Facebook offers a wide variety of advertising options, and one of the most underutilized features is retargeting. That’s right, whenever a user visits your website or app, you can then target them later on Facebook with specific ads.
Even better: Once you start advertising on Facebook and Instagram, the platform will track users who engage with your ad for up to 90 days. This lets you tailor highly-targeted creative to ultimately get more conversions at a lower cost-per-action (CPA).
To drive these conversions, you must learn how to leverage all of Facebook’s tools that enable advertisers to develop targeted campaigns aimed at specific audiences.
|1. Understand the Basics of Retargeting: Learn the fundamentals of retargeting and how it works within the context of Facebook advertising.|
|2. Segment Your Audience: Identify different segments of your audience based on their behavior and engagement levels to create tailored retargeting campaigns.|
|3. Craft Compelling Ad Creatives: Design attention-grabbing ad creatives that resonate with your retargeted audience, addressing their specific needs and pain points.|
|4. Implement Dynamic Ads: Utilize dynamic ad formats to automatically showcase relevant products or content to users based on their previous interactions.|
|5. Set Up Proper Tracking: Implement pixel tracking and event tracking to accurately measure the performance of your retargeting campaigns and make data-driven optimizations.|
|6. Test and Iterate: Continuously test different ad variations, targeting options, and retargeting strategies to refine your approach and achieve better results.|
|7. Monitor Frequency and Ad Fatigue: Keep an eye on ad frequency to avoid overwhelming your audience with the same ads and potentially causing ad fatigue.|
|8. Optimize for Conversions: Focus on optimizing your retargeting campaigns for specific conversion goals, such as purchases, sign-ups, or downloads.|
|9. Leverage Social Proof: Incorporate social proof elements, such as user reviews or testimonials, to build trust and credibility with your retargeted audience.|
|10. Analyze and Adjust: Regularly analyze the performance metrics of your retargeting campaigns and make data-driven adjustments to improve their effectiveness.|
Create A Custom Audience
To create a custom audience, follow these steps:
Go to the Audience section in your Facebook Ads Manager.
In the Create Audience box, enter some demographics or interests of users who you think would be interested in your offer. If you’re unsure about what to enter, use our Advanced Demographics tool for inspiration!
You can also use this tool if you want to target people based on behavioral data like website activity and purchasing behavior.
Now select one of your existing ad sets or campaigns (or create a new one) that should show ads to users represented by this custom audience.
You’ll see how many people fit into each category when selecting options for targeting and we recommend trying out several different combinations!
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Don’t Neglect Retargeting On Your Website
One of the most powerful ways to increase site traffic is with retargeting. It allows you to reach people who’ve visited your site but didn’t convert, so that you can encourage them to complete their purchase or sign up for your newsletter.
In order for retargeting ads to work, you need a pixel tracking code on each of the pages that someone sees when they visit your site (for example, at the bottom of an .html file).
That way Facebook knows what page has been viewed and can show relevant ads later on other websites where people go after leaving yours.
You can also use remarketing tags which are just like pixels but work off cookies instead of URL tracking codes.
If someone doesn’t visit your website with a tracking code attached then remarketing won’t work properly since there’s no way for Facebook Ads Manager (FAM) know whether or not they’ve already viewed certain pages before being shown another one again via ad targeting purposes only instead!
Create An Audience That Is Diverse To Your Ad Account
It’s important to create an audience that is diverse to your ad account. Why? Because a diverse audience will help you reach a broader audience and will also help you reach more people more effectively.
A diverse audience means that you have different interests, behaviors, and demographics represented in the people who see your ads. The more data points about each user (like age, location and gender) the better so long as it doesn’t get too granular!
For example: if I’m running ads for my eCommerce store on Facebook and targeting users who live in New York City, I might only want to target women between ages 25-34 who are interested in fashion brands like Zara or H&M (and not just any woman living in New York).
That way I’ll only be showing my product ads to women who actually want them!
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Test And Optimize Ad Copy And Design
Now it’s time to test your ad and see how you can improve it.
- Test Different Ad Copy
- Test Different Images
- Test Different Call to Action (CTA)
You can test different CTA buttons, but if you’re starting out, I recommend testing between “Learn More” or “Sign Up” vs. “Buy Now.”
However, if you have an existing product or service, then “Buy Now” could be the best option for converting users who are ready to purchase the item or service.
