Facebook ads provide the best targeting solutions to customers through paid advertising campaigns based on demographic information such as (gender - age group - language - geographic location - profession - interests) to reach the most accurate targeting of customers suitable for the type and purpose of advertising campaigns, whether using Custom Audience from visitors The site by adding the Facebook Pixel code to the code for your site in the Header section of each page or by adding a Customer List that includes customer targeting data or a list of users of the official mobile application for your business during the stage of determining the target customer groups in preparing ads.
Steps to set up and launch retargeting ads on Facebook
- In the event that website visitors are targeted: Through the tools available in the Facebook Ads Manager, choose Pixels, then Add New Data Source, and then Facebook Pixel to obtain a code to follow up on the site's visitors' activity.
- Add the Facebook Pixel code to your site's code in the Head section
- Through Facebook Pixel, you can track and identify the activity of website visitors (viewing website pages - adding products to the shopping cart - completing the purchase or subscribing to services) with the aim of dividing customers into categories suitable for advertising campaigns and naming each list with an appropriate name
- In the case of targeting customers through contacts: Through the tools available in the Facebook Ads Manager, choose Audiences, then Create Audience, then Customer List.
- Add the target customer data file in CSV or txt format which includes full name, email, personal contact numbers and personal account link on Facebook
- You can use Lookalike Audience to grow your target client list by choosing the geographic location and extracting the right clients for your specific custom Audience.
- You can also exclude some of your target customers from the specific list based on their activity on your site or because they have targeted them in other ads
- Determine the goal of the advertising campaign (reaching the largest category of customers - returning to visiting the official website or application of your business - completing desired conversions such as purchases, subscribing to services, and downloading the official mobile app)
- The next step is to choose the most suitable spaces and locations to display your retargeting ads on Facebook, Instagram, and Facebook affiliates
- Determining your budget and ad content is the penultimate step in retargeting campaigns, which is followed by the stage of evaluating ad performance with available statistics Facebook Insights
Performance tips for retargeting ads
social media agencies knows that In retargeting campaigns, not only will the target audience be precisely defined in the advertisement, but there are other details that must be taken into account to ensure the best possible results, the most important of which are:
- Exclude customers less likely to interact with ads, such as customers who haven't visited your website in more than three months
- Determining the advertising budget for each category of target customers based on (number of times the site was visited - date and recentness of the last visit - duration of the site’s browsing - geographical location - demographic characteristics and interests - the customer’s location in the stages of the buying process)
- Preparing backup copies of ads and testing copies all through A / B Tests to determine the most appropriate ad formats based on ad performance and engagement rate
- Determine the number of times the advertisement is shown to the target customer (Frequency Cap) to avoid inconvenience to potential customers and negative interaction with the advertisement such as hiding the advertisement or ending dealing with your business
- Focusing on the ad content on a specific timing to complete the desired conversions and using responsive Dynamic Ads ads that display the most appropriate ones based on customer interaction and activity on your website
- Determine the days and dates of showing ads based on the activity of the target customers and the percentage of conversions completed at the chosen timings
- Analyze the performance of each ad to determine the most appropriate ad types and content for each target customer group
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