Retargeting ads are vital for any campaign–on average it takes around 6-8 touchpoints before someone converts. The caveat is that to be effective they have to be done right. 

How to Set Up Retargeting Ads on Facebook

If you're attracting tons of web traffic, but your conversions just aren't hitting the mark, then it's time to ramp up your retargeting ads. Retargeting ads are aimed at people who have already seen your site or interacted with your page. Targeting audiences that are familiar with your brand is much more effective and less time-consuming than attempting to engage with cold audiences. Not only will retargeting ads increase conversions and brand awareness, but you'll be able to gain more insights about those who are genuinely interested in your company. 

So if you're ready to learn how to set up retargeting ads on Facebook, you've come to the right place!

Types of Retargeting Situations

Abandoned Shopping Cart

One of the most successful retargeting methods is reaching out to those who've placed items in their shopping cart on your website but have yet to make a purchase. With 69% of online shopping carts being abandoned, brands would be missing out by not taking advantage of this specific audience. These people have reached a point where they're nearly ready to commit to a purchase but, for whatever reason, are either slightly hesitant or have simply forgotten to follow through. A retargeting ad can be the reminder they need to finally click that “buy” button.

Specific Page Visits

When retargeting visitors of a specific page, you'll be able to tailor your message with much more details and relevance to increase effectiveness. For example, if your website has a blog section, you can make a list of at people who've clicked on a particular blog and retarget them with Facebook ads based on the content of that blog post.

How to Set Up Retargeting Ads 

Now that you're more aware of the benefits and different situations where retargeting can come in handy, let's learn how to set up retargeting ads on Facebook.

1. Track Visitor Data 

First, you'll want to use Meta Pixel and App Events to track visitor actions in order to retarget people who've already seen your ads or website. Then, you'll need a catalog to use Advantage+ catalog ads; you can learn how to set up a catalog here. Software like Meta Pixel will log when a specific action has been taken, like when someone has placed an item into their cart, and use that information to retarget them. 

2. Create Contacts List

With the data from sources like Meta Pixel, you can begin to create contact lists. Be sure to give the system a few hours to populate the contact list before making the ad. Otherwise, the complete list may only populate partially.

3. Upload Contacts List 

To upload your contacts, go into your Facebook Business Manager and find "Audiences," then click "Create Audience." You'll then choose either "Custom Audience" to reach people who have engaged with your brand before. Select the "Customer's List" option from the traffic source page to retarget based on your registered list of customers instead of website visitors.

4. Create Campaign 

Now, you can create your campaign! Start by deciding the URL of your potential buyers' destination - somewhere off of Facebook, like your website. Then, add a UTM tag to track clicks and conversions from this campaign. UTM tags are placed within your URL destination and help you see where your visitors are mainly viewing your campaigns. Now, click on "website," then click on the "events" box and select "people who visited specific web pages" and enter that predetermined URL.

5. Segment Your Ads 

Segmentation allows you to retarget more precisely and personalize the customer experience.

You can segment your ads to target your audience by location, behavior, shared interests, or any other demographic setting that you would find helpful.

6. Set Your Budget 

Next, select "Optimize for Website Click" to set a budget. You can always adjust this number, so be sure to monitor how your campaign is doing, what's working, and what isn't. This way, you'll be able to better allocate funds toward the most effective strategy.

7. Create Your Ad 

Brands should choose eye-catching images and copy to ensure their ad is worth viewing and clicking. If you’re looking to design on a budget, Canva is an excellent and easy-to-use tool. We suggest experimenting with up to six images in order to see which convert most effectively. It’s also best to craft clear and concise messaging that’s consistent with your brand voice. Oh, and don’t forget to add a prominent CTA like “Shop Now” or “Download Here.”

8. Track Your Campaign's Progress

Once your campaign is set, be sure to check back in and monitor its performance periodically. After all, the best way to improve a campaign is by learning what works best for your specific brand goals and making adjustments accordingly.

Let the Pros Handle Facebook Retargeting Ads for You

If you feel intimidated or confused by this process, you’re not alone! Learning how to set up retargeting ads on Facebook isn’t the easiest thing to do. But with the help of the experts at Social Ktchn, you can optimize your ads and increase conversions. Social Ktchn offers a mix of branding, creative experience, and master knowledge of Facebook Business Manager's tools to deliver campaigns that drive revenue and brand awareness.

‍Contact us today to find out how we can help you take your business to the next level with social media marketing management.