Remarketing to Website Traffic or Website Events:
Remarketing to your website traffic or to those who have completed certain events happening on your site is most often the route businesses take. It’s the easiest way to remarket since the only thing you need to do to get started is install the Facebook pixel on the site with the optional setup of events, which I would recommend for conversion tracking. The next step is to let the pixel gather users with Facebook profiles who have been to your website or have completed events. Facebook will look at the site traffic and match it with the correct profile on the platform. If a certain user to the site doesn’t have a profile, they will not be put within the remarketing audience. This is the reason that you’ll often see more unique users in Google Analytics than what is gathered by the Facebook pixel.
Once the pixel is set up, creating the Facebook remarketing audience doesn’t require much work. Simply navigate to the Audiences portion of your Ads manager > click Create Audience > then Custom Audience. This is where you will see all of the sources for creating audiences from either your own sources or from Facebook sources. Since we’re creating it from your own website traffic, you can click on the Website source to get started. Now you will see the pixel that is connected to the Ads Manager account, along with the rules you can set up for this audience.
The setup of the rules can get detailed, so make sure you’re not getting so specific that the audience is too low to be utilized. You can set up an audience of website traffic based on users who visited the website as a whole or based on users who visited certain pages. You will need to think strategically about the the amount of time you would like to keep people in the audience, which can be set to a max of 180 days. When you build the remarketing audience off of users who visited certain pages, be sure to exclude pages or events that show the user converted.
You also can build remarketing audiences based off of the percentile of how long the user stayed on the site. For instance, if you want to make sure you’re staying in front of the users who were on the site the longest, you could choose the top 5% when it comes to the amount of time they stayed on the site. This can be combined with pages and events as well, so you can be as granular as possible.
Remarketing to Users Who Watched Your Videos:
One way to remarket to users is by building an audience based on certain videos they watched or the amount of certain videos they’ve watched. The first step is to figure out the audience according to how long of a video they watched, and then choose the videos. This is something you can still utilize even if you didn’t set the Facebook pixel up until recently because since it is a Facebook source, they’re tracking this for you. Unlike your sources, this source can go back to 365 days, so think strategically about the amount of time, the videos, and how far into the past you’d like to go back.
This way of building audiences is great to move people from the awareness stage to the consideration stage based on whether or not they watched a video. For instance, if they watch a certain video and you build a remarketing audience, then you can use that audience with a landing page views objective to show only those users the ads that will get them to your site.
Remarketing to Users on a Customer List:
Most businesses keep a list of previous purchasers, potential purchasers, and top spenders—and more often than not, they’re being used for email segmentation. These can simply be exported from CRM programs or e-commerce platforms at any time with most of the data needed coming along with it.
You will need to upload the CSV file or set up the integration with Mailchimp. The only thing you need to do before uploading the file is to make sure the column headers within the CSV file are set up with the ones Facebook states. This is where more data means more accuracy! I often make sure I include the user’s email, first name, last name, city, state, and country, if possible.
Once you upload the list, it will take some time to match it against the users on Facebook and Instagram.
Remarketing Based on Your Lead Forms:
When lead forms were created for Facebook, they were being used to generate leads for companies by letting the user fill out a form without ever leaving the platform. It simplified the process and filled in certain information automatically based on the user’s profile information. Facebook can build audiences based on users who opened your lead form, opened them but didn’t submit them, or opened them and submitted them.
Building audiences based on these users is a great way to communicate certain messages to users according to what they did on certain forms.
Remarketing to Users of Your Instagram Business Profile or Facebook Page:
More often than not, companies set up their Instagram profile or Facebook page before they set up their Facebook pixel. This is when you can utilize your Instagram Business Profile or Facebook page to build audiences and remarket to users based on what they did while on your profile or page. Since this is a Facebook source, you can go back as far as 365 days to build a larger audience.
The ways in which you build this audience are just as simple as the ways of building the others. The choices can be as broad as everyone who engaged with the profile or page or as granular as people who saved a post or an ad. You can exclude users within this audience as well to get the audience as exact as you would like.
The Bottom Line
The most important thing to remember is that there is not just one way of building an audience or remarketing to that audience. By taking advantage of these different routes through Facebook and Instagram, you are keeping your brand front-of-mind and moving your audience even closer to your ultimate goal—closing the sale.