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Unlock the Power of Facebook Ads Retargeting

Published on: November 17 2023 by Digital Marketing With Eric Boyd

Unlock the Power of Facebook Ads Retargeting

Table of Contents

  1. Introduction
  2. What are Retargeting Ads?
  3. Benefits of Using Retargeting Ads
  4. How to Set Up Retargeting Ads on Facebook 4.1 Creating a Retargeting Campaign 4.2 Creating a Retargeting Ad Set 4.3 Choosing the Right Custom Audience 4.4 Setting Audience Controls 4.5 Creating a Custom Audience
  5. Types of Custom Audiences for Retargeting 5.1 Website Visitors 5.2 Instagram Account Engagers 5.3 Facebook Page Engagers 5.4 Video Views 5.5 Lead Form Submissions 5.6 Shopping Catalog Interactions 5.7 Other Custom Audience Types
  6. Best Practices for Retargeting Ads 6.1 Keeping the Age and Gender Open 6.2 Selecting the Right Placement 6.3 Creating Compelling Ad Content 6.4 Monitoring and Optimizing Your Campaign
  7. Conclusion

The Ultimate Facebook Ads Retargeting Guide for Beginners

Retargeting ads have become an essential tool for Facebook advertisers to reach their target audience more effectively. In this comprehensive guide, we will walk you through the step-by-step process of setting up your own retargeting campaigns in the Facebook Ads Manager. Whether you are new to Facebook ads or already familiar with the concept of retargeting, this guide will provide you with valuable insights and strategies to get the most out of your retargeting efforts.

What are Retargeting Ads?

Retargeting ads, also known as remarketing ads, are a type of digital advertising strategy where ads are shown to people who have already interacted with your business in some way. These individuals may have visited your website, engaged with you on Instagram or Facebook, or taken other specific actions that indicate their interest in your products or services. Retargeting allows you to stay top-of-mind with potential customers and increase the likelihood of conversions by delivering relevant and personalized ads.

Benefits of Using Retargeting Ads

Retargeting ads offer several key benefits for businesses looking to maximize their advertising efforts. First and foremost, they provide an opportunity to re-engage with potential customers who have already shown interest in your brand. By targeting individuals who are familiar with your business, you can deliver more tailored messages and offers, increasing the chances of conversion.

Retargeting ads can also help shorten the sales cycle for higher-ticket items. Not all customers are ready to make a purchase immediately after discovering a product or service. Retargeting allows you to nurture these potential customers by providing additional information, addressing objections, and offering incentives to drive them closer to conversion.

Another advantage of retargeting ads is their ability to improve brand recall and brand perception. By consistently showing up in front of your target audience, you can reinforce your brand messaging and establish credibility and trust. This can result in increased brand awareness and a stronger brand relationship with your audience.

In the next sections, we will guide you through the process of setting up and optimizing your retargeting campaigns on Facebook, ensuring you get the most out of this powerful advertising strategy.

How to Set Up Retargeting Ads on Facebook

4.1 Creating a Retargeting Campaign

To set up a retargeting campaign on Facebook, start by going to your Facebook Ads Manager and clicking on the "Create" button. Choose the objective of your campaign, which will depend on your specific marketing goals. For retargeting purposes, the "Sales" or "Leads" objectives are commonly used.

4.2 Creating a Retargeting Ad Set

After selecting the campaign objective, you will need to create an ad set. In the ad set settings, choose the appropriate tracking pixel for your campaign. The tracking pixel is essential for identifying and retargeting individuals who have interacted with your website or other specified sources.

4.3 Choosing the Right Custom Audience

Custom audiences are the heart of retargeting ads. In this step, you will define your target audience based on specific criteria, such as website visitors, Instagram account engagers, or Facebook page engagers. Select the audience source that best aligns with your retargeting goals and customize the time frame to capture the most relevant audience segment.

4.4 Setting Audience Controls

Audience controls allow you to specify the location, age range, and gender of your retargeting audience. Since your retargeting audience consists of individuals who have already shown interest in your business, it is usually recommended to keep the age and gender open to maximize your reach within this finite group.

4.5 Creating a Custom Audience

If you don't have any existing custom audiences, you can create a custom audience from scratch. Facebook offers a range of options for building custom audiences, including website visitors, Instagram account engagers, and Facebook page engagers. Choose the source that best aligns with your retargeting goals and define the specific actions or interactions that qualify individuals for your custom audience.

