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How to remarketing on Facebook and get the best results

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How to remarketing on Facebook and get the best results

Do you think it is a coincidence that you are chased by that sweater that you have seen on the internet and that you have not yet decided to buy? It is not a coincidence, but it is about remarketing , an online marketing technique of which I am sure that almost all of us have been “victims”.Ready to create your remarketing campaign?
It is a highly recommended strategy to implement due to its great effectiveness, and although it can be used on many platforms such as Google Ads or Twitter, in this post I will explain all the benefits and secrets of how to do it with Facebook Ads .What is remarketing and what are its benefits?
The remarketing is an online marketing technique that allows you to display ads or australia mobile number adptados users who have interacted with your website above, in order to get a better return on investment (ROI) of our advertising campaigns.The main utility of remarketing is that it allows you to reach back those users who, at some point, have visited an online store or any other website without completing the purchase or conversion process. In this way, it is possible to remember and re-offer the potential customer the product or service for which, in some way, they have been interested at some point.Experience shows that remarketing is a very effective solution to recapture potential customers who have shown interest in your brand through a simple and direct method: repeatedly reminding them that the product / service you offer can be useful to them.

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It is an online marketing technique that tries to counteract an important disadvantage of online purchases: a minority of users make the purchase the first time they enter a website or online store, since they generally need two visits or more before confirming the transaction. Betting Email List of remarketing on Facebook Ads
These are the main benefits of using remarketing campaigns on Facebook. And you will see that they are not few!1. Get more profitability
You are impacting people who already know you, so the probability that they will carry out the objective action of your campaigns is higher: buy the product, download content, etc. In fact, Facebook remarketing ads are estimated to get three times more engagement than regular ads .2. Create more relevant ads for the user during their customer journey
We can customize the content and message of our campaigns depending on the phase in which it is. For example, if the potential customer has abandoned the shopping cart, we can show them an ad with discounts on the products they have left to finish convincing them.3. Impact audiences of other channels that have not converted
If we have contact information for our potential customers, which we have previously collected in our CRM, we can import it and create custom audiences to impact them on Facebook with our ads.What do you need to do remarketing on Facebook?
1. Create a Facebook page
It is essential to have a company page. You can’t do anything in Facebook Ads without it, as all ads must be linked to one .

If you don’t have much idea of ​​how to create your Facebook page, I recommend this tutorial by Vilma Núñez .Download the guide How to use social networks to find potential clients
2. Install the pixel on the web
If you want to target your website visitors again, it is essential that you install the pixel code. In my previous post, What is the Facebook pixel and how to configure it? , I show you how to set up this little code snippet step by step. Broadly speaking, it works like this:Include the generic code of the pixel to your website: install it on all the pages where you want the pixel to collect data.
Install the standard event codes : this code represents an action that can take place on your website (make a purchase, complete a form registration, etc.), so you only have to add it on the pages where you interested in measuring this action.
In the event that you have an app and you want to go back to the people who have interacted with it, in addition to measuring the actions carried out by the users who use it, you may be interested in installing the Facebook SDK .3. Create a custom audienceThe next step is to determine who you want to reach with your remarketing campaign. You can create custom audiences from a list with data from your potential customers, or from the data of the Facebook pixel. Let’s see both cases separately:A) Create a custom audience for your website visitors
In your Ad Manager, go to the ” Public “, click on ” public Create ” and choose ” Public Custom “.
Select the ” Website ” option .
Choose the rules that will trigger your remarketing campaigns based on the pages visited. In total, you can combine the inclusive and exclusive rules for a total of 5 rule sections.
Give your conversion a name that is descriptive enough.
The most complicated part of this part of the process is the third step, since it requires having certain knowledge to get these two questions right: what URL to choose and what time to choose? These are my recommendations from my experience:If you choose the “all website visitors” option, do not use home as the URL. Prioritize putting the pixel code in places where potential buyers enter, such as the service tabs or the landing page that you have created for a Google Ads campaign.
Add specific URLs of the pages where conversion actions are given on which you want to do remarketing campaigns and exclude the URLs of the pages where the conversion is generated → we do not want to go back to those who have already converted. For example:
Inclusion and exclusion rules
Choose the period of time according to your product : do you know how long your potential customers take to think about whether or not to buy something? Selling a pair of sneakers is not the same as selling a € 1,000 computer. The longer the purchase decision takes, the longer you should keep the data of your personalized audience.
Increase the period of time if you have few visits : for small websites it is usual to increase the period of time that the data is saved a little to create a decent audience. Let the pixel collect at least 100 visits so you can start remarketing.
B) Create a custom audience from a list
This is what you have to do, step by step:

In your Ad Manager, go to the ” Public “, click on ” public Create ” and choose ” Public Custom “.
Select the option ” Customer list “.
Specify whether your list includes a column for the customer value or not.Add the list you want to use and give it a descriptive name .Upload the list and give it a name
Review the list and confirm that you have correctly assigned the identifiers. Check that there are no unresolved errors. If everything is correct, click the ” Upload and Create ” button.Assign name and upload list (pixelated)
When it’s ready, you can run an ad directly or create a lookalike audience to find people who behave similarly to the contacts on your list. This last option may be of great interest to you if your database list is not very large. In this way, you can expand the reach of your ads.4. Create a remarketing ad
The usual thing is to allow a few hours or a few days, depending on the visits your website has, so that the pixel collects at least a considerable number of data. In fact, if your audience is too small, Facebook won’t even let you advertise. When you see that the audience is large enough (you can see it in the “Audiences” tab), create a new campaign by following these steps:Click on ” Create ad ” in Facebook Ads.
Within the “Set of Ads” section, in the ” Audience ” section, choose the custom audience that you have created before, either with a list or with your website visitors.public dynamic ads
Create different versions of the ad with photos and texts aimed at those visitors who have left your website, add a budget and create the ad . You can activate the ” Dynamic content ” option when configuring your ad set so that Facebook automatically combines the most appropriate images, texts or titles to reach your audience.
Remember that the text and images should be aimed at people who already know you. Do not do the same advertising that you do for the general public again and try to convince those undecided who left your website.

Tactics to use and complement it with your inbound marketing strategy
1. Remarketing to blog readers or a particular post
One of the main objectives in our inbound marketing strategy is to turn cold leads into hot ones . Remarketing can become the perfect ally to achieve this, since it allows us to regain the attention of our readers and convert them into subscribers.

To ensure that you capture the attention of readers who have not yet subscribed, you can offer a lead magnet (for example, a free ebook), although you can also promote your organic publications where you have identified a higher conversion rate.

How to configure segmentation successfully? I present two cases:

Case 1 → If you have a specific page where you direct users once they subscribe (a thank you TYP), create a custom audience for your website visitors , select the option “People who visited specific web pages” and then:
Add the URL of your blog , a specific post or a specific category.
Exclude the URL that allows you to identify your subscribers to make sure you don’t hit them again.
Inclusion and exclusion rules
Case 2 → In your CRM, create a list where you can collect all your subscribers . Download a csv with that list and create a custom audience from it. Give it the name “Blog Subscribers” to have it well identified. Next, create another custom audience for your website visitors and add the URL of the blog , post or category, and name it “Blog visitors” or “Post visitors“ post name ””. When creating your ad, in the audiences section, make sure to add the “Blog Visitors” audience and exclude the “Blog Subscribers” audience.Blog subscribers by lists
In this case, you will have to take care of updating the list manually so that the list of subscribers is updated , but you can look for tools that do it automatically, such as Zapier or AdEspresso.

 

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