This is the 4th and final article in our 4-part Retargeting Advertising series. In case you missed the first 3, here’s a quick recap:
- Part 1 was a Beginner’s Guide to Retargeting
- Part 2 was an introduction to Display Retargeting
- Part 3 was an introduction to Retargeting using Search Ads (aka RLSA)
Now, in part 4 we will dive into retargeting using social media. More specifically, I’m going to explain how to use Facebook Ads to retarget your prospects as they surf around on Facebook.
Why Should You Use Facebook Retargeting?
First, you might be wondering why we’re going to focus on Facebook.
That’s an easy question. As I’m sure you’re aware, Facebook is the largest social network with the most robust ad platform available. That means you have the highest likelihood of reaching your ideal prospects, and equally important, you’ll have the tools to do it.
Now, it’s important to clarify that we’re talking about Facebook Retargeting ads that are only going to display for prospects or customers who already know your business. They have either visited your website, requested information, or made a purchase either online, by phone, or in-person.
I hope that removes any doubt that your prospects or customers actually use Facebook. I know that’s a big concern for many businesses and it prevents them from testing Facebook ads. With Facebook Retargeting, if your prospects and customers do not use Facebook, then your ads will not be displayed and you won’t pay a penny. So there’s very little risk to give this a test.
How Does Facebook Retargeting Work?
If you’re familiar with Display Retargeting, then you know how Facebook Retargeting works at the most basic level. When people visit your website then they are added to your retargeting list, and you can display ads to those prospects on Facebook.
But, that’s only half of it!
The other half is where this gets really exciting. Facebook allows you to import a list of emails or phone numbers and then Facebook automatically matches those contacts to the corresponding user accounts.
Did you catch that? If you have a list of prospects and/or customers, then you can import that list into Facebook and then laser target your advertising to only those Facebook users.
For example, let’s say you have a list of prospects who requested a quote or a demo from you in the past 30 – 60 days. You can import that list and display ads to those “hot” leads to get them back into your sales pipeline.
Or, let’s say you have a list of customers who have already purchased your product or service. Using Facebook Retargeting ads you drive more repeat purchases or promote another relevant product or service.
How Do You Get Started?
The first step is to create a Facebook ad account if you don’t already have one set up. There’s no fee and this shouldn’t take more than a few minutes.
Once you have an account, then go to the Ads Manager page and click on “Audiences” in the left hand column. An Audience is simply the list of people that we are going to display retargeting ads to. So we need to set up the Audience lists before we can create the ad campaigns.
Next, click on the “Create Audience” button and choose Custom Audience. You’ll be presented with some options. Click on Website Traffic to set up your website retargeting pixel or clicck on Customer List to import your list of prospects or customers.
Once your Custom Audiences are set up, then you can create your ads like you normally do in Facebook and just make sure to select your Custom Audience under Step 2 of the ad wizard.
Want More Step-by-Step Training to Launch Your Ads?
To get more step-by-step help setting your ads, register for our upcoming live training called, “How to Profit with Retargeting!” on Friday, April 24th at 12pm – 1:30pm Eastern time.
When you attend this 90-minute online training, I’ll show you step-by-step how you can generate more leads and customers using this retargeting advertising.