Facebook Remarketing is an awesome way to reach your target audience who have interacted with your business one way or the other, and coax them to buy your products & services.
Have you ever seen a Facebook Ad for a website that you had just visited a few minutes ago? It might seem like magic, but it’s called a Remarketing Ad (also called Retargeting Ad). Remarketing Ads are one of the most effective ways to drive potential leads and customers to your business. Facebook Remarketing Ads allow you to re-engage with people who had visited your website, when they’re on Facebook. Perhaps, this time you can offer them a discount or free gift to make them come back to your website.
Here’s a beginner’s guide to Facebook Retargeting – How does Facebook Retargeting work and How to create Facebook Remarketing Campaigns.
How does Facebook Retargeting Work?
Retargeting is a really effective Facebook marketing tool that enables you to target Facebook Ads to those people who have expressed interest in your site – by visiting it, or signing up for your product /service, or by some other interaction. It allows you to remind them why your product is so awesome and why they should go for it.
Here’s how Facebook Remarketing works
When a visitor visits your website, a cookie is placed on his browser that sends Facebook information about the pages he visited while browsing your website. Now, when this user visits Facebook, he’ll be displayed ads about your website.
You can use Facebook’s Custom Audience Feature to install a small snippet of code on your website, which will place a cookie on the browsers of all those people who visit your website. This code will inform Facebook as to which pages were visited by each visitor to your website.
You can decide which customer segments to retarget using Custom Audience Preferences. For example, you can retarget people who visited your new registration page but didn’t sign up for your product or service, or even visitors who added products to their shopping cart but didn’t make a purchase.
Retargeting is an amazing way to re-engage with potential customers, and persuade them to buy your product or service. Let’s see how to create a Facebook Retargeting Campaign for your customers.
You can also read How to Create LookAlike Audiences on Facebook, using your Custom Audience, to increase the reach of your Facebook Ads.
How to Create Facebook Remarketing Campaign?
Here are the steps to create a Facebook Retargeting Campaign. Please note, in order to create a Facebook retargeting Ad Campaign you need to have a Facebook account for Business Ads.
1. Log in to Facebook Ads Manager
Log in to Facebook Ads manager and click on Audiences from the dropdown menu that appears when you click on Business Manager link on top left corner of the screen
2. Create Custom Audience
On the audiences page, click Create Audience on top left part of the screen. You’ll see a dropdown that shows various options to create audience for your Facebook Ad Campaign. For retargeting campaigns, you need to select Custom Audience option that allows you to define custom targeting criteria such as “People who visited specific page on your website”.
Learn how to create Facebook Custom Audiences to effectively target your Facebook Ads.
3. Define how to create you custom audience
Facebook Ad Manager provides multiple ways to define your custom audience. You can either upload a customer file with a list of email ids, target customers based on website traffic, select customers based on their app activity (for mobile apps), or target visitors based on their engagement with your content on Facebook. Since in our example, we want to retarget people who have visited our website, we’ll select Website Traffic
You can also read 9 Best Tips to Increase Facebook Engagement
4. Select Target Audience
Based on what you select above, you’ll be taken to a separate page where you can select your target audience. If you select Website Traffic, you’ll see the following targeting options:
- 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 following example shows how to target people who have visited your blog in the last 45 days. As you see, Facebook allows you to set date range for target audience, and even name your audience.
Learn how to use Facebook Advertising for Ecommerce Marketing.
5. Get the Facebook Remarketing Pixel Code
Next you need to get the Facebook Tracking Code (also called Facebook Retargeting pixel code) for your retargeting ads and place it on your website. It’s a code that places a 1×1 transparent pixel on your website and allows Facebook to track visitors on your website.
When a visitor visits a page with Facebook tracking code, the pixel is loaded along with other elements on the page. Facebook uses this information along with the cookie to find out which specific visitor has visited what page.
You can obtain the Facebook pixel by clicking on your new retargeting campaign in the Audiences section of your Facebook Ads Manager. After selecting your retargeting campaign, click on Actions and click View Panel in the dropdown menu, as shown below.
You’ll see a page with the pixel code that you can install on your website, or reach out to a developer to help you out. That’s it!
You can also read how Facebook Dynamic Ads can help you retarget customers effectively by creating dynamic single-product or multi-product ads that are highly relevant to your target audience.
How to make your Facebook Retargeting Campaign Successful
In order to successfully retarget your customers, your Facebook Retargeting Ad needs to provide a compelling reason for them to get back to your website.
There are various reason why people drop off a website. Many a times visitors leave your website or app, because they couldn’t find what they were looking for, or they had some questions and concerns that weren’t answered, or simply because they got busy with something and completely forgot about your website.
The first step is to find out on which page they dropped off. Is it the sign up page? Was it just before making a checkout? Or was it before completing a purchase?
Next, find out why they must have dropped off. You can do this by conducting surveys and using on-site chat widgets to find out as to why they drop off a particular page. Is it because your sign up page asks too many details? Is it because your products are priced high? Is it because your checkout page doesn’t offer free shipping?
Once you find out the reason for abandonment, you can create a customized retargeting campaign targeted at each audience segment. For example, you can create a retargeting ad to sign up using just email for those who did not complete use registration, offer discount to those visitors who did not check out your product, or even create retargeting ad that offers free shipping to those who did not complete the purchase.
Here’s an great Facebook Retargeting ad example from Amazon, that offers discount on a product you recently browsed on their site to bring you back to Amazon and entice you to make that purchase.
Bonus Read : 5 Best Facebook Advertising Strategies to grow your business. You can also check out 5 Best Facebook Ad Tools to automatically manage your Facebook Ad Campaigns and boost ROI for Facebook Advertising.
Facebook Remarketing is an amazing way to retarget customers and persuade them to reconsider your products & services, and convince them that its right decision to do business with your company. The key is to find out where your visitors dropped off, why they left and craft a highly targeted and customized campaign that entices them to come back to your site.
Please note, Facebook regularly updates its Ad Manager UI and options. If you find anything in this post that’s out-of-date, please let us know and we’ll update the post for you.
Have you used Facebook Remarketing Ad Campaigns? What do you think about it?