How to use remarketing on Facebook?
Facebook remarketing – a method of advertising to customers who are already on Facebook and have already encountered our brand, for example, by visiting our website. Someone who is already familiar with our product has a significantly greater purchasing potential than someone who has never heard of us.
Remarketing, though primarily associated with Google Ads (formerly AdWords), can also be used in Facebook ads. And that's exactly what today's post will be about. When thinking about Facebook's advertising system, the idea of creating audiences based on interests, age, gender, language, professional position, and behavior comes to mind.
However, creating such a demographic-based group is just the tip of the iceberg and one of three targeting options in Facebook advertising.
The other two types of groups are:
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- non-standard recipients,
- lookalike audiences – created based on custom groups.
Unfortunately, the term "Custom" doesn't explain much, so let's explain how such groups are built and how they work. Custom Audiences = Remarketing Groups Speaking of custom audiences, we return to the topic of this post, namely remarketing.
These are simply people who took action within our brand, whether it was visiting a fan page, clicking on a post, or visiting a website.
Each of these people already knows our brand, and thanks to the custom audience, we can return to them with Facebook advertising.
Creating a group and remarketing on Facebook
You can create such a group in Facebook Ads Manager in the Audiences tab and then by clicking the Create Audience → Custom Audiences button.
When you choose to create a Custom Audience, you can choose from several sources from which to create the audience:
Today I will discuss the three most important, in my opinion, options for building such groups, which can be created based on:
- Facebook page,
- website traffic.
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Facebook page (remarketing from fanpage)
Contrary to appearances, this isn't about people who are fans of your page, but rather those who have interacted with it in various ways – even in small ways. With this option, you'll reach people who:
- took action against the website (the largest group),
- visited your fanpage,
- reacted to a post or ad (post reactions, shares, comments, likes),
- clicked any CTA button (call to action button – e.g. “buy now”),
- sent a message to your page,
- saved your page or any post.
The maximum timeframe for these actions and activities is 365 days, meaning your ad won't reach people who, for example, reacted to a post two years ago. However, a full year is a significant period of time and allows you to reach people who will remember your fan page – of course, the fewer days, the greater the chance that the recipient will remember you.
You can use these groups as targets for ads that drive traffic to your website, for example. After all, someone who already knows your brand is more likely to click on the link in the ad and visit your website than someone who sees your brand name for the first time.
This can be part of a sales funnel where you first direct potential audiences based on demographic data to your Facebook page, for example, using the activity advertising objective. Then, you redirect people who interacted with your posts to your website. Useful, isn't it?
Examples of custom groups based on a fanpage:
- people who visited the fanpage within 30 days,
- people who reacted to a post or ad within 7 days,
- people who clicked on any CTA button within 60 days,
- all people who took action on the fanpage within 100 days.
Website Traffic (Remarketing from the Website)
Probably the most important audience group in the context of selling services and products in Facebook advertising may turn out to be a custom group based on website traffic.
How to install and use Facebook Pixel in advertising campaigns?
To use this option, you must have a Facebook pixel installed on your website—a tracking code that allows you to return ads to people who have visited your website. This code is installed in the website section, and you can generate it in the Pixels tab in Ads Manager.
The basic code will allow you to reach all people who visited any of the pages, and so-called pixel events will provide you with information about specific actions taken, such as adding to a cart or filling out a form.
This is one of the most advanced forms of targeting – after all, it requires "tinkering" with the website's code – but if you're thinking about effective advertising on Facebook , especially in the context of selling services or products – you should definitely take an interest in the pixel, its events and the creation of custom groups thanks to it.
Returning to the creation of such a group, clicking "Website Traffic" in the source selection window for creating a custom group will open a window where you can select the website activity you're interested in and the day range it should cover. The simplest option is to select "All website visitors."
This will create a group of all the people who visited your website—whether it was the home page or the contact form tab. This is the most comprehensive group you can create based on pixel data.
