The ridiculously awesome guide to facebook remarketing


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In other words, three out of every four shoppers on your trang web that actually go through the trouble of putting items in their cart just disappear.

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Just imagine how much money you’re leaving on the table with these missed conversions.

Today, advertisers need to lớn be more clever than ever to reel in these potential customers/leads.

Fortunately, rekinh doanh allows you to keep your brand fresh in potential customers’ minds by following them around the website with targeted messages.

While the task might sound daunting, platforms that depkết thúc on advertisements lượt thích Google và Facebook make it surprisingly easy.

And social rekinh doanh platforms are especially effective sầu at generating a high ROAS, if you know how khổng lồ mix them up properly.

Let’s take a look at Facebook remarketing khổng lồ get a better idea of how it can help improve your social campaigns & close more of those nearly-converting cart abandoners.

What Is Facebook Remarketing?

Before we dive sầu in, let’s clarify what rekinh doanh is and why it’s important.

Rekinh doanh (or “retargeting,” depending on who you ask) shows your custom ads khổng lồ users who have already engaged with your br& online.

When users visit your website, trang đích, or social truyền thông media page, a cookie or pixel is added lớn their browser and lets your ads “follow” them to other digital spaces with content based on the info in your cookie.


Wherever your users roam, their cookies will follow. – image source

Remarketing is a proven tactic for enticing customers who escaped your sales funnel lớn come baông chồng and convert.

For example:

Facebook rekinh doanh is especially potent because of how specific the available targeting & tracking data is.

By zeroing in on specific users who took specific actions, you can use Facebook’s resale pixel to:

Reinforce your message khổng lồ users who viewed specific pages.Show targeted ads to lớn visitors who bounced.Upsell & cross-sell new items lớn past purchasers.Encourage visitors to learn more or complete a purchase.and lots more.

Finally, despite the recent growth of other social networks, Facebook is still the standard for digital sale success.

In a (different) eMarketer survey, more than 95% of social media marketers named Facebook as the best social network for producing ROI for their clients.

These results placed Facebook well ahead of Twitter (63.5%), Instagram (40.1%) and Snapchat (2.1%).

So in a nutshell, if you’re planning to lớn use targeted advertising khổng lồ increase sales, Facebook is probably the best place lớn start.

But that’s enough about how valuable Facebook is as a remarketing asset — let’s move sầu on from the “why” & get into lớn the “how” already.


Let’s not spkết thúc any longer in this nutshell than we have sầu to lớn. – image source

Maximize Your Paid Advertising

If you’re going lớn target specific Facebook users, it’s important to know what specific goals and actions you’re trying khổng lồ initiate with your ads, especially since you’re using real budget dollars lớn reach them.

Resale is a great way khổng lồ both fill-up & plug holes in your sales funnel — starting with one key leak near the bottom.

1. Reduce Cart Abandonment.

Did you know that if abandoned digital shopping carts were real shopping carts và you stacked them all up, they would reach the moon?

OK, that might not technically be true.

But abandoned digital carts are a real problem, & they aren’t going away.

In fact, the Baymard Institute’s collection of abandonment rate statistics shows the number of ditched carts going up, from around 60% in the late 2000s lớn higher than 80% in some cases today.

Rekinh doanh on Facebook makes it possible for you to lớn reach these “ghosts” và remind them that they probably still want that thing they were about lớn buy và that it’s not too late.

Facebook even offers specific “event codes” for granular on-site actions, so you can craft specific ads to lớn reach users who added an thành quả to a shopping cart or a wishcác mục.

2. Keep Your Product Fresh.

In addition khổng lồ reaching cart abandoners, Facebook’s remarketing system lets you target users who visited specific sản phẩm pages but didn’t put items in a cart.

These users are good targets for rekinh doanh because visiting product pages typically indicates both interest & purchase intent.

They might even be looking at different versions of the same hàng hóa on different sites before committing to a purchase.

Dynamic Facebook ads keep your products and your brvà fresh in this audience’s mind.

By targeting users who clicked into lớn specific products and excluding those who reached the “Order Complete” page, you can reconnect with visitors who weren’t ready to lớn convert then but might be ready now.

And as a bonus, you’ve taken a sale away from the competition!

Another great strategy to use is link retargeting. It allows you lớn retarget ads lớn people who have sầu already interacted with a liên kết in your social truyền thông media post. This adds potential customers lớn your retargeting funnel even when they haven’t visited your website yet.

3. Offer Special Incentives To Motivate Customers To Buy.

Customers who engage with your branded nội dung but don’t convert are also ripe for rekinh doanh on Facebook.

These visitors have sầu already shared their personal information for access to lớn gated content like a webinar or an ebook.

Basically, they climbed into your sale funnel voluntarily, which makes them more likely lớn respond when you offer an incentive sầu.


“No one told me the funnel was this small when I climbed in.” – image source

Special incentives for an audience that has shared their tương tác information can include sales-based ads targeting first-time purchasers or limited-time discounts for popular products.


