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    Remarketing (retargeting) as a form of re-targeting a user who has already had contact with a brand is taking on more and more new forms. Nowadays, it’s not just tracking a user using cookies and then displaying ads to them, but already a comprehensive strategy that includes dynamic campaigns, product feeds, copy, or creative matching. Remarketing planning starts with arranging the marketing funnel in such a way as to properly move from its top phase (awareness) through the middle phase (interest) to the final phase (conversion).

    facebook remarketing

    Remarketing with FB Ads

    Like any advertising platform, Facebook also provides many tools for reaching users again. It is up to you, however, how you use these opportunities. You will have at your disposal data from the implemented pixel, events that you configure, as well as audience groups based on interactions with social profiles.

    What do you need to start remarketing on Facebook?

    To start taking full advantage of Facebook Ads’ remarketing capabilities, you need to implement a pixel on your website or, in the case of an app, implement the SDK (and register your app at A pixel is simply the equivalent of the remarketing code from Google Ads to collect information about your site’s users. A basic implementation will therefore include tracking traffic from every subpage of your site.

    In the next stage of configuration, you can send information about events (conversions), i.e. moments that are most relevant to your business. Such events will be, for example:

    • purchases
    • transactions
    • additions to cart
    • view product sheets
    • use the search engine
    • download material
    • fill out the form

    The more events you set up, the easier it will be later to manage audience groups for remarketing campaigns. You should primarily use the so-called Facebook standard events to take full advantage of the data to create audience groups and to optimize your campaigns for these conversions.

    Is it worth using remarketing campaigns in Meta Ads?

    First of all, it would be appropriate to start with the question, why does remarketing work? It is related to the behavior of users, who very rarely decide to make a purchase on their first visit to the site. It is related to a lot of anxiety, the comparison process, the transition from the interest phase to the active search and purchase phase, and so on. Your task, then, is to sustain interest, inspire trust, and ultimately lead to the first purchase. Here I refer you to an article about indicators for assessing marketing effectiveness – monitoring user lifetime value and acquisition cost will be key in the future.

    As the above example of how remarketing works shows, its main purpose is to deepen interest. However, remarketing can be used in completely different ways, for example:

    1. Bringing to the finalization of an incomplete transaction – in case the user has not completed the purchase process
    2. Presenting suggestions to complete the shopping cart – for example, after buying a bed, you can use remarketing to sell mattresses
    3. Excluding the remarketing group (negative retargeting) – e.g., when you don’t want remarketing ads to appear to people who have already downloaded some material

    To the question of whether it’s worth it, the answer is 3xtak. It’s a marketing obligation in today’s digital world.

    How to run a remarketing campaign on Facebook?

    Creating a remarketing campaign itself is no different from standard Facebook Ads campaign creation. First, select the appropriate ad target on FB If you have already installed the FB pixel, all you need to do is prepare your audience groups (the people you want to reach with ads). Then you design ads for each of the selected groups in such a way that they meet your goals.

    Custom Audience Groups in Meta Ads

    In remarketing, creating the right audience groups is key. FB provides five sources of data that can be used to create them:

    1. Web site
    2. Mobile application
    3. Data catalog
    4. Customer list
    5. Set of offline activities

    In each case, you need structured data. You need to implement a pixel/SDK for the website and app beforehand, you need to have a product data file for the catalog, and the customer list or offline data requires the preparation of batch files according to Facebook’s specifications. The more data you have, the more events you collect, and the more possibilities you will have in configuring Facebook remarketing.

    To create custom audience groups, you can also use data from the Meta platform, i.e.:

    • Film
    • Contact form
    • Fastening material
    • Ar material
    • Facebook announcements
    • Account on Instagram
    • Events
    • Facebook page
    • Purchasing

    With these features, you will create additional audience groups such as people who have interacted with materials on your brand profile (page) or viewed posts on Instagram. In the configuration of audience groups you can freely combine conditions, as well as add exclusions, which will be useful for advanced settings of remarketing campaigns.

