In the world of digital marketing, retargeting has become one of the most powerful tools available. If you’ve ever browsed a product online, only to see it pop up on your Facebook feed moments later, you’ve experienced retargeting in action. But it’s not just about reminding a customer that your product exists—great retargeting campaigns are about engaging users in a personalised, meaningful way that leads to conversions.
So, how do you get retargeting right using Facebook Ads? Let’s walk through the best practices that will help you create powerful, conversion-optimised retargeting campaigns.
What is Facebook Retargeting?
Before diving into best practices, let’s clarify what retargeting is. Facebook retargeting allows you to show ads to people who have previously interacted with your website, app, or content but haven’t yet taken the desired action (like making a purchase, signing up for a newsletter, etc.).
Using tracking tools like the Facebook Pixel, you can create “custom audiences” of users who have already shown interest in your brand. This allows you to serve them highly relevant ads based on their previous behaviour, increasing the likelihood of conversion.
Why Retargeting Matters
Retargeting is crucial because not every visitor will make a purchase or sign up during their first interaction with your brand. In fact, research suggests that only 2% of visitors convert on their first visit. Retargeting allows you to re-engage the other 98%, nurturing them through the decision-making process.
Retargeting can:
- Increase brand recall: People are more likely to remember your brand the next time they need a product or service.
- Boost conversions: Retargeted users are more likely to convert because they’ve already shown interest.
- Lower ad costs: Retargeting ads tend to have higher click-through rates (CTR) and lower cost-per-click (CPC) because they’re more relevant to the user.
Now that we understand the “why,” let’s look at the best practices for retargeting with Facebook Ads.
1. Set Up Your Facebook Pixel Correctly
The Facebook Pixel is a small piece of code you place on your website that tracks user behaviour. It’s an essential tool for retargeting because it allows you to build custom audiences based on actions people take on your site.
Best Practice:
- Install the Pixel early: Don’t wait until you’re ready to start a campaign. Even if you aren’t running ads yet, having the pixel in place will allow you to start collecting data.
- Track key events: Make sure to track important actions like “Add to Cart,” “Initiate Checkout,” and “Purchase.” This will help you retarget users based on their specific behaviours.
2. Segment Your Custom Audiences
A common mistake is to lump all your website visitors into one retargeting audience. But not all visitors are alike, and treating them as if they are will lead to poor performance. The key to successful retargeting is segmentation.
Best Practice:
- Segment by behaviour: Create different audiences for users who visited specific pages, added items to their cart, or spent a certain amount of time on your site. For example, someone who viewed a product page but didn’t purchase should see a different ad to someone who abandoned their cart.
- Create time-based segments: People who visited your site yesterday are more likely to convert than those who visited six months ago. Set time windows for your audiences (e.g., people who visited within the last 7 days, 30 days, 90 days).
3. Use Dynamic Ads to Personalise Experience
Dynamic ads automatically show the most relevant products or services from your catalogue to users based on their previous interactions. This creates a personalised experience, which is far more likely to capture attention and drive conversions.
Best Practice:
- Dynamic product ads: If you’re running an e-commerce business, dynamic product ads allow you to show users the exact products they viewed or added to their cart. This creates a seamless shopping experience, reminding them of their interest and encouraging them to complete the purchase.
- Tailor ad copy: Use dynamic ads to adjust your messaging based on where the customer is in the buying journey. For instance, someone who abandoned a purchase might respond well to a discount offer or free shipping.
4. Create Enticing Offers
Retargeting campaigns work best when they give users a reason to come back and complete their purchase or action. Incentives like discounts, free shipping, or limited-time offers can be highly effective in retargeting ads.
Best Practice:
- Test different offers: Experiment with different incentives like a 10% discount, free shipping, or a free trial. See which offer resonates best with your audience.
- Highlight urgency: Use language like “Limited Time Offer” or “Only a few left in stock” to create a sense of urgency that encourages users to act quickly.
5. Optimise for Frequency & Exclude Converted Users
Nobody likes to feel like they’re being stalked by ads. Bombarding users with the same retargeting ad too frequently can lead to ad fatigue, where they begin to ignore your ads or, worse, become frustrated with your brand.
Best Practice:
- Control ad frequency: Limit how often your retargeting ads are shown to each user. Facebook’s ad settings allow you to cap the number of times someone sees your ad in a given time period.
- Exclude converted users: Make sure you’re not wasting ad spend by retargeting people who have already taken the desired action. Set up exclusion audiences for users who have already completed a purchase or signed up.
6. Measure and Optimise Your Campaigns
You can’t improve what you don’t measure. Facebook Ads Manager provides powerful insights into how your retargeting campaigns are performing.
Best Practice:
- Track key metrics: Focus on metrics like click-through rate (CTR), conversion rate, and return on ad spend (ROAS). These will tell you how effectively your ads are driving the desired actions.
- A/B test your ads: Experiment with different ad creatives, copy, and offers to see what resonates best with your audience. Even small changes can have a big impact on performance.
FAQs
1. What is Facebook retargeting?
Facebook retargeting allows advertisers to serve ads to users who have already interacted with their website, app, or content, encouraging them to take further actions like purchasing or signing up.
2. How do I set up retargeting on Facebook Ads?
To set up retargeting, you need to install the Facebook Pixel on your website, create custom audiences based on user behaviours, and design ads that are relevant to those audiences.
3. How much does Facebook retargeting cost?
The cost of Facebook retargeting varies based on factors like audience size, bidding strategy, and competition. However, it tends to be more cost-effective than standard ads due to higher relevance and conversion rates.
4. What is a dynamic ad in Facebook retargeting?
Dynamic ads automatically show users products or services they’ve already viewed on your site, providing a personalised experience that increases the chances of conversion.
5. How often should I retarget the same user?
To avoid ad fatigue, it’s recommended to limit retargeting ad frequency. A good rule of thumb is to cap impressions at around 2-3 times per week per user.
Conclusion
When done right, Facebook retargeting is a powerful tool that can help you capture lost sales, re-engage interested users, and drive conversions. By following the best practices outlined here—setting up your Facebook Pixel, segmenting your audiences, using dynamic ads, and creating enticing offers—you can create highly effective retargeting campaigns that maximise your return on investment.
Ready to start retargeting? Follow these steps and see how quickly you can turn window shoppers into loyal customers.