Facebook Retargeting Ads: Facebook Dynamic Ads

With Facebook Retargeting Ads and dynamic ads, you can automatically display the correct products to people who have shown interest in your website, your app, or elsewhere on the Internet. You only need to upload your catalog and set up your campaign once. And it will work for you for as long as you need it – finding the right users for each product and always using the most current pricing and availability.

What Is Facebook Retargeting?

First, let’s define Facebook retargeting.

Facebook retargeting is a PPC strategy in which you show your ads to people who are already familiar with your brand. Here your ads are displayed to people who have previously visited your website or interacted with your Facebook or Instagram page.

Simply put, retargeting shows your ads to people who are already familiar with you. Its goal is to persuade them to take action.

What Is Facebook Retargeting Ads?

One of Facebook’s most powerful advertising features is retargeting ads. They enable you to communicate with users who are already familiar with your brand. Whether through an existing customer list or activity on your website captured by a tracking pixel.

Because users are more likely to interact with ads from brands they recognize and trust, it’s a win-win situation for both the advertiser and the customer.

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What Do Facebook Retargeting Ads Mean?

Retargeting ads on Facebook allow you to reconnect with users who have previously interacted with your brand in some way (on or off Facebook).

This includes users who have the following:

• shared their email address with you as leads or customers
• Have you followed your Facebook page or interacted with it in any way?
• Interacted with a Facebook Event
• watched a number of your on-platform videos (ad videos included)
• Interacted with your app
• Viewed specific pages of your website or performed specific actions on it
• Interacted with your Instagram Page in some way

How does Facebook retargeting work?

Facebook retargeting allows you to reach out to previous website visitors (or other custom audiences) with ads. Specifically, with ads across Facebook’s ad network, including Instagram.

Remarketing is explained in three simple steps:

1. A person interacts with your brand.
2. If the person is in your retargeting audience, they will see your Facebook ads.
3. Facebook algorithms recognize that person’s Facebook account.

What are the benefits of using Facebook retargeting?

Aside from reaching all of the different audiences in your marketing funnel, there’s a much more practical reason to run Facebook retargeting ads: They have a very high return on investment.

You can earn two or more dollars for every dollar you invest in remarketing campaigns.

What Is Facebook Dynamic Ads and How Does It Work

Dynamic ads promote your most relevant items automatically.

Facebook dynamic ads display the appropriate products to people who have expressed interest in your website, app, or elsewhere on the Internet. Simply upload your product catalog and set up your campaign once, and it will work for you indefinitely, finding the right people for each product and always using the most up-to-date pricing and availability.

Personalize the pitch: Show people products that are tailored to their interests, whether or not they have visited your website or app.

Complete the sale: Retarget your online or mobile app shoppers to remind them of items they looked at but did not purchase.

What are the requirements for running dynamic ads?

You will need the following items to create dynamic remarketing ads:

The Facebook pixel or SDK

Dynamic ads are most effective when there is a strong feedback loop between your online product catalogue and your ads. To begin, install the Facebook Pixel on your website. You can also increase app installs by displaying relevant ads that lead directly to the download—you’ll need to install the Facebook SDK for this.

 A Business Manager account

Because dynamic ads require special assets and a product catalog, you’ll need a Business Manager account.

 A product catalog

Finally, create and upload a product catalog to Business Manager so that you can begin showing the appropriate products to each individual. If your website is powered by one of our partners, such as Shopify, Magento, or BigCommerce, you can skip this step and your business will be automatically set up with dynamic ads.

See all of the steps for creating dynamic ads in the Facebook Advertiser Help Centre.

Catalog ads are another popular Facebook ad strategy for online stores and eCommerce. Here’s an example of a catalog advertisement:

Because you’ve already gone through the trouble of creating a product catalog for dynamic remarketing, take advantage of the opportunity to test catalog ads as well.

Facebook Retargeting Ads: The Best Strategies

Fortunately, Facebook retargeting ads allow you to reconnect with people who have previously visited your website or interacted with your brand. Because they are already brand-aware, these people are referred to as “low-hanging fruit” in marketing.

They know who you are and have a good idea of the value you can provide because they have previously visited your site. This awareness makes it easier to convert them than new, uninformed customers who are visiting your website for the first time.

If you want to set up Facebook remarketing campaigns and get a higher ROI on your PPC ad strategy, you’ve come to the right place.

While there is a lot of discussion around remarketing and retargeting. The terms are often used interchangeably, despite their technical application. It is, however, essential for digital marketers to understand the differences.

Retargeting is the process of re-engaging target audiences who have already visited your website or social profiles by using paid ads. While remarketing on the other hand, reaches out to the audience differently, using email mainly to re-engage previous customers.

Let’s look at the top tool integrations for automating your workflow.

The Facebook retargeting strategy in 2022

The process of setting up remarketing ads is relatively simple, However, there are some nuances and best practices that professional advertisers and agencies follow. Here are the 10 best Facebook retargeting strategies you can use.

#1. Test several retargeting audiences with high value

While “past 30 days’ website visitors” is the most commonly used remarketing audience, there are numerous other Facebook Custom Audiences that produce excellent results.

You’ll be able to create the following retargeting audiences after inserting the Facebook Pixel code into your website:

1. Return visitors to your blog
2. Website visitors over the last 30, 60, and 90 days
3. Online shoppers who added items to their shopping cart but did not complete their purchase
4. Visitors to specific landing pages and blog articles
5. People who have visited your Pricing page in the last 30 days
6. Previous customers of your online store (great for upselling!)
7. Online shoppers who looked up specific products or product categories

Ideally, you should target 2-3 remarketing audiences at the same time. However, Feel free to segment your audiences even further if your website receives lots of traffic.

Your campaign results are sure to increase when you use some of the Facebook audiences we mentioned above!

