Everything You Need To Know About Facebook Retargeting

Imagine people visiting your website but not making a purchase; obviously, you don’t want them to leave without making a purchase.

So, what are you going to do in such a condition?

You can retarget them. After all, a re-targeted audience is 70% more likely to convert than just cold customers?

But again the question arises, how are you going to do that?

Well, in such a case, Facebook could be a great platform for you to retarget your audience.

And of course why not? Facebook is the third most visited website on the internet and every month, around 2.5 billion people use the platform, and the majority of business owners choose Facebook for business.

Imagine how effective Facebook retargeting would be if you apply it correctly.

Here in this blog, you would get to know why you should retarget your audience on Facebook along with the step-to-step whole process of Facebook Retargeting

So, let’s get started to dive in! I hope you don’t wish to miss this video.

What Is Facebook Retargeting?

Facebook retargeting is the process of finding people who’ve visited your website and using their data to target them on Facebook.

You might be wondering:

Then what is Facebook Remarketing?

For your kind information, Facebook remarketing is applied to those who have already interacted with your brand and it is totally based on email marketing. 

Whereas, in Facebook Retargeting, you can then run some ad campaigns to target those people and convince them to head back to your website.

See the image below. This image would help you better understand Facebook retargeting.

Do you have any idea that 46% of search engine marketers believe that retargeting is the most unused marketing tactic in the online marketing world?

But the fact is, you need to understand when and whom to target and content should be included in your Facebook retargeting ads.

For retargeting your audience through Facebook retargeting ads, you need to create a Facebook marketing funnel to make them convert. The funnel somewhat goes like a sales funnel

Successful retargeting starts with a good marketing funnel.

When you are creating a post for Facebook retargeting strategy, you need to create a separate ad campaign for every stage of your marketing funnel.

That’s how you would be able to target the audience at every stage of conversion.

In simple words, if you are going to retarget your audience, you would have to create the post for all the separate stages. For example, you would have to create a post to attract the target audience and then create a post to convert the audience and next to close and at last to delight the audience.

This is how your audience would fall through the sales funnel and become a customer.

Do you know that you can significantly increase visitor-to-lead conversion rate by including Facebook retargeting to PPC services?

Let me give you an example of one of the greatest and most well-known brands to explain my point.
Here’s an example of a brand awareness campaign by Mindtitan, reminding people about themselves and trying to get in touch with them.

Can you picture the impact of all these ad campaigns on individuals who have already visited their website?

People are more likely to click on such ads when they see them on their Facebook newsfeed as they already recognize the brand.

That’s how Facebook retargeting does its magic. Put yourself in the position of your target audience.

When a company’s ad pops up in your news feed you have never heard about, you are unlikely to follow them because you are unfamiliar with the brand.

Of course, as a brand, you cannot retarget someone who has never seen your ads.

And this is exactly how Facebook retargeting works.

Let me give some best examples of certain offline and online creative advertisement ideas.

Related: 42 Best Creative Advertising Ideas to Get Inspiration.

This blog is going to help you in understanding what type of advertisement ideas people like.

Why Retargeting On Facebook?

After learning about Facebook retargeting, I’m sure the next question on your mind is: why should I use Facebook for retargeting instead of other social media sites like Instagram, Snapchat, or YouTube?

The question is quite obvious especially when you are supposed to retarget the audience.

Why only use Facebook for retargeting?

So, let me show you some statistics that would help you understand why Facebook is the ideal platform for retargeting the audience.

The reason why you should opt for retargeting on Facebook instead of other social media platforms is that it has a very high ROI.

It is certain that every dollar you spend on Facebook retargeting advertisements would provide a positive return!

The data shown above in the image should be enough to understand why you should choose Facebook for retargeting over other social media platforms.

Currently, Facebook has over 2billion active profiles across the globe.

And additionally, Facebook grows 10% in users every year and is still growing. That’s why 67% of retargeters use Facebook exchanges for online advertising.

Would you believe that if you choose Facebook for retargeting, you can beat all other ad placement strategies with a 1046% efficiency rate.

Still have any doubt why you should Facebook before other platforms?

