Data Driven by Jeffalytics's video: 2020 Facebook Retargeting Guide and Cheat Sheet

In this video, we’re going to talk about the most profitable type of advertising you can do on Facebook – Retargeting. You can read the full post and download out Cheat Sheet here: https://www.jeffalytics.com/facebook-retargeting-guide/ Retargeting all starts with a little snippet of code called the “Facebook pixel.” Advertisers embed this snippet of code on their site. This code then allows the advertiser to track Facebook users who visit their website. This powerful little piece of code is the gateway to all sorts of useful information. Using the pixel, advertisers can identify: - Which pages on their site Facebook users visit - If they purchase a product - Which buttons they click - If they fill out a form to become a lead - If they watch a video, and much much more - Advertisers can then serve ads to their website visitors on Facebook using the information they collected. That's the gist of how remarketing works… I mean, retargeting? Wait, which one is it? RETARGETING VS. REMARKETING Retargeting or remarketing? How are they different? The answer – they're the same thing. Retargeting and remarketing refer to the same general activity of serving ads to users who visited your website. You might hear Facebook refer to this practice as retargeting, while Google calls it remarketing. But, generally speaking, these terms can be used interchangeably. HOW MUCH DOES RETARGETING ON FACEBOOK COST? The cost of your Facebook retargeting campaigns will depend on a few factors. You can estimate some of these factors, like the size of your audience and your website conversion rate, right inside your Facebook Ads account. Other variables, like the quality of your ad content, will be unknown until you test your ads. If you want to set a data-informed budget for your ad campaigns, you can use our FB Ads budget calculator. Download the Budget Calculator and learn more about how to use it here: How to calculate your Facebook Ads budget. The bottom line with retargeting is this: it almost always produces the highest ROI you can get from online advertising. HOW TO SET UP YOUR FACEBOOK RETARGETING ADS To get started with retargeting on Facebook Ads, you need two things. You need to have the Facebook pixel installed on your site. And, you need to build custom audiences for your ad campaigns. What if you don't know if you installed your Facebook Pixel? Or, you want to double-check that pixel is working correctly? You can use a handy little Chrome extension called the Facebook Pixel Helper to verify your pixel is in place and doing its job. With your pixel is in place, you can start building your audiences. 1) Locate your Audiences option inside your Facebook Ads Business Manager 2) Choose the option for creating a custom audience 3) Select your website as your source for your custom audience Creating a Facebook Retargeting Audience There are multiple ways to build custom audiences for your retargeting campaigns. The most common example for beginners is to build an audience that includes anyone who’s visited your website. If you want to get more sophisticated, you can also retarget people who have visited specific pages on your site. Here are some examples of custom audiences you can build based on the pages people have visited on your site: - Retarget people who completed a purchase on your site (Up-Selling). - Serve ads to people who have visited your product, service, or checkout pages without purchasing (Cart Abandonment). - Create an ad for those who submitted a lead form on your site (Lead Nurture/Follow-Up). retargeting leads - Or you could show ads to people who read your blog (Call to Action Funnel). retargeting blog visitors As you get more advanced with building your audiences, you can target people based on events (i.e. actions they take on your website). You can read the full post and download out Cheat Sheet here: https://www.jeffalytics.com/facebook-retargeting-guide/