Retargeting, basically, is the art of doing online advertising aimed at continuing to impact users who previously interacted with your brand (by visiting your online store or your social networks, for example).
Today, retargeting is a very effective tool because it targets ads exclusively to people who had any contact or showed any interest in your business. This makes it easier for them to return to your store and generally convert. 🙂
Through the calls cookies (a piece of code that is placed on your website and that is imperceptible to the user), potential customers receive these advertisements while browsing different pages on the Internet.
But this is just one way to do retargeting that relates more to you and your Display Network. However, there are other ways to impact users in a similar way, such as Facebook retargeting campaigns. Are we going to see them?
Create your retargeting campaign in 3 steps
Here’s how to successfully create your first Facebook retargeting campaign. Pay attention!
1) Install the Facebook pixel
The Facebook pixel is a code that is placed on all the pages of your online store and that allows you to make a tracking the actions people take on your website.
You can measure events such as: users who visited your store, users who completed a registration form, users who subscribed to the newsletter, users who visited your website from a mobile device, etc. This allows you to optimize the performance of your ads because it tells you where to focus. 🙂
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2) Create custom audiences
Once you have installed your Facebook pixel, through Ads Manager you can create segmented audience lists according to quantitative or qualitative variables.
For example, if you have a women’s fashion ecommerce, you can segment by women between 25 and 35 years old who live in certain locations (hard variables). That, in addition, they have visited such and such pages of your store, that they have added a certain product to their cart but have not converted (soft variables related to user behavior), etc.
So when the Facebook pixel detects a visit to your store, it will activate and notify Facebook. This can achieve the user becomes part of your custom audiencedepending on whether or not it meets the variables you detailed.
To create your custom audience you have to go to and, in the upper left corner, click on ‘Ads manager’, ‘All tools’. Then, in the ‘Active’ column, select ‘Public’.
There you enter the option ‘Create public’, ‘Personalized public’ and choose one of the options to create your public (from the traffic on your website, from the interactions with your social networks, etc.).
Following the example above, the correct option would be ‘Traffic on your website’ since you are going to target people who visited certain pages of your online store. In that case, you have to fill in rules like ‘All website visitors’, ‘People who visited specific webpages’, etc.:
Type 1: The shorter the period of the ‘All website visitors’ option, the smaller, but relevant, is going to be the target audience.
Type 2: Detail each visit url of your users. You have a maximum of 50!
Type 3: I included all the rules that you think are necessary to further segment your audience and reach those who are quality users.
Finally, choose a name for this audience and click ‘Create Audience’.
3) Create an exclusive retargeting campaign
Lastly, allow at least a week to achieve a good database in your custom audience.
When you see that it is big enough (this will depend on the amount of), create a new campaign called ‘Retargeting’ and, there, create a set of ads by choosing, in the ‘Audience’ option, the name of your personalized audience:
Then complete the following information as in a conventional campaign, add the ad and that’s it! Your retargeting campaign will be running shortly (you will receive an email from Facebook with that confirmation).
In this way, you make sure you direct your advertising to people who already know your brand and have shown some interest in it. A) Yes, the chances of them converting are very high!
Remember to check your ad day after day to see how it is measuring and make any necessary adjustments, whether it is changing the ad format, the text or even the budget to optimize your campaign and results.
Make your retargeting campaign more powerful
To boost your retargeting efforts, we recommend that you create an exclusive campaign for sale of product catalog on Facebook.
This type of campaign is an excellent option to promote your online store since it focuses on get direct sales.
How does it work? After installing the Facebook pixel in your ecommerce, every time you receive a visit from a certain user to a certain product page of your store (and they leave without buying it), this great social network will show you an advertisement for that particular item.
This means that the Facebook product catalog saves you from having to create an ad for each product you own and, in addition, it directly impacts the user with the product they visited, isn’t that great?
As we said above, this strategy will serve you mainly to finish convince people who visited one or more products in your store and did not buy them, or also for those who left their shopping cart abandoned. Win this battle!
To create a product catalog sales campaign on Facebook you have to:
Attention! For the creation of this campaign, select the objective “Catalog sales”:
Finally, keep in mind that the ad formats that you will be able to choose to display your catalog are photo, sequence or collection. Which one is your favorite?
conclusion
Developing retargeting campaigns on Facebook can bring many benefits to your business because, in addition to directly targeting people interested in your brand, you can get to know which product do users visit more, what are their most recurrent actions (, for instance) and work to improve them.
Take advantage of your online store to install the Facebook pixel and start measuring all these events! Still don’t have your ecommerce? and try the platform for free for 15 days.
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