I know a lot of people and agencies that like to do boosted Facebook ads because they are simple and they believe they are effective, but do you really see the results you want. Probably not, but if you want to see real results and engagement on your Facebook page you need to target the right audience. One of the most effective ways to do this is by setting up a remarketing ad because if they have been to your website in the past, they are probably someone you want to target again if you get the chance.

In this post, we will explain what a remarketing Facebook ad is, the benefits of those types of ads, how to set up a pixel and a remarketing ad in the Facebook ad manager to make sure you are maximizing your Facebook ad spend.

What Is Facebook Remarketing?

Facebook remarketing Identifies This Action running Advertisements targeted Toward past visitors to your site.

Let us suppose you run an eCommerce shop. You are getting traffic to your checkout pages, however, your bounce rate on those pages is high. You realize that folks are right on the border of converting but you are losing them.

Through Facebook's tracking pixel, you can identify visitors Who bounced and run targeted advertising based on their behavior. By Way of Example, you incentivize them to complete their purchase.

Benefits Of Using Facebook Remarketing

The biggest benefits of Conducting a remarketing Effort are three-fold:

• Your ads are front and center on your leads' Facebook feed: in other words, they occupy the prime property.

•  Facebook remarketing is not influenced by advertising blockers that are crippling most native ads these days.

•  Marketers have so much information at their fingertips through Facebook advertisements they aim precisely who they desire.

Now, it is also important to note what Facebook remarketing Isn't.

Remarketing is not about stalking or hunting down your customers. Remarketing also is not a silver bullet solution, either. If you would like your efforts to be successful, you will have to understand precisely who to target.

Remarketing advertisements are made to get our product and solutions in front of someone on social websites who have been to a site in the past. This keeps your company name, product, and service top of mind so when the consumer is ready, they will buy your merchandise. Most clients aren't ready to buy right away for one reason or another but in case you keep reminding them the probability of them converting is rather significant.

What Is A Facebook Pixel And Why is Important?

If you would like to do a Facebook ad remarketing advertisement you will need to prepare a Facebook pixel on your own website. The Facebook pixel is an analytics application that lets you assess the effectiveness of your advertising by understanding the actions people take on your own website.

Once you have installed the Facebook pixel, the pixel will fire when someone takes an action on your website. The pixel receives these actions, or events, which you may view on your Facebook pixel page in Events Manager. From there, you will have the ability to find the actions your clients choose. You will also have choices to reach those customers through future Facebook ads.

How To Create A Facebook Pixel And Add It To Your Website

Now that you know what you can track, and why you would want to do so, it’s time to create your pixel and put it to work on your website.

Step 1: Create your pixel

From your Facebook Events Manager, click the hamburger icon (≡) in the top lefts and choose Pixels.

Click the green Create a Pixel button.

Name your pixel, enter your website URL, and click Create.

When choosing the pixel’s name, keep in mind that with Events Manager, you only get one pixel for each ad account. The name should represent your business, rather than a specific campaign. If you want to use more than one pixel per ad account, you can do so using Facebook Business Manager.

Step 2: Add the pixel code to your website

To put the pixel to work gathering information on your website, you now need to install some code on your web pages. There a few ways to do this depending on what website platform you use.

If you use an e-commerce platform like Squarespace or a tag manager like Google Tag Manager, you can install your pixel without having to edit your website code directly. This Facebook Help article describes how to install your pixel if you already use one of those third-party tools.

If you work with a developer or someone else who can help you edit your website code, click Email Instructions to a Developer to send your developer everything they need to install the pixel.

If neither of the above options applies, you need to insert the pixel code directly into your web pages. That’s what we’ll walk you through in this section.

Click Manually Install the Code Yourself.

Copy-and-paste the pixel code into the header code of your website. That is, post it after the <head> tag but before the </head> tag. You need to paste it into every single page, or into your template if you’re using one.

Step 3: Turn on Automatic Advanced Matching

Choose whether to use automatic advanced matching. This option matches hashed customer data from your website to Facebook profiles. This lets you can track conversions more accurately and create larger custom audiences.

Step 4: Test Your Pixel

Check whether you’ve installed the code correctly by entering your website URL and clicking Send Test Traffic.

Once your Facebook pixel is tracking activity, click Continue.

Setting Up Ad Types For Your Remarketing Audience.

Now that you understand the value of Facebook remarketing and how to set this up, it's important to be certain you're doing it better than your competitors. Follow the following five best practices to conduct conversion-worthy Facebook remarketing campaigns.

