Facebook is one of the best platforms for reaching out to new leads, but it’s even more effective for retargeting users who have already interacted with your brand. Taktical Digital, a performance marketing agency in New York, recommends retargeting as the perfect way to maintain customer engagement and give leads another chance to consider your product.
If you’re not taking advantage of Facebook’s retargeting features, you’re missing out on a major source of revenue. These are some of the most powerful ways to optimize your campaigns and increase your conversion rate for each retargeting ad.
Setting up Retargeting on Facebook
Configuring Facebook retargeting campaigns can be tricky if you don’t have experience with the website’s retargeting tools. First, you’ll need to install the Facebook pixel on your website to collect customer data for use in future campaigns. You can then create Facebook custom audiences based on that information to target users who have visited your site.
By remembering the products each user viewed on your website, you give yourself the opportunity to send targeted ads based on the specific items they looked at. Personalization is one of the best strategies for making your content more relevant and increasing performance on all metrics.
Creating a Custom Audience
To create a custom audience, click on “Create Audience” under the Audiences menu in Ads Manager. Build a custom audience using website traffic to use information from your site for the retargeting campaign.
From there, you can select which users you want to target, including:
- People who viewed your site
- People who viewed a specific page
- Inactive leads
Facebook also gives you the ability to create a custom audience combination.
Setting up Facebook Pixel
The Facebook pixel is a critical part of any retargeting campaign, and it’s surprisingly simple to set up. The pixel tracks web visitors and monitors their behavior on your site.
You can view your pixel base code by accessing Audiences in Ads Manager and selecting “View Pixel” under Actions. This page tells you exactly where in your website code to place the pixel code, but you can also have your developer complete this step if you prefer. Once you’ve configured the Facebook pixel, you’re ready to run personalized retargeting campaigns.
Most digital marketers understand the concept of retargeting, but only a few know how to take full advantage of Facebook’s retargeting tools. These tips will help you develop more effective retargeting campaigns on Facebook and start increasing your online sales. Don’t forget to consistently review your Facebook retargeting strategies and use A/B testing to identify weaknesses in your approach.