#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

Boosting Your Conversions with Facebook Retargeting Ads

Published on: November 17 2023 by Nick Theriot

Boosting Your Conversions with Facebook Retargeting Ads

Table of Contents

  1. Introduction
  2. The Evolution of Running Retargeting Facebook Ads
  3. The Current Structure and Strategy
  4. The Problem with Dedicated Retargeting Campaigns
  5. The Core Concept: The Ad Creates the Audience
  6. Ad Account Setup and Organization
    • One Campaign for All Accounts
    • Different Product Lines and Focusing on Key Revenue Drivers
  7. The Main Ad Sets and the Mixture of Ads
  8. The Frequency and Spend Allocation
  9. Why a Dedicated Retargeting Campaign is Unnecessary
  10. Managing Promotions for Returning Customers
    • Utilizing Email and SMS Marketing
  11. Conclusion

Introduction

In this article, we will explore the effective ways of running retargeting Facebook ads in 2023 while leveraging a single campaign account structure. We will delve into the current strategies and examine the problems with dedicated retargeting campaigns. Furthermore, we will discuss the core concept that the ad creates the audience and how it impacts the overall ad account setup and organization. We will also address the frequency and spend allocation and why a dedicated retargeting campaign is unnecessary in the current landscape. Lastly, we will touch upon managing promotions for returning customers and the role of email and SMS marketing.

The Evolution of Running Retargeting Facebook Ads

Running retargeting ads on Facebook has evolved over the years, and the current structure leverages a single campaign account. In the past, businesses used to have dedicated retargeting campaigns in addition to top and middle funnel campaigns. However, this approach led to inefficiencies and decreased effectiveness.

The Current Structure and Strategy

The current strategy involves putting all retargeting ads into one broad ad set within a single campaign. By doing this, Facebook can determine the budget based on the audience size for each ad. This approach allows Facebook to optimize and target ads to individuals who resonate with the messaging, resulting in better results and cost per purchase. This structure has been implemented since January 2022, and the results have been promising.

The Problem with Dedicated Retargeting Campaigns

Dedicated retargeting campaigns present various challenges. They require more management, decreasing efficiency as a Facebook ads advertiser. Facebook's ability to learn and optimize is hindered when campaigns are spread across multiple targeting groups. Additionally, having dedicated retargeting campaigns relies heavily on the performance of top-of-funnel campaigns. If the top-of-funnel campaigns underperform, it affects the retargeting campaigns as well.

The Core Concept: The Ad Creates the Audience

In this strategy, the ad itself plays a crucial role in creating the audience. By targeting people based on demographics, location, and interests, the ad can resonate with individuals who are likely to take the desired action. The messaging behind the ad is critical in amplifying the desired response. When the ad resonates with the consumer, they are more likely to spend more, resulting in higher conversions.

Ad Account Setup and Organization

The ad account setup is optimized for efficiency and effectiveness. One campaign is created for all accounts, with additional campaigns introduced for different product lines or countries if necessary. Focusing on the product line that drives the majority of revenue ensures exclusivity and better results. At the ad set level, a mixture of retargeting and top-of-funnel ads is utilized within the main ad set. This approach allows for maximum optimization and targeting.

The Main Ad Sets and the Mixture of Ads

The main ad set contains a combination of retargeting style ads and top-of-funnel cold audience ads. This diversification ensures a broader reach and higher chances of resonating with the target audience. By combining ads within one ad set, the management becomes more efficient and easier to handle. It eliminates the need for separate campaigns and allows Facebook to optimize the budget allocation based on performance.

The Frequency and Spend Allocation

The frequency of ads can vary based on their appeal to the target audience. Targeting a smaller group of people can result in a higher frequency, even with a similar budget allocation. The mix of retargeting and top-of-funnel ads within the main ad set allows Facebook to adjust spending based on performance. This eliminates the need for arbitrary budget allocations and allows for better optimization.

Why a Dedicated Retargeting Campaign is Unnecessary

With the understanding that the ad creates the audience, a dedicated retargeting campaign becomes redundant. By creating ads that resonate with the target audience, Facebook can optimize the audience based on performance. This approach removes the need for a separate campaign solely for retargeting. It streamlines the management process and leads to better results.

Managing Promotions for Returning Customers

For promotions targeting returning customers, utilizing email and SMS marketing is crucial. By creating segmented lists in platforms like Clavio, businesses can target specific messaging directly to returning customers. The combination of email, SMS, and targeted ads on Facebook ensures a comprehensive approach to engaging with returning customers and driving conversions.

Conclusion

Running retargeting Facebook ads in 2023 can be optimized by leveraging a single campaign account structure. By focusing on the core concept that the ad creates the audience, businesses can streamline their strategies and improve efficiency. With the right ad account setup and organization, the mixture of ads within the main ad set ensures maximum optimization and better allocation of the budget. Removing the need for dedicated retargeting campaigns and utilizing email and SMS marketing for returning customers further enhances the overall effectiveness of the strategy. With these tactics in place, businesses can achieve better results and drive higher conversions.

Start your free trial today!

Try Pipiads free for trial, no credit card required. By entering your email,
You will be taken to the signup page.