How to Leverage the Power of Facebook Retargeting

If you’ve been running Facebook advertising campaigns, chances are you’ve heard of Facebook retargeting. A Facebook retargeting strategy is the process of displaying ads to people who have followed a specific action, and therefore pre-qualified themselves to receive more marketing from you.

There are many benefits to using Facebook retargeting. First, because your ads are targeting a more specific and qualified group of people, your Facebook remarketing ads perform better because they are more relevant to these people.
For example, if one of your Facebook advertising campaigns generated 100 leads, and you want to get more out of your Facebook advertising results, what you can do, is create Facebook remarketing ads for these 100 people, but this time offering them something to buy. The chances of generating sales from showing your ads to 100 existing leads are much higher than your chances of generating sales from showing your ads to another, large audience. Since the 100 people are pre-qualified and since they already are familiar with your brand and have already expressed an interest in your offer, the chances of them buying something from you when you offer them something to buy through a Facebook remarketing campaign is much higher than if you asked people who have never heard of you before to buy from you. This is why allocating some budget for Facebook retargeting campaigns is a good idea when you want to scale your Facebook advertising efforts, because your chances of experiencing a higher and faster return on investment are higher.


The second benefit of having a Facebook retargeting strategy is you save money on ads, because you are targeting a smaller group of people, so your budget doesn’t get wasted showing your ads to people who are not qualified. The third benefit is that thanks to Facebook remarketing ads, you can warm up audiences. A warm audience is an audience that is already familiar with your brand and has a positive association with your brand, compared to a cold audience who is a group of people who hasn’t heard of your brand before.


There are many ways you can use a Facebook remarketing campaign to enjoy all its benefits.

First, you can re-market to people who have visited your website, but not subscribed yet to your newsletter.

If you want to use Facebook retargeting ads to warm up an audience, you can display ads redirecting people who have visited your website but not bought anything yet, to content.

In order to set up Facebook retargeting campaigns you first need to install the Facebook remarketing pixel on all your web pages. A Facebook remarketing pixel is a piece of code unique to your Facebook advertising account that is installed on web pages to track who visits these pages and to track what actions they perform on these pages. Once you’ve installed the Facebook remarketing pixel you’ll be able to create “custom audiences”. In other words, create groups of people based on what actions they’ve performed so you can then retarget them with ads.
 
For example, should you want to advertise to people who read a specific blog post, but didn’t click on the call to action in the blog post, the Facebook remarketing pixel allows you to know who they are, and therefore allow you to advertise to them the call to action you made in your blog again.

To install the Facebook remarketing pixel, first go to your Facebook advertising account and click on the drop down menu. Then, click on “pixels”. Then, click on “create pixel” and follow the prompts. You can either ask a website developer to install the Facebook remarketing pixel for you or do it yourself by following the step-by-step instructions provided by Facebook.

Once you have installed your Facebook remarketing pixel, you’ll need to create custom audiences based on the information collected thanks to the pixel.
You’ll notice you can create a wide range of custom audiences. The audiences you’ll want to create in order to create a Facebook remarketing campaign, will usually be based on who has visited your website. In that case, you will click on website. Another Facebook retargeting audience you can create is of people who have watched certain videos. In that case, you’ll click on videos. Another Facebook retargeting audience you can create is of people who have submitted their contact details through a Facebook lead ad which is an ad that required people to enter their contact details. If that’s the case, click on the tab called “lead form”. You can even create custom audiences for Facebook retargeting campaigns, based on people who have visited or interacted with your Instagram business account, or have interacted with one of your events on Facebook, or even create a custom audience who follow your Facebook page or have interacted somehow with your page.


The key with a Facebook remarketing campaign is to ensure you create ads that are specific to that audience, and not generic ads.