Facebook Retargeting: How to Boost Your Sales with Ads on Meta

By Cepy 9/16/2023 Post a Comment

Hi Online Friends,

Do you want to increase your sales and conversions with Facebook ads? Do you want to reach people who are already interested in your products or services? Do you want to make the most of your marketing budget and get a high return on investment?

If you answered yes to any of these questions, then you need to learn about Facebook retargeting.

What is Facebook Retargeting?

Facebook retargeting is a form of online advertising that shows ads to people who are familiar with your brand or who once visited your website. It uses a small piece of code called the Facebook Pixel to collect data from your website visitors or Facebook or Instagram page followers. The purpose of retargeting is to tailor your Facebook marketing efforts and to nudge your audience to complete a purchase or another type of conversion. You can also use it to upsell and cross-sell specific products or to bring back website visitors who haven't purchased on their first visit.

Facebook retargeting helps you reach past website visitors (or other custom audiences) with ads. Namely, with ads across Facebook’s ad network, including Instagram. Here’s remarketing explained in three easy steps:

- A person engages with your brand. Facebook algorithms identify that person’s Facebook account.- You create a custom audience based on the actions they took on your website or social media pages.- You show them relevant ads on Facebook, Instagram, Messenger, or Audience Network.

Facebook retargeting is a powerful way to increase your brand awareness, customer loyalty, and sales. According to a study by Criteo, website visitors who are retargeted with display ads are 70% more likely to convert than those who are not. Moreover, retargeted customers are more likely to spend more and have a higher lifetime value than non-retargeted customers.

Why You Should Use Facebook Retargeting

Facebook retargeting has many benefits for your business, such as:

Reaching a Warm Audience

One of the biggest advantages of Facebook retargeting is that you can reach people who already know about you and have shown some interest in your products or services. This means that they are more likely to respond positively to your ads and take action. They are also more likely to trust your brand and have a positive perception of it.

Increasing Your Conversion Rates

Another benefit of Facebook retargeting is that you can increase your conversion rates by showing your audience relevant offers based on their behavior and preferences. For example, you can show them products they viewed but didn't buy, products they added to their cart but didn't check out, products they bought but might need again, products that complement their previous purchases, and so on. You can also use retargeting to offer discounts, free trials, free shipping, or other incentives to motivate them to buy.

Reducing Your Cost Per Acquisition

A third benefit of Facebook retargeting is that you can reduce your cost per acquisition by optimizing your ad campaigns for the right audience and the right goal. For example, you can use different bidding strategies, ad formats, ad placements, and ad creatives for different stages of the customer journey. You can also use dynamic ads that automatically show each viewer the most relevant products and ad creative across Facebook, Instagram, Audience Network or Messenger, based on the actions they’ve taken on your site or app.

Improving Your Customer Loyalty

A fourth benefit of Facebook retargeting is that you can improve your customer loyalty by staying in touch with them after they buy from you. You can use retargeting to show them new products, special offers, customer reviews, testimonials, case studies, blog posts, videos, or other content that adds value to their experience with your brand. You can also use retargeting to ask for feedback, referrals, reviews, or ratings.

How to Set Up Facebook Retargeting

To set up Facebook retargeting for your business, you need to follow these steps:

- Install the Facebook Pixel on your website- Create a product catalog if you sell physical products- Create custom audiences based on your website or app activity- Create dynamic ads or other types of ads for your custom audiences- Monitor and optimize your retargeting campaigns

Install the Facebook Pixel on Your Website

The Facebook Pixel is a small snippet of code that you need to paste in the code of your website. It tracks the people and the types of actions they take when they engage with your brand, including any of your Facebook ads they saw before going to your website, the pages of your site they visit and the items they add to their carts. You can use the Facebook Pixel to create custom audiences, optimize your ads, and measure your results.