    Examples of Facebook Ads remarketing

    1. Abandoned shopping carts

    The average rate of abandoned shopping carts is already high and only increasing. Right now, is just over 69.99%, which means that less than 1/4 of the people who put products in a shopping cart end up buying them. This is disheartening, but one has to accept this data.

    People will add products to the shopping cart, get distracted, find a better deal, or simply treat the shopping cart as a place to store “purchases for later.”

    Facebook remarketing ads are perfect for closing deals. You can show them exactly the products they were initially interested in and encourage them to return to the site by offering, for example, an extra bonus, free shipping, or a return guarantee.

    Remarketing ads are a great way to get them to close the deal.

    2. Similar audience groups

    The Facebook Pixel collects information about your site’s visitors and allows you to create customized audience groups with it. The pixel will track who visited what page and when so you can display personalized ads to those users based on their behavior.

    However, if you don’t have a significant amount of web traffic to draw from, it can be difficult to get the data you need to display relevant retargeting ads on Facebook. 

    To expand your reach, you can use the “lookalike audiences” feature. These groups create audiences similar to people who have already visited your site (or who have performed an action). They are more likely to be interested in your offer because they have the same job, live in the same area, or are interested in the same things as your customers.

    3. Try your most valuable customers

    High-value customers are those who have bought from you in the past or interacted directly with your brand, such as making contact, adding products to a shopping cart, sharing a social media post, or leaving a review.

    These people are among the easiest to re-engage – especially in a sufficiently short time horizon. When building a marketing funnel, it’s worthwhile for this select group to try other campaign objectives on FB like Brand awareness ads 

    4. Share special offers

    Everyone likes to feel special and almost everyone appreciates promotions. So strengthen your relationship with existing customers by sharing special offers such as discounts, free delivery, or additional gifts for people who re-engage via Facebook retargeting ads. Set this campaign only to people who have already visited your site.

    5 Dynamic Facebook retargeting ads

    Dynamic retargeting ads on Facebook show products that a shopper has already viewed (even if they haven’t added anything to their cart) to create personalized ads. These ads can include information from the product feed, such as price, photo, name, brand, or category.

    This is Facebook’s best sales strategy for leveraging the power of personalization to increase conversions. To display dynamic remarketing ads on Facebook, you need a Business Manager account and a product catalog that is updated on a regular basis.

    They are a great way to get the most out of your product feed.

    Using dynamic ads, recipients can automatically see your products that they have previously viewed, added to their shopping cart, or purchased. You can also use retargeting with dynamic ads to suggest comparable or complementary products.

    They can also use dynamic ads to suggest comparable or complementary products.

    6. Retargeting video ads on Facebook

    Facebook is one of the leading platforms for video consumption, hence it is worth using it in your advertising campaigns. Video is becoming increasingly popular these days. Video playback is likely to exceed 85% of global Internet traffic in the next few years.

    To make the most of video ads on Facebook, try to get your brand mentioned as early as possible in the video. A study by Facebook IQ found that consumers are 23% more likely to remember a brand if it’s presented in the first three seconds of a video ad.

    Consumers are more likely to remember a brand if it’s presented in the first three seconds of a video ad.

    Retargeting video ads will help especially if your goal is to build awareness, but also if you want to gain interest, or reach with a highly personalized message.

    Facebook remarketing is it worth it?

    Facebook remarketing is one of the most effective e-marketing tools that will allow you to reach out with a repeat message, increase your conversion rate, or even your customer lifetime value (LTV). With complementary tools like creating groups of similar audiences (lookalike audiences), remarketing can also be a source for finding brand-new audiences. If you’re not yet using remarketing in your digital campaigns, it’s time to change that!

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    Tomasz Starzyński
    Tomasz Starzyński

    CEO and managing partner at Up&More. He is responsible for the development of the agency and coordinates the work of the SEM/SEO and paid social departments. He oversees the introduction of new products and advertising tools in the company and the automation of processes.