{"id":2826,"date":"2018-02-14T15:27:20","date_gmt":"2018-02-14T15:27:20","guid":{"rendered":"https:\/\/karolakarlson.com\/?p=2826"},"modified":"2019-09-29T16:08:22","modified_gmt":"2019-09-29T16:08:22","slug":"facebook-retargeting","status":"publish","type":"post","link":"https:\/\/karolakarlson.com\/ro\/facebook-retargeting\/","title":{"rendered":"Facebook Retargeting Campaigns \u2013 The Practical Guide for 2018"},"content":{"rendered":"<p><strong>Facebook retargeting campaigns are a must-have in every Facebook advertising strategy.<\/strong><\/p>\n<p>Why?<\/p>\n<p>Imagine this scenario\u2026<\/p>\n<p>You\u2019re advertising your product to a large group of people. But although they clicked on your ad and checked out product, they weren\u2019t willing to make a purchase right away.<\/p>\n<p>Now if you\u2019re not running a retargeting campaign to bring those potential buyers back to your website, here\u2019s what happens:<\/p>\n<p>A competitor who\u2019s more advanced in Facebook advertising will show their ads to your potential buyers and snap them away from right under your nose.<\/p>\n<figure id=\"attachment_2864\" aria-describedby=\"caption-attachment-2864\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2864 size-full\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/giphy-5-copy-7.gif\" alt=\"facebook retargeting campaigns\" width=\"480\" height=\"362\" \/><figcaption id=\"caption-attachment-2864\" class=\"wp-caption-text\">There go your customers \u2013 <a href=\"https:\/\/giphy.com\/\">Image source<\/a><\/figcaption><\/figure>\n<p>\u201cAlright,\u201d you say\u2026 \u201cI get it. I\u2019m in. How can set up a Facebook remarketing campaign?\u201d<\/p>\n<p>That\u2019s exactly what this guide is for: to help you understand\u2026<\/p>\n<ul>\n<li>\u2026 why Facebook remarketing campaigns work<\/li>\n<li>\u2026 how to set up your marketing funnel for remarketing<\/li>\n<li>\u2026 how to use Facebook ads for efficient marketing<\/li>\n<li>\u2026 how to set up Facebook retargeting pixel<\/li>\n<li>\u2026 how to create Custom Audiences on Facebook<\/li>\n<li>\u2026 and what are the best practices for Facebook retargeting campaigns<\/li>\n<\/ul>\n<p>But in case you need some more convincing, here\u2019s some additional proof.<\/p>\n<h2 style=\"text-align: center;\">Do remarketing campaigns really work?<\/h2>\n<p><b>Put briefly: they work 95% of the time.<\/b><\/p>\n<p>And there\u2019s plenty of proof that Facebook retamarketing ads can be highly effective.<\/p>\n<p><b>An <a href=\"https:\/\/www.emarketer.com\/Article\/Online-Buyers-Notice-Retargeted-Ads\/1010122\" target=\"_blank\" rel=\"noopener noreferrer\">eMarketer<\/a> study showed that 30% of consumers show a positive reaction to retargeted ads, while only 11% feel negative about retargeting campaigns.<\/b><\/p>\n<p>Moreover, 58% of people surveyed said that they usually notice online ads for products they have previously checked out.<\/p>\n<figure style=\"width: 365px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-1.gif\" alt=\"\" width=\"365\" height=\"265\" \/><figcaption class=\"wp-caption-text\">Remarketing ads get people\u2019s attention \u2013 <a href=\"https:\/\/www.emarketer.com\/Article\/Online-Buyers-Notice-Retargeted-Ads\/1010122\/\">Image source<\/a><\/figcaption><\/figure>\n<p>But there\u2019s more to it\u2026<\/p>\n<p>A <a href=\"http:\/\/www.prnewswire.com\/news-releases\/comscore-study-with-valueclick-media-shows-ad-retargeting-generates-strongest-lift-compared-to-other-targeting-strategies-103554084.html\" target=\"_blank\" rel=\"noopener noreferrer\">comScore study<\/a> with ValueClick Media revealed that retargeting tactics generated the highest lift in trademark search behavior at 1,046%, compared to other targeting strategies.<\/p>\n<figure style=\"width: 405px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null.png\" alt=\"remarketing ads statistics\" width=\"405\" height=\"317\" \/><figcaption class=\"wp-caption-text\">Retargeting is also good for brand awareness \u2013 <a href=\"https:\/\/www.prnewswire.com\/news-releases\/comscore-study-with-valueclick-media-shows-ad-retargeting-generates-strongest-lift-compared-to-other-targeting-strategies-103554084.html\">Image source<\/a><\/figcaption><\/figure>\n<p><b>To give you more Facebook-related examples, here are some key takeaways from some campaigns I\u2019ve worked on:<\/b><\/p>\n<ul>\n<li>When promoting Aggregate blog\u2019s Facebook posts to a warm audience vs. cold audience, our <b>CPC for remarketing audience is usually 40% lower<\/b>.<\/li>\n<li>When we advertised an HR application to an audience that had already read about the app, the <b>CPI (cost-per-install) was 32% lower<\/b> compared to a cold audience.<\/li>\n<\/ul>\n<p>Facebook ads are highly efficient and applicable in almost every industry.<\/p>\n<p>But in order to get the best results, you\u2019ll need to build a marketing funnel with different offers for each stage.<\/p>\n<h2 style=\"text-align: center;\">How to create a (re)marketing funnel?<\/h2>\n<p><strong>Marketing funnel is a technique used by marketers for getting a better overview of different audiences they have.<\/strong><\/p>\n<p>As Johnathan Dane from <a href=\"https:\/\/klientboost.com\/ppc\/ppc-secrets\/\" target=\"_blank\" rel=\"noopener noreferrer\">KlientBoost<\/a> put it: Some of your audience members are ice cubes while others are hot as lava.<\/p>\n<p>When running marketing campaigns for the first time, you will reach people who know nothing about your brand (ice cubes). After a while, there will be a new group of people who are already slightly familiar with your product and offers. People who are ripe to buy from you are the hottest (lava).