To install the Facebook Pixel on your website, you can follow these steps:

- Go to the Events Manager in your Facebook Business Manager account- Click on Connect Data Sources and select Web- Select Facebook Pixel and click Connect- Add your Pixel Name and enter your website URL to check for easy setup options- Click Continue- Choose how you want to install the pixel code: manually, through a partner integration, or by emailing instructions to a developer- Follow the instructions to complete the installation

Create a Product Catalog if You Sell Physical Products

A product catalog is a file that contains information about the products you sell, such as name, price, description, image, URL, and availability. You need a product catalog to use dynamic ads that automatically show each viewer the most relevant products and ad creative across Facebook, Instagram, Audience Network or Messenger, based on the actions they’ve taken on your site or app.

To create a product catalog for your business, you can follow these steps:

- Go to the Catalog Manager in your Facebook Business Manager account- Click on Create Catalog- Select E-commerce as your catalog type and click Next- Choose who owns or manages the catalog: your own business or another business- Add a name for your catalog and select your business page- Click Create- Choose how you want to add products to your catalog: manually, through a data feed, or through a partner integration- Follow the instructions to complete the setup

Create Custom Audiences Based on Your Website or App Activity

A custom audience is a group of people who have interacted with your business in some way, such as visiting your website, using your app, liking your page, or buying from you. You can use custom audiences to retarget them with relevant ads on Facebook, Instagram, Messenger, or Audience Network.

To create a custom audience based on your website or app activity, you can follow these steps:

- Go to the Audiences section in your Facebook Business Manager account- Click on Create Audience and select Custom Audience- Choose Website or App as your source- Select the pixel or app events that you want to use to create your audience- Define the criteria for your audience, such as the pages they visited, the products they viewed, the actions they took, and the time frame- Give a name and description for your audience- Click Create Audience

Create Dynamic Ads or Other Types of Ads for Your Custom Audiences

Dynamic ads are a type of Facebook ad that automatically show each viewer the most relevant products and ad creative across Facebook, Instagram, Audience Network or Messenger, based on the actions they’ve taken on your site or app. You need a product catalog and a custom audience to use dynamic ads.

To create dynamic ads for your custom audiences, you can follow these steps:

- Go to the Ads Manager in your Facebook Business Manager account- Click on Create and choose Catalog Sales as your campaign objective- Select the catalog that you want to use for your campaign- Name your campaign and set up your budget and schedule- In the ad set level, select the custom audience that you want to target with your dynamic ads- Choose your ad placement, optimization, and delivery options- In the ad level, choose a template for your dynamic ad creative or create your own- Preview and confirm your dynamic ad

You can also use other types of ads for retargeting, such as image ads, video ads, carousel ads, collection ads, or lead ads. You can choose different ad formats depending on your goal and audience.

Monitor and Optimize Your Retargeting Campaigns

To monitor and optimize your retargeting campaigns, you need to use the reporting tools in your Facebook Business Manager account. You can track various metrics and indicators of your campaign performance, such as impressions, reach, clicks, conversions, cost per result, return on ad spend, frequency, and relevance score.

To monitor and optimize your retargeting campaigns, you can follow these steps:

- Go to the Ads Manager in your Facebook Business Manager account- Select the campaign, ad set, or ad that you want to analyze- Use the columns dropdown menu to customize the metrics that you want to see in your report- Use the breakdown dropdown menu to segment your data by different dimensions, such as delivery, action, time, or attribution- Use the filters dropdown menu to narrow down your data by specific criteria

A Detailed Table Breakdown Related to Facebook Retargeting

To help you understand Facebook retargeting better, here is a detailed table breakdown of some of the key concepts and features related to this topic.

Concept/Feature	Description	Example
Facebook Pixel	A small piece of code that you install on your website to track the actions of your visitors and create custom audiences for retargeting.	You can use the Facebook Pixel to track how many people viewed a product page, added a product to their cart, or completed a purchase on your website.
Product Catalog	A file that contains information about the products you sell, such as name, price, description, image, URL, and availability.	You can use a product catalog to create dynamic ads that automatically show each viewer the most relevant products based on their behavior.
Custom Audience	A group of people who have interacted with your business in some way, such as visiting your website, using your app, liking your page, or buying from you.	You can use a custom audience to retarget people who viewed a product but didn't buy it, or people who bought a product but might need another one.
Dynamic Ads	A type of Facebook ad that automatically shows each viewer the most relevant products and ad creative across Facebook, Instagram, Audience Network or Messenger, based on the actions they’ve taken on your site or app.	You can use dynamic ads to show people products they viewed but didn't buy, products they added to their cart but didn't check out, products they bought but might need again, products that complement their previous purchases, and so on.
Lookalike Audience	A group of people who are similar to your existing customers or prospects based on their demographics, interests, and behaviors.	You can use a lookalike audience to expand your reach and find new people who are likely to be interested in your products or services.

