Creating A Facebook Retargeting Campaign
There are going to be a lot of times when you get website visitors that will simply forget that your business exists a few minutes after, even if they liked your content and intended to visit your site again, simply because they get distracted with something else.
Because of this, Facebook offers an amazing marketing service called retargeting. With retargeting, Facebook tracks users that visit your website and shows them your content when theyâre on Facebook.
This is a very technical marketing method for advanced users, but in this lesson, we are going to show an easy way to create Facebook retargeting campaigns in just a few clicks.
Retargeting works by tracking Facebook users that visit a website using a tracking code called the Facebook Pixel. The Facebook Pixel is simply a line of code that you have to install on your website once, and you will find it right on the ads manager.
So, you have to start by visiting the âfacebook.com/adsmanagerâ URL while logged in to your Facebook account.
Next, you are going to click on the menu icon in the top bar and then on the âPixelsâ option under the âMeasure and Reportâ section.
This will take you to the âData Sourcesâ page, where youâll find the pixel code corresponding to your ads account. To get your pixel, click on the âSet Up Pixelâ button, then click on âManually Add Pixel Code To Websiteâ. Now you are going to click on the code to copy it to your clipboard, so you can install it on your site.
Installing The Retargeting Code On Your Site
You are going to install this code into the header section of your site. This will depend on what type of content management system you use. We currently use WordPress, so in this example we are going to show you how to install it on a WordPress site, though adding the code in that section of your site is going to work the same on other CMS.
If youâre using WordPress, go to your siteâs dashboard, move over the âAppearanceâ tab in the sidebar menu, and click on the âTheme Editorâ option.
In the following page, locate âTheme Headerâ under the âTheme Filesâ menu and click on it. What youâll do now is to locate the ââ tag and paste the pixel code right above it. Now click on âUpdate Fileâ to install the code on your site.
Now go back to where you left on Facebook and check that the pixel is active.
Once the pixel shows activity, click on âContinueâ.
In the following page, click on âManually Add Event Codeâ. Now click on the âView Contentâ option. Scroll down this page and copy the event code. Now go back to WordPress and paste this code right below the ââ tag. Then, click on âUpdate Fileâ.
Awesome! Now the tracking code is fully installed and working on your site, so you can create retargeting campaigns, so letâs get to it!
Creating A Retargeting Campaign
Creating a Facebook retargeting campaign is fairly similar to creating a traffic campaign, so what youâll do is to go to your ads manager dashboard, and then youâll click on the âCreate Adâ button.
Once in the campaign creation page, select âConversionsâ as the marketing objective.
Next, enter the name of this campaign, click on âSet Up Ad Accountâ, and then click on âContinueâ.
Now it is time to set up the ad set. Start by entering the name of this new ad set into the âAd Set Nameâ field.
Now move to the âConversionâ section. Make sure that âWebsiteâ is selected as the âDestinationâ, Then, click on the âConversion Eventâ field and select âView Contentâ as the conversion event. Leave the âCost Controlâ field empty and move to the âAudienceâ section.
Here we are going to define the retargeting audience just like we did in the previous lesson, so letâs start by selecting the target locations. Next, letâs select the âAgeâ, and then the âGendersâ. Lastly, letâs open the âDetailed Targetingâ section to define the detailed targeting with keywords.
In âPlacementsâ we are going to leave âAutomatic Placementsâ selected, so letâs move to the âBudget and Scheduleâ section.
Here you simply select âDaily Budgetâ as the budget strategy, and âRun My Ads Continuously Starting Todayâ as the schedule.
Enter your daily budget into the amount field, and click on âContinueâ to start creating the ad.
First, enter the name of the retargeting ad into the âAd Nameâ field. Now move to the âIdentityâ section, click on the âFacebook Pageâ menu button, and select your Facebook business page.
Because your retargeting targets come from viewing on your site, the best strategy here is to show them more content by targeting them with one of your page posts. So, what youâll do now is to click on the âUse Existing Postâ tab.
Now click on the âSelect Postâ button. Next, select the Facebook post that you are going to retarget and click on âContinueâ.
Now preview your retargeting ad in the preview window to the right, click on âReviewâ to review your campaign settings, and then click on âConfirmâ to launch the campaign.
And thatâs it! An easy way to create Facebook Retargeting campaigns so you never miss the chance of converting a website visitor into a Facebook lead!
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