How to use reach targeting for website retargeting

Website retargeting is used to reach those audiences most likely to convert. In the same way, it is a very effective tool to obtain the best returns for the acquisition of new clients, at any stage of the conversion funnel. 

While the retargeting goal is good for driving conversions, the Reach goal is also great for mobilizing your audience to take action. 

Why use an Outreach campaign?

• Allows you to reach more users within your audience
• Prevent Facebook audience optimization processes from reducing the size of your target too much. 
• Avoid overexposing an ad as delivery peaks can be set for one piece. 
• The audience of a campaign is updated by constantly adding new users.

How to create a retargeting campaign? 

Before creating a campaign, the first thing is to create the audience. For this we can use as an example of segmentation criteria, those users who visited your website in the last 3 days and did not make a conversion. This duration and stage in an audience's conversion funnel has been shown to perform highly in retargeting campaigns. However, so that this audience is not impacted too many times with an ad, keep in mind that the size of this group must be greater than 1,500 people, which translates into 500 users per day.

In cases where the numbers of visits are hundreds of thousands of visitors or more, you can do such segmentation for the page of a particular product and then place this product in the ad of your campaign. 

To create your website's custom audience in the Facebook audience dashboard, click Create Audience, open the Custom Audiences menu, and then click Website. 

Select the criterion "all site visitors" and change the duration time to 3 days. Then activate the "Exclude people" dropdown tag, select those who have made a purchase in the last 180 days and finally give your audience a name.

If in your case you have a site with a large number of visits, simply change the condition of "all site visitors" and enter a specific URL.

Create your outreach campaign targeting retargeting

Now with the audience created for this campaign, head over to the ad manager. Click on "Create campaign", select the objective of "Scope", determine the budget and finally give it a name.

The goal is to reach as many users as possible in a 3-day window.

If you are currently running a retargeting campaign, using another objective such as Conversions, I recommend that you use the following calculation to determine the amount of your investment. 

Take the size of your audience from the last 3 days, round it up and divide it by 1000 to have a closed number. For example, if your audience is 2500 visitors rounded to 2000 and dividing it by 1000 would give you 2.

Multiply your answer by the cost per 1000 people reached in your conversion campaign, to get your initial daily budget. In this example, let's say your current cost per 1000 is $20, so your initial budget should be $ 40 per day (2 * 20).

In the ad set section, select the dates your campaign will run as well as the audience you previously created.

Keep in mind that when selecting an age or gender range, it is convenient for you to be as wide as possible, but keep in mind that it must respect the parameters of your ideal audience.

Subsequently, in the Locations section, select the option “Manual locations” so that you can choose the ones with the best quality, which in this case are the Facebook and Instagram news and stories sections.

Finally, to configure the ad set, in the Spending Controls and Optimization section, select the Frequency limit. If you want to run an aggressive campaign, make the frequency once a day, so that the user sees your ad 3 times before leaving the group of users who visited your site and did not convert, within the last 3 days .

Either way, if you run a campaign where the Frequency Cap is 1 impression every 3 days, you could also reach out to your audience without running the risk of being saturated with too many messages.

The best ad for this type of campaign

Finally, to create your campaign, you must configure an ad that serves as a reminder of whatever each user has seen on your website. This type of part creates a sense of urgency and should elicit user action.

In the Ads section of your campaign, select your Facebook page and Instagram profile, as well as the format of the piece you are going to use. Keep in mind that no format is more effective than another on its own. The success of a piece will depend on many variables such as creativity, the proper selection of your audience, your budget, etc.

Similarly, your ad copy should capture the user's attention in the first few words, since only the first characters of your message will be displayed, unless the user wants to read more.

For the rest of the copy it is important that you show the same information that your users saw on your website or in any other advertisement you have running.

Conclution

This campaign structure allows you to run the same ad for longer than in a conversion campaign, since by being able to configure delivery maximums you can avoid overexposure of your ad.

It is important that in the other campaigns that you are running, you exclude the users of this audience, so that the same people are not exposed to too many messages from your brand.

The results of retargeting campaigns are the product of the visit of a user who is really interested in your offer. That is why it is very important that you configure your other campaigns as a whole, since the retargeting public is nourished from these audiences.