By following these steps, you can successfully create a retargeting audience for your Facebook ads. However, it's important to note that not every business needs to run retargeting ads. In the next section, we will discuss different types of custom audiences for retargeting and provide insights into when and how each audience type can be effectively utilized.

Types of Custom Audiences for Retargeting

There are several types of custom audiences that can be used for retargeting on Facebook. Each audience type captures a specific segment of individuals who have interacted with your business in various ways. Here are some of the most commonly used custom audience types for retargeting:

5.1 Website Visitors

A website visitor audience consists of individuals who have visited your website or taken specific actions such as making a purchase, adding items to their cart, or viewing content. This audience type is highly effective for retargeting campaigns as it allows you to show ads to individuals who have already shown interest in your products or services.

5.2 Instagram Account Engagers

An Instagram account engagers audience includes individuals who have engaged with your Instagram account, such as liking posts, commenting, or following your account. This audience is particularly useful if you have an active Instagram presence and want to retarget individuals who have shown interest in your content.

5.3 Facebook Page Engagers

Similar to Instagram account engagers, a Facebook page engagers audience includes individuals who have engaged with your Facebook page, such as liking posts, commenting, or sharing your content. This audience allows you to retarget individuals who have shown interest in your brand through their interactions with your Facebook page.

5.4 Video Views

A video views audience consists of individuals who have watched a certain amount of your video content or a specific percentage of your videos. This audience type is effective for retargeting campaigns that utilize video content as it allows you to show ads to individuals who have already shown a level of interest in your videos.

5.5 Lead Form Submissions

A lead form submissions audience includes individuals who have opened or filled out a lead form on Facebook or Instagram. This audience is particularly useful for service-based businesses or lead generation campaigns as it allows you to retarget individuals who have already expressed interest in your services or offers.

5.6 Shopping Catalog Interactions

If you have an e-commerce business, a shopping catalog interactions audience can be highly valuable for retargeting purposes. This audience includes individuals who have interacted with products from your catalog on Facebook or Instagram, such as adding items to their cart or viewing specific product listings.

5.7 Other Custom Audience Types

Facebook offers additional custom audience types, such as app activity, customer list upload, offline activities, events, and more. These audience types can be beneficial for specific businesses or campaign objectives. However, it's important to assess your specific goals and target audience to determine which custom audience types are most relevant for your retargeting campaigns.

In the next section, we will share some best practices for running effective retargeting ads on Facebook and maximizing the impact of your campaigns.

Best Practices for Retargeting Ads

Retargeting ads require careful planning and execution to ensure their effectiveness. Here are some best practices to consider when running retargeting campaigns on Facebook:

6.1 Keeping the Age and Gender Open

When setting up your retargeting audience, it's generally recommended to leave the age and gender open. Since retargeting ads target individuals who have already shown interest in your business, their age and gender become less critical. Keeping the audience as broad as possible allows you to reach a larger portion of your retargeting audience and increase the chances of conversions.

6.2 Selecting the Right Placement

Facebook offers various ad placements, including News Feed, Instagram Feed, Audience Network, and more. Consider the characteristics of your target audience and their preferred platforms when choosing the right ad placement. Experiment with different placements to determine which ones yield the best results for your retargeting campaigns.

6.3 Creating Compelling Ad Content

To capture the attention of your retargeting audience, it's crucial to create compelling ad content. Use engaging visuals, captivating headlines, and persuasive copy to communicate the value of your products or services. Tailor your messaging to address the specific needs or pain points of your retargeting audience and provide incentives to encourage them to take action.

6.4 Monitoring and Optimizing Your Campaign

Regularly monitor the performance of your retargeting campaigns and make data-driven optimizations. Analyze key metrics such as click-through rate, conversion rate, and cost per conversion to identify areas for improvement. Test different ad variations, audience segments, and campaign settings to find the optimal combination that generates the highest return on investment.

By following these best practices, you can enhance the effectiveness of your retargeting ads and drive better results for your business.

Conclusion

Retargeting ads play a crucial role in the success of Facebook advertising campaigns. By reaching out to individuals who have already shown interest in your business, you can increase brand recall, nurture potential customers, and drive conversions. In this guide, we have covered the fundamentals of setting up retargeting campaigns on Facebook, including creating custom audiences, optimizing audience controls, and choosing the right ad placements. We have also shared best practices for running effective retargeting ads and maximizing the impact of your campaigns. With this knowledge, you can now leverage the power of retargeting to grow your business and achieve your marketing goals on Facebook.

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