For advanced users : this data will then come from the PageView event implemented in the basic pixel code.
The maximum range of days is 180, but it is worth remembering that these “hottest groups” of audiences are people who have visited your website recently – e.g. in the last 7 days.
If you also have pixel events installed on your website, you can reach people who clicked specific buttons or visited specific tabs.
If your website is missing events and you only have the basic code installed, you can create groups based on specific links – then select the People who visited specific websites option and select the URL you are interested in – e.g. yourdomain.pl/oferta.
Examples of custom groups based on website traffic:
- people who visited your website in the last 30 days,
- people who visited specific websites, e.g. yourdomain.pl/oferta, in the last 3 days,
- people who viewed the content within 3 days (if you install such an event on product cards in your e-commerce store, you will reach people who viewed specific products, not people who simply visited the home page),
- people who added products to the cart within 7 days but did not make a purchase during that time – you can set up such a group by excluding people who made a purchase,
- people who have completed the contact form in the last 60 days.
This option allows you to see Facebook ads for websites you've previously visited in your browser. This isn't an easy task, especially if you're just starting out with Facebook Ads. If you have any questions, feel free to contact us – we'll help!
Video (Facebook remarketing to people who watched the video)
The third, seemingly innocent option is the ability to create a custom audience based on a video published in your ad or fan page post.
Why might this option be so useful? Because the functionality Facebook provides us with here is the option to select the time or percentage of the video viewed by the viewer.
How to effectively use “Video Views” campaigns?
As you can see, you can reach people who watched 3/10 seconds or 25% / 50% / 75% / 95% of the video.
This will allow you to reach people who have shown particular interest in your video, and therefore, interest in your website, service, or product. This group can be an excellent addition to your sales funnel.
Example :
- You create a general audience based on demographic data (standard audience), e.g., interests, location, age, or behavior.
- You target this group with your video using an ad with the Video Views objective.
- After the campaign ends or during it, you can create a custom group based on the video – select the video you are interested in and the time or percentage of the video watched.
- You can target an ad to such a group, for example, with the goal of traffic or conversions – you already know that people in this group have shown interest in your video and are likely to be more likely to click on a link or take action on your website – or at least these will be high-quality clicks.
Facebook Remarketing – Other Types
These are just three options for creating remarketing groups, but there are many more and it is worth getting to know them – perhaps they will prove to be particularly useful in your marketing activities.
In addition to those I mentioned, you can also create groups based on data from:
- activity in the application,
- customer data file,
- offline activities,
- Instagram profile,
- events,
- contact form,
- instant material.
At this point, it turns out that advertising on Facebook is not only about reaching people with specific interests, but also about building audiences based on advanced and specific activities in various sources, such as a fan page or website.
This reveals a powerful advertising tool that can significantly impact your remarketing efforts. At Verseo, we believe that Facebook advertising campaigns work best when combining all three audience types, and it's this combination that allows you to create the most effective ads.
Each of the groups – standard, non-standard and similar – can be used at different levels of the sales funnel.
Finally, standard groups can be transformed into custom (remarketing) groups, and these, in turn, can be transformed into similar groups. The key is knowing how to use these options and combine them into a single, effective whole.
I'm rooting for your remarketing groups, and if you'd like to utilize the above-mentioned activities and still feel you could use some help, please contact us! I'll manage your campaign , and together we'll acquire new customers for your business!
Summary
The above article covers the following topics:
- Remarketing on Facebook is the process of retargeting ads to people who have already interacted with your brand to increase sales effectiveness.
- Facebook remarketing groups are created in Ads Manager, using mainly fan page activity or website traffic as a source.
- Remarketing on Facebook allows you to precisely reach people who have interacted with your fan page, website (thanks to Pixel) or viewed your video, which allows you to build effective sales funnels.
- In addition to the basic sources, Facebook offers a wide range of remarketing groups based on customer databases, Instagram, and offline activities, among others, which, when skillfully combined in the sales funnel, maximize campaign effectiveness.
