Boost your Facebook advertising results with easy to set up and super effective audiences (and one bonus audience you didn’t know you need to exclude).
Retargeting (can also be called remarketing) is an extremely powerful way of improving your Facebook ads results. This article will teach you how to take FULL advantage of the Facebook retargeting abilities by creating the right retargeting audiences.
Why use retargeting?
Retargeting enables you to significantly reduce your user acquisition costs by getting back users who already visited your site and did not convert (by convert I mean subscribed, signed up, purchased or whatever you are trying to achieve). Since you already managed to attract them to your site once, most likely what you’re offering is relevant to them, and there’s a good chance you can turn them into customers.
Since you already know what they are interested in, you can easily fit the right ads to the right people.
Getting started with retargeting
The first thing you need to do is set up the Facebook pixel on your site. Without the pixel, you will not be able to create retargeting lists (and even worse than that – You are not able to track conversions). The pixel is just a little piece of code and it only takes a few minutes to install. Click here to learn how to add the Facebook pixel to your site.
Once the pixel is installed on your site, you are ready to get started with creating your retargeting audiences. I’ll show you not only how to create the audiences, but I’ll make sure you’re creating the right retargeting audiences.
The basic – retarget all your site visitors.
This is the most basic retargeting audience and the first one you should create. Basically, it means you are creating an audience that contains anyone who visited your site, regardless of their actions.
How to create this audience?
- Go to the audience tab on your Facebook ads account.
- Click on create an audience, and choose “Custom audience”.
- Choose to create your costume audience by website traffic, and leave it on “All website visitors”.
- Choose the time range you wish to go back as I chose 30 days (Maximum is 180) and you’re done.
As mentioned above, this is the most basic retargeting audience you can create, but in order to really take the full advantage of retargeting you should create more segmented audiences like I will demonstrate below.
Retarget people by specific ads or pages.
If you are using different landing pages for different ads (If you don’t, you should definitely start doing so!!!), you can segment your retargeting audiences by the different pages users visited. Usually, each landing page is matching a specific ad with a specific messaging or creative, and the landing page relates to it, so people who got to your landing page, and did not convert with the first version, can now be targeted with a different ad and a different landing page.
Of course, the same tactic can be used on your blog readers, and segment them by the type of content they are reading.
How to create this audience?
- As in the previous audience, choose to create a custom audience by website traffic.
- Choose “People who visited specific web pages” and use the rules “URL” & “contains” to type in a unique part of the landing page (or pages) URL. In the example below, I created an audience of people who reached our unique Facebook ads landing page.
Retarget people who visited your pricing page
This retargeting audience is extremely powerful! Visitors who reach your pricing page, are much more likely to become your customers than people who just browsed through your homepage and left. Retargeting these visitors with an attractive offer can get you killer results.
How to create this audience?
- Create a custom audience by website traffic.
- enter your pricing page URL or a unique text it contains, as I did with “pricing”.
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Retarget people who wanted to know more about your product
People who visited your “How it works” or “Features” pages wanted to know more about what you are offering. As in pricing, people who browsed through your site to this kind of pages already showed an extra interest and tried to learn more. Getting these people back to your website will increase your chance of converting them from visitors into costumes.
How to create this audience?
- Create a custom audience by website traffic.
- As in pricing, enter the relevant pages URL, as I did with our features page.
Retarget searching users – Target people who came to your site through a search campaign.
Of course, this is only relevant if you’re also advertising on AdWords or Bing. People who search for something on google or bing, are on a quest for an answer or a solution. When someone clicks on your paid search ads, it means he is interested in what you have to offer (considering you are using relevant keywords and writing relevant ads). These people already showed interest, and they are more likely to convert once they clicked on your ad again.
Obviously, you know what they are searching for. Use this information to present an ad on Facebook that answers their search. For example, if your search ads are for bags and shoes, show the bags on Facebook to the people who searched for bags, and the shoes for people who searched for shoes.
How to create this audience?
If you are using UTM parameters in your URLs for tracking (if not, you should consider starting) it should be easy.
- Go to the audience tab on your Facebook account.
- Click on create an audience, and choose “Custom audience”.
- Choose to create your costume by website traffic, and set it up like we did in the image below according to your own traffic and settings.
Of course, you can hyper segment this audience by what people are searching for, and split them into different audiences.
Bonus – Exclude people who looked at your “Jobs” or “Careers” page
When you’re targeting everyone who visited your website, you are also targeting the people who were interested in a job opportunity you might have to offer. Obviously, these are people who are NOT interested in your product, and should NOT be a part of your retargeting audience.
Create a retargeting list of the people who browsed through your “Jobs” or ”Career” page, and exclude them from your retargeting campaigns.
How to exclude this audience
There are two simple ways to do it.
- You can simply create this list, as explained in the “Pricing” and “features” audiences and exclude them your ad sets.
- Another way to do this is to add an exclusion to your retargeting lists. In the example below, I created a retargeting list of my website visitors, excluding the people who were interested in a career at Oribi.
Final piece of advice
Segmenting your retargeting lists is a proven way to increase the efficiency of Facebook ads. If you have enough traffic on your site, try creating these audiences, and you’ll be amazed by the results. If your site has low traffic, you can start by retargeting all your past visitors as we did in the first example. In any case, DO NOT pass on retargeting.
I hope you have found this article useful. You can get even more out of your Facebook advertising budget, by knowing more about your users, and how to get more of them with Oribi. Click Here to try it for Free.