More efficient than traditional advertising, Facebook retargeting is aimed at Internet users who have already shown interest in one of your services or products. This marketing technique proves to be effective in developing the commitment of your page or your audience or even in retargeting your prospects. To run such a campaign, follow these 7 steps…
Facebook retargeting: definition
Also called “retargeting”, Facebook retargeting is a marketing strategy that consists of offering a service or product for which an Internet user has already shown an interest. Before going to your Facebook page, they used your mobile app or visited your site. Since he has shown that he is interested on your site, it is easier to send him an advertisement that meets his needs. Thus, after abandoning his cart on your site, the visitor will receive different advertisements related to this cart on your social network.
This technique increases the number of prospects who convert into customers. The target can be part of a database. It can also be an audience of a given e-commerce site or another kind of web medium. Certain criteria, such as the Internet user’s center of interest or socio-demographic criteria previously recorded on the social network, may be targeted.
How to Create an Effective Facebook Retargeting Campaign in 7 Steps
How does Facebook find visitors to your website? How should you go about converting as many prospects as possible into customers and increasing your ROI? For a successful Facebook retargeting campaign, follow these essential steps.
1. Find visitors to retarget
Internet users to be retargeted must be subscribed to Facebook. These may be prospects that you will take the time to select according to their centers of interest, geographic and socio-demographic criteria. Followers of your page on this social network can also be retargeted for better engagement and reach in relation to it.
You also have the option of retargeting by sending your ads to visitors to your website, which must be equipped with the Facebook pixel. The latter also allows you to save certain contacts, members of your site, in your database.
By targeting your audience carefully, you get a better conversion rate and also reduce acquisition costs. Instead of resorting to an expensive mass campaign, this type of marketing campaign will not only help you achieve your goals, but also save money because it costs less.
Since only qualified contacts are taken into account, it is possible to obtain a rapid return on investment or ROI thanks to Facebook retargeting campaigns.
2. Install Facebook Pixel
Conversion tracking of your Facebook ads is also provided. To install this script, you must first change the code of the site. On Facebook’s Events Manager, select Connect Data Sources and click Web. Then enter Facebook Pixel to log in. Before entering the URL of the website where the script will be installed, add the name of the Pixel. And to customize its installation, you can use the parameterization method.
3. Create a custom retargeting audience
Create a Custom Audience in Facebook Audience Manager. This tool provides access to all the audiences that have interacted with your business on your mobile application, on your website or on your Facebook page. A reminder is displayed in this section if you have not yet installed the script.
By clicking on the Similar Audiences option, you can automate prospecting starting from an already functional target. You can also select and save an audience that will be used as the basis for your campaign.
4. Create the Facebook retargeting campaign
Select Create campaign to proceed with setting up your Facebook retargeting campaign. Give this campaign a name, then associate an ad and an audience with it. In the Placements section, you will be able to edit the ad.
Among the different objectives offered by the social network, make your choice. Your goal can be to encourage Internet users to get in touch, to attract more visitors or to boost a publication on Facebook and Instagram as well.
5. Set up the budget and schedule
The budget setting is essential in the development of this campaign. Click Enter Amount to assign this transaction. It is the same for the calendar which is used to fix the beginning and the end of the campaign to specify the duration of the campaign.
6. Add advertising and launch the campaign
Edit the advertisement chosen for the creation of your campaign in Placements and also define the network where it will be displayed. Choose Audience Network, Messenger, Instagram or Facebook. On Facebook, you can narrow down the choice by sections, such as Marketplace, Video, or News Feed.
With the Auto Placement option, select the most suitable combination according to your budget. Then validate the campaign to launch it.
7. Evaluate campaign performance
Use Facebook Ads Manager to track the performance of your campaigns. Along with the key performance indicators, it consists of 3 parts describing the results of individual ads, ad sets and campaigns.
Choosing the right Facebook retargeting strategy
There are different Facebook retargeting strategies. Depending on your goals, choose the most suitable strategy.
Abandoned cart retargeting
Several visitors order a product, but end up abandoning their carts. To prevent them from heading to the competition, you need to retarget them immediately. To perform this action, remind the visitor that they viewed a product or service but did not complete their purchase. In order to encourage him to carry out this action, offer him a reduction voucher.
Many companies go through the segmentation of campaigns with two different targets to combine these 2 steps.
After a conversion failure, the retargeting strategy is also valid for visitors who have started a particular procedure without completing it. This procedure may relate to creating an account, registering for an event or downloading an application.
Retargeting should be done based on the information you have and different criteria.
Retargeting after a conversion
By offering products adapted to your target, you arouse their interest and push them to purchase. The purchased product or service helps to learn more about the target’s interest in various types of items. Depending on the results obtained, you can offer a cross-sell with a retargeting campaign on Facebook or an upsell.
This solution is particularly beneficial in the context of an asynchronous strategy. Renault, for example, has listed the contacts of its customers who have acquired internal combustion vehicles. To better market its electric cars, the brand has launched a post-conversion retargeting campaign. The latter consists of offering a discovery offer of its new range of vehicles.
Retargeting depending on the pages visited
Popular with most companies, this technique consists of using the Facebook Pixel to retarget visitors. Whether they have read an article on the blog or visited the presentation page of a service, it remains effective in retargeting them. With this solution, you can expand your contact list, generate leads on Facebook and increase your website traffic.
Adopt this method to promote your content and increase your contacts. Define your target beforehand, taking into account many criteria for better segmentation. Then, create your campaign by offering, for example, to download a free e-book or guide after filling out a form. Thanks to the latter, you will obtain different information to qualify the lead.
Targeting qualified contacts, Facebook retargeting saves money and is more effective than the mass strategy. To succeed, follow these 7 well-defined steps. Identifying Internet users to retarget involves segmenting contacts who have shown interest in your products or services. The installation of Pixel Facebook is essential to track visitors to your website. The audience must then be personalized before creating the campaign, setting up the budget and the schedule. Before launching the campaign, you must add or edit the ad. Then evaluate the performance of the campaign in order to detect flaws and improve it later.