How Does Facebook Retargeting Work?

Basically, Facebook retargeting helps you target your website visitors who have left without making any purchase.

Here’s how it works.

1. A person visits your website.

2. Facebook algorithm identifies the Facebook account of the person.
3. The person would start seeing the ads of the particular brand on Facebook.

Let’s discuss the whole process in detail.

Now, let me explain my point with the help of an example:

Have you heard of one of the biggest music brands, Spotify.

Spotify retargeted its freemium users using Facebook Retargeting. Because Spotify wanted them to become paying subscribers. As a result, it decided to retarget the audience.

For converting its freemium users into paying customers, Spotify had to convince them that the paid version is going to add value to their lives.

And trust me, Spotify was somewhat successful in doing so.

Spotify used the retargeting ads of allowing freemium consumers to test out the paying edition of their app.

Spotify came up with an offer of providing 90% discounts on their first 3 months of the service.

That’s the screenshot from the landing page of their website.

And this was the post that Spotify shared on Facebook as retargeting ads.

That’s how they are convincing their users to have full value of owning the app while using the paid service.

I hope now it’s clear to you how big brands utilize Facebook retargeting ads to convert the visitors or users into paying customers.

For more clarity, let me show you another example.

Have you heard about the brand Quickbooks?

If not, Don’t worry! I am here to tell you.

Quickbooks is a website that offers paid accounting and marketing services. This website is used by the majority of business owners.

If you visit their website without purchasing their service package, you would start to see their brand ads on Facebook.

Of course, this does not happen by coincidence. It occurs as a result of their employment of retargeting ads.

And after you’ve signed up for their subscription services and started using their app, they’ll keep you entertained with some interesting content.

See, this is how Facebook retargeting works, and it’s how some of the largest businesses persuade you to buy their products even if you didn’t buy anything on their website.

Related: What is Better: Google Ads vs Facebook Ads

Types Of Retargeting

There are mainly two types of retargeting that work. Each retargeting works slightly differently and each has a different advantage based on your campaign goal.

One is pixel-based and the other one is list-based.

Let’s understand each one in detail.

1. Pixel-based Retargeting

Facebook retargeting pixel is a snippet of code that you can insert at the back end of your website like any other tags.

One of Facebook’s most powerful targeting features is this. Rather than using Facebook’s self-serve ad tool to create your audience, you may use the Facebook Pixel to do it for you.

It makes the process faster and easier. Also, it adds to the effectiveness in your Ad campaign.

These audiences aren’t based on demographics or interests; instead, they’re made up of people who have interacted with the page where your pixel is located:

As a result, they’re more relevant than anything you might come up with from a random sampling of Facebook users. They are the people who have shown an interest in your brand’s website.

How does Facebook Retargeting Pixel Work?

As I have already explained, the Facebook retargeting pixel is installed at the back end of the website page that you want to track. If you are using Facebook ads to drive back the visitors to your website page where you want to sell something, you might want to install the tag on that page only.

And once you have inserted the Facebook pixel code, you can easily create the following retargeting audience.

– Visitors to the website in the last 30, 60, and 90 days

– In the last 30 days, those who viewed your Pricing page

– Your blog’s regular visitors

– Visitors to certain landing pages and posts on a blog

– Customers who have already purchased from your online store

– Those who placed things to their shopping basket but did not finish the transaction

– Customers who searched for certain items or product categories on the internet

2. List-based Retargeting

After you have someone’s contact information in your database, you may use list-based remarketing.

For some forms of retargeting advertisements, you may also leverage lists of your existing connections.

Upload a list of email addresses to a retargeting campaign (typically on Facebook or Twitter), and the platform would identify people on that network who have those addresses and send retargeting advertisements specifically to them.

This type of retargeting allows you to have a highly customizable criteria for your ads because it is more than based on the behavior.

And trust me, you can do it too. It is not that difficult. All you have to do now is use the proper method, and everything else would fall into place.

And, of course, I’m here to demonstrate how to do it. I’m sure you want to retarget your website visitors and generate high revenue.

So, hold my hand, and let’s begin the steps.

