Master Facebook Remarketing
Remarketing is so effective because it allows you to target users based on an action they’ve already taken on your website or social accounts. Thus, you have the advantage of knowing how they’ve already interacted with your brand, and in what part of the funnel they reside.
The most common form of Facebook remarketing is called Custom Audiences
Get Familiar with Custom Audiences
For a more granular understanding of Facebook remarketing, you should gain facility with Custom Audiences. Custom Audiences allow you to target five different user segments:
- Customer File. Match email addresses, phone numbers, and Facebook user IDs to existing Facebook accounts and target those accounts.
- Website Traffic. Target people who have visited your website, or visited specific pages of your website.
- App Activity. Target people who have launched or interacted with your app or game.
- Offline Activity. Target people who have interacted with your business in-store, by phone, or through other offline channels.
- Engagement. Create a list of people who engage with your content on Facebook or Instagram.
With each of these segments you have the (highly recommended) option of adding layered behavioral, demographic, and interest targeting to refine your audience. Don’t just settle for getting your ads in front of prospects and customers who have previously interacted with your brand—layering traditional Facebook targeting atop those lists can help you reach the most qualified prospects.
Knowing how to create and execute campaigns using Custom Audiences is the crux of Facebook remarketing. For tips on getting the most out of your Custom Audiences, and for information on how Custom Audiences are changing in the coming months—due to the GDPR (General Data Protection Regulation), Facebook is implementing a Custom Audiences permission tool that will require you to provide proof of consent before utilizing Custom Audiences.
Experiment with Lookalike Audiences
Facebook lookalike audiences exist in the space between layered (behavior, interest, and demographic) targeting and remarketing (utilizing Custom Audiences). Creating lookalikes is the practice of leveraging the information you’d use to create Custom Audiences to instead create audiences that have similar characteristics, but represent a new segment of potential customers.
Implement the Facebook Pixel
This is a Facebook ad tip you don’t want to miss. What exactly is the Facebook Pixel? Well, way back in the day (2015) advertisers had to install multiple pixel codes on their website to track different conversion metrics. Each new landing page for each new promotion required a new pixel—a sustainable practice in small doses, but pretty cumbersome the bigger and more complex your ad strategy got. Enter Facebook Pixel.
Like Custom Audiences, lookalike audiences are best utilized in conjunction with layered targeting. Adding layered targeting to lookalike audiences is specifically an effective way to control audience size—say, if you’re worried your lookalike is unqualified, or too large for your budget. Facebook also gives you the option to manually increase audience size on a sliding scale from 1 to 10.
Leverage Audience Insights for Audience Creation
Audience Insights is a tool which allows you to pull from self-reported Facebook data (information given by Facebook users when they fill in their profiles) and third-party data (information like household income, purchasing behavior, etc. pulled from external partners) to create new audiences. Where specifically does this data come from? Facebook gives you three options: glean insights from everyone on Facebook, from people connected to your Page, or from an existing Custom Audience.
From there—much like the Custom Audience creation process—you’re going to want to layer interests (like competitor pages!) and behaviors atop your audience to refine your insights as much as possible
Facebook Behavior, Interest, & Demographic Targeting
If you’re a newer business with marginal website traffic, you probably have little in the way of remarketing options. If that’s the case, your best bet is going to be what’s called manual, or layered targeting. Manual targeting is the process of creating audiences based on:
- Behaviors—reach users based onpurchase behaviors, intent, device usage, and more.
- Interests—reach users by looking at their interests, activities, the pages they liked, and closely-related topics.
- Demographics—reach users by location, age, gender, language, relationship status, and more.
The modus operandi when creating audiences with layered targeting is to start broad then move gradually toward more qualified, refined subsets. Because you’re starting from scratch, you’re CPA is likely going to be a little higher than if you were remarketing to a custom audience, but still—when done correctly, layered targeting can be an effective way to hack your sales funnel.