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The Definitive Guide to Retargeting on Facebook

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The Definitive Guide to Retargeting on Facebook The Definitive Guide to Retargeting on Facebook by Fabrizio Trentacosti, Uhuru Network Digital Marketing Consultant BUY NOW Table of Contents 4 Introduction 8 Retargeting/Remarketing 9 Facebook Retargeting 12 Facebook Pixel 20 Tracking Actions 28 Facebook Audiences 42 Creation of a Facebook Retargeting Campaign 51 Standard Facebook Retargeting Strategies 55 Advanced Facebook Retargeting Strategies 58 Dynamic Retargeting on Facebook 66 Bonus: Instagram Retargeting 68 Bonus: Powerful WordPress Plugin 69 What’s Next? FACEBOOK RETARGETING. By now you probably know that it’s the most powerful tool in the Facebook arsenal, but you may have shied away from it due to its apparent complexity. If you’ve already ventured into the realm of retargeting, there’s a strong likelihood that you’re not using this mega-asset to its full potential. Not to worry. We’ve created this comprehensive resource to show you just how easy it can be for new users to implement Facebook Retargeting into their existing advertising, and for current users to take their retargeting campaigns to a professional level. Simply put, we have assembled the most comprehensive guide to the most powerful Facebook marketing tactic available to date. When you consider that less than 2% of average customers are ready to buy when they visit a site for the first time, you’ll begin to understand just how important retargeting really is. You’ll see how this feature can solve some very vexing problems, how it can impact your bottom line, and you’ll learn how to implement your own retargeting campaigns with step-by-step instruction. Now it’s time to figure out how it’s done. My expert team and I have put together what we believe is the most thorough (read: best) guide to retargeting that you’ll find ANYWHERE! In this MUST READ article, you’ll learn: • What Facebook Retargeting Is • How to Create and use Facebook Pixel • How to Create Your Perfect Facebook Audiences • How to Build Out Your First Retargeting Campaign • How to Create Your Facebook Retargeting Strategy • How to Retarget Effectively on Both Facebook and Instagram • Plus TONS of Actionable Tactics and SO MUCH MORE!!! So buckle your seatbelt, this is gonna be quite a ride! Are you ready to take your Facebook Marketing to a whole new level? Let’s get started! 3 | UHURUNETWORK.COM CHAPTER 1 INTRODUCTION About Facebook I’m not sure Facebook even needs an introduction anymore. You’ve probably heard the statistics: • 1.8 BILLION active users • Over 1 billion of them log in every single day • 5 new profiles are created every second • 1 in 5 pageviews occurs on Facebook (in the U.S.) • The list goes on… What does this mean for you? It means that Facebook represents a massive, ever-expanding global market, and one of the most powerful ways to promote your business today. Facebook and Instagram Promotion Speaking of marketing on Facebook, let’s do a quick review of the whole process. Facebook is really good at putting the right ads in front of the right people. Their ultimate goal is to show their users what they want to see, and they work really hard to ensure users are only being shown relevant ads. As an advertiser, Facebook allows you to identify an objective for your campaign, then puts your ad in front of the right segment of its users. 4 | UHURUNETWORK.COM For example, if you were interested in getting clicks to a particular piece of content on your website, Facebook would show your ads to people more likely to click through to a website. If you were selling a product and looking for more out of your ads, you might select “Increase Conversions” as the marketing objective for your campaign. Facebook would then display them to people more likely to convert. As Facebook owns Instagram, you can also use the highly efficient Facebook marketing system on the Instagram platform. That means you get to use the same objectives, targeting, and retargeting on an additional network. This allows you to target an additional segment of your ideal buyer in a new way, with new ads. Imagine the possibilities! Identifying a Target One of the reasons Facebook marketing is so effective is the level of specification it delivers when creating the audience your ads will be shown to. For example, Facebook allows you to target by: Age Gender Language Geographic Location Connections Demographics Behaviors Interests and more... 5 | UHURUNETWORK.COM As you can imagine, you can get pretty specific. In fact, if you only wanted to target women who were 55+, recently married, worked in finance, lived in Auckland, New Zealand, and were interested