Here’s a step-by-step guide on how to set up a Facebook Retargeting Ad campaign:
1. Install the Facebook Retargeting Pixel on Your Website
You may refer to this article: Installing the Facebook Pixel on Your Site
2. Create a Custom Audience
After installing your pixel, you’ll then need to tell Facebook the audience that you want to retarget.
If you want to target people who visited your website but didn’t make a purchase, follow these steps:
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Sign in to your Facebook account and click on “Ads Manager”.
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Select the “All tools” icon and click on “Audiences”.
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Select “Create New Audience” and then click on “Create a Custom Audience”.
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Next, you’ll be asked to select the traffic source.
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Website
If you have a pixel installed on your website, select this option to create an audience that consists of people who visited specific pages of your website.
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App Activity
Select this option if you have a mobile app for your business. However, to effectively track users’ activities on the app, you need to install Facebook SDK first.
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Customer List
This option allows you to upload the details of your target customers in CSV or TXT format. This is the best option if you use a CRM service.
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Offline Activity
This option allows you to target audiences from offline activities like in-store purchases, phone sales, etc. You’ll need to manually record their info if they meet the criteria that qualify them for retargeting.
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Facebook Sources
Select any of the Facebook sources if you want to retarget people based on their engagement with your Facebook or Instagram posts or previous ads.
3. Determine Your Campaign Objective
Figure out the ‘why’ behind your campaign. What’s your reason for retargeting these people? What are you trying to achieve?
4. Select Your Audience
This is where you choose the custom audience that you want to retarget.
5. Choose Your Ad Placement
After designing your ad, you’ll then need to select where you want to display them.
If you choose to do it yourself, you’ll have the option to place your ad in Facebook or Instagram feeds, stories, Messenger, search results, etc. If you choose to allow Facebook to do your ad placement, click on “automatic placement” and it will place your ad where it is likely to convert best.
Then you’ll need to decide on the ad format you want to use, upload your ad, and make sure to write a compelling copy.
Your Facebook ad will be reviewed. After that, your retargeting campaigns will start to show up to your chosen audience.
6. Set A Budget
Next, decide on your budget for each retargeting campaign. You can set a daily budget for each day the ad runs or a lifetime budget for the whole period the campaign runs for.
7. Track Your Ad Campaign
The final step is to keep a tab on your campaign’s performance. Facebook has tools like the pixel that allow you to track and measure your campaign performance in real-time.