Facebook Retargeting Ads: A Step-by-Step Guide

Facebook Retargeting Ads: 

A Step-by-Step Guide


You’ve probably noticed that most visitors to your online store don’t buy anything at first. They do visit your website, explore your store and fill the shopping cart. But they rarely complete the process and abandon the purchase – for whatever reason. Learn here how Facebook retargeting ads can help solve this problem, how to win back potential buyers, and how to create a campaign in Facebook Ads Manager.
What is retargeting?
Retargeting is a special type of online advertising with the goal of bringing website visitors back to the online store who didn’t check out on their first visit.
For example, if a customer is in the process of completing a purchase and is distracted by a phone call, he does not complete the checkout process. After the phone call, he may have forgotten that there are still products in his shopping cart. Retargeting ensures that this customer sees your product in his Facebook news feed and remembers the coveted product. He goes back to your website and completes the purchase.
How does retargeting work with Facebook?
Facebook is of particular interest here as a retargeting channel. This is because this platform not only has around two billion active users – an enormously large target audience – but also has the data of Facebook profiles.
Facebook retargeting now ensures that users who have been to your website are found using this profile data. This means that targeted advertising campaigns can be run for these people, encouraging them to visit your online store again.
How to start a Facebook retargeting campaign?
Step 1: Set up a Facebook Ad Manager.

You create a Facebook Ad Manager by installing your Facebook Pixel and tracking your website traffic and basic website events. So set up your Facebook account, install the tracking code and then start retargeting your visitors.

Set up Facebook Pixel:

  • Go to your Ads Manager.
  • Search for “Pixel” in the search bar or navigation bar.
  • Click on “Add a new data source”-.
  • Click “Pixel.”

Facebook will guide you step by step.

Step 2: Create the Custom Audience

Through the Facebook pixel, you will automatically get a list of people who have been to your website. It also shows what actions these users have taken. In the following, you can create target groups to assign these actions to specific groups. This data basis in turn allows you to target the people in question.

Go to the Ads Manager and create your custom audience:

  • Search for the term “Audiences” in the search bar.
  • Click on “Create Audience” and then click on “Custom Audience”.
Step 3. Determine the campaign target

Before you launch your retargeting campaign, first answer the question for yourself: what is the goal of my ad? Once you have defined the goal of your campaign, click on the “Create an Ad” button and select which goal you want your audience to achieve. Name your campaign and then select “Next”.

The most common retargeting goals are::

  • Traffic: you want people to return to your website, that is, to be inspired to visit it again.
  • Conversion: here the focus is on eliciting a very specific response from the customer. Usually, you want them to make a purchase. However, for this, you need to set up event tracking in the pixel.
Step 4: Selecting the Custom Audience
Having already created your Custom Audience in Step 2, you now need to select the Custom Audience.
Under the Audience section, enter the name for your target audience in the Custom Audience field.
Step 5: Selecting ad placements

Once you have completed all the necessary steps, the only thing left to do is to decide where you want to play your ad.

There are several options available to you for this: Placing the ad on Facebook and Instagram – both in the feed and in users’ Stories.

As a rule, Facebook has the necessary data to decide where your ad is optimally placed and thus reaches your target audience. So, the ads are automatically placed where they convert best.

Step 6: Set a daily or lifetime budget.

You can choose either a lifetime budget or a daily budget for your retargeting campaign. However, you should know that this is not the total budget. Don’t worry: it doesn’t automatically mean that your campaign will end up costing more than you set. On the contrary, it may even mean that you don’t have to use your full budget.

Step 7: Create the ad

Now all that remains is to choose the form of the ad and its look:

  • To do this, select the ad format you want.
  • Upload your visuals.
  • Create the ad text.

Attention: make sure to include the URL to be visited and remember the UTM parameters that will give an insight into where the visitors come from.

Step 8: Submitting the ad
Click on the “Confirm” button. Your Facebook ad will now be verified and subsequently approved.
Use Facebook Retargeting Ads for your business – our agency will help you with it

At Social Media Content Lab, we help you and your business implement your marketing strategies and online campaigns. In doing so, we also rely on Facebook Retargeting Ads to help our clients achieve the best possible results. If you are also interested in Facebook Retargeting Ads, we look forward to hearing from you.

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