Facebook Retargeting Strategy — How To Set Up Facebook Retargeting With Custom Audiences | TBS #332

Most people set up retargeting ads the wrong way, by simply retargeting all website visitors that come to their website. That is almost never a good idea because it’s unsegmented traffic.

Here’s the right way to do it:

Go to your Facebook ad manager and look for the menu “Audiences”. Then click on “Create Audience” and select “Custom Audience” from the drop down menu. That’s what we need for retargeting.

In order for this to work your Facebook pixel needs to be set up and installed on all pages of your website. Most software like Shopify or ClickFunnels allows you to post the tracking code or pixel ID onto all pages of the website, which makes this easy and straight forward.

I’ve written another article on how to set up your Facebook pixel and you’ll find tutorials online, so I won’t cover this in detail in today’s post.

When you set up your custom audience, make sure you select “Website Traffic”. There’s other ways to create retargeting campaigns. For example with customer lists, but today we’ll focus on retargeting abandoning website traffic which is useful for many occasions.

Once you select “Website Traffic” you want to select “People visiting specific web pages but not others” to create your retargeting list.

In the “Include” field you now include the exact URL of any product pages you want to retarget. I would only include your main item or best-selling product to laser-focus your retargeting audience.

In the “Exclude” field you want to add the keyword “thank_you” since that is the string Shopify uses on the post-purchase thank you page.

So now you have a retargeting audience that only includes people who have visited your best-selling product page, but haven’t purchased. Can you see how effective this is? And can you see why it’s more effective than retargeting all traffic including buyers?

People who have bought your item don’t want to see a retargeting ad for the product they just bought. And you don’t want to spend money advertising a product to people that they have already purchased.

That’s why you need to use inclusion and exclusion rules.

Once your custom audience is ready and has enough data, you can create an ad and in the targeting settings simply select your custom audience. Now your ad will be shown to your custom audience only, which should make your campaign very effective and profitable.