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24/07/2023 • Ryan Hakeney

How to do Remarketing on Facebook Effectively

Paid Social Article

TL;DR:

Facebook remarketing is a great way to reach people who have visited your website or interacted with your brand in some way. You can create custom audiences from user data and show them specific ads on Facebook.

There are a few best practices for Facebook remarketing:

Keep one broad remarketing audience live. This will help you reach a larger audience and keep your brand top-of-mind.
Know your audience's journey. Tailor your ads to the stage of the customer journey that they're in.
Use dynamic remarketing ads. These ads are highly relevant to the people who see them, which means they're more likely to click on them.
Keep an eye on ad frequency. Don't show your ads too often, or people will start to ignore them.
Be mindful of the barriers to customer conversion. Target your ads to overcome these barriers.
Test, test, test. The perfect ad does not exist. Tinker away to find the best combinations.

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Are some ads following you around on Facebook? Do you want your ads to follow potential customers around on Facebook?

That’s Facebook remarketing you’re after.

Facebook remarketing is a great way to reach people who have visited you in some way, but not converted. There are many sources you can use to reach a specific list of social media users, alongside best practices of how to do it effectively. But first…

What is remarketing?

Remarketing is a type of online advertising that allows you to show ads to people who have already visited your website or interacted with your brand in some way. This is primarily done by placing a tracking pixel on your website and tracking customers in a CRM. When someone visits your website or interacts with you, the tracking pixel will fire and add that person to a remarketing audience, or they will be documented in your business’ CRM.

Once someone is in your remarketing audience, you can show them ads on Facebook. These ads will be shown to people who have already shown an interest in your products or services, which makes them more likely to click on your ads and convert into customers.

Using Facebook for remarketing

Facebook allows you to create custom audiences of people who have visited your website, clicked on your ads, interacted with your brand on social media, and more.

These custom audiences can be used to create remarketing campaigns that will be shown to these people when they're browsing Facebook.

To create a custom audience for remarketing on Facebook, you'll need to go to the Audiences section of your Facebook Ads Manager account. Once you're in the Audiences section, you'll click on the Create Audience button and select the Custom Audience option.

Next, you'll need to select the type of custom audience you want to create. You can create an audience based on people who have visited your website, people who have clicked on your ads, or people who have interacted with your brand on social media. The list will look something like this (depending on how much time has passed since the last update to this blog, and you viewing it…).

Once you've selected the type of custom audience you want to create, you'll need to provide some information about the audience. For example, if you are using a non-Meta source such as customer lists, you will need to export that file from your CRM, and upload it to Meta.

Once you've provided the information about the audience, Facebook will create the custom audience. Once the custom audience is created, you can start creating ads that will be shown to these people through Meta Ads Manager

An important note to remember - Meta is always giving us new tools to reach broad audiences. And such exists the ‘lookalike audience’. You can use the uploaded data about your custom audience to create an audience of people that look just like those people. Characteristics such as interests, demographics and behaviour are taken into account. This means whatever common characteristics exist within your converting/engaging audiences, Facebook can find people with those same/similar characteristics - people more like YOUR people.

This is not a method of remarketing, but something to test and keep in mind when using custom audiences. Make your data go further.

Best practices for Facebook remarketing

Everyone can remarket on Facebook. They make the platform easy to use - especially compared to PPC platforms that are (debatably) less user-friendly.

People may tell you it’s so simple that the market is too saturated, making it impossible to succeed. A defeatist attitude we don’t subscribe to.

You need to know how to do it well. The market IS saturated, but by employing best practices, and making your brand stand out, remarketing on social media can add significant value to your business’s bottom line.

Let’s go through some best practices for Facebook remarketing.

Prioritise keeping one broad remarketing audience live

One of the most important things you can do when it comes to remarketing on Facebook is to keep one broad remarketing campaign live, always. This means creating a custom audience of, say, all of the people who have visited your website, regardless of whether they've taken any other action on your site.

There are a few reasons why this is important. First, a broad remarketing campaign will give you a larger audience to target with your ads. This means that you're more likely to reach people who are interested in your products or services, even if they haven't taken any other action on your site.

Second, a broad remarketing campaign will help you to keep your brand top-of-mind with potential customers. Even if someone hasn't converted yet, they're more likely to do so if they're constantly seeing your ads on Facebook.

Finally, a broad remarketing campaign is a great way to test different ad creatives and targeting options. By seeing what works well with a broad audience, you can learn what to do when you create more targeted remarketing campaigns.

Of course, there are some drawbacks to keeping a broad remarketing campaign live all the time. For example, you may end up spending more money on your ads than you would if you only targeted a more specific audience. However, the benefits of keeping a broad remarketing campaign live outweigh the drawbacks in most cases.

“Marketing is not an expense, it's an investment in the growth and success of your business.”

