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How Retargeting Works & Why You Should Use It

retargeting

What is Facebook retargeting?

Have you ever checked out a product on Amazon and then seen it on Facebook later?

That’s retargeting.

Facebook knew that you visited Amazon because Amazon placed a small bit of Facebook code on its site. This let Amazon automatically show you an ad based on the URL you visited. So even though you didn’t buy the product, Amazon still has a chance to turn you into a customer well after you visit their site.

While Amazon has tens of millions of monthly visitors, this strategy will work for any amount of traffic – even if you only have 100 visitors per month.

How Retargeting Works, Plus 5 Simple Steps to Optimize a Great Facebook Ad Campaign 2 retargeting

Why use Facebook retargeting?

What happens when a customer leaves and doesn’t subscribe by email or buy?

They are just GONE.

By using Facebook re-targeting ads, you get another chance to turn that visitor into a subscriber and a customer. Plus, because you already attracted them once to your site, you know what they are interested in and can more easily create ads that speak to their needs. This creates more engagement, more likes, higher conversion rates, and more sales.

Learn more about tracking your User Acquisition and Social Media Activity.

5 Simple Steps to Create and Optimize your Facebook Ad Retargeting Campaign

  • Login to your Facebook Ads Manager and Select Audiences

You’ll find Audiences in the drop-down menu when you click on Business Manager at the top left-hand side of the screen.

  • Click on Create Audience and select Custom Audiences

How Retargeting Works, Plus 5 Simple Steps to Optimize a Great Facebook Ad Campaign 6 retargetingHow Retargeting Works, Plus 5 Simple Steps to Optimize a Great Facebook Ad Campaign 8 retargeting
Again, you’ll find Create Audience at the top left on your screen. There are some options like Custom Audience, Lookalike Audience, Saved Audience, etc. For retargeting, you have to select a Custom Audience, which will allow you to set up a campaign that reaches people who visited a website.

  • Select Website Traffic

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How Retargeting Works, Plus 5 Simple Steps to Optimize a Great Facebook Ad Campaign 12 retargeting

You will see some options here in the popup, but for retargeting, you have to focus on website traffic so that we’re reaching the people who got to your site.

  • Select your target audience from the drop-down menu

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You’ll be taken to a screen, as seen above, that allows you to create your audience. You have the option of targeting the following:

  • All website visitors
  • People who visited specific web pages
  • Visitors by time spent
  • Visitors from your events
  • People who visited specific web pages but not others
  • Get your pixel code and place it on your website

If you don’t already have a pixel (tracking) code on your website, you’ll need it in order to start retargeting. Retrieve your pixel.

Your pixel comes with standard events that you can use on your site. Standard events are able to be used for Custom Audiences, custom conversions, conversion tracking, and conversion optimization.
Additionally, your pixel allows you to use custom events that are usable for Custom Audiences or custom conversions.

With these 5 simple steps, you can create and/or optimize your Facebook retargeting campaigns.

Additional Attribution: findmyfbid.in

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