Retargeting Facebook: How to effectively use remarketing in Facebook ads

With its broad audience and powerful targeting system, Facebook can be an effective way to reach potential customers. One of the best techniques to get the most out of your ad campaign is retargeting. In this blog post, we'll look at how to effectively use remarketing in Facebook ads.

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What is retargeting?

Retargeting, also known as remarketing, is an advertising technique that delivers ads to people who have already visited your website or come into contact with your brand. The goal of retargeting is to get those people back to your site so they can convert afterwards.

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How does retargeting work on Facebook?

Retargeting on Facebook works in a similar way to retargeting on other websites. Cookies are also used here to track the surfing behavior of users. So when a user visits a website on which a Facebook pixel is installed, the pixel is activated and the user receives a cookie.

The company can then place targeted advertising for that user on Facebook. It is important to note that the user must give their consent to receive advertising and that they have the option to withdraw this consent at any time.

The meta pixel is a code that you place on your website to track the behavior of website visitors. It collects data about which pages were visited and which actions were carried out. This data is securely transmitted to Facebook via the server, so you can display ads based on the behavior of your visitors.

It doesn't matter whether people came to your site through your ads, organically, or through Google Ads. The next step is to run Facebook ads that are specifically targeted at these people based on the data that the pixel has collected.

The data goes back up to 180 days. To be able to advertise specifically to these people, you need to create custom audiences. For example, your custom audience can include all website visitors from the last 180 days, or everyone from the last 90 days who have added something to their shopping cart. Depending on which custom audience you create or select in the target group settings, you must create specific ads, which are then delivered to your target group.

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Why is retargeting important on Facebook?

Retargeting on Facebook is important because it can help you get more conversions and reduce your marketing costs. By serving ads to people who've already shown interest in your brand, you're making them more likely to return and convert.

At the same time, you can reduce your marketing costs because the ads are delivered to people who have already shown interest in your brand and are therefore more likely to convert. This is particularly important for more expensive products, as the purchase decision requires more time.

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Tips for a successful retargeting campaign on Facebook

To make your retargeting campaign successful on Facebook, here are a few more tips that you should consider:

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1. Use varied and creative ads

Your retargeting ads should be eye-catching and creative to get your audience's attention. Use appealing images and text that highlight the benefits of your product or service.

The ads and ad copies should also be different from the original designs from the previous stage. If the ads in remarketing are the same, you're definitely doing something wrong, as viewers are annoyed by the same advertising all the time.

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2. Set your custom audiences

A successful retargeting campaign depends on segmenting your target groups. You should segment your audiences based on the behavior they've shown on your website.

One option is to create custom audiences based on specific actions collected by the pixel. For example, you can create a custom audience that includes all website visitors who canceled your checkout in the last 30 days.

This allows you to create ads specifically targeted at this audience to bring them back to your site and increase their buying intent.

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3. E-commerce: Dynamic ads

If you run an e-commerce business, you can use catalog ads to optimize your retargeting campaign. Catalog ads display products from your catalog that are tailored to the behavior of the audience on your site. For example, if someone has added a product to their shopping cart, you can run a catalog ad showing this and similar products to bring them back and motivate them to buy. You can also subdivide the catalog ads into specific product ranges.

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4. Test your ads regularly

It's important to test your ads regularly to make sure they're getting the results you want. For example, you can test different ad images or ad copies to see which work best.

If you regularly test your ads, you can optimize your retargeting campaign and get better results. You should also replace the ads regularly during your tests so that your viewers don't get annoyed by them.

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Conclusion on retargeting campaigns

To get the most out of retargeting in Facebook ads, make sure you're running varied and creative ads. To get more people to convert, you should set custom auiences for which you run specific ads. This ensures that everyone is picked up from where they are right now.

Catalog ads, which also show people articles similar to the articles that have been viewed on the website, are also a good means of remarketing. Last but not least, you should regularly test and share your ads and ad copies.

If you have any further questions about retargeting on Facebook or need help with implementation, feel free to contact us. We're happy to help you out!

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Facebook Retargeting Frequently Asked Questions

What are retargeting ads?

Retargeting ads are online ads that target people who have previously visited a specific website or app. They remind these visitors of the products or services they've viewed and aim to get them to return and complete a transaction.

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How does retargeting work on Facebook?

Retargeting on Facebook is carried out using the Facebook pixel, which is integrated on the advertiser's website. The pixel collects visitor data and makes it possible to address these people later with targeted ads on Instagram and Facebook.

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How do I retarget?

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To perform retargeting, you should: (a) choose a retargeting tool or platform (e.g. Google Ads, Facebook Ads), (b) include a tracking code or pixel on your website, (c) define target groups, and (d) create targeted ads that are presented to users from your target audience.

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What is social media retargeting?

Social media retargeting is a strategy that involves retargeting people who have visited a website or app on social media platforms such as Facebook, Instagram, Twitter, or LinkedIn with targeted ads.

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What is Facebook Remarketing?

Facebook remarketing is simply another synonym for Facebook retargeting. It refers to the process by which people who have visited a website or app are retargeted later on with targeted ads on Facebook and Instagram.

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How does remarketing work?

Remarketing works by placing a tracking code or pixel on the advertiser's website to collect visitor data. This data is then used to create targeted ads that are presented to previous visitors on various platforms.

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How expensive is retargeting?

Retargeting costs vary by platform, industry, audiences, ad placement, and other factors. Typically, advertisers pay either per click (CPC) or per thousand impressions (CPM).

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