Did you know that 98% of visitors to a website don’t make a purchase? Good news! It’s possible to reach visitor s of your website who haven’t converted with Facebook retargeting campaigns. But what exactly is Facebook retargeting and how should you approach it? If this seems a bit abstract to you right now, don’t worry! Trustt explains all the steps and guides you step by step to create effective Facebook retargeting campaigns that boost sales on your e-commerce site.
To start, what is Facebook retargeting?
It’s a fact, the more a marketing message is repeated to a prospect, the more likely they are to convert and make a purchase!
Retargeting, also called remarketing or ad retargeting, is a marketing technique that involves tracking visitors to your website (prospects and/or clients) to show them an advertising message and thus encourage them to return to your website to complete their purchase.
The retargeting or remarketing is an extremely powerful digital marketing strategy lever that allows you to display ads only to internet users who have already shown interest in your brand and products.
For example:
- Visiting your website;
- Adding a product to the cart;
- Initiating a payment;
- Etc.
For this, there are several advertising networks that allow retargeting, such as Google and Facebook.
Facebook’s targeting option is very interesting for boosting conversions on your e-commerce site, as it allows you to create a “custom audience”, cross-referencing your data with that of Facebook’s immense user base to target internet users who have already visited your e-commerce site.
Key Steps to Create a Facebook Retargeting Campaign
1- Create a Facebook Pixel and Install It on Your E-commerce Site
The first step in creating your Facebook retargeting or remarketing campaign is to create a pixel that you will then implement on your website.
To do this, go to your advertising account on Facebook. In the back-office of Facebook Ads Manager, click on the Events Manager
tab located on the left side of the screen.
Then click on “Connect Data Sources”.
Your goal is to link your website and your Facebook account, which is why you will click on “web”. Note that you can also connect a mobile application if you wish.
Follow the steps, then select a connection mode and choose “Facebook pixel”. Then rename this pixel as you wish.
The Facebook pixel is a piece of code (JavaScript) that you place on the pages of your website. It allows you to track visitors to your e-commerce site, and show them Facebook ads for your products to bring them back to your website.
Your pixel is now created.
Facebook Ads Manager offers you to choose how to install it. Two options are possible:
- Manual installation involves copying the code snippet and installing it in the head tag of your website;
- Integration via a partner: Shopify, WordPress, Joomla, Wix, etc. Choose the CMS that suits you and follow the steps.
2- Create a Custom Audience
Your goal is to create targeted ads for visitors to your website who haven’t converted. The aim is to make them want to return to their cart and complete their purchase. To do this, you’ll need to create a custom audience.
You’re still in the ad manager, and you’ll click on the “Audiences” tab then “Create a Custom Audience”.
To target users of your e-commerce site, you’ll choose “Website” as the source of your audience.
To create your custom audience, the ad manager offers you several options. Depending on your goals, choose “all visitors to my website” or “visitors who have viewed a specific web page of your e-commerce site” or even “visitors by time spent on your website” (ideal for a retargeting operation!).
For example, select “visitors who have viewed a specific web page”. Choose the duration “in the last 30, 60 (or more) days”. Then enter the URL(s) of the page(s) in question. For an e-commerce site, this option can help you boost sales of one or more specific products. At this stage, you can also exclude certain visitors who have visited the page but have already converted. Or, select only visitors who have already purchased one of your products to retarget them with complementary products… The possibilities and combinations are numerous, it all depends on your objectives!
You can also refine your audience by selecting the frequency with which the page has been visited. This allows you to target internet users who are genuinely interested in your products and thus maximize your chances of conversion.
Then rename your audience and click on the blue button “Create an Audience”. It’s done!
Then use your custom audience that you’ve just created by adding it to the targeting of your ad set.
You can create one or several audiences depending on your different objectives.
3- Configure the Facebook Campaign
In the ad manager (Facebook Ads Manager), click on the create button.
Select your objective. In the case of an e-commerce site, you can select the “Conversion” objective which aims to increase the number of value-added actions on your website.
Or even “Catalog Sales” to create ads that automatically display items from your e-shop catalog based on your target audience.
Name your retargeting campaign, then determine the budget you want to allocate to it.
Target your campaign by selecting the custom audience created earlier. You can also refine the targeting by:
- Location (country, region, city, zip code…),
- Age,
- Gender,
- Language spoken,
- Passions and interests…
Select your placements, that is, where your Facebook ad will appear on your customers’ accounts. Note that your Facebook retargeting ads can also appear on Instagram if you wish.
4- Create Your Facebook Retargeting Ad
Now that you’ve properly set up all the elements of your Facebook retargeting campaign, choose the format of your retargeting ad. Several options are possible: carousel, image, video or collection.
Then write a catchy title for your ad as well as the main text.
Add the visual for your ad and insert the URL of the web page to which the traffic will be redirected.
The most important thing is to work on the content of your retargeting ad and find the right marketing message to attract and convince your target audience to return to your website to complete their purchase.
In the case of an e-commerce website and with a conversion objective, you can opt for a promotional code or even a customer testimonial that will reassure your prospect and reinforce their purchase decision.
You now have all the tools at your disposal to create a Facebook retargeting campaign for your e-commerce site. The most important aspect remains the creation of custom audiences to maximize the success of your ads. Don’t forget to also monitor the evolution of your ads and continuously adapt them to optimize your results and conversion chances. Don’t hesitate to conduct multiple tests to determine which type of campaign works best and which message is most relevant to convert your prospects into customers. ·es.
