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 theyβre 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.
Getting Started
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 βfacebook.com/adsmanagerβ 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 βPixelsβ option under the βMeasure and Reportβ section.
This will take you to the βData Sourcesβ page, where youβll find the pixel code corresponding to your ads account. To get your pixel, click on the βSet Up Pixelβ button, then click on βManually Add Pixel Code To Websiteβ. 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 youβre using WordPress, go to your siteβs dashboard, move over the βAppearanceβ tab in the sidebar menu, and click on the βTheme Editorβ option.
In the following page, locate βTheme Headerβ under the βTheme Filesβ menu and click on it. What youβll do now is to locate the β</head>β tag and paste the pixel code right above it. Now click on βUpdate Fileβ 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 βContinueβ.
In the following page, click on βManually Add Event Codeβ. Now click on the βView Contentβ option. Scroll down this page and copy the event code. Now go back to WordPress and paste this code right below the β</head>β tag. Then, click on βUpdate Fileβ.
Awesome! Now the tracking code is fully installed and working on your site, so you can create retargeting campaigns, so letβs get to it!
Creating A Retargeting Campaign
Creating a Facebook retargeting campaign is fairly similar to creating a traffic campaign, so what youβll do is to go to your ads manager dashboard, and then youβll click on the βCreate Adβ button.
Once in the campaign creation page, select βConversionsβ as the marketing objective.
Next, enter the name of this campaign, click on βSet Up Ad Accountβ, and then click on βContinueβ.
Now it is time to set up the ad set. Start by entering the name of this new ad set into the βAd Set Nameβ field.
Now move to the βConversionβ section. Make sure that βWebsiteβ is selected as the βDestinationβ, Then, click on the βConversion Eventβ field and select βView Contentβ as the conversion event. Leave the βCost Controlβ field empty and move to the βAudienceβ section.
Here we are going to define the retargeting audience just like we did in the previous lesson, so letβs start by selecting the target locations. Next, letβs select the βAgeβ, and then the βGendersβ. Lastly, letβs open the βDetailed Targetingβ section to define the detailed targeting with keywords.
In βPlacementsβ we are going to leave βAutomatic Placementsβ selected, so letβs move to the βBudget and Scheduleβ section.
Here you simply select βDaily Budgetβ as the budget strategy, and βRun My Ads Continuously Starting Todayβ as the schedule.
Enter your daily budget into the amount field, and click on βContinueβ to start creating the ad.
First, enter the name of the retargeting ad into the βAd Nameβ field. Now move to the βIdentityβ section, click on the βFacebook Pageβ 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 youβll do now is to click on the βUse Existing Postβ tab.
Now click on theΒ βSelect Postβ button. Next, select the Facebook post that you are going to retarget and click on βContinueβ.
Now preview your retargeting ad in the preview window to the right, click on βReviewβ to review your campaign settings, and thenΒ click on βConfirmβ to launch the campaign.
And thatβs it! An easy way to create Facebook Retargeting campaigns so you never miss the chance of converting a website visitor into a Facebook lead!