1. Set up Facebook Pixel
The first, and most important, step in kicking off a retargeting campaign on Facebook is installing the Facebook pixel on your site. The Facebook pixel is a piece of code that you can place on your website to report conversions and build audience segments directly inside Facebook. Here’s a full guide to setting up a Facebook Pixel on your website.
2. Head over to the Facebook Ads manager
Once you’re in Ads Manager, click the dropdown in the top left of the nav (next to Adverts Manager) and select Audiences:
This is where you’ll be able to specify EXACTLY who you want to target.
3. Create Your Custom Audience
Once you’re in the Audiences tab, click the “Create Audiences” → “Custom Audience.”
Next, you need to select how you’d like to create your audience:
Facebook presents you with four options to create your audience. For this post, we’ll focus on the “Website Traffic” option. (But if you’d perfect to create a list-based retargeting campaign, click on the Customer File option.)
On the next screen you have the option you have the choice of five options to create your audience:
1. Anyone who visits your website
2. People who visit specific pages
3. People visiting specific web pages but not others
4. People who haven’t visited in a certain amount of time
5. Custom combination
I tend to find specific ads that work best, so I choose to target people who have visited a specific web page with ads relevant to that page.
For example, I might target anyone who visits https://eleganzit.com/blogs/ with an advert for our Blogs. This is likely to drive many more clicks than an ad targeting everyone who has visited EleganzIT.
Once you’ve made your choice, click “Create Audience” and you’re good to go and create your ads.
4. Create Your Advert
Next, click the big green “Create Advert” in the top right corner of Facebook Ads Manager:
5. Choose Your Objective
Now, you need to choose one of Facebook’s 15 marketing objectives for ads:
The option you choose here will depend on the type of retargeting ad you’re looking to run:
Awareness = Content
Consideration = Lead generation
Direct Sales = Conversion
Choose the one which best suits your goal. If you’re just trying to push eyeballs to a blog post, pick awareness. If you want to push newsletter subscriptions, try consideration. And if you want to sell more of a product, pick conversion.
Next, give your campaign a name and create your advert.
6. Select Your Audience
With your advert all set up, it’s now time to choose the audience you’d like to target. You’ll want to select the audience you set up in Step 3.
To do this, click on the “Use saved audience” option and select the audience you just created:
6. Put Your Ads Live
Once you’ve got your audience set up, you’re all set to go.
Congrats! Your retargeting campaign is ready to rock.
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