Engage Lost Prospects With Facebook Retargeting Ads

Do you notice how we are more likely to respond…

Do you notice how we are more likely to respond to people we’re already familiar with? This is even more pronounced when we re-engage with familiar people. It’s less awkward, and the interaction tends to be more fruitful. Facebook retargeting ads leverage this facet of human behavior and turn it into a way to revive dying marketing campaigns.

This article will explain retargeting ads and why they are vital to any marketer’s toolkit. 

black android smartphone displaying the Facebook playstore download page.
Photo by Obi – @pixel6propix on Unsplash

What Are Facebook Retargeting Ads?

Facebook retargeting ads are ads that allow businesses to reconnect with users they’ve interacted with previously. This applies to users who:

  • Followed or interacted with your Facebook Page or Instagram profile.
  • Shared their contact information with you.
  • Interacted with your Facebook Event.
  • Watched a significant amount of your content.
  • Use your app.
  • Visited your website.

The primary idea behind retargeting ads is that people who’ve shown interest in your brand will likely convert or re-engage with you. 

Remarketing Vs. Retargeting

Many people use these terms interchangeably. They share similar goals, and they seem to serve the same purpose. However, while they are similar, remarketing and retargeting differ in strategy and target audience.

A remarketing campaign focuses on reconnecting with previous customers through email. (i.e., people who’ve purchased your products and services before, 

On the other hand, retargeting specifically focuses on retargeting users who have yet to become customers. (i.e., people who’ve started the first steps toward making a purchase but somehow stopped.)

It’s necessary to differentiate these two approaches because the strategies needed to successfully re-engage their target audience differ.

For one, previous customers are more likely to re-engage because they already know the brand and product. Businesses don’t need to persuade them to purchase a product. They only need to suggest other products that they might also need.

On the other hand, retargeting efforts are meant to encourage a prospect to make a purchase. Marketers use ads as reminders for prospects to finalize their purchases.

Why Is Retargeting Ads Important?

The primary purpose of using a retargeting ad is to help prospects complete the conversion journey. There are many reasons prospects fail to complete a purchase and leave their items in their cart.

Retargeting ads serve as gentle reminders to those looking at your products to finish what they started. 

For example, a prospect views your products and adds them to the checkout cart, only to realize he doesn’t have his credit card ready. He ends up forgetting about the purchase. 

The item is left in his cart, and the conversion is incomplete. The social media marketer then decides to run a retargeting ad campaign.

Facebook advertises unfinished purchases by presenting personalized ads. The ad reminds the prospect of the product he meant to purchase a few days ago, and he decides to buy the item.

When he finishes the purchase, the retargeting ad is successful. 

Besides this, there are many other reasons to run a retargeting campaign. These include:

  • Reduced cart abandonment rates.
  • Retargeting is the most effective ad placement strategy.
  • Raises brand awareness.
  • Increase numbers of qualified leads.
  • Creates more compelling ads
  • Automate upsells and back-end sales.

How to Set up Facebook Retargeting Ads

This section will outline the steps for setting up retargeting ads on Facebook.

  • Open the Facebook ads manager and click on Audiences.
  • Click on create audience and select custom audiences.
  • Under custom audiences, select website traffic. (this is the main option to use to retarget prospects)
  • Next, select your target audience from the dropdown menu. You can target custom audiences such as:
  • Website visitors.
  • People who visit specific pages.
  • Users who visit particular pages but exclude: 
  • People who haven’t visited in a certain amount of time.
  • Custom combination

5. Get your Facebookpixel code and paste it onto your website.

Once you paste your pixel code on your website, it will start tracking visitors. Pixel codes place a 1×1 transparent pixel on your website. It tracks visitors who have seen the pixel when they visit a particular part of your page or take action.

After launching a retargeting ad campaign, make sure to track performance through:

  • Conversion rates
  • Lead generation
  • Sales
  • Traffic volume

The Bottom Line

Advertising is a complex process that includes many different stages. Retargeting ads are a feature that every marketer needs to know. It’s a great way to get your conversion rates higher, and they help drive more sales.

