How To Retarget With Facebook Ads - Full Custom Audience Tutorial

Introduction

In this tutorial, you'll learn how to effectively retarget your audience using Facebook Ads. Retargeting is a powerful strategy to engage users who have previously interacted with your brand, leading to higher conversion rates. This guide will walk you through the steps to create custom audiences for retargeting on both Facebook and Instagram, ensuring you capture the attention of warm leads.

Step 1: Understand Retargeting

• Retargeting involves displaying ads to users who have previously visited your website or engaged with your content.
• It helps in reminding potential customers about your products or services, encouraging them to return and complete their purchases.

Step 2: Create Facebook Ads Custom Audiences

• Navigate to your Facebook Ads Manager.
• Click on the "Audiences" section.
• Select "Create Audience" and then choose "Custom Audience."
• Choose the source of your custom audience:
  • Website visitors
  • Customer/email lists
  • Video viewers
  • Engagement with lead forms
  • Instagram or Facebook followers

Step 3: Retarget Website Visitors

• In the "Custom Audience" section, select "Website Traffic."
• Choose criteria for your audience:
  • All website visitors
  • Visitors to specific pages
  • Visitors who spent a certain amount of time on your site
• Set the duration for how long a user remains in this audience (up to 180 days).

Step 4: Retarget Customer or Email Lists

• Select "Customer List" as your audience source.
• Upload your list of customer emails.
• Ensure your data is formatted correctly (CSV or TXT file).
• Match your audience to Facebook users for effective retargeting.

Step 5: Retarget Video Viewers

• Choose "Engagement" as your custom audience type.
• Select "Video" and specify the criteria based on how much of the video users watched (e.g., 25%, 50%, etc.).
• This allows you to target users who have shown interest in your video content.

Step 6: Retarget Lead Form Engagers

• Again, in the "Engagement" section, select "Lead Forms."
• Choose the specific lead form users engaged with.
• This targets individuals who showed interest in your offerings but may not have converted.

Step 7: Retarget Instagram Followers

• For Instagram, select "Engagement" and choose "Instagram Account."
• You can target users who have interacted with your Instagram profile, posts, or ads.
• This helps in re-engaging your social media audience.

Step 8: Retarget Facebook Followers

• Similar to Instagram, use the "Engagement" option for your Facebook page.
• Target users who have engaged with your posts or ads, increasing your chances of conversion.

Step 9: Create a Lookalike Audience

• After setting up your custom audiences, consider creating a Lookalike Audience.
• This helps you reach new users who are similar to your existing customer base.
• Select your custom audience and specify the location and size of your Lookalike Audience.

Step 10: Add Retargeting Audience to Facebook Ad Campaign

• When creating a new ad campaign, navigate to the audience section.
• Select your custom audience from the list you created.
• Ensure your ads resonate with the interests and behaviors of your targeted audience.

Step 11: Update Facebook Custom Audiences

• Regularly update your custom audiences to keep them relevant.
• Remove users who have converted and refresh the audience based on new data.
• This ensures your retargeting efforts remain effective.

Step 12: Structure Facebook Ads Retargeting

• Use a clear structure for your retargeting ads:
  • Hook the user with an engaging headline.
  • Highlight the benefits of your product or service.
  • Include a strong call-to-action (CTA) to encourage clicks.

Conclusion

Retargeting with Facebook Ads is a strategic way to engage potential customers who have previously interacted with your brand. By following these steps, you can create effective custom audiences and enhance your advertising efforts on both Facebook and Instagram. To maximize your results, regularly analyze your campaigns and adjust your strategies based on performance data. Start implementing these tactics today to boost your conversion rates!