FAQs About Facebook Retargeting

What is the difference between retargeting and remarketing?

Retargeting and remarketing are often used interchangeably, but they have some subtle differences. Retargeting refers to showing ads to people who have visited your website or app based on their behavior. Remarketing refers to sending emails to people who have left items in their shopping cart or abandoned their purchase. Both strategies aim to bring back potential customers and increase conversions.

How do I install the Facebook Pixel on my website?

To install the Facebook Pixel on your website, you need to follow these steps:

How do I create a product catalog for my business?

To create a product catalog for your business, you need to follow these steps:

How do I create a custom audience based on my website or app activity?

To create a custom audience based on your website or app activity, you need to follow these steps:

How do I create dynamic ads for my custom audiences?

To create dynamic ads for your custom audiences, you need to follow these steps:

How do I monitor and optimize my retargeting campaigns?

To monitor and optimize your retargeting campaigns, you can follow these steps:

What are some best practices for Facebook retargeting?

Some of the best practices for Facebook retargeting are:

- Segment your audience based on their behavior and interests- Use different ad formats and creatives for different stages of the customer journey- Use dynamic ads to show relevant products and offers to each viewer- Use lookalike audiences to expand your reach and find new prospects- Test and optimize your ad campaigns regularly

What are some common mistakes to avoid with Facebook retargeting?

Some of the common mistakes to avoid with Facebook retargeting are:

- Targeting too broad or too narrow audiences- Showing the same ads to everyone regardless of their behavior or preferences- Showing ads that are not relevant or appealing to the audience- Showing ads too frequently or infrequently to the audience- Not measuring or tracking the results of your ad campaigns

What are some examples of successful Facebook retargeting campaigns?

Some of the examples of successful Facebook retargeting campaigns are:

- Shutterfly used dynamic ads to show personalized products and offers to people who visited their website but didn't buy anything. They increased their revenue by 20% and their click-through rate by 249%.- Dollar Shave Club used video ads to show humorous testimonials and reviews to people who visited their website but didn't sign up. They increased their conversion rate by 1.5x and their return on ad spend by 1.5x.- Airbnb used carousel ads to show travel destinations and experiences to people who searched for trips on their website but didn't book anything. They increased their booking rate by 2x and their return on ad spend by 47%.

How do I learn more about Facebook retargeting?

If you want to learn more about Facebook retargeting, you can check out these resources:

- The Facebook Business Help Center: https://www.facebook.com/business/help/- The Meta for Business website: https://www.facebook.com/business/- The Linear blog: https://lineardesign.com/blog/facebook-retargeting/

Conclusion

Facebook retargeting is a great way to boost your sales and conversions with ads on Meta. It allows you to reach people who are already interested in your products or services and show them relevant offers based on their behavior and preferences. It also helps you reduce your cost per acquisition, increase your customer loyalty, and improve your brand awareness.

To set up Facebook retargeting for your business, you need to install the Facebook Pixel on your website, create a product catalog if you sell physical products, create custom audiences based on your website or app activity, create dynamic ads or other types of ads for your custom audiences, and monitor and optimize your retargeting campaigns.

If you follow these steps and best practices, you can create successful Facebook retargeting campaigns that will help you grow your business and achieve your goals.

If you enjoyed this article, please check out our other articles on [facebook-retargeting](/facebook-retargeting), [facebook-carousel](/facebook-carousel), [facebook-leads](/facebook-leads), [facebook-campaign](/facebook-campaign), [facebook-sponsored](/facebook-sponsored), [add-link-to-facebook-story](/add-link-to-facebook-story), and more.

Thank you for reading and happy retargeting!

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