Facebook retargeting or remarketing is a widespread technique with the intent to convert past website visitors to new users. You can also define Facebook retargeting as an advertising tactic to convert lapsed users who have already visited your website or application and left after the conversion.
This article is going to speak about the importance of Facebook retargeting.
Why Is Facebook Retargeting Important?
Retargeting is often confused with user acquisition (UA). The amount of money involved in user acquisition is higher than in retargeting ads. In retargeting ads, you pay attention only to the users who had previously shown interest in your products and services.
The efficacy of Facebook retargeting ads is so humongous that you cannot simply ignore them. Crafting a proper strategy to drive the customer base into completing sales brings more profit than investing all your time and money into driving a new audience to your Facebook page.
However, you may have to understand that those retargeting ads might not assure conversions just because a person visited your website. Retargeting ads help to keep your brand name on top of potential clients’ minds. Maybe not this time, but there are high chances that potential clients might return to your website for conversions in the future.
Effective Ways to Handle Facebook Retargeting for Your Business
Facebook retargeting ads are efficient for business owners nowadays to gain customers who are already interested in their business. The following tips may help you understand the effective ways of Facebook retargeting:
Retargeting campaigns begin with focusing on the users who have engaged with your business before. To achieve a retargeting campaign, prepare a list of users you wish to retarget.
If you own a website and have a vast collection of data stored via CRM (Customer Relationship Management), this can help you collect information about your customer activity, (i.e.) website visitor’s activity. With the collected data on your browser, you can select your target audience.
If you have enough data (contact information) on the people who visited your physical store, you can try retargeting those visitors.
To retarget your website visitors, you can try using Facebook Pixel. To retarget people who are active on your mobile application, you can try installing Facebook SDK.
Facebook Pixel has a set of rules/guidelines for the information you put in. Please take a look at their guidelines before you install Facebook Pixel. Facebook Pixel is code that you can paste on your website code to gather information.
Paste the Facebook Pixel code on your website’s specific pages (i.e.) landing pages, product pages, add to cart pages, and payment pages. You can find the Facebook Pixel code when you create the account. By pasting the Facebook Pixel code on every page of your website, you get a notification triggered when visitors use your website. With the wide range of data you collect via Facebook Pixel, you get a chance to understand where you are in the marketing funnel and create a custom audience to boost your sales.
Facebook SDK for android and iOS is documentation that helps you understand how to integrate your android application with Facebook. With the help of Facebook SDK, you have access to your application visitor activity. This enables you to shoot retargeting ads based on their activity.
Create a Custom Audience
With the knowledge of insights, from Facebook to retarget website visitors and phone application users, it’s time to pay attention to your custom audiences.
Creating a custom audience is made easy with Facebook Pixel and Facebook SDK. These applications help to specify the type of people you wish to reach with your retargeting campaign.
A quick look at the Facebook Ads Manager page shows how extensive it is built for the benefit of businesses nowadays.
Facebook SDK and Facebook Pixel have this fantastic feature that allows you to automatically add your custom audience. This feature is a great asset in retargeting as it has data of people who visited your site, clicked your Facebook ads, downloaded your application, added products to their cart, but never made it to the checkout page, although they clicked on your Facebook ads. This specific feature tracks down the customer journey and helps you create relevant ads.
This preview of creating a custom audience should give you an idea of your retargeting campaign. Based on your campaign idea you can select the visitors from a certain period of time and direct your retargeting ads to them.
Choose the Type of Ad Campaign
Choose the correct type of retargeting ad campaign to reach your audience. The intent of the tracking pixel and SDK is to create dynamic ads. Dynamic ads show relevant products from your catalog to your custom audience.
By tracking potential customers’ activities on your site and mobile application, dynamic ads trigger advertisements relevant to their search history, which is a nudge to their quest to shop for your products.
Dynamic ads are triggered on social media platforms like Facebook feeds, Instagram pages, Messenger, and other audience networks. These dynamic ads are a kind of reminder to users about the product they just viewed, products left in the cart, or new products they might be interested in.
Apart from triggering ads to remind them about your products, you can use dynamic ads to send out promotional or sponsored retargeting ads. If there is a long lost customer, you can send out high promotional or sponsored messages, which might convert into a potential customer.
Related Article: Facebook Dynamic Ads
Facebook retargeting ads can be effective in regaining your customers. Be sure to check out how your retargeted ads are performing through your Facebook Ads Manager. Feel free to test your retargeting ad campaign with optional campaigns in hand. Checking your Facebook Ads Manager helps you figure out what part of your retargeting ads performs the best and what does not work for your business.
Frequently Asked Questions
How do I format my customer lists?
Before creating a custom audience list, you should know the list of identifiers accepted by Facebook. Facebook identifies email address, phone, mobile advertiser ID, Facebook app user ID, Facebook page user ID, and the first name and last name as main identifiers. While adding gender, date of birth, city, country, province, and zip code as additional identifiers.
How to convert the audience after my first retargeting campaign?
Well, a conversion after the first retargeting campaign is uncertain because most users might not convert. Instead, start your first retargeting campaign by doing brand awareness. You can further drag the custom audience to your sales funnel with attractive retargeting campaigns.
How can I categorize users for retargeting campaigns?
Since you are aware that the intention of Facebook retargeting campaigns is to attract customers who have had an interest in your products, here are a few categories you can use to narrow them into for retargeting campaigns:
- Inactive users.
- Website Users who didn’t complete the checkout process (cart abandonment).
- Users who show interest on your Facebook page membership.
- Users who are up for heavy shopping.
Is it better to have a wider audience range for my Facebook retargeting ads?
Having a wider audience range of Facebook ads or Facebook retargeting ads might not bring a high conversion rate. Because your ad budget increases and the chance of a wider audience being interested in your products is also not certain.