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Master the Art of Facebook Ad Retargeting

Published on: November 17 2023 by Ben Heath

Master the Art of Facebook Ad Retargeting

Table of Contents:

  1. Introduction
  2. What is Retargeting?
  3. Benefits of Retargeting
  4. Changes in Facebook and Instagram Advertising
  5. Creating Custom Audiences 5.1. Creating a Custom Audience from Lead Forms 5.2. Creating a Custom Audience from Video Views 5.3. Creating a Custom Audience from Instagram Engagement 5.4. Creating a Custom Audience from Facebook Page Engagement
  6. Adding Retargeting Audiences to Ad Sets
  7. Maximizing the Effectiveness of Meta Source Retargeting Audiences
  8. Incorporating Your Sources Custom Audiences
  9. The Importance of Lookalike Audiences
  10. Conclusion

How to Create the Best Retargeting Audiences for Facebook Ads

Retargeting is an essential strategy for any business marketing online. It allows you to advertise to people who have already interacted with your business, whether they have watched your videos, visited your website, or are on your email list. In this article, we will discuss how to create the best type of retargeting audience for your Facebook ads. With the constant changes in Facebook and Instagram advertising, it is crucial to adapt your retargeting strategies to achieve the best results.

Introduction

In today's digital age, advertising on platforms like Facebook and Instagram has become increasingly important for businesses. However, with the vast number of users on these platforms, it can be challenging to reach the right audience and convert them into customers. This is where retargeting comes in. By targeting people who have already shown interest in your business, retargeting allows you to maximize your advertising efforts and increase your chances of conversion.

What is Retargeting?

Retargeting, also known as remarketing, is the process of advertising to people who have previously interacted with your business. These interactions can range from watching a video, visiting your website, or being on your email list. By targeting these individuals, you can remind them of your products or services and convince them to take the desired action, such as making a purchase or signing up for a newsletter.

Benefits of Retargeting

Retargeting offers several benefits for businesses that are doing any form of online marketing. First and foremost, it allows you to focus your advertising efforts on a warm audience - people who have already shown interest in your business. This increases the likelihood of conversion and ultimately leads to a higher return on investment (ROI) for your advertising campaigns.

Additionally, retargeting helps to reinforce your brand identity and keep your business top of mind for potential customers. By repeatedly exposing individuals to your ads, you create a stronger brand presence and increase the chances of them choosing your business when they are ready to make a purchase.

Changes in Facebook and Instagram Advertising

Over the past 12 to 18 months, Facebook and Instagram advertising have gone through significant changes. These changes, especially with the introduction of iOS 14, have impacted the effectiveness of retargeting audiences, particularly the ones created from your sources outside of the Facebook and Instagram apps.

Previously, it was recommended to focus on retargeting audiences based on your sources, such as website visitors and email list subscribers. However, with the limited tracking capabilities on iOS devices, the accuracy and effectiveness of these retargeting audiences have decreased. This has led to a shift towards meta source retargeting audiences, which include actions that occur within the Facebook and Instagram apps.

Creating Custom Audiences

To create retargeting audiences for your Facebook ads, you need to create custom audiences within your Facebook ad account. There are different types of retargeting audiences that you can create, depending on the actions your audience has taken. In this section, we will cover four types of retargeting audiences that are highly effective.

1. Creating a Custom Audience from Lead Forms

If you are running lead generation campaigns or using lead forms as a destination in your ad campaigns, creating a retargeting audience from lead forms is crucial. By targeting people who have interacted with your lead forms but have not submitted them, you can encourage them to complete the form and convert into leads. Additionally, you can create a separate retargeting audience for people who have opened and submitted the form, focusing on converting them into customers.

Pros of Lead Form Retargeting Audiences:

  • Encourages leads to complete the form
  • Helps with the conversion process
  • Allows for additional messaging or incentives to convert leads into customers

Cons of Lead Form Retargeting Audiences:

  • Limited to individuals who have interacted with lead forms

2. Creating a Custom Audience from Video Views

If you are utilizing video content in your Facebook and Instagram ads, creating a retargeting audience based on video views is essential. You can target people who have watched a specific percentage of your videos, such as 25% or through play. This allows you to focus your retargeting efforts on individuals who have shown interest in your content and are more likely to engage with your ads.

Pros of Video Viewer Retargeting Audiences:

  • Targets individuals who have shown interest in your video content
  • Allows for more precise retargeting based on the percentage of the video watched
  • Increases the chances of conversion as these individuals are already engaged with your brand

Cons of Video Viewer Retargeting Audiences:

  • Limited to individuals who have watched your videos

3. Creating a Custom Audience from Instagram Engagement

With the growing popularity of Instagram, leveraging engagement from your Instagram account is essential. By creating a retargeting audience based on Instagram engagement, you can target individuals who have interacted with your Instagram posts or ads. This audience includes people who have liked, commented, saved, or shared your content, increasing the chances of conversion.

Pros of Instagram Engages Retargeting Audiences:

  • Targets individuals who have engaged with your Instagram content
  • Increases brand exposure and recall on Instagram
  • Provides an opportunity to nurture and convert engaged Instagram users

Cons of Instagram Engages Retargeting Audiences:

  • Limited to individuals who have engaged specifically on Instagram

4. Creating a Custom Audience from Facebook Page Engagement

Similar to Instagram engagement, Facebook page engagement is another crucial aspect to consider in your retargeting strategies. By creating a retargeting audience based on Facebook page engagement, you can target individuals who have interacted with your Facebook page, including visiting your page, liking or commenting on your posts, or engaging with your ads. This audience is likely more familiar with your brand and may be closer to making a purchasing decision.

Pros of Facebook Page Engages Retargeting Audiences:

  • Targets individuals who have engaged with your Facebook page
  • Reinforces brand identity and presence on Facebook
  • Increases the chances of conversion as the audience is already familiar with your brand

Cons of Facebook Page Engages Retargeting Audiences:

  • Limited to individuals who have engaged specifically on Facebook

Continued in Part 2...

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