Another thing to test is whether people prefer video over static images and vice versa but only after testing with both formats first!
If a product has a lot of images in its description, then using static images might be more effective than video at getting people interested in purchasing said product/service.
Because they will feel less overwhelmed by all the information being thrown at them from every direction on their screen (which is why users tend not react well when they see ads online).
It really depends on what kind of brand personality this business has created; so make sure you don’t just stick with one type of format unless it’s working well enough already!
Don’t Neglect Copywriting And Banner Design
Copywriting and banner design are both important. If your copywriting is well-written, but your banner design looks like it came from a high schooler’s Photoshop class, you won’t get very far.
Similarly, a good banner design can only do so much if the text isn’t written in a way that resonates with users.
It’s crucial to remember that these two things are equally important the right copy can make or break a campaign, and vice versa for banners.
Create A Specific Destination URL For Your Display Campaign
It is also important that the destination URL you are using is not too long. A landing page with a longer URL will cause the Facebook bot to have trouble crawling it, which may end up with your ads being disapproved.
The general rule of thumb is to keep your destination URLs from being more than 200 characters in length (including spaces). If you must use a longer URL, make sure it doesn’t contain any special characters that prevent the crawler from navigating through it smoothly.
The keyword here is balance: your landing page should be neither too long nor too short; however, if it’s too short or too long then people won’t be able to find what they need when they land on your site and leave right away because they couldn’t find what they were looking for!
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A/B Test Between Images And Videos For Your Display Ads
A/B testing is a powerful way to optimize your campaigns and reach the right users. For example, if you’re using a video in one ad but not another, A/B testing would allow you to see which ad format performs better so that it can be implemented across all of your ads.
One great way to do this is by using what’s called an “A/B split test.” In this type of test, you create two versions of an ad and then send half the traffic to each version.
Once the results are in, it will show which variation performed better with more clicks or conversions (such as signups).
If you want to learn more about how to set up an A/B split test for Facebook Ads, check out this article from HubSpot!
Add Social Proof With Personalized Ads Through Remarketing And Dynamic Creative Optimization (DCO)
One of the newest and most powerful ways to retarget users is by utilizing dynamic creative optimization (DCO). Dynamic creative optimization (DCO) helps you optimize your Facebook ads by showing the right ad to the right person at the right time.
When you’re using DCO, you’re creating a library of all your possible ads like text variations and images and Facebook automatically serves up the one that’s most likely to work for a specific user.
You can use DCO in many ways:
Add social proof with personalized ads through remarketing and dynamic creative optimization (DCO).
Reduce cost per acquisition: If a customer clicks on an ad but doesn’t complete their purchase, they’ll be shown different variations until they convert into a sale.
This helps reduce your costs per acquisition because you don’t have any wasted advertising spent on uninterested customers who won’t convert anyway.
Target Your Customers From The Last Year Or Two
- Retargeting is a powerful way to get customers to come back and buy from you.
- While many of us have heard of retargeting, it can be difficult to decide what type of ads should be used for your business.
One option is to use general-purpose ads that inform people about your products or services. This often has the effect of reminding them why they were interested in them in the first place, but as we’ve already discussed, this isn’t always enough.
The other option is to use remarketing ads that are designed specifically for your audience based on their recent behavior (or lack thereof).
These tend to be more effective because they speak directly to people who have shown an interest in buying something from you before by visiting your site or app multiple times over a specific period and who may even remember trying it once before!
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Show Users The Exact Product They Viewed On Your Site Or App When Creating Dynamic Ads
When you create dynamic ads, Facebook will automatically pull in the products a user viewed on your site or app. This makes it easy to re-target people with the exact item they looked at before.
For example, if a user clicks on one pair of shoes but then decides not to buy them, you can still show them ads for that same shoe.
If a person added an item to their cart but then left the site without checking out, this targeting technique will allow you to reach that person again and remind them about the product they were interested in buying.
Use Mobile-Friendly Video In Your Ads To Drive More Clicks At Less Cost
Using video ads in your retargeting campaigns can help you drive more clicks at less cost. For example, if your customers are on Facebook and they’re watching one of your videos, they might decide to click on an ad for another product or service that they like.
In addition to driving clicks and increasing sales, video ads also help increase customer engagement and conversions.
When you use video in your retargeting campaign, the content of the ad must match what viewers have seen before (or what they were expecting).
