What is Retargeting?
If a visitor comes to your site and perform some actions like adding a product to the shopping cart but leaves your site for whatever reasons, would you like to target them back to finish up the transaction? Retargeting makes this possible. Normally, it involves placing an ad network pixel on your pages to tag the users so later on you can target them back from other websites that can be reached by the ad network. If you want to reach them ASAP, you need to join an ad network with big coverage on the Net. Among them, Facebook is considered to be the top in term of its reach.
What Facebook retargeting allows you to do:
- You can target ads to the ones who visited your website
- You can target ads to the ones who have visited your opt-in page but didn’t opt-in
- You can target ads to the ones who have visited your sales page but didn’t buy
- You can target ads to the ones who are similar to people who visit your website (lookalike audiences).
How to set up Facebook retargeting on your site?
- Create a Facebook Business Account
- Go to your Facebook Pixel tab in Ads Manager.
- Place it to your website directly or through Google Tag Manager.
- Verify it using the Facebook Pixel Helper Chrome Plugin
Note: From year 2017 onward, you only need ONE pixel from Facebook.
After this pixel correctly installed, you can do the following:
- Building Custom Audiences from your website for re-marketing.
- Optimizing ads for conversions.
- Tracking conversions and attributing them back to your ads.
For details of how to set it up, you can check this article.
Building Custom Audiences from your website for re-marketing
If you have multiple pages in your sales funnel, you can segment your audience according to what steps they have gone through and retarget them accordingly. To do that, you can follow the steps below:
- Create custom audience and select custom combination.
- Use include and exclude URL/ Event rules to narrow down the user segment definition.
For example, I want to segment my users into 2 groups:
- Group 1: Users visited my landing page A but NOT clicked my CTA button on it.
- Group 2: Users visited my landing page A and clicked my CTA button.
There are few options I can do to identify these 2 groups. First, I can create another landing page B that users will land on after CTA button is clicked. Then, I can create custom audience for Group 1 and 2 purely using URL rules below:
- Group 1: Include URL of A and exclude URL of B
- Group 2: Include URL B
If I don’t want to create landing page B and want users who click my CTA button go directly to the advertiser offer page. I can fire a standard event “ViewContent” with parameter key and value like content_ids: [‘1234’], content_type: ‘product’ when the CTA button is clicked. Then, I can create custom audience for Group 1 and 2 using the rule below:
- Group 1: Include URL of A and exclude event C
- Group 2: Include event ViewContent with content_ids: [‘1234’], content_type: ‘product’
Facebook has defined 9 standard events and each has its own parameters. And you can specify your own custom event and dynamically trigger it based on certain action on your page. I will have another article to give more detail of custom event and how to trigger it dynamically.
For details, you can take a look at this youtube video.
Ad Performance on conversions
If you want Facebook to track, count and report the number of conversions that result from your ad. Within the ad, you no longer need to select a conversion to track. That is to say, Facebook is going to report on all of the conversions that result from your ad and are connected to your pixel regardless you were optimizing for that conversion or not.
To see the conversion report of your ad, you can click the “Columns” drop-down and select “Customize Columns” within your ad reports in Ad Manager.