How to set up Facebook Ads for Retargeting

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Fire up your funnels with Facebook Ad Remarketing

  1. The contextual power of remarketing
  2. Track every action and leverage
  3. Cross-Platform integration (example: remarketing organic traffic with an Instagram story ad)

Why Remarketing is so important.

  1. 161% Conversion Rate Rise From Google Remarketing Campaigns
  2. First Time Isn’t the Charm for 97% of E-Commerce Visitors
  3. 47% Say Privacy Is Worth Ditching for a Better Deal(They don’t mind being tracked)

Remarketing Basics : 

Contextual Marketing:

What is it?

Contextual marketing is an online marketing model in which people are served with targeted advertising based on terms they search for or their recent browsing behavior.

In relation to remarketing/retargeting audiences, this would be the most accurate definition. This is not limited to just tracking traffic from your site and serving them an ad. We can also in a sense “remarket” behaviors, similar sites and actions people take and serve them an ad accordingly.

But that is all really out of the scope of this lesson. We are going to be focusing purely on taking your current website traffic and leading them through your funnel. 

What makes that contextual? Well they have already been to your site, they saw your materials, you are on their mind already. So when you serve an ad either on facebook, or a display or youtube ad, or yea even a Gmail ad. They will be like ohhhh them again, let’s see what they have to offer. Your ad will have more relevance, and give them a better reason to come back and take action.

Tracking Every Action:

This seriously is mindblowing and it takes contextual marketing even deeper. You have probably seen this before, when you are about to place an online order then you leave. You are suddenly hit with an email, “heyyy go back and finish placing your order” or “Don’t worry, we saved your cart, click here and finish your order”.

On your site, you can do the same thing with emails and with ads. And not just for the order form. 

You can track which pages or blogs they visited and send them a relevant video ad pushing a certain product-related. You can set up an ad that will push to sell the next product in your funnel. 

For example, you have a book that you are basically giving away for free just to get them started. Now that they bought the book, you can start hitting them with facebook or Instagram ads talking about the book and how you can dive deeper with the online course you are selling.

Cross-Platform integration

Now the possibilities are endless. This is not as complicated as it sounds.

Cross-platform means that we can take traffic generated by one source and remarket it with a different source. Like, if you have a great Youtube channel and it is sending affiliate traffic to your website. You can now retarget that new traffic on Facebook with your cool new product when they inevitably visit Facebook.

Which is pretty cool because you might have thought that google traffic is specific to google and facebook traffic is specific only to facebook.  Not so.

How does that work? Simple. Your site is the gathering space for all your traffic. So once you put a facebook tracking pixel and a google ads code on your site. It doesn’t matter how they got to your site. They are now entered into both facebook and google remarketing audiences that you specify in those platforms.

This Tutorial I will show you how to simply add a facebook pixel to your site use an event to further optimize conversions on the site, then how to retarget anyone who completes the event.

An event is a supplementary piece of code that Facebook provides. This code can be placed anywhere. But we will put this event on the thank you page of an email subscription form. This way we can optimize Facebook ads that will push for initial subscriptions and target those more likely to subscribe.

(The Facebook pixel can be used in two ways (probably more). 1) To optimize conversions for an ongoing ad. 2) To create retargeted audiences of those who visited certain pages, or completed certain actions.)

Step 1:  Setting up your pixel

If you have Facebook, you have Facebook ads. The ads we will create should be from your Facebook business page. Meaning when someone is served the ad, they will see it is from your business page. This can all be set up here:

Once you have your account set up and connected to your Page, we can create the pixel to install in your website.

The pixel can be found in the menu called events manager. Hover over the hamburger menu on top left corner – then hover over tools – you will see events manager, click it.

Click ad new data source then select Pixel. Choose a name then click Create.

Create a new pixel that will attach to your Page, and Facebook will allow you to either add the code manually to your site, or they will assist you by connecting to your site provider automatically (#awesome).

You will be shown different ways to use events, the one we are looking for is subscriber event. This is the code we will put on the thank you page.

To verify that you actually have the pixel on your site you should add the Facebook pixel helper to chrome

Step 2: Website integration

Yay, you made it here! 

Add it using partner integration 

Simply find the platform you wish to integrate with and your pixel will be integrated with a few clicks.

Part 1: Adding your pixel to the header of your website. 

The header is the section of the site that has all the information of the site that you don’t see. This is where we can add all sorts of tracking and SEO data.

You can simply do this by finding where your provider lets you edit the header code. Just copy and paste the code into the section, save it and check with the pixel helper that it is complete.

I personally use WordPress. I use a plugin called headers and footers so I can add the code I need without it getting deleted when WordPress themes update etc.

Part 2: Subscription Event tracking

This is a bit more technical so go over this a few times. 

The most simple way to make this happen is if you have a thank you page after someone subscribes. On this page, you will take that small piece of code provided by Facebook and placing it in the thank you page code, or on an HTML widget provided by your web host.

This can vary on a case by case basis, so feel free to reach out for more help.

Step 3: Creating the Audience

Now your website is grabbing visitors and hopefully firing the pixel after any subscription.

So we can now create a Facebook ad specifically targeting those who made it to the “Thank you” Page. 

Since the visiting the Thank you page caused the event to fire, we can use that event to create the custom audience.

Now, within the events manager, you will click on “create audience”. Make sure the correct pixel is chosen then click the dropdown that says website audience. You will see your events in that list. Select the correct event. Then click” create audience”.

That’s it! Now you built your audience. You can now use that for creating retargeting ads. Something we will get to in another lesson.

Bonus Strategy or Tip: 

You can use the subscription event to create ads that will optimize for people who are likely to subscribe. So Events are basically a double edge Sword Shark….

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