5 Tips on Facebook Retargeting Ads

When it comes to advertising on social media, Facebook remarketing campaigns are some of the best ways for e-commerce stores to drive return-on-ad-spend (ROAS). 26% of customers will return to a site through retargeting and website visitors who are retargeted with ads are 70% more likely to convert on a retailer’s website.

This makes sense. Targeting individuals who have already interacted in some way with your business means that they are more likely to be ready to purchase, knowing who your brand is and what you sell. This is especially important because it’s hard to convert cold traffic, especially when you are targeting based upon broad assumptions on your target customer’s age, gender, and interests.

So how can you drive the best return on ad spend from your Facebook remarketing campaigns? Here are our five top tips.

First of all, what is Facebook Remarketing?

Facebook remarketing (or retargeting) is a way of reconnecting with Facebook users who have previously visited your website. This is achieved by installing a tiny piece of JavaScript known as a Facebook pixel on your webpage(s), which relays information back to Facebook.

Additionally, you can easily segment within your custom audience, creating layers of other targeting such as demographics and interest, allowing you to be even more relevant with your content.

1. Ensure That Everything is Setup Correctly

As mentioned above, the Facebook Retargeting pixel is a small snippet of code that needs to be installed in the header of your website (it’s similar to installing Google Analytics on your site). It does not impact your website in any way and there are a number of free plugins that allow you to implement the pixel easily - PixelYourSite is an excellent option

Once you have installed the pixel you can double-check whether the pixel is working by using a Chrome extension from Facebook, Facebook Pixel Helper. You can also check here from your business account to see whether the pixel is installed or not.

It’s also worth taking the time to import your product catalogue, set up product groups and implement any custom conversions or events you’ll want to use in your remarketing. The more detailed your setup, the more options you’ll subsequently have!

Not sure where to start? Give us a call.

2. Upsell or Cross-Sell with Dynamic Retargeting Ads

Facebook’s Dynamic Ads allow you to upsell, offering a higher margin product or service based upon a user’s past browsing or purchase behavior. For example, if you sell fitness shoes, you could then advertise a smart fitness watch to those who have purchased the shoes already. For your cross-selling campaigns, you can offer a complementary product or service. For example, if someone purchases running shoes, you can cross-sell with socks. This is a great way of increasing that all important customer lifetime value!

3. Recover Abandoned Carts

We recently wrote an entire guide on shopping cart abandonment emails so it makes sense that we would include abandoned cart ads as one of the musts of Facebook retargeting ads. While upselling is great for generating sales from existing customers, it’s important not to forget those who have not converted just yet.

More than 90% of people who visit your website the first time will not purchase your product. In reality, that number is higher for a lot of websites. Dynamic abandoned cart ads are a must for recovering lost customers!

While we know you are already sending out fantastic abandoned cart emails but taking a multi-channel approach and remarketing to those potential on Facebook just gives shoppers another touch point. Using your Facebook pixel, you can create an abandoned cart event, then serve an abandoned cart ad, specifically promoting the products they abandoned.

If possible, we recommend using a targeted offer to entice customers to complete checkout.

4. Reward VIPs

Some e-commerce stores have figured out who their VIPs are based upon customers with the highest customer lifetime value. We recommend identifying your VIP customers and targeting them with exclusive offers, early access to sales, and one-off discounts. Not only can this be a profitable exercise, it will also allow you to turn your VIP customers into brand evangelists and advocates. Who doesn’t want more of them?

5. Top of the Funnel Traffic

To make use of these remarketing tactics, you’ll first need to have a reasonable amount of web traffic to advertise to. If you do, it might be tempting to throw everything and the kitchen sink at retargeting ads. The problem is that you are only targeting existing visitors or customers, you won’t drive new traffic to your store.

Your Facebook remarketing campaigns, and remarketing in general, will only be as effective as your traffic generation strategy and ideally, they should work in tandem with consistent messaging and branding.


Why not book a marketing consultation and chat with one of our social media experts? Not only can we help you with the set-up of your retargeting ads, but we can review the performance of your other social advertising and ensure that they are optimized, your brand is properly represented, and that you are getting the most from your social advertising spend.