Killing Steps To Retarget The Audience

“Finding people who have interacted with your website is the first step in retargeting.”

So, finding and knowing those people is extremely important to retarget them. And of course why not? If you don’t know your audience how would you be able to retarget them?

Here are some killing steps that would help you in retargeting the audience.

Install The Facebook Pixel

Getting the Facebook Pixel set up as an advertiser is rather simple. You’ll need an account if you’re not already a Facebook advertiser.

If you already have a Facebook advertising account, you can set up your pixel in a few simple steps.

Step 1: In your Ads Manager, go to the pixels tab.

Step 2: Choose “make a pixel” from the drop-down menu.

You’re done designing the pixel when you click “Create” in the window that displays. It’s as simple as that. It’s now time to put it in place.

Steps To Put In The Place

1: In the Ads Manager, go to the “Pixels” tab.

2: Choose “Pixel Setup.”

3: Select “Install The Code Manually” from the drop-down menu.

4: Click the Continue button.

5: Select “Install Events” from the drop-down menu.

6: Hit the toggle next to the event you want to track to choose it.

7: Select Track Event on Page Load or Track Event on Inline Action depending on the type of event you want to track.

8: Using criteria such as conversion value or currency, decide how you wish to monitor your actions.

When they are set, the Facebook pixel would show you how much money you’re making with a certain campaign, ad, or post-click landing page in real-time reporting.

9: After you’ve set your settings, Facebook would generate an event code for you. Paste it on the back end of the necessary page, taking care not to overwrite the pixel code you’ve previously entered into your website’s header.

And taddaa… you are done!

Reach Your audience With Ads

Create dynamic advertising to display goods from your inventory that are relevant to your audience.

Dynamic retargeting ads are those ads that display consumers the precise goods they have previously checked out on your website.

For example, let’s say I visited the Native shoes website and didn’t make a purchase and that’s how the brand tried to retarget me on Facebook.

Dynamic Retargeting Ads are compelling Ads that show the exact product that the user was intended to purchase.

For creating dynamic ads, you need to:

1. Have a business manager account because such ads require special assets and a product catalog.

2. Have a product catalog. A product catalog must be created and uploaded to your Business Manager. That’s how you can show the best product to different people as per their taste.

You may skip this step if your website is supported by a Facebook Marketing partner like Shopify, Magento, or BigCommerce; these providers would automatically set up dynamic advertisements for your business.

Throw Special Offers

If you don’t get any conversions after retargeting the audience 2 to 3 times then, probably your product is way too expensive.

If you believe this is the case, try pushing remarketing advertisements with a discount offer.

Hootsuite and Click & Grow provide two nice discount ad examples.

Provide such discount offers while retargeting the audience on Facebook.

Exclude The Already Converted Users

This is one of the most frequent mistakes that most of the business owners make. When they create the retargeting ads, they forget to exclude the already converted users.

You should never include your converted users in your retargeting ads campaign or they would feel bored or irritated by seeing a single ad again and again.

I know you might be wondering now, how would I be able to exclude my already targeted audience.

Well, don’t worry! You can do that in just these simple steps:
1. Make a Facebook Custom Audience of previous conversions.

2. At the ad set level, exclude that audience from your remarketing campaigns.

Measure The Ad Frequency

If you are using retargeting ads too many times, it would affect negatively rather than positively.

The best way you can keep them in control is by keeping an eye on your Ad frequency.

To check out the frequency of your retargeting ads, you can follow the steps.

1. Navigate to the Facebook Ads Manager page.

2. Select the last 30 or 14 days as the reporting period.

3. Review the frequency per ad campaign in the “Delivery” report.

According to AdEspresso, a frequency of 4.0 and above starts to have a detrimental influence on campaign performance.

See.. it is that easy!

Some Cool Facebook Retargeting Examples

Now, let’s see some of the coolest Facebook retargeting examples. I hope these examples are going to help you with creating your own retargeting ads.

So, let’s get started!

Retarget The Blog Readers

If you are good at content marketing, your content would get tens of thousands of visitors in a month. You won’t be able to retarget all of those consumers unless you have massive marketing spend.

But then, the question here arises is, how would you be able to narrow down the Facebook audience retargeting size.

