Retargeting on Facebook is a PPC strategy that helps you show your ads to shoppers familiar with your business. These are shoppers who have previously visited your online store, or engaged with your business through Facebook or Instagram.
Simply put, you can show your ads to people who are aware of your brand to get them to act.
Facebook Retargeting leverages data from various users to help you reach the right people. The huge user base of Facebook coupled with a vast amount of user data makes it very likely for your retargeting audience to see your ad.
The main difference between setting up a regular ad campaign and a retargeting one is that you need to toggle a switch in the Ad Manager to let the system know that it’s a retargeting campaign. This way the program will filter the right target market for your ad.
Let us now dive into how you can set up a Facebook Remarketing campaign to attract more shoppers.
- Create a list of your existing contacts, or use Pixel to gather groups from your website.
First, you will need a list of shoppers to retarget. You can compile a list based on the user activity, interests, and product marketing stage. Once you have the list and it is large enough you can then move to the next step.
- Upload the compiled list to the Audience Manager.
Once the list is processed, you can export the .CSV file to Facebook’s Custom Audience Manager to match the email ids with user profiles.
Then select “Manage Your Ads” on the advertising home page, and click “Audiences” on the toolbar. This will let you create an audience list by uploading a .TXT or .CSV file, also giving you the option to sort by phone numbers, emails, or user ID.
Appropriately name your list so that you can easily find it later and leave it for a few hours to populate. If you don’t allow it to populate and create an ad immediately, then the audience may not be properly loaded.
Other than Facebook retargeting, the Audience Manager also lets you practice standard targeting; allowing you to set the demographics, geographics, and other targets for an ad, even without the need for a retargeting list.
- Determine the destination URL.
To create a new Facebook ad campaign, hit the “Create Ad” button on the top right of the advertising home screen. Then you need to choose a campaign objective, whatever the option, include a UTM tracking code(text code that is added to the end of your URL) to track attribute conversions and clicks from your advertising campaigns.
Once your URL is created, name your campaign in a way that makes it easier to track if you have several active ones.
- Segment ads.
Choose your custom audience and select the geolocation you want to target. The location here is an “AND” setting, this means some people won’t see your ads if the list contains users from all around the world and you select only “United States.”
Based on your user personas, you can also segment the ads by behaviors, interests, age, and other demographics to make it more effective. However, for conversion campaigns, you don’t need to include other Facebook categories as you will be targeting a specific list of people already interested in the product.
- Set your budget.
Before you start the campaign, have a budget set for paid tactics. Set a lifetime budget for the entire campaign, then monitor and make changes accordingly. For beginners, it is better to leave the bidding to the “Optimize for Website Click” option.
At this stage, you can name your ad set, which comes handy in differentiating budget, lists, creatives, etc. for various ad sets within the same campaign.
- Creating the ad.
Each advertisement can have upto six pictures associated with it, allowing you to test and determine which ones perform the best. Try to be clear and concise with the positioning of the ad, and include CTAs like Buy Now, Know more, Download, etc. in the bottom right corner.
Some important details of Facebook ads:
- The required image size is 1080 x 1080 pixels.
- Headlines can have text as per the character limit of the ad type.
- In “Advanced Options” you can create a News Feed link description to add more context for users.
Once you are set, you can click the “Publish” button in the bottom right corner of the screen.
- Tracking the progress.
Congratulations on creating your conversion-based Facebook retargeting ad! Now you can track reach, CPC, CTR, clicks, and total spend to compare them with your initial goals.
Go to the Facebook Advertising home to view the progress of your retargeting campaigns. To dive further into the metrics, you can go into the ad set to view information like per day spend and clicks. From this screen, you can easily make changes to the budget, creative assets, and schedule of the ad.
Wrapping Up
Retargeting is an excellent way to interact with people and to keep the prospects who know your brand engaged. While it may seem like a simple concept, there are many aspects of such a campaign that needs to be sorted before making the creative and the ad copy. Ensure that you devote sufficient time to make your lists, set the types of campaigns and goals, determine the platforms for the ads, and weave the entire conversion together.
In case you need any additional help, you can always contact us. We at Sellryt, a Facebook advertising agency, will be more than happy to help!
