Are you wanting to setup your Facebook ads so that you can do retargeting using the Facebook Pixel?
If so, stay tuned. I’m going to dive through all the different ways that you can do this.
I’m going to show you a couple of little extras that most people miss and they don’t even know about, but they can prove to be really valuable to your business, especially when it comes to generating revenue using a retargeting strategy.
So before I get started, just quickly, if you want to know more about Facebook ads, stay up to date, get all the latest tips and tricks. I share a video every week on the YouTube channel. If you want to know more, subscribe to the channel and then you’ll get those updates every single week.
So when it comes to retargeting on Facebook, you’ve got a whole lot of options. And for most people they think, oh, we just want to set up retargeting when someone visits the website and we want to show them an ad.
But there’s a couple of different things to consider. So what I thought I would do now is show you all of the options available on the Facebook platform using the Facebook Pixel for retargeting, but also using other sources for retargeting or remarketing.
Facebook Retargeting Strategy
So the first thing I’d like to do is go through some of the strategy that you can see then, what all your options are, and you might actually decide, you know what?
These options might be a better option than what we were originally thinking. So let’s dive in. Have a look at these options.
First of all, before we look at the guide on how to set up these audiences for your retargeting and how to get your ads and what type of ads will work best for you.
What we’re looking at here is the website retargeting using the Facebook Pixel.
There’s three examples here that are highly relevant and that you can use when you’re setting up retargeting in the Facebook business manager and in your ads manager.
It depends on first of all where your visitors are coming from. So the options you have is;
- You can retarget all website visitors with ads.
- You can target specific visitors to certain pages on the website with ads and some good examples are if someone’s visited a landing page for a specific service or product that you offer, then you might want to show them very specific ads related to whatever they’re visited on the web page.
- The other option is that you can actually target people based on the time they spent on your site. So this is really important as well because you may want to target all the website visitors, but only the ones who’ve spent quite a lot of time looking at multiple pages on the website as opposed to saying all website visitors and getting people who may be landed on your website. Stayed there for four seconds and then left.
The next thing I just want to scroll through on here is to also quickly have a quick chat about the different types of ads that you may use if you choose one of these options. So if you choose all website visitors, for example, you may want to show a couple of different ads, which we always recommend you have multiple ads in any ad set that you run, but these might have quite general calls to action.
So what I mean by that is these general calls to actions serve really well.
If you offer lots of different products and services on your website and you don’t know exactly what people were looking for, they might’ve been looking at a lot of different things.
So these ads might be more general, they might not be specific about one particular product or service. So that’s very different compared to if someone looks at specific website pages.
If someone looks at a landing page where you’re offering, let’s say, a free appraisal on a home that you’re going to sell as a real estate agent, well you know that they’re interested in selling their house. So these ads can be very, very specific. They could say, grab this opportunity now to get a free appraisal to find out what your home is worth in today’s market. So you can start to speak very specifically.
Sticking with the real estate example, I’m going to jump back to the general calls to action.
If you’re targeting everyone who’s visited your website, you may have people who are going to sell their house. You might have someone who’s looking for a rental property to rent. You may have an investor who’s looking for a property manager to manage their rental properties.
So this is what I mean about the different kinds of website retargeting that you could use based on what they do. So all website visitors are a general call to action specific web website pages and landing pages would have very specific calls to action in relation to those pages.
When you look at time spent on site, this is where someone who’s spent a lot of time is going to make a more informed decision. So it doesn’t have to be a really simple ad. It could actually be something a lot more compelling about your business and about your service because they already know a lot about you.
They’ve spent the time researching you and your products and services already. So you could use slightly different language here and those ads could be more compelling than if it was just a generic ad.
Okay, so those are the three broad retargeting ads that you can do using the Facebook Pixel. But you can go further on the Facebook platform and I want to dive into those now.
Using Facebook Sources for Retargeting
Facebook allows you to use their Facebook sources to actually remarket or retarget people who have interacted or engaged with something that you’re doing on the Facebook platform.
To give you an example; If you run a video on the Facebook platform, whether that’s a video ad or even a video off your business page on Facebook, you can actually run an ad to somebody who’s watched a certain percentage of that video.