<\/p>\n<figure style=\"width: 445px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null.jpeg\" alt=\"how facebook remarketing works\" width=\"445\" height=\"249\" \/><figcaption class=\"wp-caption-text\">You have several customer segments \u2013<a href=\"https:\/\/klientboost.com\/ppc\/ppc-secrets\/\">Image source<\/a><\/figcaption><\/figure>\n<p><b>Each of the stages in your sales funnel requires a different set of messages and remarketing campaigns.<\/b><\/p>\n<p>You can add as many steps into your marketing funnel as you please.<\/p>\n<p>Here\u2019s an example you can use as a model.<\/p>\n<figure style=\"width: 392px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-1.png\" alt=\"\" width=\"392\" height=\"336\" \/><figcaption class=\"wp-caption-text\">Usually, having 3-5 funnel stages is enough \u2013 <a href=\"https:\/\/karolakarlson.com\/ro\/saas-marketing-lessons\/\">Image source<\/a><\/figcaption><\/figure>\n<p>Let\u2019s break down the stages in the traditional marketing funnel one by one.<\/p>\n<p><b>Awareness \u2013 <\/b>In the first stage of your advertising funnel, your Facebook campaign will be targeting people who have never heard of your product or service before. This is a regular ad campaign, not yet remarketing.<\/p>\n<p><b>Prospects \u2013<\/b> Your first-stage Facebook retargeting campaign should be directed at people who have seen your ad or visited your website at least once.<\/p>\n<p><b>Leads \u2013 <\/b>This is an optional stage that includes people who have engaged with your website\/posts\/emails many times. You can but don\u2019t necessarily need to set up a separate Facebook ad campaign for targeting this stage of the funnel.<\/p>\n<p><b>Customers \u2013<\/b> In this funnel stage, you\u2019re going to run a retargeting campaign that\u2019s focused on engaging your existing customers. E.g. you could upsell or cross-sell something.<\/p>\n<p><b>Promoters \u2013<\/b> This is also an optional stage that you can use to segment your brand\u2019s fans and loyal users. From Facebook marketing perspective, you could advertise to them some special offers or promote news about your brand.<\/p>\n<p>Ok, now that you\u2019re aware of how to set up a marketing funnel for your Facebook retargeting ads, here\u2019s what we\u2019ll do:<\/p>\n<ol>\n<li>We\u2019ll learn how to set up the Facebook retargeting pixel and create Custom Audiences.<\/li>\n<li>We\u2019ll take a look at 8 efficient ad strategies that cover all the stages of your marketing funnel.<\/li>\n<\/ol>\n<p>You can skip the first part if you already know how to set up Facebook remarketing campaigns, and go straight to the section with ideas and examples.<\/p>\n<h2 style=\"text-align: center;\">How to create a Facebook retargeting campaign?<\/h2>\n<p>To set up an ad campaign on Facebook, you need to know how the setup process works.<\/p>\n<p>We\u2019re not going to stop on it longer. But you can <a href=\"https:\/\/karolakarlson.com\/ro\/low-budget-facebook-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">check out this guide<\/a> on how to set up Facebook campaigns.<\/p>\n<p><b>Assuming that you already have Business Manager and Facebook Ads Manager accounts set up, you will need to take the following steps:<\/b><\/p>\n<ol>\n<li>Add the Facebook remarketing pixel on your website or app.<\/li>\n<li>Identify your Facebook campaign\u2019s goal.<\/li>\n<li>Create a remarketing audience using Facebook Custom Audiences.<\/li>\n<li>Set up an advertising campaign in the Ads Manager.<\/li>\n<\/ol>\n<p>After all is said and done, you can sit back and wait for the sales to come in. And, if you do everything correctly, the sales will follow.<\/p>\n<figure id=\"attachment_2865\" aria-describedby=\"caption-attachment-2865\" style=\"width: 320px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2865 size-full\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/giphy-1-copy-23.gif\" alt=\"facebook retargeting ads\" width=\"320\" height=\"300\" \/><figcaption id=\"caption-attachment-2865\" class=\"wp-caption-text\">Retargeting will help your sales reach the next level \u2013 <a href=\"https:\/\/giphy.com\/\">Image source<\/a><\/figcaption><\/figure>\n<p><b>Tip: <\/b>To add a retargeting campaign, you need to create a new ad set with a Custom Audience. You can create new Facebook campaigns or add new ad sets into a current campaign.<\/p>\n<p>We&#8217;ll also cover the setup process for remarketing audiences later in this article.<\/p>\n<h2 style=\"text-align: center;\">How to set up Facebook retargeting pixel?<\/h2>\n<p>Facebook pixel is a tool that helps to track all your website visitors and on-site conversions. Without the pixel, you can\u2019t create any remarketing audiences.<\/p>\n<p><strong>Facebook pixel allows you to target your ad campaigns on the people who have previously visited your website or a specific landing page.<\/strong><\/p>\n<p>To set up a Facebook remarketing pixel, follow these steps:<\/p>\n<p>1. Go to the Facebook Business Manager, and navigate the top-left menu to find the \u201cPixels\u201d section.<\/p>\n<figure style=\"width: 624px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-1.jpeg\" alt=\"Facebook retargeting pixel\" width=\"624\" height=\"170\" \/><figcaption class=\"wp-caption-text\">Click on &#8220;Pixels&#8221;<\/figcaption><\/figure>\n<p>2. Click on the green \u201cCreate a Pixel\u201d button to set up your first pixel.<\/p>\n<figure style=\"width: 624px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-2.jpeg\" alt=\"Create a new Pixel\" width=\"624\" height=\"296\" \/><figcaption class=\"wp-caption-text\">Create a new Pixel<\/figcaption><\/figure>\n<p>3. Name your Pixel and click \u201cNext\u201d.