an ebook or free course<\/a> will do. You will find the possible list of objectives under the Consideration <\/b>tab.<\/p>\n However, if you want to get abandoning visitors to complete their purchases, your objective will be different, definitely. In this case, your goal will be getting your visitors to convert. So, you\u2019ll likely opt for an irresistible discount offer or a time-sensitive one.<\/p>\n
Don\u2019t skip this step no matter what. Facebook uses your objective to decide who to show your ads to.<\/p>\n
<\/span>4. Choose Your Audience<\/span><\/h3>\nRemember the custom audiences you created earlier? This is where you choose which one you want to retarget.<\/p>\n
If your audience size isn\u2019t sufficient for Facebook to run your ad, simply return to the \u201cCustom Audience\u201d menu and increase the time frame you set as a criterion.<\/p>\n
Once you do, Facebook will continuously monitor that audience to know if they are responding well, and make adjustments when and where necessary, automatically.<\/p>\n
<\/span>5. Choose Your Ad Placement<\/span><\/h3>\nAfter designing your ad, it\u2019s time to determine where you want to display them. Facebook can automatically determine the proper placement for your ad to maximize your budget.<\/p>\n
If you choose to do it yourself, you could decide to place your ad in Facebook or Instagram feeds, stories, Messenger, search results, etc. If you choose to allow Facebook to do your ad placement, simply select “automatic placement,” and it’ll place your ad where it is likely to convert best.<\/p>\n
Next, select the ad format you want to use, upload your ad, and make sure to write a compelling copy.<\/p>\n
Your Facebook ad will be reviewed, but not to worry, it doesn\u2019t take too long. After review, your retargeting campaigns will begin to show up to your chosen audience.<\/p>\n
<\/span>6. Set A Budget<\/span><\/h3>\nYou\u2019ll want to decide on your budget for each retargeting campaign. You can either set a daily budget for each day the ad runs or a lifetime budget for the whole period the campaign runs for.<\/p>\n
The exact amount you decide to spend here will depend entirely on your business. If you’re looking to test the waters, you can start small. You don\u2019t want to throw a lot of money into it without first understanding your retargeting campaigns. When you find what works for you, adjust your budget accordingly.<\/p>\n
<\/span>7. Track Your Ad Campaign<\/span><\/h3>\nThe last step now is to keep a tab on your campaign\u2019s performance? Thankfully, Facebook has tools like the pixel that allow you to track and measure your campaign performance in real-time.<\/p>\n
Monitor your analytics periodically and make adjustments where necessary.<\/p>\n
<\/span>Best Practices for Setting Up A Facebook Retargeting<\/span><\/h2>\nDo you want your Facebook retargeting ads to work effectively? These practical tips will help:<\/p>\n
<\/span>1. Segment Your Custom Audiences<\/span><\/h3>\nFacebook allows you to segment your custom audiences. This lets you streamline your target audience to interested customers. By doing this, you\u2019d be increasing your ad\u2019s relevance.<\/p>\n
You can segment your audience based on criteria such as age, occupation, gender, etc.<\/p>\n
For example, if you sell female jewelry, your target audience could cut across millennials, middle-aged and older women. Yes, it\u2019s the same products, but the same ad may not be effective across these three age groups.<\/p>\n
Wouldn\u2019t it be better to segment your audience into these three groups and show each group an ad that is more likely to appeal to them? By doing this, you\u2019d be increasing your chances of getting more conversions.<\/p>\n
<\/span>2. Use Audience Exclusions<\/span><\/h3>\nAudience exclusions help you maximize your advertising budget by allowing you to exclude a specific set of people from your custom audience. With this feature, your ad reaches a more specific audience who are likely to convert more.<\/p>\n
Let\u2019s illustrate a likely scenario where you can implement this tip:<\/p>\n
Assume you want to get new customers from your ad. If you set it up without any exclusions, you\u2019ll end up also targeting people who visited your website but already made a purchase. To get the best shot at acquiring new customers, simply exclude these people.<\/p>\n
In this case, your objective might look like this: \u201cvisited your website but didn\u2019t make a purchase.\u201d<\/p>\n
If you want to get those who have already purchased from you to buy more items, it\u2019s smarter to create a separate ad for them. This will work better than boxing them all up with the former audience. Plus, no one likes to see an ad for an item they already bought from you. It makes your marketing look sloppy. And trust me, that\u2019s not an impression you want to give a potential loyal customer.<\/p>\n
<\/span>3. Retarget People Who Already Interacted with Your Business<\/span><\/h3>\nPeople who previously interacted with your business by liking your Facebook page, commenting on your posts, etc. are prospective customers. And they are the best to retarget.<\/p>\n
Thus, when you retarget them, they are more likely to remember your brand and engage with your ad. They are also more likely to become loyal to your brand. It\u2019s called retargeting anyway, so you shouldn\u2019t be targeting just random people.<\/p>\n
<\/span>4. Give a Discount Offer<\/span><\/h3>\nMost times, a juicy discount will motivate people to head back to your website and complete their purchases. So, how about retargeting your audience with a discount offer? Brilliant idea, isn\u2019t it?<\/p>\n
If you can\u2019t afford to offer a discount right away, consider making your first remarketing ad a reminder that prompts visitors to complete their purchase. If you don\u2019t get as many conversions as you\u2019d like, you can introduce a discount offer.<\/p>\n
<\/span>5. Test Your Ads