Moteefe’s Retargeting Guide
This post will be focused on retargeting – if you are running Facebook ads, this is an absolutely essential part of your winning strategy! There are several ways it can be done and today we will present one of them. If you’re not doing it yet you must start ASAP, as retargeting adverts gives the highest return on ad spend!
“Previously purchased” custom audience:
To retarget people you will need to create custom audiences within Facebook. The first audience to create should include everybody that has purchased your product in the last 180 days (you can also use 60 days). To do this you will need to go to the ‘Audiences‘ tab, which is under ‘Assets’ in Facebook Business Manager (they are all in the top drop-down menu).
You must have your product’s URL, which will look like this:
You will only need to use this part to create the audience:
Make sure you have the right Facebook ad account selected in the drop-down, underneath where it says ‘Audiences‘ on the left-hand side. You can share your custom audiences between ad accounts, but each set of audiences is associated with a single account to start with. In the ‘Audiences’ tab, click on the blue button which says ‘Create a Custom Audience‘.
A pop-up will appear called ‘Create a Custom Audience‘. On this pop-up select ‘Website‘, the top option on the left-hand side. From the drop-down select which pixel you would like to use (if you have multiple pixels within the ad account). Then if you click on ‘All website visitors‘ you will be able to select ‘Purchase‘, and then set the number of days you wish to include in this audience.
Now click ‘Refine by‘, the blue link under ‘View content‘, and select the top option ‘URL/parameter‘ – you can now paste your URL into the box. In this example I would use “https://moteefe.com/test”. Now name your audience – it’s important to use a good naming convention so that you can easily find these later. For purchases I normally use purchase, then product name, then the amount of days, so for this it would be: “Purchase Test 180“.
Now click ‘Create audience‘. Well done! You have just created a custom audience of everybody that has purchased this product in the last 180 days. Important: You can use this audience as an exclusion audience within an ad set, so that previous purchases will not view your retargeting advert.
“Previously viewed” custom audience:
Add to cart audiences:
Other custom audiences:
With some custom audiences, Facebook allows you to target people over the last 365 days. Here’s a list of other custom audiences that you should create and run ads to now:
- Everyone that has engaged with your Facebook page – make a separate audience for 1, 3, 7, 14, 28, 60, 90, 180 and 365 days.
- Everyone that has engaged with your Instagram profile – make a separate audience for 1 ,3, 7, 14, 28, 60, 90, 180 and 365 days.
- That have liked your Facebook page
Congrats, you’ve successfully set up your custom audiences for retargeting! This is a big step, as retargeting is the most effective form of advertising! If you’re running Facebook ads, it’s critical to test and to get this right.
So what are you waiting for? Pick a campaign that you’ve launched at http://www.moteefe.com and get your retargeting adverts going right now! Good luck and as always, let us know how it goes!
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