<\/p>\n<p>4. Add the pixel code to your website. Usually, it\u2019s easier to copy-paste the pixel code to your website\u2019s header section, just above the tag.<\/p>\n<figure style=\"width: 468px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-3.jpeg\" alt=\"Add Pixel's code to your website\" width=\"468\" height=\"347\" \/><figcaption class=\"wp-caption-text\">Add Pixel&#8217;s code to your website<\/figcaption><\/figure>\n<p>5. Verify that your pixel is working and recording on-site events.<\/p>\n<p>If you want to learn even more about the Facebook pixel, <a href=\"https:\/\/adespresso.com\/guides\/facebook-ads-optimization\/facebook-pixel-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">here\u2019s an in-depth guide<\/a> I recently wrote for the AdEspresso blog.<\/p>\n<p><b>After you\u2019ve set up the pixel, Facebook will start tracking your website visitor data, and you can start targeting your website visitors.<\/b><\/p>\n<p>Tip: Note that it may take a couple of days or even weeks until you have an audience big enough to create a Custom Audience.<\/p>\n<p><strong>According to Facebook, you need at least 20 people in your audience.<\/strong>\u00a0In my experience, it\u2019s better to have at least 1,000 people per target audience \u2013 otherwise, you\u2019ll spend a lot of time creating a campaign that only reaches a handful of people.<\/p>\n<h2 style=\"text-align: center;\">How to create Facebook retargeting audiences?<\/h2>\n<p>The next big question you\u2019ll run into is \u201cHow to set up my audiences?<\/p>\n<p><strong>First of all, it\u2019s important to know that all remarketing audiences for your Facebook campaigns are targeting Custom Audiences.<\/strong><\/p>\n<p>What is a Custom Audience?<\/p>\n<p>It\u2019s a Facebook audience that\u2019s based on people\u2019s engagement with your brand.<\/p>\n<p><strong>For example, your Custom Audiences could include people who&#8230;<\/strong><\/p>\n<ul>\n<li>\u2026 engaged with your Facebook Page, Facebook ads or Facebook posts<\/li>\n<li>\u2026 visited your website in the past 30 days<\/li>\n<li>\u2026 watched your videos on Facebook\u2019s platform<\/li>\n<li>\u2026 read one of your blog articles<\/li>\n<li>\u2026 made a purchase on your website<\/li>\n<li>\u2026 added sth to their shopping cart on your website<\/li>\n<li>\u2026 signed up for a free trial on your website<\/li>\n<li>\u2026 took a specific in-app action in your application<\/li>\n<\/ul>\n<p>There are many more options.<\/p>\n<figure id=\"attachment_2866\" aria-describedby=\"caption-attachment-2866\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2866 size-full\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/giphy-4-copy-9.gif\" alt=\"facebook retargeting\" width=\"480\" height=\"269\" \/><figcaption id=\"caption-attachment-2866\" class=\"wp-caption-text\">You&#8217;ll have tons of different options \u2013 <a href=\"https:\/\/giphy.com\/\">Image source<\/a><\/figcaption><\/figure>\n<p>Are you already getting excited about all these low-hanging fruits?<\/p>\n<p>Let\u2019s see how you can set up all of these Custom Audiences from scratch.<\/p>\n<h2 style=\"text-align: center;\">How to create Facebook Custom Audiences?<\/h2>\n<p>To create new Facebook audiences, go to the Ads Manager and from the top-left menu, select \u201cAudiences.\u201d<\/p>\n<figure style=\"width: 530px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-2.png\" alt=\"create facebook retargeting audience\" width=\"530\" height=\"204\" \/><figcaption class=\"wp-caption-text\">You can manage all your Facebook audience here<\/figcaption><\/figure>\n<p>On the Audiences page, you can see all your existing target audiences and create new ones.<\/p>\n<p>From the \u201cCreate Audience\u201d drop-down menu, select \u201cCustom Audience.\u201d<\/p>\n<figure style=\"width: 569px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-3.png\" alt=\"Select &quot;Create Audience&quot;\" width=\"569\" height=\"221\" \/><figcaption class=\"wp-caption-text\">Select &#8220;Create Audience&#8221;<\/figcaption><\/figure>\n<p>Next, you will have plenty of different options for creating a Facebook retargeting audience.<\/p>\n<p><strong>There have recently been many <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-updates\/\">Facebook updates<\/a> that made new audience types available to all advertisers.<\/strong><\/p>\n<p><strong>As of January 2018, you have the following options:<\/strong><\/p>\n<figure style=\"width: 328px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-4.png\" alt=\"2018 Facebook ad audiences\" width=\"328\" height=\"350\" \/><figcaption class=\"wp-caption-text\">Facebook audiences in 2018<\/figcaption><\/figure>\n<p>You can create Facebook Custom Audiences based on:<\/p>\n<h4><b>Customer Files <\/b><\/h4>\n<p>Add a file with names and email addresses of your leads\/customers that Facebook will match with their user base.<\/p>\n<figure style=\"width: 404px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-5.png\" alt=\"Retarget people based on emails, etc.\" width=\"404\" height=\"305\" \/><figcaption class=\"wp-caption-text\">Retarget people based on emails, etc.