Want to increase conversions with your Facebook ads? Wondering how to get better results from your Facebook ad retargeting?
In this article, you’ll learn how to sell more with Facebook retargeting campaigns.
To learn how to retarget people on Facebook at every level of the customer journey, read the article below for an easy-to-follow walkthrough or watch this video:
#1: Decide How Much to Budget for Facebook Retargeting Ads
The foundation of Facebook retargeting ads is to retarget any lead or potential buyer with your offer. Typically, you want to spend 5%-10% of your Facebook ad budget for retargeting ads. While it’s not a lot of your budget, it often results in 80% of the sales and results.
#2: Identify Where You Want People to Take Action in Your Customer Journey
You can level up your retargeting by pairing a specific ad at every point in your customer journey where you want people to take action.
Start by outlining your customer journey and then looking at every point where you want the lead to do something.
Let’s use a webinar funnel as an example. That customer journey might start with a video or piece of content you want people to consume. After that, the next step you want them to take is to register for your webinar so you’d run registration ads.
Once a lead signs up for your webinar, you want them to actually watch it. So you can retarget everybody who signed up for your webinar but hasn’t watched it yet. The ad is designed to send them back to the webinar. It can even address that you know they signed up for the webinar but haven’t watched it yet.
Once you know that somebody watched your webinar, you want them to buy the offer that you pitched in that webinar. This is where testimonial ads, video ads, and case study ads (like the example below) can be effective.
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These ads should specifically hit on objections you know your audience has. For example, those objections might be:
- Will this work for me?
- Is this investment worth it?
- How am I going to pay this off?
- Will I get results?
You want to address the pains and concerns of your audience in your retargeting ads.
Moving through the customer journey, some people are going to land on your sales page. They might even get as far as your cart or checkout page. They’re on the fence about buying but they don’t actually finish purchasing. This is an opportunity to run an ad to send people back to that page.
These ads are inexpensive to run because we’re talking about a very hyper-targeted audience. You’ve already paid or done the work to get them this far in the customer journey. Now you want to spend a little bit of your budget to close that loop and hopefully have them purchase your offer.
Your retargeted audiences are already warm. They already trust your brand and they’ve consumed some of your content. Now, if you can speak to your audience based on where they are in your customer journey, you’ll be able to push them over the fence and get them to take action.
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#3: Set Up Facebook Retargeting Ads
If you have any type of traffic going to a webinar, watching your content, or even landing on a sales page, you have an audience you can target right now. Every day you don’t have retargeted ads set up, you’re leaving money on the table.
You set up a Facebook retargeting ad in Ads Manager just like any other ad. The only difference is that when you get to the Audiences section, you select your custom audiences. If you want to learn how to set up different types of custom audiences, read this article on creating custom audiences that convert.
Assuming you’ve set up your audiences, have an offer you’re sending people to, and selected the Conversions campaign objective, let’s look at how to find those audiences.
At the ad set level, you have the option to choose any custom audience you’ve created. Click in the Search Existing Audiences box to see a list of custom audiences you’ve already created. Select the audience you want to retarget.
For example, I’ll select the Evergreen Webinar TY 180 Days audience, which is made up of people who have landed on my thank-you page in the last 180 days.
Next, exclude any relevant audiences from your targeting. In this case, I want to exclude buyers so I’ll choose a custom audience of people who’ve landed on the purchase pixel in the last 180 days.
Now I have an audience of people who registered for my webinar but haven’t yet purchased my offer and I can send them any ad that I’d like.
Once you’ve defined the audience you want to target, finish setting up your campaign. Some retargeting ads that might be relevant to your business include testimonial ads, case study ads, abandoned cart sales page ads, or abandoned application or call booking ads—anyplace your customers or leads landed and didn’t finish the action you wanted them to take.
Facebook retargeting ads are some of the best for return on investment but you have to do them right. Start by mapping out your customer journey and identifying every stage where you want your audience to take action. Then set up retargeted ads to custom audiences of people who’ve watched your content, landed on your sales page, watched your webinar, and so on.