In this example, MOO offers a small discount on their entire product line for select leads. – image source

Sometimes an audience still needs nurturing at this stage. If that’s the case, you can create ads that offer a không lấy phí trial to keep leads engaged & moving through your kinh doanh funnel.

4. Target Based Off Specific Behavior.

If you really want lớn lure your cart abandoners baông xã, Facebook’s tracking pixel makes it possible khổng lồ run targeted ads based on the behavior of visitors who bounced.

For example, you can use Facebook remarketing to reach users based on the device they used, activities they completed, and more.


Just a sample of the options available in the Behaviors menu. – image source

Other user behaviors can demonstrate greater interest, like the amount of pages they visit, whether or not they scroll all the way to the end of an offer page, and other criteria.

Creating a Facebook rekinh doanh campaign makes it easier lớn analyze this information và use it to improve sầu your advertising efforts.

The next step is setting up Custom Audiences khổng lồ further segment và personalize your message for your prospects.

Targeting A Custom Audience

Facebook’s Custom Audience tool is designed to put your remarketing ads in front of people who are already interested in your product or brand.

You (or your sale team) can create Custom Audiences based on data that includes:

Your existing customers and sales prospects.Website traffic (all users or specific page visitors).Actions in mobile apps.

Each of these targets presents its own opportunities — & requires its own strategy.

1. Current Customers

When you’re setting up your Facebook remarketing campaign, customers who have sầu already purchased from you are an igiảm giá khuyến mãi place lớn start.

In terms of low-hanging fruit, it doesn’t get much riper than this.

After all, a study by Adobe found repeat customers are responsible for 41% of eCommerce revenue in the U.S., even though only 8% typically return for more business.

Repeat purchasers also spend almost five times as much per visit compared to lớn regular shoppers.

You can recapture some of these customers with targeted Facebook ads.

Your remarketing campaign can announce new versions of your customers’ past purchases, or offer discounts and cross-promotions for related products.

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In the example below, Airbnb’s Facebook audience can ‘Book Now,’ which implies comfort và experience with their brand:


Hopefully this audience is also comfortable with modular Swedish architecture. – image source

If you plan khổng lồ target your existing customers, it’s best not khổng lồ hit them with a hard sell.

You can build on their existing relationship with your brand by offering quantity-based discounts or holiday sales, so they can giới thiệu their love of your stuff with others.

Also, resale doesn’t have khổng lồ be isolated to upsells & cart abandonments.

You can also leverage these remarketing campaigns khổng lồ turn existing customers into lớn br& advocates.

2. Website Traffic And Behavior

If you’re adding Facebook rekinh doanh lớn your digital advertising toolkit, you probably have an established online presence already.

This means that your website is getting at least some regular traffic that doesn’t convert.

Even though these leads won’t be as likely to convert as your past customers, remarketing to this audience can still help reduce your ad spover significantly.

They’ve sầu already shown interest, which makes them a higher-value target than someone unfamiliar with your brand.

To reach these users, select ‘Website Traffic’ in your Custom Audience builder và enter the URL of the page you want to lớn base your rekinh doanh on.

The Facebook px notes when a user visits your chosen site and, if possible, connects that user to a Facebook profile that will see your rekinh doanh ads.


Note: the “People visiting specific web pages but not others” option is helpful for excluding traffic that converted already. – image source

Remember, these aren’t existing customers you’re trying to bring back into lớn the fold — they’re casual browsers who might be enticed into lớn the next step in your sale funnel.

Use general ads that focus on new products, benefits, and discount codes khổng lồ catch their attention.

While it might seem lượt thích this strategy isn’t much better than a shot in the dark, the average click-through rate (CTR) for rekinh doanh ads is still ten times higher than standard display ads.

3. App Activity

If you have sầu a custom iOS or Android ứng dụng that customers are using, you can remarket lớn them on Facebook based on specific in-app activity.

And with social media growing more prevalent every day, ignoring this potential audience is a mistake you can’t afford to make.

To mix this up, you’ll need to register your app with Facebook and choose actions or events that will trigger your ads.

These can be predefined or custom events ranging from opening the tiện ích for the first time khổng lồ adding payment info & making purchases.


Choose “App Activity” in the “Create a Custom Audience” menu to lớn get started. – image source

Custom audiences also allow you lớn choose the timeframe you want to use for your chiến dịch.

For example, you can reach users who’ve sầu made in-phầm mềm purchases by specifying “In The Last 30 days” lớn reach people who have sầu completed a defined “purchase event” in the past month. (Unless it’s February.)

Note: For more, kiểm tra out Facebook’s guide khổng lồ creating Custom Audiences for your phầm mềm ads.

4 Tips To Get The Most Out Of Your Facebook Rekinh doanh Campaigns

A recent survey shared by Small Business Trends said that more than 60 percent of business owners think their Facebook ads aren’t reaching their ideal audience.