<\/figcaption><\/figure>\n<h4><b>Website Traffic <\/b><\/h4>\n<p>That is the most widely-used option for Facebook retargeting campaigns. You can target\u2026<\/p>\n<ul>\n<li>\u2026 everyone who visited your website<\/li>\n<li>\u2026 people who visited specific pages<\/li>\n<li>\u2026 users that spent a specific amount of time on your website<\/li>\n<\/ul>\n<figure style=\"width: 404px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-6.png\" alt=\"Retarget people based on website visits\" width=\"404\" height=\"300\" \/><figcaption class=\"wp-caption-text\">Retarget people based on website visits<\/figcaption><\/figure>\n<h4><b>App Activity<\/b><\/h4>\n<p>This Custom Audience is relevant for advertisers running <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-app-install-ads\/\">Facebook Mobile App Install<\/a> campaigns. You can target\u2026<\/p>\n<ul>\n<li>\u2026 the most active app users<\/li>\n<li>\u2026 users who made in-app purchased<\/li>\n<li>\u2026 people who have installed your app<\/li>\n<li>\u2026 users that have taken specific action in your app<\/li>\n<li>\u2026 users with a specific number of sessions<\/li>\n<\/ul>\n<figure style=\"width: 469px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-7.png\" alt=\"Target people based on mobile app events\" width=\"469\" height=\"330\" \/><figcaption class=\"wp-caption-text\">Target people based on mobile app events<\/figcaption><\/figure>\n<h4><b>Offline Activity<\/b><\/h4>\n<p>You can also upload or import via API offline conversions to Facebook and match them with people on the platform.<\/p>\n<figure style=\"width: 467px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-8.png\" alt=\"Target people based on offline activity\" width=\"467\" height=\"267\" \/><figcaption class=\"wp-caption-text\">Target people based on offline activity<\/figcaption><\/figure>\n<h4><b>Engagement <\/b><\/h4>\n<p>This audience type is based on how people engaged with your branded content on Facebook\u2019s platform. You can target\u2026<\/p>\n<ul>\n<li>\u2026 people who watched your videos on Facebook for specific time or % of video<\/li>\n<li>\u2026 people who opened\/completed your Lead Ads\u2019 lead form<\/li>\n<li>\u2026 people who engaged with your Facebook Canvas ads<\/li>\n<li>\u2026 people who engaged with your Facebook page\/posts\/ads<\/li>\n<li>\u2026 people who interacted with your Facebook events<\/li>\n<\/ul>\n<figure style=\"width: 408px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-9.png\" alt=\"Retarget people based on video engagement\" width=\"408\" height=\"506\" \/><figcaption class=\"wp-caption-text\">Retarget people based on video engagement<\/figcaption><\/figure>\n<p>Phew, that\u2019s A LOT of options for retargeting on Facebook!<\/p>\n<p>And we didn\u2019t yet mention the fact that you can also <i>exclude<\/i> people from your Custom Audiences by using advanced targeting options.<\/p>\n<figure id=\"attachment_2867\" aria-describedby=\"caption-attachment-2867\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2867 size-full\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/giphy-6-copy-4.gif\" alt=\"facebook remarketing\" width=\"500\" height=\"207\" \/><figcaption id=\"caption-attachment-2867\" class=\"wp-caption-text\">That&#8217;s a LOT of options \u2013 <a href=\"https:\/\/giphy.com\/\">Image source<\/a><\/figcaption><\/figure>\n<p>However, the fact that you can use all of these Facebook remarketing options doesn\u2019t necessarily mean that you need all of them.<\/p>\n<p>A couple of well-defined Custom Audiences will do the job.<\/p>\n<h2 style=\"text-align: center;\">8 Facebook retargeting ideas that work<\/h2>\n<p>As said before, all advanced Facebook advertisers run some kind of retargeting campaigns.<\/p>\n<p>Depending on your business type, there are many options to choose from, one more efficient than the other.<\/p>\n<p>Up next, you will find 8 retargeting campaign ideas I\u2019ve seen succeeding repeatedly.<\/p>\n<h2 style=\"text-align: center;\">#1: Start with a brand awareness campaign<\/h2>\n<p>The first step of every remarketing campaign is making the first touchpoint between people and your brand.<\/p>\n<p><b>Before you can start campaign setup, you need to have an audience. And that\u2019s why it\u2019s good to start off with a brand awareness campaign.<\/b><\/p>\n<p>The goal of your Facebook brand awareness campaign is to introduce your product to potential buyers and arise their interest.<\/p>\n<p>For example, Packlane\u2019s Facebook ad simply explains what their product is: Custom branded packaging.<\/p>\n<figure style=\"width: 417px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-10.png\" alt=\"Packlane's ad is great for the awareness stage\" width=\"417\" height=\"379\" \/><figcaption class=\"wp-caption-text\">Packlane&#8217;s ad is great for the awareness stage<\/figcaption><\/figure>\n<p>You could also advertise a media article about your product, and later retarget the people who engaged with your Facebook page.<\/p>\n<p><b>Do not try to immediately sell in the awareness stage. First, you need to get people\u2019s attention with softer marketing tactics.<\/b><\/p>\n<p>For example, MeetFrank\u2019s advertising a Business Insider article about their secret recruitment app before launching other Facebook ad campaigns.<\/p>\n<figure style=\"width: 337px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-11.png\" alt=\"Test sharing an article about your product\" width=\"337\" height=\"430\" \/><figcaption class=\"wp-caption-text\">Test sharing an article about your product<\/figcaption><\/figure>\n<p>Need more ideas? Check out these <a href=\"https:\/\/karolakarlson.com\/ro\/instagram-ad-examples\/\">84 best Instagram ad examples<\/a>.<\/p>\n<p><b>How to set up the audience for awareness campaign?<\/b><\/p>\n<p>Target a wide audience of 100,000+ people, and let Facebook\u2019s auto-optimization algorithms find the best audience for you. Create a Saved Audience where you target people based on demographics, interests, and location.