Where is it used?

Facebook retargeting is commonly used in:

• Website retargeting: Show ads to users who have visited your website but did not convert

• Engagement retargeting: Re-engage users who have interacted with your Facebook posts, videos, or ads

• App retargeting: Target users who have installed your app but have not taken a desired action

• Influencer marketing: Retarget users who interacted with influencer content (posts, stories, etc.)

• E-commerce: Display ads for products that users have previously viewed or added to their cart

• Lead nurturing: Remarket to leads who have expressed interest but did not complete a purchase or signup

When to use it?

Use Facebook retargeting when:

• Users have visited your website or product page but did not make a purchase

• Someone has engaged with your post but did not proceed with your call-to-action (CTA)

• You want to re-engage with people who have shown interest in your product or service but have not yet converted

• You have an abandoned cart scenario and want to remind customers to complete their purchase

• You’re running influencer campaigns and want to target users who interacted with influencer content

• You aim to increase repeat purchases or lifetime value by targeting past customers

How to use it?

1. Install the Facebook Pixel on your website: The Facebook Pixel is a small piece of code that tracks visitors to your site and allows you to retarget them with ads on Facebook and Instagram.

2. Create a Custom Audience: In Facebook Ads Manager, go to the "Audiences" section and create a custom audience based on website visitors, video views, or interactions with previous ads.

3. Set up Retargeting Campaigns: Once the Custom Audience is created, go to Ads Manager and create an ad campaign that specifically targets this audience with tailored messaging or offers.

4. Use Dynamic Ads: For e-commerce, use dynamic ads that automatically show the products users viewed or added to their cart but didn’t purchase.

5. Segment and personalize: Further refine your audience segments based on how recently they interacted with your brand or their specific behaviors (e.g., visited the checkout page but didn’t complete the purchase).

6. Track and optimize: Monitor the performance of your retargeting campaigns, adjusting your messaging, creatives, and targeting criteria for optimal results.

Why do we need it?

• Increases conversion rates: Retargeting engages users who have already shown interest, making them more likely to convert.

• Cost-effective: Since you’re targeting users who have already interacted with your brand, the cost per conversion is typically lower than targeting cold audiences.

• Improves brand recall: Retargeting keeps your brand top-of-mind for users who may have forgotten about your initial offer or call-to-action.

• Enhances influencer marketing: By retargeting users who interacted with an influencer’s post, you can increase the effectiveness of influencer collaborations, turning engagement into conversions.

• Personalizes the customer journey: Retargeting allows you to deliver personalized ads based on the user’s previous interactions, leading to a more relevant and engaging experience.

• Reduces cart abandonment: Remind users who abandoned their cart or checkout process to complete their purchase, which can significantly reduce cart abandonment rates.