Facebook offers a number of options for marketers to use. Many of them can be confusing, and the Facebook ad manager can be hard to navigate if you don’t understand what you’re looking at.
To help alleviate some of that frustration, we will be taking you through the process of using one of Facebook’s most powerful marketing tools.
Remarketing (aka ‘Retargeting’) is a great way to build brand awareness or increase conversions. Let’s take a detailed look at what this tool is and how you can use it.
What is a Facebook Remarketing Campaign?
You’ve likely seen remarketing in action. If you go to a website and look at a particular product, you’ll often see ads for that product or that website pop up all over the place. Sometimes, this is a coincidence.
Most of the time, though, it’s remarketing in action. Because you’ve already expended effort going to a page and looking for a product, advertisers know you are statistically more likely to purchase the product than some random internet user.
Remarketing tracks a user’s activity and reminds them of a business they’ve shown interest in and its products.
How Well Does Facebook Remarketing Work?
Facebook marketing works well because it solves a particular problem that most of the digital advertising world faces: most users simply tune out ads.
When you visit a site, how often do you pay attention to the display ads on the sides or top of the screen?
Subconsciously you may see them, but consciously you are tuning them out. Facebook remarketing ads show up directly in the feeds of users, so they aren’t tuned out.
Perhaps more importantly, Facebook is the largest social media platform. The site has nearly 3 billion monthly users, making it an ideal place to put your ads in front of eyeballs.
How Do I Run a Facebook Remarketing Campaign?
Once you’ve decided that Facebook remarketing is a good way to bring customers back to your business and convert more sales, you need to learn how to create and manage a campaign. In this section, we’ll tell you what you need to know to get up and running.
Decide on an Objective
Like most campaigns, the first step to setting up a Facebook remarketing campaign is to decide what your objectives are. Facebook ad targeting is very precise, and it can do a good job showing ads to people who are likely to behave in the way you want them to. But to do that, Facebook needs to know how you want those ad viewers to behave.
That’s why you’ll be asked to tell the company your goal when you first create your campaign. You have two options here:
- Traffic — The traffic option focuses solely on getting people to visit your site. Remember, these are people who have already been to your site at some point, and you are trying to get them to come back. This can be good for keeping your brand fresh in the minds of consumers, or for getting them to move further into the sales funnel.
- Conversions — Conversions focuses primarily on getting potential customers to perform some action on your site. This could mean purchasing a product from you, but it could also mean taking the next step in a sales funnel, such as downloading a free eBook.
Creating a Custom Audience
Remarketing is a very specific type of advertising that is highly targeted. In order to target customers who have interacted with you before, Facebook needs to know who those customers are. There are several ways you can provide this information to Facebook. Let’s take a look at how each of the options you’ll be presented with work:
- Website Visits — This method will allow Facebook to directly track who is visiting your site and base its remarketing strategy off of that data. It’s fairly easy to set up this method. You just need to add a snippet of code, called the Facebook Pixel, to your website. When customers visit your website, Facebook will use that code to include them in your remarketing audience.
- App Usage — If your company has an app that customers can use, then it stands to reason that you’d like to track their usage of that as well. Again, Facebook offers code you can place within the app that will track which users are interacting with and use that data when building out your custom audience.
- Existing Customer Lists — It isn’t uncommon for the first step in a marketing funnel to involve a potential customer giving out their email address or other information. If you want to track users from before you added the Facebook Pixel, this information can be uploaded to Facebook and compared to the information on their users, so they can add any matches to the remarketing campaign.
- Offline Activity — Not every business operates exclusively online. If customers interact with your business in a non-digital way, it’s still worth it to track their behavior and include them in your remarketing audience. This process is similar to the one for uploading a customer list, except it must be updated regularly. Automation company Zapier has a blog post on how some of that process can be automated.
Analyzing Your Campaign
Once your campaign is up and running, you’ll need to analyze its performance. Luckily, Facebook makes this easy as well. There are options for A/B testing, which allow you to refine the best Facebook remarketing ads in your campaign and get rid of poorly performing ones.
The same tracking information used to build out your audience can be used to track conversions, so you can see how well your campaign is performing. Each Facebook ad campaign also collects and displays a plethora of useful analytics, so you can track the metrics that are important to your business.
While Facebook ads can cost less than other forms of advertising, you still want to have an effectively ran campaign in order to get the best value. The team at Nomadic Marketing has extensive experience in many forms of digital marketing, including Facebook ads. If you need help creating a Facebook ads campaign, contact Nomadic Marketing today to get started.