<\/p>\n<p><b>How to increase your success rate:<\/b><\/p>\n<ul>\n<li>Make sure your Facebook ad clearly says what your product or service is.<\/li>\n<li>Lead people to your website, where you can track them with Facebook pixel.<\/li>\n<li>When sharing an article, write a fascinating headline that catches attention.<\/li>\n<li>Run the awareness campaign for 1 week or until you have a big enough remarketing audience.<\/li>\n<\/ul>\n<p><b>This tactic works best for: <\/b>All types of businesses, i.e. consumer products, business services, eCommerce, SaaS, mobile apps, etc.<\/p>\n<h2 style=\"text-align: center;\">#2: Retarget all your website visitors<\/h2>\n<p>After running a brand awareness campaign, you have a set of website visitors who have shown some interest in your product (or service).<\/p>\n<p>That\u2019s an opportunity for setting up your first retargeting campaign.<\/p>\n<p><b>Important note! <\/b>I<strong>f you\u2019re already getting thousands of daily web visits, you can get more specific with your remarketing audience segmentation. (See the next point.)<\/strong><\/p>\n<p>However, if you\u2019re a small brand, you can start by showing the same ad to all your website visitors.<\/p>\n<p><strong>But what should you advertise?<\/strong><\/p>\n<p>If your product is consumer-facing and people make the purchase quickly, you could offer a slight discount to drive people back to your website\/e-store. Here\u2019s an example by TopShop:<\/p>\n<figure style=\"width: 429px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-12.png\" alt=\"Discount works great for remarketing\" width=\"429\" height=\"387\" \/><figcaption class=\"wp-caption-text\">Discount works great for remarketing<\/figcaption><\/figure>\n<p>When you\u2019re doing <a href=\"https:\/\/karolakarlson.com\/ro\/saas-marketing-lessons\/\">marketing for SaaS<\/a> or other B2B services, your sales funnel can be a little more complex.<\/p>\n<p>Before a company purchases your product, they need to understand its value to their business. In this case, you could advertise a webinar introducing your product or a free trial period.<\/p>\n<figure style=\"width: 389px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-13.png\" alt=\"facebook retargeting campaign\" width=\"389\" height=\"366\" \/><figcaption class=\"wp-caption-text\">Convert people with webinars<\/figcaption><\/figure>\n<p>AdEspresso ran a <a href=\"https:\/\/adespresso.com\/academy\/blog\/twitter-lead-cards-or-facebook-lead-ads-what-work-better\/\" target=\"_blank\" rel=\"noopener noreferrer\">10-day Facebook ad campaign<\/a> targeting Custom Audiences made of past 30-day website visitors.<\/p>\n<p>As a person visited AdEspresso\u2019s website, they were added to the retargeting ads campaign, and were offered a free eBook. As someone downloaded the eBook, they gave AdEspresso their email, and were entered into an email marketing campaign.<\/p>\n<figure style=\"width: 624px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/Lead20Ads20experiment20results20768x202.png\" alt=\"Lead Ads experiment results\" width=\"624\" height=\"164\" \/><figcaption class=\"wp-caption-text\">AdEspresso\u2019s campaign results \u2013 <a href=\"https:\/\/adespresso.com\/academy\/blog\/twitter-lead-cards-or-facebook-lead-ads-what-work-better\/\">Image source<\/a><\/figcaption><\/figure>\n<p>AdEspresso\u2019s campaign is a good example of a multi-step lead nurturing strategy that turns cold leads into customers via constant Facebook advertising. Also, they managed to keep down their <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ads-cost-and-bidding\/\">Facebook ads cost<\/a>.<\/p>\n<p><b>How to set up this remarketing audience: <\/b><\/p>\n<p>To target all your past website visitors, create a Custom Audience based on website visits, and simply target all the people who have visited your domain.<\/p>\n<p><b>How to increase your success rate:<\/b><\/p>\n<ul>\n<li>Advertise a compelling offer, e.g. a free giveaway, a discount or a free trial period.<\/li>\n<li>Make sure that your remarketing campaign\u2019s frequency won\u2019t get too high (keep it at the maximum of 10 ad views per every two weeks).<\/li>\n<li>Advertise blog articles, eBooks or webinars to make people more familiar with your brand and product.<\/li>\n<\/ul>\n<p><b>Works best for:<\/b> Consumer products, B2B products\/services, eCommerce, SaaS.<\/p>\n<h2 style=\"text-align: center;\">#3: Retarget specific landing page visitors<\/h2>\n<p>If your website is getting a lot of traffic, you have a big enough audience pool to divide it into multiple segments.<\/p>\n<p><b>By segmenting your remarketing audiences, you can create more relevant Facebook campaigns for each.<\/b><\/p>\n<p>For example, if you\u2019re selling multiple products, services or use cases that each have a different landing page, you can set up different ads with different messaging.<\/p>\n<p>Let\u2019s take MOO, for example \u2013 they sell business cards, branded stickers, notebooks, etc.<\/p>\n<p>Instead of creating one remarketing campaign that tries to sell everything, they could&#8230;<\/p>\n<ul>\n<li>\u2026 advertise business cards to the people who visited a landing page about business cards.<\/li>\n<li>\u2026 advertise stickers to the people who visited a landing page about stickers, etc.<\/li>\n<\/ul>\n<figure style=\"width: 409px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-14.png\" alt=\"MOO remarketing ad example\" width=\"409\" height=\"377\" \/><figcaption class=\"wp-caption-text\">MOO&#8217;s ad targets a specific customer segment<\/figcaption><\/figure>\n<p><b>How to set up remarketing audience:<\/b><\/p>\n<p>Create Facebook Custom Audience based on website visits, but instead of selecting all website visitors, only include the visitors of specific landing pages.