Facebook Remarketing Campaigns
If you’re considering a Facebook remarketing campaign, there are a few things to keep in mind.
The steps to creating a successful Facebook remarketing campaign are similar to any remarketing campaign. These steps include choosing and defining your audience, designing your campaign, and measuring results.
Choosing an Audience
Deciding to run a Facebook remarketing campaign probably means you’ve already got an audience in mind. It could be people that have visited your website, read a certain blog post, looked at a product, or downloaded an eBook.
To remarket to these people, Facebook needs to be able to identify them. That means you need to have the Facebook pixel installed on your website. Most Facebook marketers already have the pixel installed, but if not you can find general instructions here.
If you have a WordPress site, it’s easier for most people to use a plugin to install the Facebook pixel. Here are Castle Marketing we use a plugin created by PixelYourSite. After creating and installing your Facebook Pixel, you can check that it’s working properly by installing this Chrome extension, Pixel Helper. It will allow you to make sure that your pixel is installed on all pages and that your Events are working right.
After making sure your pixel is working, you can use the data gathered by the Facebook Pixel to create a custom audience. If you just created and installed your pixel, we suggest giving the pixel at least a couple weeks to start gathering data before creating a custom audience.
To create a Facebook custom audience, enter your Ads Manager account, find the Audiences tool, click “Create Audience”, and select “Custom Audience.”
For most Facebook remarketing campaigns, you will select the option for Website Traffic, though the other options may also be useful in other scenarios.
You can select all website traffic in a certain time period, exclude certain webpages (like thank you pages), or only include certain pages (like specific products).
After you create the audience, you may receive an error saying your audience is too small. Be patient. We’ve often received this error initially until Facebook finished populating the custom audience list. If after 24 hours you’re still receiving the error, your audience may indeed be too small for a Facebook remarketing campaign.
Facebook remarketing campaigns can be a great option for businesses that want to improve their social media marketing strategy.
Designing A Campaign
After choosing your audience and creating your Facebook custom audience, you need to design a campaign that will reactivate lost or previous customers. Do you want these customers to call, revisit your website, buy a similar product, or read a new blog?
Choosing the type of Facebook ad, budget, and placement will depend on your goals for the campaign.
There will be some trial and error in determining what works best, which leads us the the third, and arguably most important, step.
Constant monitoring is important for any Facebook remarketing campaign. Is your campaign leading to sales, conversions, or other results? If not, it might be time to reevaluate your strategy. Are you targeting the right people? Is your remarketing offer enough to generate interest? Is your ad on the right platforms?
If your remarketing campaign is not generating the kind of response that you need or want, Castle Marketing may be able to help. We have expertise in all types of social ad campaigns, including Facebook remarketing. Contact us today to get started.