Know your audience’s journey

When creating a remarketing campaign on Facebook, it's important to understand the stage of the customer journey that the source of your audience information is associated with. This is because the stage of their journey should determine the type of ad and messaging that you wish to present to them.

For example, if you're remarketing to people who have visited your website but not converted, you'll want to create an ad that encourages them to take the next step, such as signing up for your email list or making a purchase.

On the other hand, if you're remarketing to people who have already made a purchase, you'll want to create an ad that encourages them to make another purchase, be upsold, or to refer your business to their friends.

By understanding the stage of their journey, you can create targeted messaging in your ads improving the effectiveness of your remarketing efforts and achieving your marketing goals.

Use dynamic remarketing ads

Dynamic remarketing is a type of remarketing that allows you to show ads to people who have visited your website and viewed specific products or pages. These ads are dynamically generated, meaning that they show the products or pages that the person has viewed on your website.

Remember when we said to use targeted ads? Well, it doesn’t get much better than this.

There are several reasons why you should use dynamic remarketing ads. First, they are very effective at retargeting people who have already shown an interest in your products or services. Second, they are highly relevant to the people who see them, which means that they are more likely to click on them. Third, they can help you increase your sales by reminding people about the products or services they have viewed on your website.

If you have a product range, we would strongly encourage you to upload it to a Meta catalog and invest in dynamic remarketing ads as soon as possible. We find these to be the top-performing revenue drivers for our eCommerce clients - even more so than discount codes.

Keep an eye on ad frequency

Ad frequency is the average number of times a person sees your ad. It's important to know your ad frequency when you're running remarketing campaigns on Facebook. If your ad frequency is too high, people will start to see your ads too often and they'll become less effective. On the other hand, if your ad frequency is too low, people may not see your ads enough to remember your brand or be motivated to take action.

There are a few reasons why you don't want ad frequency to be too high. First, if people see your ads too often, they'll start to ignore them. This is known as ad fatigue. Second, if people see your ads too often, they may start to feel like you're spamming them. This can lead to negative brand sentiment.

On the other hand, if your ad frequency is too low, people may not see your ads enough to remember your brand or be motivated to take action. This is especially true if your ads are targeting people who have already visited your website or interacted with your brand in some way. These people are already interested in what you have to offer, so they're more likely to take action if they see your ads enough.

Therefore, you need to work to find the right frequency. Use Facebook’s ad frequency capping feature to limit the number of times people see your ads. Start low, and gradually increase this until you find the sweet spot where you appear plenty, but performance does not fatigue.

Be mindful of the barriers to customer conversion

Before you start creating your remarketing campaigns, it's important to think about the barriers that exist to customer conversion. What are the reasons why people might not convert on your website?

Some common barriers to conversion include:

Price: Your product or service might be too expensive for some people.
Lack of trust: People might not trust your brand or your website.
Complex checkout process: The checkout process might be too complex or time-consuming.
Shipping costs: Shipping costs might be too high.
Unclear product information: People might not have enough information about your product or service.

Once you've identified the barriers to conversion, you can start creating ads that target and overcome those barriers. For example, if price is a barrier, you could create an ad that offers a discount or free shipping. If lack of trust is a barrier, you could create an ad that features testimonials from satisfied customers.

Again, it comes down to making your ads targeted and considered. You are thinking about exactly what your ads need to say and do to improve performance.

Test, test, test

When you're running a remarketing campaign on Facebook, it's important to test different features of your ads and ad sets to see what works best. This will help you to optimise your campaigns and get the best results.

Here are some of the features you can test:

Ad creative: Test different ad creatives, such as different images, headlines, and text.
Targeting: Test different remarketing audience sources, such as Meta sources, and offline sources.
Placement: Test different placements, such as the News Feed, Instagram, and Audience Network.

By testing different features of your remarketing ads and ad sets, you can improve performance across a number of top-level metrics. The sooner you realise the perfect ad does not exist, the more open you will be to grow your ad performance further.

We make it a priority to test within all of our paid social client accounts.

Conclusion

In conclusion, Facebook remarketing is a powerful tool for businesses to reach potential customers who have already shown interest in their products or services. By utilising custom audiences, dynamic remarketing ads, and understanding the customer journey, businesses can create targeted campaigns that drive conversions and increase brand awareness.

It's important to keep a broad remarketing audience live to maximise reach, while also considering ad frequency to avoid ad fatigue. Identifying barriers to customer conversion and addressing them through tailored ads can further improve campaign effectiveness.

Finally, continuous testing of ad creatives, targeting options, and ad placements allows businesses to optimise their remarketing efforts and achieve better results over time. With these best practices in mind, businesses can harness the full potential of Facebook remarketing to grow their bottom line and achieve success in the competitive online advertising landscape.