<\/p>\n<p><b>How to increase your success rate:<\/b><\/p>\n<ul>\n<li>Make your campaign\u2019s offers specific to particular landing pages.<\/li>\n<li>Indicate what\u2019s the next step \u2013 what do you want the person to do after clicking on your Facebook ad (Buy something? Start a free trial?)<\/li>\n<li>Exclude the people who have already converted on your offer, so that they won\u2019t keep seeing your ads.<\/li>\n<\/ul>\n<p><b>This tactic workd best for:<\/b> SaaS and B2B products\/services.<\/p>\n<h2 style=\"text-align: center;\">#4: Set up dynamic remarketing ads<\/h2>\n<p><strong>If you\u2019re running an eCommerce store, you don\u2019t have to set up a different campaign for every single product on your website.<\/strong><\/p>\n<p>You can completely automate your campaign, and show people the exact product in your online store that they have previously looked up.<\/p>\n<p><strong>This <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-features\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook feature<\/a> is called <a href=\"https:\/\/www.facebook.com\/business\/learn\/facebook-create-ad-dynamic-ads\" target=\"_blank\" rel=\"noopener noreferrer\">Dynamic Product Ads<\/a>.<\/strong><\/p>\n<p>The Dynamic Product Ads feature allows you to create an online product catalogue, and automatically create ads based on the products people check out on your website.<\/p>\n<p>This makes it super easy to deliver super personalized Facebook ads. For example, like this ad by The Kooples:<\/p>\n<figure style=\"width: 368px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-15.png\" alt=\"eCommerce brands can use Dynamic Product ads\" width=\"368\" height=\"408\" \/><figcaption class=\"wp-caption-text\">eCommerce brands can use Dynamic Product Ads<\/figcaption><\/figure>\n<p>According to a Facebook case study, <a href=\"https:\/\/www.honest.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">the Honest Company<\/a> saw a 34% increase in CTR and a 38% reduction in cost-per-purchase when using Dynamic Product Ads.<\/p>\n<figure style=\"width: 624px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-16.png\" alt=\"Dynamic Product Ads' benefits\" width=\"624\" height=\"221\" \/><figcaption class=\"wp-caption-text\">Dynamic Product Ads&#8217; benefits<\/figcaption><\/figure>\n<p><strong>To create a Dynamic Product Ad, you\u2019ll need:<\/strong><\/p>\n<ul>\n<li>A Facebook Page<\/li>\n<li>A Facebook ad account<\/li>\n<li>A Facebook pixel installed on your website<\/li>\n<li>A Facebook catalog or another catalog of your products that&#8217;s hosted online through Shopify, WooCommerce, BigCommerce, or Magento.<\/li>\n<\/ul>\n<p><b>How to set up this remarketing audience:<\/b><\/p>\n<p>Facebook will automatically create a personalized ad for every person visiting your online store. You will need to set up a product catalogue and a campaign with the Catalogue Sales objective.<\/p>\n<p><b>How to increase your success rate:<\/b><\/p>\n<ul>\n<li>Make sure your product catalogue features high-quality product photos.<\/li>\n<li>Make attractive offers, e.g. a limited-time discount.<\/li>\n<li>Make sure that you have the advertised products in stock, so that people won\u2019t be left empty-handed.<\/li>\n<\/ul>\n<p><b>This remarketing campaign type works best for:<\/b> Large online stores with a wide selection of products.<\/p>\n<h2 style=\"text-align: center;\">#5: Advertise to your blog readers<\/h2>\n<p>In case you\u2019re actively working on a branded blog, you can retarget people who have read particular blog articles.<\/p>\n<p>For example, if you\u2019re a grocery brand, you could first <a href=\"https:\/\/karolakarlson.com\/ro\/how-to-promote-your-blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">promote a blog article on Facebook<\/a>, and later advertise your products to the people who read the blog article.<\/p>\n<p>Here\u2019s another example: Grammarly could promote an article about copywriting, and later advertise their grammar correction tool.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" title=\"\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-17.png\" alt=\"\" width=\"309\" height=\"298\" \/><\/p>\n<p><b>But what if you want to retarget to people who read <i>other blogs?<\/i><\/b><\/p>\n<p>With a third-party tool, this is possible as well. You can use a tracking tool like <a href=\"https:\/\/pixelme.me\/?utm_source=aggregateblog\">PixelMe<\/a> that lets you retarget anyone who clicked on your link \u2013 even if it leads to another website. These tools are far from perfect in tracking all the clicks \u2013 you will get around 30-40% of people to your Facebook Custom Audience.<\/p>\n<p>So basically, you can first create a high-quality audience by promoting another publication\u2019s story, and then show these people your Facebook ads.<\/p>\n<p><b>How to set up remarketing audience:<\/b><\/p>\n<p>To set up a target audience of your blog visitors, create a Facebook Custom Audience based on website traffic, and target people who visited your blog page (use the slug \u201c\/blog\u201d or whatever link best refers to your blog).<\/p>\n<p>To remarket to people who clicked on your links to third-party blogs\/websites, use a tracking tool.<\/p>\n<p><b>Tips for retargeting blog visitors:<\/b><\/p>\n<ul>\n<li>Target people who have read more than one blog article \u2013 they are more engaged.<\/li>\n<li>Target readers of a specific blog article.<\/li>\n<li>Make sure that your Facebook ad is related to the article or blog that your audience previously read.