5 steps to create your first retargeting campaign on Facebook Ads

When generating a Facebook Ads campaign with a goal of conversions or clicks directed to our website, it is normal that a good percentage of visitors do not take action immediately. This can happen for various reasons, for example, the user is in an early phase of the purchase cycle, our page did not load correctly, etc.

Thanks to Facebook retargeting we can once again impact this audience and show ads that end up convincing them to make their purchase or leave their contact information and therefore increase our conversion rate in campaigns.

How do I create a retargeting campaign on Facebook Ads?

1) First we must enter our ad account, choose "Audiences" in the "Tools" section and click on "Create audience". Then we must choose the option "Custom audience", where we will have 3 options:

• Client list
• Website traffic
• Activity in the application

In this case we will select the option "Website traffic".

Once this is done, we will have to accept the Facebook conditions and we will be able to see the pixel that we will have to implement in the source code of your web page.

3) Finally, we must click on create audience and this is where you can customize it, whether your ads appear for all the people who visited your site or only some sections or conditional rules. We must evaluate the best option that applies for our objective. When we have this configured we click on "Create audience".

4) Clever! The audience has been created and will start collecting data (according to the selected variables).

IMPORTANT: We must strike a balance between reach and targeting, as too much reach equates to a less relevant audience but too much targeting can result in too small an audience.

Now we must give the necessary time to generate users in the list (minimum 20 is what Facebook requests).

5) When the audience is active, we just have to click on that audience and choose the "Create ad" option. There we will have to carry out the same process as when we create a new Facebook Ads campaign. (segment countries, ages, interests, etc.)

If you're not already retargeting with Facebook Ads, here are a few good reasons:

• Your audience that sees your ads has already shown an interest in your products or service
• Greater relevance to the user
• Growing audience and adjustable to the objectives you have
• Higher CPC but with a better probability of becoming a potential or actual customer.

Some details to keep in mind when retargeting:

• We must use it only with those users who have not fulfilled the conversion action that we expect from them, otherwise it will not be valuable.
• Use striking texts and call to action that close the sale. Either with exclusive promotions or discounts.
• You can also use retargeting to execute Up-Selling or Cross-Selling strategies with users who have already converted.

I hope this article encourages you to create your first retargeting campaign with Facebook Ads if you haven't already.