That’s a really great way to target people with ads who have shown an interest by watching a longer run time of your video than someone who just saw the first five seconds and then stop watching because the service didn’t interest them.
So this is another way that you can capture an audience who’s engaging with what you’re doing and what you’re selling and the service you’re providing and actually then reinforcing your offers with them. Another way is if you’re running lead ads for example, and using lead forms, if someone engages with the lead form but they don’t fill out their details, there’s a good chance that they might not have been at the right time to actually fill out the details, but they may want more about what you do. They may want to have some questions answered about what you do before they make that final decision to convert into a lead. So you can actually retarget people who have clicked on the ad and viewed the lead form but then not actually converted into a lead.That’s a great way, again of using a slightly different message knowing that they’ve already shown an interest, but something just didn’t get them across the line.
Finally on the Facebook sources, we look at instant experiences and this is kind of Facebook’s way of allowing you to create a landing page within the Facebook platform.
And the page looks beautiful. It’s easily used when someone’s on a mobile phone. They’re not actually leaving Facebook to go to another website. It’s all within Facebook. So it loads really, really quickly.
With instant experiences, if you create these mini landing pages with good calls to action, and again someone clicks on an ad, views the incident experience, but then doesn’t convert into a lead or a sale, you can show them ads.
Again, this can be highly relevant. It’s very, very similar to the website retargeting. When someone lands on a specific landing page and you show them a very, very specific ad related to that landing page. The Facebook sources instant experience is also another way that you can do exactly that.
So what good would Facebook ads be if you couldn’t even target or retarget people who’ve shown an interest in your business and have liked your Facebook page or your Instagram page and have actually engaged in the content that you’re creating organically. Well Facebook gives you the opportunity to target followers of your business pages on Facebook and Instagram with ads, and these engagement audiences could be terrific in actually getting people to convert into a product or service. Okay, so here’s a quick example. Let’s say you’re a sporting club and you’ve just shown some great content on your Facebook page or in your Instagram feed of some of the great plays over the weekend and you happen to have some extra seats available for next weekend’s game. Well, you can run an ad retargeting people who’ve shown an interest in some of those highlights from last week and say, hey look, we’ve still got 50 more tickets available at a 5% discount. Come and buy your tickets for this weekend’s game and see you there.
That’s a great way for you to retarget your followers on Facebook and Instagram with a fantastic offer and get more people to buy the seats at the game. Now, there are a few other methods that Facebook gives you to do retargeting, and this doesn’t always use the Facebook Pixel, but it does also use the platform. So a couple of the ways that you could target your audiences are if you have a customer list, people who bought from you in the past, you can upload that into Facebook and then use that database to actually show them ads. Anyone who’s shown activity on your app, if you’re in the app space, anyone who’s engaged in any offline activity like phoning your store or walking into the store and registering inside your shop, anything like that, you can also retarget.
And also if you use events on Facebook, you can retarget people who’ve engaged within the event on the Facebook platform. Now we actually don’t have clients who use any of the apps, the offline activity or events right now. A lot of our clients have customer lists and database and they can be highly profitable. Retargeting those people on your database with really hyper-relevant ads, especially in the areas in e-commerce. When you have new products become available, those people are really likely, if they’d like the first product they bought from you, they’re actually really likely to come back and try your new products.
How to set up Retargeting Audiences in Facebook Ads
Let’s dive in to the Facebook ads manager and let’s see how to set up these audiences within Facebook’s. Have it. You can actually start to get your retargeting ads working. When you log into your business manager, you simply want to navigate to the top menu and come to the assets column where the audiences are. From here, you simply want to click the create audience and custom audience.
This is going to bring up the options that we’ve just gone through with the different strategies that you may want to use. Some using your sources and the Facebook Pixel for retargeting and some are using the Facebook sources. Now, there’s a few different things to go through here. I’m just going to go through a few, but it’s really worthwhile you exploring this and reading what Facebook says about each of these different options.
Before I go any further, I just also want to reiterate, this platform is continually changing on the backend. So if you’re seeing this video and it doesn’t quite look like this, you should be able to navigate around and find what you’re looking for. But just know that at the time of recording, this is the current interface, which is actually probably different than some other people right at this moment. Because Facebook often tests new interfaces with different people and agencies tend to get a newer interface before other people do.
