How To Set Up Your Best Performing Facebook Retargeting Campaigns

On its own, retargeting is a commonly used PPC tool to pull back visitors to your site (or app) from another platform with paid ads.
That’s why if you see a product in a store you can see it again on another site.
Facebook offers this retargeting feature on its platform. This way you can reach your visitors again to place an ad or to target directly that person with that specific product (or marketing message) you want.
Why use retargeting?
Why is it good for you?
Well basically it makes your life easier. On an average day, you spend a huge amount of time to get visitors on your site. It doesn’t matter if you do that with content marketing, SEO, PPC or social media.
When you’re doing great, you have tons of new visitors on your site, but in the end, most of them won’t do the action you would expect. No ordered product or email signup. They just leave your site and come back if you’re lucky.
That’s where Facebook retargeting comes into the picture. With a small code implemented on your site, you’ll have the opportunity to target these people with your ad and reach them again with another offer or message.

Also, as you get to know more about their needs — based on the previous website visits — you can create more specific Ad content for them, which will definitely work better.
Sounds good right? Now let’s dig a little deeper!
What kind of Assets can you have?
You can create your custom audiences based on several sources:

Custom audiences from your customer lists
An interesting one is custom audience based on your actual database of those who’ve already given you their email address.
You can simply upload your customer file and Facebook will find matching users and create a custom audience from them.
Right after this you will be able to retarget those who already gave you something special… their email address and that’s a way closer connection!

BE AWARE
Audience matching based on customer lists can cause a huge decline in numbers when Facebook tries to match the emails with users — because of different email address usage.
Don’t be scared or surprised, sometimes you can only create your audience from 25–30% of your email list. But that’s a good enough list, so don’t hesitate!
What to use it for?
– Create an audience from your email subscribers who haven’t bought anything yet: create ads from your most sexy products and/or the products they were already checking and optimize your campaigns for conversions.
– Create an audience from those who’ve bought something to give you a chance to resell, cross-sell or even upsell.
If you want to do the math: on average you can expect around double results in CTR and the same in conversions too. Or you can define a min. 30% decrease in CPA to be sure that your ads are really working well.
Custom audiences from your website visitors
You can set up your Facebook pixel to track your website and trigger retargeted ads based on specified actions.

Basically, you can track every visit just as with Google Analytics and you can create a “master list” to have everybody there.
You can specify pages that you want to watch, for example, /checkout page, or those who’ve downloaded your lead magnet, or specify multiple criteria. You can have several lists with this option and can create various combinations to find the best-converting one!
TIP
The list can contain your audience for up to 180 days, but before you aim for that automatically — “the longer the better” -, think about the lifetime and cross-sales options of your products. If your product has a short lifetime cycle why keep them on the list for 180 days? Or you’ll have monthly follow-up ads for new subscribers, then why keep them on the list for more than 1 month?
How to set up Facebook pixel on your site
You’ll need to insert a tracking code, but no worries no coding skills are needed.
First, visit your Facebook Advert manager and follow the instructions there:

Choose the installation method you’d prefer:

Integrated or tag manager: to let the Big Brothers assist you. Here you can choose from several options.

Simply paste the code into your site: the only need to take care is to paste the code into the proper place, which is the <head> tag of your website!
If you have the opportunity, we suggest using Google Tag Manager, as a pretty easy solution.

From here comes the easy part: if you have access to Tag Manager choose quick, if not choose manual installation.
No matter which you choose, you’re nearly done and you’ll have a pretty well-guided closing.
Custom audiences from your mobile app visitors
You can also add your app visitors as your custom audience.
Think about two main options: everybody who downloaded your app, or just those who’ve made a specific action within the app.
With mobile retargeting on a higher level overview, you can create a more personalized mobile experience for your audience by targeted ads and can use this opportunity to:
– Drive much more conversions from those who already use your app (or visiting your site from mobile)
– Leverage the ratio of upsells. Normally that’s the main goal of freemium model apps!
– Re-engage those who’ve stopped using your app so you’ll have the opportunity to extend the LTV (Lifetime Value)
Marvelous targets would be a shame to miss them out!
How to set up your mobile app pixel SDK
The first step to enable this is to register your app on Facebook. The whole process is documented by Facebook, but we’ll cover the basics here to give you an overview.
The process looks like this:
1. Integrate the SDK in your app. You can find the Android and iOS SDKs on Facebook’s developer site. This is easy, just follow the steps and you’ll be okay.
2. Define the exact events that you’d like to track. To have some tips, you can track simply app opens or have some more specific actions like logins/signups, in-app transactions, or reaching any “milestone” like event within your app, or push back users who stopped using your app, aka. re-engagement.
3. Register your app at Facebook’s developer site and check your app that it’s working properly.
4. Next, you have to create your custom audiences in your Facebook Ads Manager to have to proper target group for each of the events you’ve defined in the previous steps.
5. The last step — after everything is ready to go and you’re sure that you’re tracking everything — is to create and launch your ads with the Ads Manager.
The rest depends on your creativity and of course budget. If you find your voice and the proper custom audiences, you’ll have a well-converting channel with a below the average CPA.
Custom audience from engaged users
Last, but not least you can target those who’ve already had some interaction with your Facebook site and got engaged with it. This doesn’t necessarily mean they are your actual Facebook page fans, they could have just liked one of your content on Facebook or Instagram.

Liked your post, watched your video, clicked on the button of your Canvas ad and so on. We can call these “Interactions”.

The process is pretty the same like with your custom audiences from your website visitors. Set up the specific actions, events you want to watch and collect lists around them. Then you can set up your Facebook ads to target them.
Wrapup
Why is it good for you to have several lists, audiences and special Ads around custom audiences?
Personalization. Every single campaign can be expected to have a better ROI if you have retargeting campaigns with content created in align with user actions.
As a last tip, we suggest implementing retargeting campaign into your marketing mix when you want to reach and convert users who are in the middle of your sales funnel. The ones who already had some interactions and got into one of your lists, but still have space to go deeper in the funnel.
Originally published at www.yusp.com.