1: Buy Followers using Remarketing Lists

Are you looking to grow your page enjoys? Whether it be metrics you are attempting to strike to your boss or providing legitimacy behind your brand on social, it is always great to have high follower numbers, but increasing these organically can be challenging. Luckily, Facebook permits you to run paid campaigns together with the most important goal of growing page promoters (see picture below).

You should never purchase followers unless it is through remarketing! Why? Because you would like to reach your own "super-fans" to get the maximum engagement rates possible, which will lead to higher-value scores, more affordable clicks, and more visibility.

If you are a Google Ads advertiser, then you are likely aware of how Quality Score affects your ad rank and the price you pay per click. Facebook has a similar metric known as value score, which dictates how much you pay and how frequently your ads are displayed to your target audience. The principal influencer of value score is engagement rates, which are likely to be considerably higher if you are showing your ads to Facebook new loyalists.

You would not need a bunch of grumpy men and women who despise turkey to attend your Thanksgiving feast, right? The same is true for Facebook page likes. You want your FB lovers to be brand ambassadors that will probably participate with your articles so that every post has a high-value score, leading to cheaper clicks and more visibility. The best way to do so is to promote your page to people who are already familiar with your brand through remarketing!

Then there is the extra bonus of natural visibility. If one of your Facebook fans also "likes" your page articles, then the post is very likely to show up to the consumer’s Facebook community of buddies, leading to the capability to acquire free enjoys and followers from this organic visibility.

2: Remarket to Individuals Who've Already Liked Your Own Page

Now that you have the followers, then you need to make certain they see and interact with your posts. Take hint #1 a step further by remarketing your boosted posts to your Facebook followers. This really is a full-proof method as these folks have not only already socialized with your own brand, but they have interacted with your brand on precisely the exact same platform you are remarketing with, Facebook. If a person has taken the activity of liking your page, then it is clear they have embraced some amount of brand loyalty, and the chances of these engaging with your articles are much greater. This again leads to higher relevance scores and natural reach.

3: Layer Your Own Custom Audiences using Facebook's Targeting Alternatives

The degree of granularity you can attain with Facebook targeting choices is totally mind-blowing. From targeting distinct variations of mom personas into the Prime Minister of Spain, if you know your audience well, you will not have any trouble finding them. While it is very important not to get too granular and restrict your reach, it's even more important not to stretch your budget throughout an oversized stadium of Facebookers because this will really restrict your visibility and lead to reduce value scores (and less profitability).

Let us say your remarketing viewer is bordering on the larger side.

It's all about finding the ideal balance between audience and budget size, but experimentation with layering targeting choices in addition to your custom audiences will probably improve your relevancy and allocate your budget into an audience that is more likely to convert.

4: Think About Your Goal When Placing Time Frames & Creating Ad Schedules

Advertisers need to be careful about fatiguing their remarketing audiences, however at the same time if buying cycles are more or special offers are restricted, they will need to be aggressive. The existence of a Facebook ad is normally short-term, but instead of running your advertisement continuously before the budget runs out consider the objective of your ad. Are you running a Black Friday, limited-time reduction on dining room places? Then run the advertisement aggressively for the time of this purchase, without frequency caps, to a remarketing list that looked at one of your dining set landing pages but did not convert. If you are attempting to simply promote your page to site visitors, this may be an on-going ad set, where you alter the copy and vision from time to time to keep your ads fresh.

Comparable to Google Ads you may also install advertising schedules to run your ads on days of the week and hours of the day instead then 24/7 weekly long. If you are a SaaS company and notice higher traffic and conversion volume Monday through Friday from 9 to 5, then create an advertisement schedule accordingly.

Moral of the story, when setting up your ad sets be strategic regarding timing and scheduling to get the best results possible.

5: Find New Customers by Layering Lookalike Audiences onto Custom Audiences

Lookalike audiences permit you to clone a relevant audience to broaden your reach to an entirely new pair of prospects. This is a remarkably powerful way to expand your reach and find an untapped audience. What better means to do this by cloning your remarketing record? You understand this listing is "in-market," and maybe you have already converted them and need to locate new opportunities.

Conclusion

Advertising on Facebook is not as easy as it sounds. Facebook is a different animal compared to other marketing channels and needs to be managed by someone who understands users on that channel because they behave differently. For example, people don’t come to Facebook to buy products and services but that doesn’t mean you can reinforce your brand awareness to your audience to see if they might buy at a later time. If you need an expert to make sure you are getting the best bang for your buck on Facebook ads please let us help you so you are not throwing your money away with Facebook boosted ads. To get more followers and likes on your social media channel go to our Social Media: Get Followers and Likes. If you need a custom social media ad strategy please go to our Contact Us Page.