Here are some hacks which you can apply to do that!

– People who have read more than one blog piece should be targeted.

– People who have viewed a blog piece and a landing page should be targeted.

– People who have visited a blog post and the Pricing page, exhibiting an interest in your product, should be targeted.

Let me explain this with the help of an example:
People may sign up for HubSpot’s latest marketing articles delivered via Facebook Messenger via HubSpot’s mobile Facebook ad.

If you narrow down your readership to those who have shown interest in your landing pages, you may try to encourage your blog readers to test or buy your product and Make sure your ads are relevant to a specific article’s readers.

Retarget Past Purchasers

Airbnb is the finest example of a brand that I can offer you.

Dell, on the other hand, may use a Facebook post on their newest goods to retarget their B2B clientele.

On Facebook, the following are the best practices for remarketing previous customers:

– Consider when the consumer is most likely to make another purchase (for example, seasonal items, it’s once or twice a year).

– Promote things that are similar to those that the user has already purchased.

– Offer to buy more goods at a reduced price – this can perform particularly well with your product’s enthusiasts.

– For a bigger impact, combine Facebook advertisements with other marketing platforms (e.g. run a display ad campaign).

Retarget The Inactive Users

According to research conducted by management consulting company Bain & Company, if databases are kept idle for five years, client turnover rates might exceed 50%.

That’s how companies lose their inactive users.

According to the same study, firms that increased customer retention rates by as low as 5% experienced improvements in earnings ranging from 5% to 95%.

On Facebook, you may target inactive users by building Custom Audiences based on their emails or by targeting your app users who haven’t used it in a while.

Here, you can take an example of dropbox that could improve their product user experience.

Conclusion

In this blog, we have discussed the whole process for Facebook retargeting. I have given lots of data and examples that are going to help you in framing your own Facebook retargeting ads.

Facebook is the great platform to get started with retargeting reasons being it has the widest reach with having 2.5 billion active users around the globe. Facebook retargeting is not difficult at all but you just need to follow the right techniques so that you don’t get failed.

If you have any doubt or query, you can just comment it down below in the comment section. I am going to reply for sure!

For more marketing tips and services, you can schedule a free-of-cost 30-Minute Strategy session with our experts. In this call, our experts would discuss your business and provide you with the free strategies that you can use to boost your sales and revenue.

FAQs

1. What is a good audience size to run retargeting ads?

The rules for retargeting would also change. In the case of very large national or worldwide audiences, a look-alike audience of 1 to 2% is usually created. If you’re a tiny local business, you’ll want to reach as many people as possible. In this case, 10% can be highly effective.

2. Can we retarget the Facebook ad audience in Google?

You can now utilize Facebook retargeting to go out to people who clicked on your search advertisements and provide them with the precise information they were looking for.

3. What are the different types of retargeting?

7 Types of Retargeting

– Buyer Persona Retargeting

– Segment Visitors By Stage in the Sales Funnel

– Account-Based Retargeting

– Cross-Channel Retargeting

– Use Facebook Custom Audiences

– Email Retargeting

– Customer Retargeting For Brand Loyalty.

4. Can you create a custom audience out of Google Ads visitors in Facebook Events Manager for Facebook Ads?

When someone visits your website after clicking on a Facebook ad, they may or may not perform an action, such as purchasing something. By using standard or custom events to create a Custom Audience from your website, you may retarget audiences who have visited your site.

5. How do you retarget customers?

If a consumer leaves your site, you may swiftly track them down by placing a retargeted ad on the next site they visit. Retarget them with the item that’s still in their cart if they abandoned it, giving them a gentle nudge to urge them to finish their purchase.

6. How to retarget on facebook without a pixel?

Well, it is a very simple procedure to go with. You just visit your ad account. Find the custom audience tab and select customer list option to upload a list and select your audience. 

From there you will be able to add some things about your audience like, 

• Email addresses;
• Phone numbers;
• First and last name;
• City, state, and province;
• Country;
• Date of birth;
• Age;
• Gender, etc.

After filling up these specific requirements, you will be able to target your specific audience without a pixel.