<\/li>\n<\/ul>\n<p><b>This tactic works best for:<\/b> All brands with a blog, nut also brands that want to remarket to people interested in specific articles\/websites not their own.<\/p>\n<h2 style=\"text-align: center;\">#6: Bring back shopping cart abandoners<\/h2>\n<p>Shopping cart abandoners are users that have been shopping in your online store, even added some things to their cart, but then abandoned your website without completing the purchase.<\/p>\n<p><strong>Tip:<\/strong> The concept of cart abandoners is also applicable to other types of services. For example, people who <i>almost<\/i> completed a signup form or a survey on your website.<\/p>\n<p><strong>Shopping cart abandoners are a highly valuable segment as they have shown clear interest in buying your product.<\/strong> According to <a href=\"https:\/\/www.statista.com\/statistics\/457078\/category-cart-abandonment-rate-worldwide\/\">Statista<\/a>, as many as 80% of people abandon their shopping carts. What if you could use some <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-advertising-hacks\/\">Facebook advertising hacks<\/a> to bring back even 20% of them&#8230;<\/p>\n<figure style=\"width: 449px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-18.png\" alt=\"remarket to shopping cart abandoners\" width=\"449\" height=\"293\" \/><figcaption class=\"wp-caption-text\">Shopping cart abandonment rate is close to 80% \u2013 <a href=\"https:\/\/www.statista.com\/statistics\/457078\/category-cart-abandonment-rate-worldwide\/\">Image source<\/a><\/figcaption><\/figure>\n<p>One of the easiest ways to convince cart abandoners to return to your website is offering them a discount or a coupon. Even better if you can make the offer personalized and limited in time.<\/p>\n<p>For example, Nespresso is promoting a limited-time free delivery. This offer could be directed towards all potential buyers or only used as a remarketing ad.<\/p>\n<figure style=\"width: 454px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-19.png\" alt=\"Facebook ad example\" width=\"454\" height=\"430\" \/><figcaption class=\"wp-caption-text\">Nespresso&#8217;s ad offers a free delivery<\/figcaption><\/figure>\n<p><b>How to set up remarketing audience:<\/b><\/p>\n<p>To make your Facebook ads reach people who have abandoned their shopping cart, create a Custom Audience based on online events. You can set up an event on your website that records a person clicking on the \u201cAdd to Cart\u201d button.<\/p>\n<p><b>How to increase your success rate:<\/b><\/p>\n<ul>\n<li>Don\u2019t just advertise your products as you would to a new website visitor.<\/li>\n<li>Make your remarketing ad\u2019s offer worthwhile of returning to your website \u2013 add a discount or coupon to nudge people to complete their order.<\/li>\n<li>Advertise rather aggressively on the first 7 days after the person abandoned their shopping cart, then pause, and advertise your products again to them after 30 days.<\/li>\n<\/ul>\n<p><b>Works best for:<\/b> eCommerce, all other types of online stores, mobile apps.<\/p>\n<h2 style=\"text-align: center;\">#7: Turn free trial users into paying clients<\/h2>\n<p>Are you marketing a SaaS (software as a service) or some other type if subscription business?<\/p>\n<p>On top of your marketing funnel, you\u2019re likely offering a free trial \/ subscription period, so that people can learn more about your service.<\/p>\n<p>After the trial period, the user has two options: to continue paying for your service or discontinue using it.<\/p>\n<p><strong>In my experience, it is not <i>after<\/i> the trial period that you should convince the person to sign up for a paid subscription. It is more efficient to get a person\u2019s readiness to pay <i>during <\/i>the test period.<\/strong><\/p>\n<p>During the free trial period, your number one goal should be to delight the user with great user experience. However, you can also convince people to continue using your paid service by advertising an attractive offer.<\/p>\n<p><strong>You can run a Facebook retargeting campaign and&#8230;<\/strong><\/p>\n<ul>\n<li>Offer to the user a nice discount if they sign up for a longer time period. E.g. \u201csign up for 12 months instead of 1 month and save 40%.\u201d<\/li>\n<li>Offer to extend the free trial for users who haven\u2019t been active this far.<\/li>\n<li>Share helpful materials such as guides and eBooks on how to get more out of your product.<\/li>\n<\/ul>\n<p>For example, Litmus has created a series of blog articles around email marketing to help their customers succeed at work.<\/p>\n<figure style=\"width: 624px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-20.png\" alt=\"Litmus remarketing ads\" width=\"624\" height=\"282\" \/><figcaption class=\"wp-caption-text\">Litmus is sharing helpful guides<\/figcaption><\/figure>\n<p><b>How to set up this remarketing audience:<\/b><\/p>\n<p>The easiest way to remarket to your free trial users is to set up a Facebook Custom Audience based on the \u201cFree Trial Signup\u201d website conversion event. Another way to target your existing users is to upload a customer list with people\u2019s emails and names to Facebook, and create a Custom Audience based on that.<\/p>\n<p><b>How to increase your success rate:<\/b><\/p>\n<ul>\n<li>Differentiate the free users\u2019 ad messaging from your top-of-the-funnel value offers.<\/li>\n<li>Think what would make <i>you<\/i> to start paying for your service\/subscription. Outline that value offer in your ads.<\/li>\n<li>Educate your free trial users \u2013 offer them guides, webinars, etc.