This will increase the likelihood that they will engage with it further than any other type of ad format would allow – giving you even better results!
Use Category Targeting Instead Of Interest To Avoid Wasting Money On People Who Do Not Want What You Are Selling
The key to retargeting is knowing how your audience behaves, but sometimes, you don’t know what they want until they already want it. In these instances, interest-based targeting can be a great way to woo them back.
That said, if you’re selling an expensive product or service that doesn’t cater to every kind of person (like a luxury car), then category targeting might be better for your business goals.
For example: If I’m trying to sell luxury cars and I know that most of my customers are male executives between 30 and 60 years old who live in New York City or Los Angeles (and have houses valued at over $1 million).
Then it makes sense for me to target those men with Facebook ads using category targeting for “cars” rather than using interest-based targeting for “luxury cars” because those two groups overlap significantly less often than the farmer does with the latter.
Target By Demography
Facebook’s targeting options are numerous, but these are some of the most popular:
Age and gender. To target by age and gender, use the drop-down menus to select the desired age range (ie, 18-34 years old), or choose “male” or “female.”
You can also narrow down your audience by selecting more specific demographics like “young mothers,” “empty nesters,” and so forth.
Location. If you’re selling a service or product in a specific geographic area, you’ll want to target people who live there but don’t forget about travelers! With location targeting, you can specify an exact city or zip code along with up to 5 miles out from that center point.
Your ads will appear only when someone near those coordinates is browsing Facebook on their mobile device or desktop computer. You can even use radius targeting to display ads only within a certain distance from your physical address (or any other fixed location).
Interests/behaviors/activities/preferences (IBAP). You can reach users based on what they’ve liked and unfollowed on Facebook pages;
What apps they’ve installed; where they go after visiting certain websites; whether they share certain content types like music streaming playlists or articles from news sites; how often people check into places such as local bars or restaurants; etcetera ad infinitum!
There are millions upon millions of possible combinations here that could help drive traffic back towards whatever goal brings value for both parties involved: A sale made through conversion rates increased by 10%.
An increase in traffic costs due to increased ad spend required because conversions were low compared with other marketing channels like TV advertising during prime time hours instead.
Given that time slot was too expensive due both lack of popularity among young adults watching television at night and also because data shows viewers actively avoiding commercials during commercial breaks rather than skipping over them quickly.
If not outright ignoring them altogether due high cost per impression pricing structure employed industry-wide–are
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Test Different Objectives, Like Lead Generation Vs Purchase Vs Post Engagement Etc., To See What Works Better For Your Business Goals
Once you have a working ad set, it’s time to test different objectives, like lead generation vs purchase vs post engagement, etc., to see what works better for your business goals.
Test different ad sets, like video vs static vs dynamic. Test different ad copy, like long vs short vs detailed. Test different landing pages, like static vs dynamic.
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Here are some additional resources to deepen your understanding of retargeting strategies using Facebook ads:
Advanced Facebook Ad Retargeting Strategies You Need to Try Explore advanced retargeting strategies for Facebook ads to maximize your campaign’s effectiveness and increase conversions.
Retargeting with Facebook Ads Like a Pro Enroll in this Udemy course to master retargeting techniques with Facebook ads, gaining valuable insights from a comprehensive guide.
How to Retarget Ads to Engaged Instagram and Facebook Fans Learn how to retarget ads to your engaged Instagram and Facebook followers for better engagement and improved ad performance.
How does retargeting work in Facebook advertising?
Retargeting in Facebook advertising involves displaying ads to users who have previously interacted with your website or content, increasing the likelihood of conversion.
What are some effective retargeting strategies for engaged fans?
Effective strategies for retargeting engaged fans include showcasing related products, offering exclusive promotions, and delivering personalized content based on their previous interactions.
Can I use retargeting to reach users across different social media platforms?
While retargeting primarily focuses on users who have engaged with your website or content, some platforms allow cross-platform retargeting, enabling you to target users across various social media channels.
How can I measure the success of my Facebook ad retargeting campaign?
To measure the success of your Facebook ad retargeting campaign, track key metrics such as click-through rates, conversion rates, and return on ad spend (ROAS) to assess the campaign’s impact and effectiveness.
What are some common challenges in implementing retargeting strategies?
Common challenges in retargeting strategies include ad fatigue, striking the right balance between frequency and annoyance, and ensuring your retargeting ads remain relevant and engaging to your audience.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.