How to create retargeted ads on Facebook
Facebook ads are hugely popular with businesses. Why?
Put simply, there’s so much content out there, there’s virtually no chance of your posts being seen by anyone organically (aka. for free) if you’re a business.
…I also have a sneaky suspicion that this is also due to Facebook’s newfound shareholders.
In any case, Facebook ads offer you a unique opportunity to reach an even BIGGER audience, and they can offer a better ROI compared to other forms of advertising.
If you’re new to Facebook ads or have been using them for a while, you need to check out the custom audiences option for retargeted content…
What are Facebook retargeted ads
Put simply, retargeted content is a way for you to reconnect with audiences that you’ve previously engaged with. For example – existing fans, people that have visited your website, or existing customers that you have email addresses for.
Facebook retargeting options
Here are the four custom audiences that you can create retargeted content for:
Website visitors
This is the one that you’ll probably recognise, as I’m sure you’ve already seen retargeted ads after you’ve visited a website. Very popular with e-commerce brands.
You’ll need to add a bit of code to your website, which tracks users, but it’s straight forward enough.
Facebook fans
This is one that you probably use already, but you don’t think of it as a retargeting option. You can setup a custom audience ad that targets existing fans of your Facebook page. Why? Well it’s far easier to sell to people that already know you, as apposed to brand new customers
Email subscribers
Have you sent our a newsletter email recently? This is a good way to follow up with your existing customers and target people from your list that are on Facebook. It’s very easy to setup, you can either import a list of email contacts directly to Facebook, or you can connect with MailChimp.
Similar audiences
This goes far beyond targeting your existing fans and their friends (which you’ve probably seen). As your customers will likely share similar interests, you can create a Lookalike audience, which essentially uses the data from your email subscribers or existing fans, to target people that show similar behaviour.
That’s it!
Retargeted Facebook ads are a great way to keep front of mind, and works best when targeting very specific content to an already engaged audience.
Have you tried Facebook’s retargeted content? Let me know!
Rhys Gregory
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