Facebook retargeting ads have become a popular way for brands to reach out to customers who have been introduced to their business already.

The power of Facebook retargeting has been recognised by many brands as a great way to increase conversions and ultimately keep your brand at the forefront of your customer’s minds.

What’s better, Facebook also owns Instagram and an Audience Network. This means that businesses can extend their campaigns beyond the walls of Facebook and into other apps, making it possible to share your content across multiple platforms at the same time.

What are Facebook retargeting ads?

Most of you have probably come across a Facebook retargeting ad at some point, or maybe even been influenced by one.

For example, have you ever had a browse on a website, and then been exposed to an ad afterwards that has then persuaded you to go back onto the website and purchase something? Well, guess what, the retargeting ad worked! (See the ad example above)

Brands use retargeting ads to reach customers who have visited their website but didn’t convert. They use it as an opportunity to get customers back onto their website and follow through with an action, whether that be to purchase something, enquire, make a booking etc…

How can I identify the people I want to retarget?

There are 5 data sources that you can use on Facebook, which can help you identify the people you would like to retarget.

1. In-network actions: Identify the people who are engaging with your business/content on social media and remarket to them. Are they followers? Are they watching your videos? Liking your posts?

2. Facebook pixel – You can install this onto your website, which helps keep track of all of your viewers and connect them to a Facebook profile. So, if someone is browsing your website and then they leave, you can then retarget this person and try to get them back onto your website to purchase something.

If you haven’t set up a Facebook pixel on your website yet, then you can do this via Events Manager on Facebook. Please note, Facebook audiences can take some time to build up. The more traffic to your website, the quicker you can start creating retargeting ads using Facebook Ads manager.

3. Facebook SDK – This is only used on mobile apps. So if you have your own app, then you can integrate this with Facebook. By doing this, you can collect user information and track in-app events. Find out who’s spending the most time on your app, or who’s purchasing through the app.

4. Customer lists – Put together a list of all your customer’s along with their details. By collecting this information, you can start to build a customer demographic. From this, you can start to build a retargeting ad that will be aimed at the appropriate audience.

5. Offline events – This is where you can measure how much your Facebook ads lead to physical actions, for example, a purchase in one of your shops, a phone order or a booking. Offline events aim to help you understand how effective your ad campaigns are. You can compare offline conversions, such as purchases in your shop, phone orders or bookings to the list of people who saw your ad and clicked on it.

What are the benefits of Facebook retarketing ads for small businesses?

• It is the only type of marketing that allows you to reach a person through being able to cross-network across multiple devices. 
• It helps you to build a good quality relationship with your customers.
• It is affordable.
• It increases brand searches by 1046%
• You can create ads tailored to specific customers. Here are just a few examples:

– Customers who have abandoned their shopping cart.

– Customers who have been on your website in the last 10 days.

– Customers who have bought something in the last 30 days.

– Customers who have shown interest in a specific product or service on your website.

We know planning and setting up retargeting ads can be difficult and time-consuming, so that’s why we’re here to help. From setting up a Facebook pixel on your website to planning your next ad, we’ve got you covered.

If you’re interested in how we can help, then feel free to send us a message and we’ll be in touch.