Retargeting Faceboook ads

What does retargeting mean?

The truth is that 96% of your website visitors are not ready to buy. They come to your website, visit it for a while, and then leave. The most awful part is that most of them will forget about your website as soon as they close the tab. Here, retargeting comes to play; you should remind your website visitors about your products/services and bring them back to your store until they get ready to buy your products/services.  Yes, retargeting Faceboook ads work well for this purposes. Now, a frequently asked question is that how can we retarget our website visitors on Facebook?

I am going to explain step-by-step in the following sections.

How to implement retargeting Faceboook ads?

Step 1: Install Facebook pixel on your website

The Facebook pixel is a code that you should place on your website. It collects data and helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and retarget individuals who have already taken some kind of action (e.g., visiting a product page, add to cart, etc.) on your website.

Facebook pixel works by placing and triggering cookies to track users as they interact with your website and Facebook ads. You can learn how to setup the Facebook pixel in this Facebook Business Help article.

Step 2: Use Google Analytics to see where people are more likely to buy

Google analytics is a free web analytics tool that tracks and reports website traffic and how individuals interact with your website. Among other things, you can use Google analytics to see where the visitors of your website are more likely to buy. More precisely, you may see that people visit your website from their smart phones, but never buy from their mobile devices. Accordingly, you may consider showing your retargeting ads on desktop only. This helps you reduce the cost of advertising.

In order to understand which devices people use to visit your website and complete their purchase, follow the below path:

  1. Open Google Analytics.
  2. Go to Audience block.
  3. Choose Mobile.
  4. Click on “Overview”.

Pay attention to your mobile conversion rate and how much of your total revenue belongs to the mobile visitors. If desktop visitors significantly outperform your mobile visitors, consider switching off your ads on mobile devices, and vice versa.

Picture of Audience Block in Google Analytics: Google Analytics can be used to run effective retargeting Faceboook ads
Google Analytics: Device Category under Audience Block

For this particular online store, desktop users generate over 70% of their monthly traffic, yet less than 29% of all conversions come from desktop users. On the contrary, mobile users generate 27% of the traffic, but those visitors are responsible for over 68% of the revenue.

So, guess what? Yes, you are suggested to switch off your retargeting Faceboook ads for Desktop placement.

Step 3: Capture attention and remind the visitors of the products they were interested in

One study found that individuals are more likely to engage with something familiar than something completely new. That is, among a bunch of ads and content, people’s attention is attracted by things that they are already seen.

This implies that by showing ads to the people who have already shown their interest in a particular product, you have a higher chance of grabbing their attention. Facebook dynamic retargeting ads are a sort of ad that automatically show products to the people who have previously viewed, which make these ads relevant.

To run Facebook dynamic retargeting ads, follow the below path:

  1. Upload your product catalogue.
  2. Go to catalogue manager.
  3. Choose one of the categories (E-commerce, Travel, Property, or Auto).
  4. Configure your catalogue setting.
  5. Click on “Create”.
Step 4: Create relevant copywriting

Some people abandon their carts simply because they change their minds or want to see if there is a better offer around. In this case, you need to use a tactic to bring such people back to your store and offer them something that makes them see their purchase as a great deal. Some online stores offer limited-time discount code, and this technique can bring back some cart abandoners and stimulate them to buy your product. However, keep in mind that once an offer states that it will be open until a particulate date, the offer must terminate on that date without extension; otherwise, it may adversely affect your brand and may not your future offer work properly.

If you do not want to reduce the price, there are other ways to make your shoppers come back to your store. People like free things; therefore, you can offer free shipping, free gifts, or even a free product sample for every purchase.

Step 5: Create relevant audience

You can create three types of audience for Facebook Ads: Core Audience, Custom Audience, and Lookalike Audience.

To run retargeting ads on Facebook, you need to create custom audience. Custom audiences include those people who are loyal to you, have already used your app, or visited your website. In order to create custom audience for retargeting purposes, note that retarget your campaign for recent visitors (7 day’s visitors): otherwise, they may not remember your product/brand.

To create custom audiences, follow the below path:

    1. Go to Ads Manager.
    2. After selecting Ad category and objective, go to “Audience”>>> Create new audience >>> Create new >>> Choose “Custom Audience”.
  1. Choose Website.
  2. Choose All website visitors in the past 7 days.
Picture of Custom Audience in Facebook Ads: Custom audience is the core in retargeting Faceboook ads
All Website Visitors in the last 7 days

In addition, build an audience of your recent buyers by following the below path:

  1. “Audience” >>> Create new audience >>> Create new >>> Choose “Custom Audience”.
  2. Choose Website.

3. Choose people who have visited specific web pages in the past 30 days. In this case, you can choose “Thank you” page in order to target purchasers.

Picture of Custom Audience in Facebook Ads
All website visitors who have purchased in the last 30 days
Step 6: Create your campaign

In order to create retargeting campaign, follow the below path:

  1. Go to Ads Manager.
  2. Create Campaign.
  3. Choose “Catalogue Sales” (as explained in step 3) as your marketing objective. Alternatively, you can choose “Conversions” If you do not have previously created your product catalogue.
Picture of Objective Section in Facebook Ads
Objective: Catalogue Sales
Step 7: Define your target audience

In this step, you have to define who you want to see your ads. In the step 4, you created two types of audience; one is those who have visited your website in the last 7 days, and the other is those who have purchased your products in the last 30 days. In the current step, you need to choose the last 7-days visitors and exclude the recent purchasers (last 30-days purchasers).

Picture of Audience Section in Facebook Ads
Creating new audience: (All website visitors) minus (recent purchasers)

After setting the rest of your targeting parameters such as location, age, and gender, continue on and create your ads. Then, retargeting Faceboook ads would work well to bring your visitors back to your website. 

Please comment below and provide me with your opinion.

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