#2. Always keep at least one remarketing campaign active.

Retargeting campaigns are used by the majority of brands that advertise on Facebook.

If you’re already spending money on advertising your product to cold audiences (people who aren’t familiar with it), it makes sense to double down on remarketing to them.

The majority of visitors do not convert on their first visit to your website or blog. You must pique their interest in your product. And the effort is well worth it!

According to an Adobe study, remarketing or repeat customers account for 40% of sales revenue. Despite their significant impact on revenue, remarketing customers account for as little as 8% of total website visitors.

A minimum of 20% of your overall marketing budget should be allocated to remarketing. The rest of your budget can be used to scale your Facebook ad campaigns.

Facebook Retargeting Ads #3. Create dynamic remarketing ads

Facebook dynamic remarketing ads display specific products that users have previously viewed in your online store.

For instance, when someone searches for a specific handbag, they will see it promoted in Facebook ads.

Dynamic remarketing ads are appealing when they display the exact product that a user is looking for.

#4. Ensure that your message and marketing funnel are in close agreement.

After you’ve decided which retargeting audiences to target, you’ll need to create ads and choose landing pages.

You must ensure that your ad creatives are relevant to their target audience at this stage.

This means that your remarketing ads should be distinct from those used in your prospecting campaigns.

As an example, consider LOO, an on-demand online print service. They sell a variety of items, including custom-printed notebooks, business cards, and stickers.

LOO can show slightly different Facebook retargeting ads to different audiences. They can, for example, show an ad promoting a discount on business cards to people who looked at the product on their website.

Once you’ve decided which retargeting audiences to target, the next step is to create ads and choose landing pages.

MOO, on the other hand, created a different ad that promoted branded notebooks to the audience of people who visited the landing page for their notebooks.

#5. Do not over-segment your audiences

We recently discovered that it is a good idea to create multiple remarketing audiences.

But healthy segmentation has a limit. At least 1000 people should be included in all of your Facebook retargeting audiences.

What happens if you create too many different remarketing audiences and ad sets?

Without large audiences with a high conversion rate, Facebook algorithms will be unable to quickly learn who is interested in your ads.
You will spend far too much time developing unique ad visuals and copy for various remarketing audiences.

#6. Include promotions for remarketing audiences

There’s a reason why a person didn’t convert on their first (or second) visit to your website.

Most of the time, the issue is that your product is overpriced.

If you suspect this is the case, try promoting remarketing ads with a discount offer.

#7. Exclude Users who have already converted

One common mistake that newcomers to Facebook advertising make is failing to exclude users who have already converted.

Always excluded Converted users from retargeting campaigns. Otherwise, they will become completely bored with your advertisements.

Fortunately, it is simple to exclude previously converted users. All you have to do is:

• Make a Facebook Custom Audience out of previous converts.
• At the ad set level, exclude that audience from your remarketing campaigns.

#8. Keep an eye on ad frequency

We all enjoy chocolate. However, if you consume too much of it, you will become sick from a sugar overdose.

The same rule applies to Facebook remarketing ads: seeing a retargeting ad too frequently will have a negative rather than positive effect.

The Frequency metric in your Facebook Ads Manager report is the best way to see how frequently people see your Facebook ads.

To check the frequency of your Facebook ad campaigns, do the following:

1. Navigate to Facebook Ads Manager.
2. Change the reporting period to the previous 30 or 14 days.
3. Choose the “Delivery” report and examine the frequency per ad campaign.

Facebook Retargeting Ads #9. Recapture abandoned carts

The average abandoned cart rate is already high and continues to rise.

It is currently just above 69 percent, which means that less than 25 percent of people who add your products to their cart actually make it all the way to the checkout. It’s sad, but it makes sense.

People will add items to their cart, become distracted, find a better deal, or something else will come up, and they will never make it to the checkout.

Facebook retargeting ads are excellent for capturing customers who have items in their carts that are gathering digital dust. By jogging their memory with Facebook engagement retargeting, you can show them the products they were initially interested in and entice them back to your site.

#10. Audiences who resemble one another (Lookalike Audience)

The Facebook Pixel is ideal for collecting information from website visitors and creating custom audiences. Here’s a step-by-step guide to creating Facebook custom audiences. It can track who visits which pages and when, allowing you to serve personalized ads based on their browsing habits.

However, if you don’t have a large amount of web traffic to draw from, getting the data you need to serve relevant Facebook retargeting ads can be difficult. LeadsBridge integration can also be used to sync your Facebook Custom Audiences with your preferred CRM.

How to Set up Facebook Retargeting Ads

Setting up Facebook retargeting campaigns is a simple process. You simply need to follow the same straightforward campaign creation procedure.

• Prepare your Facebook retargeting audiences ahead of time. You must create Facebook Custom Audiences.
• Create a new Facebook advertising campaign.
• Create an ad set that specifically targets your remarketing audiences.
• Under the ad set, add your ad creatives.
• Start your remarketing campaign.

Doesn’t it sound simple?

However, if you intend to launch a Facebook retargeting campaign, there is one critical step you must take first. Facebook’s tracking pixel.

How do I Set up a Facebook pixel?

Setting up your Facebook pixel is one of the first things you should do when starting out with Facebook Ads. This is critical to the success of your Retargeting Campaign. After all, it’s how you track visitors to your website, online product, or mobile app.

Let’s go over the Facebook pixel setup procedure.

1. Begin by launching Ads Manager or Facebook Business Manager.
2. Then, in the upper left-hand corner, open your navigation menu
3. and select “Pixels” from the “Measure & Report” column.
4. After that, create a pixel if you don’t yet have it.
5. Now you can give your pixel a name (e.g., “[Your Brand Name] pixel”)
6. click “Create.” to complete setting up your Facebook pixel.

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