Facebook Pixel works to gather more information about your visitors and the actions they have taken on your website. Based on the data collected by Facebook Pixel, create a list of interests and demographics you want to approach through the Audiences section of Facebook Ads Manager. The parameters selected can be adjusted to various subcategories called Sources. The ad audience you choose to work with will change depending on the source.
Step 3: Define your campaign objective
Subsequently, post having your custom audience built. It’s time you choose the prime objective of the campaign namely: Traffic and Conversions. With traffic, the goal is to get retargeting audiences to return to your website primarily to encourage people to visit your store. While with conversion, the goal is to push your retargeting audience towards completing a purchase or other desired action. Either way, the tracking on the Pixel tool has to be set to achieve the desired objectives.
Step 4: Define your campaign budget
Following your defined objective, the Facebook ads manager will require you to fill out additional details about your ad. The next step is to choose where you want to drive traffic. Our interest here though is setting a budget hence, your budget would vary widely, based on your business and overall marketing budget. You can choose to set a daily or lifetime budget for your ad or choose to set a start and end date. Once, your retargeting budget is worked out, you’re ready to add your audience.
Step 5: Assign campaigns based on the audience demographics
Now is the time to put that custom audience defined in step 2 into use. Choose the custom audience you want to use for your retargeting ad. If the desired audience parameters you have set are smaller than you want, you may choose to increase the timeframe you used when creating your custom audience. You may have people who overlap across audiences you’re targeting if you are running multiple campaigns.
Fortunately, you can also choose to exclude this overlap by excluding custom audiences. You may also wish to choose advanced targeting if you have a lot of unqualified traffic coming into your website. You may use the Narrow Audience option under the Detailed Targeting section to only show your retargeting ads to the people most closely related to your ideal customer.
Step 6: Pick your ad placements and delivery
From Facebook in-stream video ads to Instagram feeds, you have several options to place your ad on. Facebook Ads Manager, gives you the opportunity for automatic placements which lets the Facebook algorithm work to get the best results for your ad. Facebook’s ads delivery algorithm is designed to give advertisers the most optimization at the lowest overall cost. The next step required to do is to set up optimization and delivery options.
Depending on your campaign objective, you also have the prospect to set up a cost control although the Facebook algorithm automatically works to spend your ad budget and get the best results using the lowest cost bid strategy.
Step 7: Create your ad campaign
Once you’ve got everything set up the way you want, decide if you’ll create an ad from scratch, or use an existing post. Once selected, click Confirm.
Facebook will review your ad and then your retargeting audience will start to see them.
Are you ready yet?
Retargeting with Facebook Ads is the best way to get higher conversions and visitors for your business to keep your business growing. With a bullet-proof Facebook ad retargeting strategy like aforementioned, you’ll be on your way to getting the best ROI over your ad spend.
Are you not familiar with retargeting with Facebook Ads? No problem! If you want you can use Nanos. Nanos is a great Facebook Ads alternative.
With Nanos, you can create and run multiple campaigns on Facebook, Instagram, and Google. Our technology is simple to use and has very powerful features, such as budget and interests optimization.