How to Use Facebook Ads Retargeting to Increase Conversions

April 17, 2023

Facebook retargeting, also known as Facebook remarketing, is an advertising technique that allows businesses to target their audience based on their previous interactions with their website or Facebook page. 

Retargeting ads are displayed to users who have already shown interest in a business by visiting their website, interacting with their social media posts or engaging with their ads in the past. This technique helps businesses to re-engage with potential customers and promote their products or services to users who are more likely to convert.

How Facebook Retargeting Works

When a user visits a website or interacts with a business’s Facebook page, a small piece of code called a Facebook Pixel is placed on the user's browser. The Facebook Pixel then tracks the user's behaviour on the website or Facebook page, allowing the business to create a custom audience of users who have shown interest in their brand. The custom audience can then be used to target these users with retargeting ads, reminding them of the products or services they viewed on the website and encouraging them to complete a purchase.

Benefits of Facebook Retargeting

High ROI

Retargeting ads have been proven to have a higher return on investment (ROI) compared to traditional advertising techniques. This is because retargeting ads target users who have already shown interest in a business, making them more likely to convert. As a result, businesses can spend less money on retargeting ads and see higher conversion rates, leading to increased revenue.

Targeting Specific Behaviours

Facebook retargeting allows businesses to target specific behaviours such as users who have abandoned their shopping cart or those who have viewed specific products on their website. By targeting users based on their behaviour, businesses can create more personalised and relevant ads, leading to a higher likelihood of conversion.

Improved Conversion Rates

Retargeting ads have been shown to have higher conversion rates compared to traditional advertising methods. This is because retargeting ads are displayed to users who have already shown interest in a business, making them more likely to convert. Additionally, by targeting users based on their behaviour, retargeting ads are more personalised and relevant, leading to a higher likelihood of conversion.

man working at desk on facebook ads

Setting up a Facebook Retargeting Campaign, Step by Step

Creating Retargeting Audiences

To start a Facebook retargeting campaign, you need to create custom audiences based on the users who have previously interacted with your business. To do this, you can set up a Facebook Pixel on your website or use the Facebook Ads Manager to create a custom audience based on the engagement on your Facebook page. Once you have created a custom audience, you can then use it to target users with retargeting ads.

Segmenting Your Facebook Audience

Segmenting your Facebook audience is crucial in creating successful retargeting campaigns. You can segment your audience based on various factors such as demographics, interests, and behaviour. By segmenting your audience, you can create more personalised and relevant ads, leading to a higher likelihood of conversion.

Building Your Sales Funnel

Building a sales funnel is an essential part of a successful retargeting campaign. A sales funnel is a step-by-step process that guides potential customers towards making a purchase. To create a successful sales funnel, you need to understand your target audience and create personalised content that appeals to their needs and interests.

Setting Budgets

Setting budgets is an important aspect of any advertising campaign, including retargeting. You need to determine how much you are willing to spend on your retargeting ads and allocate your budget accordingly. You can set daily or lifetime budgets and adjust them based on the performance of your ads.

Optimising Your Facebook Retargeting Campaigns

Optimising your retargeting campaigns is crucial to ensure that you are getting the most out of your advertising budget. To optimise your campaigns, you can test different ad formats, targeting options, and ad placements. Additionally, you can track the performance of your campaigns using the Facebook Ads Manager and adjust your strategy accordingly.

laptop with web dashboard on screen

Agency Expert Tips for Facebook Retargeting Ads

Understanding Facebook Retargeting Post-iOS14

Apple’s iOS14 update has had a significant impact on Facebook retargeting. With iOS14, users can now opt out of tracking, making it harder for businesses to retarget users with personalised ads. To navigate this challenge, businesses can use the Facebook Conversions API to track user interactions and optimise their retargeting campaigns.

Running Advantage+ Catalog Ads (Formerly Dynamic Ads)

Advantage+ Catalog Ads is a powerful tool for retargeting users with personalised ads. They allow businesses to show users products they have previously viewed or added to their cart, leading to increased conversions. Advantage+ Catalog Ads are easy to set up and can be customised based on user behaviour.

Using Creative Photos and Videos

Creative photos and videos are essential in capturing users' attention and driving engagement. When creating Facebook retargeting ads, it's important to use eye-catching visuals that appeal to your target audience and follow best practices. You can use product photos, lifestyle images, and videos to showcase your products and services and convey your brand message.

Mastering Ecommerce Copywriting Techniques

Effective copywriting can make or break your retargeting campaigns. To create compelling copy, you need to understand your target audience and their pain points. You should use clear and concise language, highlight the benefits of your products or services, and use a strong call to action that motivates users to take action.

Final Thoughts

In conclusion, Facebook retargeting is a powerful advertising strategy that can help businesses improve their conversion rates and boost their revenue. By creating personalised ads that target users who have previously interacted with your brand, you can increase the chances of converting them into customers. We hope that this guide has provided you with valuable insights into Facebook retargeting and how to set up a successful retargeting campaign.

At Soone Agency, we specialise in creating effective Facebook ad campaigns, including retargeting ads. If you need help setting up a Facebook retargeting campaign or want to improve the performance of your current campaigns, our team of experts can assist you with our ads services. Contact us today to learn more about how we can help your business grow through Facebook retargeting.