While some of these results may be related to a lachồng of understanding of the platsize, there are real steps that businesses & agencies can take to reach the right users & improve sầu conversion rates.

1. Make Sure Your Ads Are Relevant To The Audience

The most effective sầu way lớn reach your ikhuyến mãi audience is to ruthlessly refine your targeting.

The user interface in Facebook’s remarketing system tends to lớn emphakích thước demographic data, which is both the most reliable & most broad information available.

But demographic data alone won’t put you in front of your target audience.

Tools like interests & exclusions can make your targeting hyper-specific & reduce wasted budget on irrelevant impressions.


Interests và exclusions can be customized in “either/or/and” combinations to refine or exp& your targeting. – image source

You can also make sure your ads are relevant by creating a separate advertising campaign for every stage of your Facebook marketing funnel.

After all, your Facebook audience has varying interests & expectations just like any other.

You’ll need a strategy that addresses these various goals and provides solutions.

With the right adjustments, your Facebook rekinh doanh chiến dịch can show leads the exact right ads based on their position in your kinh doanh funnel.

2. Target Those Who Are Most Likely To Buy

Like the tip above sầu, this might seem fairly obvious based on what you’ve learned already.

But Facebook’s Custom Audience settings let you drill down into lớn even more detail khổng lồ reach users who have sầu demonstrated a more intense interest in your br&.

For example, you can create a rekinh doanh chiến dịch khổng lồ target blog readers using the ‘trang web traffic’ parameters outlined above.

But you can single out your high-ROI blog audience with specific adjustments like:

Targeting visitors who viewed more than one blog post.Targeting visitors who viewed a blog post and a landing page.Targeting visitors who viewed a post and your Pricing page (indicating interest in your product).


Moving targets are always the hardest khổng lồ hit. – image source

Similar updates can be made for other visitors who have sầu engaged with your nội dung on a more intense màn chơi.

While we can’t recommend excluding your haystaông chồng to lớn chase needles, Facebook resale makes it possible to reach those high-value targets through levels of segmentation, và failing lớn do so could be a missed opportunity for your chiến dịch.

3. Use Facebook’s Lookalượt thích Audiences

You’ve sầu learned how lớn create a Custom Audience based on your existing information, or tracking data from your website or điện thoại tiện ích.

When you want to reach beyond these limits, you can create a lookalike audience.

Facebook creates lookalike audiences by finding users with attributes that align with your base audience.

These filters can be “layered” onto lớn your Custom Audience settings to find leads that might fit your profile.

For example, let’s say you import a các mục of users who have downloaded your ebook lớn create your Custom Audience.

Facebook can generate a lookalượt thích audience of similar users who nội dung characteristics and interests with your existing prospect data.


Sometimes the lookalikes can be a little too cthảm bại for comfort. – image source

While these prospects might not be familiar with your brvà or products, the targeting information that brings them inkhổng lồ your advertising sphere means that these leads are still more likely to lớn convert than someone with no interest in your business or industry at all.

Lookalike audiences are a great way lớn expvà your highly refined rekinh doanh audiences so you can reach a broader pool of qualified potential customers/leads.

4. Timing Is Everything

We mentioned above sầu that one of the benefits of Facebook remarketing is keeping your product và brand fresh in a potential lead’s mind.

For your chiến dịch khổng lồ be effective sầu, it’s important to hit that sweet spot between “too soon” and “what is this again?”

The timing of your chiến dịch is customizable và should be based on your customers.

If your sales cycle is short, Facebook suggests remarketing khổng lồ website visitors from the past 15 to 30 days.

For transactions that require more touch points, you can elongate your recency window to keep users moving through your funnel.


More than half of the conversion value happened in the “12-30 days” segment of this campaign, making it a good candidate for extending the recency window. – image source

And speaking of exclusion, we’ve sầu all seen resale campaigns that try to lớn sell us products we’ve already purchased, right?

These redundancies are important to lớn avoid — they waste your ad spend & don’t give your customer a good reason lớn come bachồng for more.

To that over, you can mix up your Facebook chiến dịch to lớn leave sầu out users who recently converted for a defined period.

Most B2C resale campaigns exclude recent purchasers for about one to two weeks, unless you have sầu specific cross-selling opportunities lớn promote.

Executive sầu Summary

Facebook is one of the most reliable performers for social truyền thông media marketing, & just about any company investing in online ad spover can capitalize on the opportunities this tactic provides.

These remarketing campaigns can maximize your paid advertising by keeping your brand fresh in leads’ minds, offering incentives to convert, và reducing cart abandonment.

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To get the most out of your chiến dịch, refine your targeting to lớn ensure only relevant users are seeing your ads, engage high-value and lookalượt thích audiences, và time your campaigns khổng lồ maximize customer interest và avoid redundancies.

Have you used Facebook remarketing to target your audience? Tell us about it in the comments below!