Simple Steps to Create a Facebook Retargeting Campaign
When you’re ready to set up your Facebook retargeting campaign, just follow these five simple steps. Note that these instructions assume that you already have a Facebook account for business ads.
- Log in to your Facebook Ads Manager and select Audiences
You’ll find Audiences in the dropdown menu when you click on Business Manager at the top left-hand side of the screen.
- Click on Create Audience and select Custom Audiences
Again, you’ll find Create Audience at the top left on your screen. For retargeting, we’re going to select Custom Audience, which will allow us to set up a campaign that reaches people who visited a website.
- Select Website Traffic
You have some options here, but for retargeting, we’re going to focus on website traffic so that we’re reaching the people who got to your site.
- Select your target audience from the dropdown menu
You’ll be taken to a screen, as seen below, that allows you to create your audience. You have the option of targeting the following:
- Anyone who visits your website
- People who visit specific pages
- People visiting specific web pages but not others
- People who haven’t visited in a certain amount of time
- Custom combination
- Get your pixel code and place it on your website
If you don’t already have pixel (tracking) code on your website, you’ll need it in order to start retargeting.
What is pixel code? It’s the code that you’ll need to put on your website to track visitors. Why is it called pixel code? The code will place a tiny 1×1 pixel on your website that is transparent and can’t be seen. It allows the visitors to your site to be tracked. By knowing they’ve seen the pixel, you know they’ve been to a particular page of your website or have taken a particular action.
Here’s how to get the code: In your Audiences section of Ads Manager, you’ll find your new retargeting campaign. Select it, and then click on Actions and click View Panel in the dropdown menu, as you see below.
Making your retargeting campaigns successful
In order to get the most out of your retargeting campaigns you’ll have to make sure that you’re getting your audience’s attention, and giving them a good reason to get back into your purchase funnel.
Start by planning your campaign! What is it that you want to do? Do you want to retarget those who got to the purchase page, but didn’t go any further? Maybe someone checked out a certain pair of shoes on your website, but didn’t make a purchase. You could retarget these folks with an ad offering a discount, or free shipping.
Once you know what to do, create an ad that will catch the eye of your audience and get their attention. The ad below does a good job of both, and it offers a discount – a great reason to return to Amazon and make that purchase!