in lawn ornaments, you could certainly do that. 6 | UHURUNETWORK.COM It’s hard to say what you’d be selling or why you’d want create that audience, but isn’t it nice to know that you have the option? While we’re on the subject of creating audiences to target, I think it’s time to get into what you’re really after: Facebook Retargeting. Retargeting is essentially just an advanced method of targeting your existing audience, but it’s something that many businesses are doing wrong and even more aren’t doing at all. About Online Promotion The world of online promotion has exploded in recent years. The process is easier, the reach is greater, and the returns are higher. Basically, if you’re not promoting your business online, you may as well be marketing in the Stone Age. In fact… Spending on digital marketing is expected to increase by 13.2% in the next year, while budgets for traditional (offline) advertising will fall by over 2%. (The CMO Survey) What does that look like in dollars and cents? The retail industry alone is expected to break records with a digital ad spend of nearly $17 billion in the coming year. (emarketer.com) However, because so many businesses are participating in online promotion, your online marketing strategy must continually evolve in order to stay ahead of the curve and maintain an acceptable level of efficiency and efficacy. Enter Facebook Marketing and our topic of the day: Facebook Retargeting. 7 | UHURUNETWORK.COM CHAPTER 2 RETARGETING/REMARKETING What Is It and How Does It Work? Retargeting is a fairly straightforward concept: Simply put, retargeting is marketing to people after they have visited your website. You’ve probably been retargeted plenty of times. Have you ever visited a business’s website, looked around for a bit and then left, just to find their advertising following you around from site to site for days or even weeks? That’s retargeting. In this article we’ll be referring exclusively to Facebook/Instagram retargeting, so I’ll provide some more specific insight. You can run ads to people who have visited your website by installing a simple piece of code into the back- end of your website. This code is called a pixel, and whenever it fires it alerts Facebook to the actions your site visitor is taking. Based on the settings you’ve included in your campaigns, Facebook then determines whether that visitor should be shown an ad when they leave your site. We’ll get into the specifics of that later. Today, many websites we visit have implemented a pixel to track visitor actions on their website. They then use that information to show ads in an effort to get those visitors to return and buy what they had originally shown interest in. Facebook, Twitter, and Google all have pixels that can be used in different ways to retarget your customers. However, we’ve found Facebook’s Pixel to be the most effective way to go about retargeting, which is why we implement Facebook retargeting as a part of each of our client campaigns. 8 | UHURUNETWORK.COM CHAPTER 3 FACEBOOK RETARGETING Now that you know what it is, let’s take a look at why it’s a vital component to developing a truly successful Facebook marketing strategy. Why Is It important? The Facebook Retargeting Story Facebook retargeting is important for one very simple reason: its effectiveness. While you’ll likely see success from traditional targeting, retargeting can dramatically increase the efficacy of that advertising. Most businesses spend huge sums marketing to people who don’t know them. The problem is that they’re only seeing half of the picture. Allocating a sizeable portion of that budget to Facebook retar- geting would likely drive conversions, sales, and ROI through the roof. You just have to know what you’re doing. Let’s take a closer look at retargeting for a moment…. Say you were shown a great ad for a one-of-a-kind pajama store. It interested you enough to click through to their website. You browsed and found what were touted as “the most comfortable pair of sweatpants in the world.” You liked what you saw, but you were on your lunch break and you had to leave the site before you got to check out. That’s O.K. because you probably didn’t need to buy those sweatpants anyway and you have something more important happening at the moment. How long would those sweatpants stay in your mind before something else took their place? A day? An hour? Five minutes? They’d likely be forgotten before the end of your work day. Then imagine you’re online the following day and you see a personalized ad for the same sweatpants. It’s almost as if you were meant to be together. You head back to the website, initiate the checkout procedure, but wait… Those sweatpants are a little pricey.
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