Okay, so as an example, when we look at the website, there’s a different options that you can use here. So for example, we can choose to target all website visitors in the past 30 days. You can target all visitors in the past seven days, one day, three days, 90 days up to 180 days. Now you can also use each of those and set them up sequentially.
So if someone actually visits your website and they don’t convert immediately, you can run one ad for three to five days. And if they don’t convert from that ad and they still don’t come back to the website, you could show them a different ad to run for the next five to 10 days. And then from there, from 10 to 14 days, however you like.
This is where you can also choose people who visited specific web pages or visitors by time spent or if you have any events, you can actually choose to use some of those events to actually retarget and set up an audience.
So simply go through, select which one you want, then name your audience. The advanced options are also to include more people or exclude people. So you can use these different options to create the rules that you want to use for your ads.
The same is true for people who visited specific web pages.
You may want to target those people with a URL that contains a certain type of information, but exclude people that go and look at other pages. So in the real estate example, I want to target anyone who’s looked at our for sale page, but I want to exclude any of the people who visited our rentals page because then I’d actually go into buy and I want to show them a specific ad.
If someone’s looking to buy a house as opposed to people who are only going to want to rent the house. Let’s dive into some of the sources.
When you go into videos, you can choose people who viewed at least three seconds of your video, people who viewed at least 10 seconds of your video. Also people who have watched at least a percentage of your video, and we really like this one.
Anyone who’s engaged and watch say 25 or 50% of your video or more depending on the length of the video. If it’s a 10 minute video, you could go for less, but if it’s just a two or three minute video, you might want to say, well, people who’ve watched 50% of your video are going to be the ones that I want to retarget with a specific ad. So then you click here and it allows you to choose the videos that you’ve used before.
Once you’ve done that, simply enter the name of the audience and click the create audience button.
So lead form and instant experience is very similar. So now I want to show you something that’s a little more advanced.
Advanced Retargeting Strategies for E-Commerce
It’s really, really good for e-commerce businesses and it’s something that most people don’t know about even if they’ve been doing a lot of Facebook advertising. And in fact, a lot of agencies that I know that are out there, they don’t even use this because they don’t know that it’s available.
So here’s what I’m talking about now, if you go to your analytics under measure and report, click on analytics and you’ll see this screen. Now you want to choose the business pixel, not the business page in order to see this dashboard.
What we want to do here is we want to curate a list of people that we want to retarget with ads or even use for a lookalike audience. And this is how we do it. We add the filter and I’m going to create a new filter to say if anyone has made a purchase and a certain purchase value greater than say 50% of your purchases. So let’s say you’re selling widgets and some people come and buy one widget, but other people will come and buy 30 widgets. Well the people who’ve got a purchase value greater than the ones who just purchased the one, they’re the types of people that you’d really like to retarget.
And just from there you can see that it’s actually brought up a different percentage of people. It’s changed your numbers as well. But now what you want to do is you want to go and create a custom audience using this filter. So you click on create custom audience, it brings up the ad account, your filter and in the last say 90 days, give that filter a name.
So now you can actually show ads to the people that have spent the most money on your website, meaning that they may be able to come back and spend more money or you can actually use that audience to then go out and use it, find a lookalike audience for people with similar demographics, similar income ranges, similar purchasing habits, and actually start to target them using lookalikes.
Now lookalikes is a different video to this one, but from a retargeting point of view, the people who spent the most on your website have likely to come back and buy again.
Okay, so now you know all your different retargeting options using the Facebook Pixel for retargeting, but also using Facebook for retargeting from other sources like Facebook’s own assets.
Are you OK to keep doing this yourself?
So just here sometimes just sometimes when I share this kind of information, business owners or marketing managers often get a little overwhelmed and didn’t realize that actually this is a little more complex than what they first thought.
And they tend to sort of throw their hands up in the air and think either it’s too hard or you know what? Maybe it’s time to get somebody else to help them with this.
If that’s you and you want some help managing your Facebook ads and your retargeting, your remarketing, and all the other strategies that go into the Facebook platform, simply visit my social media advertising agency and we’ll be more than happy to help you get the better results and the best results you can from your Facebook campaigns.