Digital Marketing

The Ultimate Guide to Retargeting

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August 28, 2020

We've been talking more about Facebook Ads and how it can take your business to greater heights. Today, we'd like you to focus your attention on retargeting on Facebook. What's it all about? How do you do this exactly?

Retargeting is an important marketing strategy to win back your "window shoppers". Ideally, you want your website visitors to buy during their first visit, but that does not always happen. It's a shoppers' nature to delay and look around to compare the best deal out there. They get distracted and forget about going back to your site. 

Through Facebook retargeting, even if potential customers leave your website, you can follow them and continue to display your products and services. As a result, you can bring in more sales because you are showing your products to someone already interested to buy and just encourage them more to hit that check out and pay button.

How can Facebook exactly do this? Let's look into the details:

Customer List and Facebook Pixel

You need to start with your existing list of customers that you have collected data from and then install Facebook Pixel, a piece of code that you have to install on the pages of your website and app. Check on these links to see the detailed instructions.

How to format your customer list 

How to install Facebook Pixel

Create a Custom Audience

After you have installed Facebook pixel, you can add customers automatically to your custom audience list. Also, you can indicate specific customer activities to add to list like those visited specific pages or viewed certain products.

Here's how to create one from your list 

Here's how to create one from your website 

Here's how to create one from your app 

Ad Types

Now you have built your custom audience, you can select from the different add formats we have discussed previously, but we'll focus on two for now.

Dynamic Ads will show relevant products and ads to your customer on Facebook, Audience Network, Instagram, or Messenger. Since its the biggest social media platform, it gives you access to follow your customers wherever they browse inside the Facebook family. Here's how Facebook describes Dynamic Ads :

"Facebook dynamic ads automatically show the right products to people who have expressed interest on your website, in your app, or elsewhere on the Internet. Simply upload your product catalogue and set up your campaign once, and it will continue working for you for as long as you want – finding the correct people for each product, and always using up-to-date pricing and availability." 

Sponsored Ad Messages help you reconnect with customers that have gone cold for some time. This is a highly specific way of creating promotions to reach out to those who have not visited your site for more than two months. Here, you can create exclusive discounts or offers like free shipping to entice them to come back and make a purchase.

Learn more about how to create a sponsored message ad 

Track and Measure Results

Facebook offers an in-depth analysis of your ad campaign with its ads manager. You can view everything that is happening with your retargeting efforts and allows you to adjust details along the way such as your budget and tweak your objectives.

Check here to see what Facebook measurement can do for you business

Our goal here at Johnsrud Media is to help give you clarity on Facebook Ads and how it can be a good investment for your business growth. 

Using its retargeting feature can spark more website traffic and sales by going back to previous website visitors. It's easier to promote and encourage an interested audience and take them to the next step of making a purchase. 

Given the size of the Facebook platform, various ad options, custom audience targeting, and detailed reports, you can see that all the necessary factors are addressed by Facebook to set you up for retargeting success.

Don’t have the time and want to focus on other business matters?

Feel free to reach out and schedule a discovery call if you need help running your retargeting campaign on Facebook.

Kristoffer Johnsrud

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