How to improve your Facebook retargeting campaigns

Are you struggling with a declining ROI? Are your advertising efforts seeming vain? Maybe it’s time to optimize your campaigns, especially your retargeting ones. What is it, how does it matter and how can you do it? Let’s take a look:

What is retargeting?

Retargeting is a type of online ad campaign where visitors who have already left your website are shown ads on other platforms. As your site visitors surf across the internet, partner sites will show your ads to the pages they visit.  

It is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web.

How does it work?

You place a small piece of code (called pixel) on your website (this code is sometimes referred to as a pixel). Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Improving Facebook Campaign through Retargeting

1. Use Facebook’s own targeting options

Facebook has some great tools that can help you target your audience better. You can use their own targeting options to find people who are interested in specific topics or products. If you’re looking at a certain product type, you can even search for people who have liked pages related to that product. This way, you’ll know exactly what kind of person you want to reach out to.

2. Use custom audiences

Custom Audiences allow you to create a list of people based on things like age, gender, location, interests, and other factors. These lists can then be used to send targeted ads to those groups. You can also use this feature to send messages to people who haven’t interacted with your page yet.

3. Create multiple ad sets

Ad Sets let you group together different types of ads into one campaign. For example, if you were running a video promotion, you could put all of your videos into one set. Then, you could choose from different Ad Set targets (like men vs women) to make sure that you only show your ads to the right people.

4. Set up simple sequential engagement campaigns

When you set up sequential engagement campaigns, you collect & analyze a very large audience and then convert them into a smaller and more qualified audience. As much similar as it sounds, it is not the same as segmenting your audience because this is based on people who engage with your content. This is a great way to build your brand awareness and get customers down the funnel at the same time.

5. Customize Facebook Ad Copy With Optimized Text Per Person

This feature was rolled out in July 2021, and it allows Facebook Ads to shift your headline, description, and primary text around to different text fields if it’s likely to get better results. This helps you to experiment all possibilities automatically without having to change your headlines or descriptions one at a time.

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