If you’re already investing money into promoting your products and services to cold audiences, it makes only perfect sense to invest in retargeting.

Retargeted prospects are more likely to return to your brand and complete their journey to becoming customers. This works for many platforms, which means businesses can extend their reach.

You can add many tools to your sales funnel, and retargeting is one of the most effective strategies at your disposal. Take the time to build your experience with the tool.

Frequently asked questions

When should I use Facebook retargeting ads?

Retargeting Facebook ads allow you to connect with users who have already engaged with your brand (on or off Facebook). You can include users who Have: Shared their email with you as leads or customers. You may have been following or interacted with your Facebook page.

Why is my boosted post not reaching anyone?

When your boosted post shows zero people, then it isn’t showing. It is common for your ad to still be approved, especially if this is your first time posting new content. You may need to duplicate your advertisement and start over in some cases.

What are 3 retargeting strategies?

  • Search terms should be your focus.
  • Adopt a target based on shoppers’ website navigation.
  • Utilize your CRM
  • Connect all the data dots on the screen.
  • Segment your audience

How do I edit a Facebook ad without losing my engagement?

  • Remove the ad from any active, inactive, or completed Facebook campaign.
  • You can find the ads by using the Ad ID in the Facebook Ads manager.
  • Click Save and edit the ad copy.

Is retargeting and remarketing the same thing?

An advertiser’s goal is to target a wide range of individuals with paid ads (and it can take a variety of forms). Remarketing is focused on email campaigns, reaching out to those who have already been contacted, allowing for specific upselling and messaging.

Why is my Facebook retargeting ad not working?

Most importantly, if your Facebook ads are low-quality, it is most likely because one (or a combination) of these five reasons: Your advertising budget is too low. Too few people are in your audience. Your target audience missed the mark.

Do retargeting ads work?

Retargeting is so very effective because it focuses your advertising budget on people who are familiar with your brand and have recently shown interest. This is why most marketers using it have an even higher ROI than most other digital channels.

Are retargeting ads effective?

In contrast with audience targeting (514%), contextual targeting (130%), efficiency pricing (100%), premium pricing (300%), or Run-of-Network (RON) (126%), retargeting was the most effective content placement strategy.

How do I get more retargeting ads on Facebook?

  • Keep at least one remarketing campaign on track.
  • Test several retargeting audiences that are valuable.
  • You must choose a strong message and funnel that matches your marketing goals.
  • Create dynamic remarketing ads.
  • Provide remarketing-specific promotions

How long should I test Facebook ads?

When you are conducting a Facebook advertising test, how long do you have to wait. The best advice is to test the ad at least for 3-4 days before making a decision about how it performs. You should not tweak any settings during this time since Facebook’s algorithm resets.

How do you create a retargeting strategy?

  • Make it your most compelling content.
  • Retargeting scripts can be used to run giveaways.
  • Make pages based on page types.
  • An upcoming event will target you.
  • E-mails should be targeted at people who are interested in them.
  • Use Exit-Intent popups to target abandoning users.
  • Exclude converted visitors

What are the different types of retargeting?

  • Account-Based Retargeting
  • Email Retargeting
  • Brand loyalty through customer targeting.
  • Buyer Persona Retargeting
  • Cross-Channel Retargeting
  • Segment Visitors by Stage in the Sales Funnel.
  • Custom Audiences on Facebook.

How much should I spend on retargeting ads?

Retargeting is typically 5%-10% of your Facebook ad budget. Even though it’s not a lot of your budget, it often results in 80% of your sales.

How much should you spend on retargeting ads Facebook?

In most brands, we recommend investing 60-90% of your prospecting budget into prospecting, with the remaining 10-40% toward retargeting. If you spend more than 40% of your budget on retargeting, consider expanding it.

How do you retarget a lost customer?

  • Live chat
  • Retargeting ads
  • Emails
  • Across social media channels.
Engage Lost Prospects With Facebook Retargeting Ads

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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