<\/li>\n<\/ul>\n<p><b>This type of Facebook marketing strategy works best for:<\/b> SaaS and online subscription services, but also for delivery services and publications.<\/p>\n<h2 style=\"text-align: center;\">#8: Re-sell and upsell to past customers<\/h2>\n<p><strong>According to <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/10\/01\/remarketing-facts\">WordStream<\/a>, the remarketing CPC is significantly lower to than that of regular search and social ads. Display and social remarketing ad clicks by contrast might cost anywhere from 2-100x less.<\/strong><\/p>\n<p>The same applies to advertisng to your existing customers. Once someone has already bought something from you, they\u2019re a lot more likely to purchase again.<\/p>\n<p><strong>Targeting your existing customers on Facebook is a powerful way to remind them of your product line and show them your latest products.<\/strong><\/p>\n<p>For example, a fashion brand could advertise their new collection while a software vendor could use Facebook advertising to introduce their upgraded services.<\/p>\n<p>GoPro uses another interesting tactic to get their product owners upgrade to the latest device. Instead of just promoting the new GoPro model, they offer to trade it for $100 off when a client returns an older model.<\/p>\n<figure style=\"width: 435px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-21.png\" alt=\"GoPro discount campaign \" width=\"435\" height=\"393\" \/><figcaption class=\"wp-caption-text\">You can test a similar campaign<\/figcaption><\/figure>\n<p>You can also use Facebook ads to inform your clients about ongoing discounts, e.g. like this ad by AllSaints.<\/p>\n<figure style=\"width: 397px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-22.png\" alt=\"Allsaints facebook ad example\" width=\"397\" height=\"372\" \/><figcaption class=\"wp-caption-text\">Notify your clients about discounts<\/figcaption><\/figure>\n<p>So here\u2019s the key takeaway: Once a person has purchased something from you, don\u2019t move them out of your Facebook marketing funnel. Keep showing hem relevant offers (e.g. discounts) once in awhile.<\/p>\n<p><b>How to set up this remarketing audience:<\/b><\/p>\n<p>Set up Facebook Custom Audiences based on customer lists or website purchase events.<\/p>\n<p><b>How to increase your success rate:<\/b><\/p>\n<ul>\n<li>Find ideas for cross-selling. For example, if someone bought coffee, advertise a coffee machine to them.<\/li>\n<li>Use Facebook ads to notify your clients about discounts and other offers.<\/li>\n<li>Support your campaigns with regular Facebook posts. For example, <a href=\"https:\/\/karolakarlson.com\/ro\/promoting-blog-articles-facebook-promoted-post\/\">share a blog article on Facebook<\/a> that your clients will find helpful and interesting.<\/li>\n<\/ul>\n<p>Here\u2019s another interesting thing to know about Facebook retargeting. While people will easily get tired of seeing your regular ads, it\u2019s the opposite when doing remarketing.<\/p>\n<p><strong>People will still act upon your retargeting ads even after they\u2019ve seen it for over five times.<\/strong><\/p>\n<figure style=\"width: 415px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/null-4.jpeg\" alt=\"Your retargeting ads can reach a high frequency\" width=\"415\" height=\"263\" \/><figcaption class=\"wp-caption-text\">Your retargeting ads can reach a high frequency \u2013 <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/10\/01\/remarketing-facts\/\">Image source<\/a><\/figcaption><\/figure>\n<h2 style=\"text-align: center;\">Final suggestions<\/h2>\n<p><b>If you\u2019re going to take away five key insights from this article, remember these:<\/b><\/p>\n<ol>\n<li>Facebook retargeting campaigns can really benefit <i>any<\/i> type of business, both B2C and B2C.<\/li>\n<li>Don\u2019t be lazy about setting up your campaigns, they\u2019re usually highly efficient and well worth the effort.<\/li>\n<li>Your ads should deliver a slightly different message from your main ad campaigns \u2013 their goal is to engage people who are already aware of your brand and product.<\/li>\n<li>Let your remarketing campaigns reach people for more than five times, but don\u2019t keep them running infinitely. Ten ad views during a 14-day retargeting period is sufficient.<\/li>\n<li>Combine Facebook ads with other online marketing channels to bring more people to your marketing funnel, and then use Facebook ads to convert them to customers.<\/li>\n<\/ol>\n<figure id=\"attachment_2868\" aria-describedby=\"caption-attachment-2868\" style=\"width: 279px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2868\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2018\/02\/giphy-1-copy-27.gif\" alt=\"high five gif\" width=\"279\" height=\"257\" \/><figcaption id=\"caption-attachment-2868\" class=\"wp-caption-text\">High five! \u2013 <a href=\"https:\/\/giphy.com\/\">Image source<\/a><\/figcaption><\/figure>\n<p>Alright. You\u2019ve got it! Good luck with your remarketing campaigns!<\/p>\n<p><a href=\"https:\/\/advertise-grow-blog.myshopify.com\/collections\/frontpage\/products\/e-book-200-facebook-ad-examples?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=facebook_ad_examples\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4307 size-full\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/07\/ebook-ad.gif\" alt=\"facebook ad examples ebook\" width=\"1400\" height=\"800\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/07\/ebook-ad.gif 1400w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2019\/07\/ebook-ad-768x439.gif 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/a>  <\/p>","protected":false},"excerpt":{"rendered":"<p>Facebook retargeting campaigns are a must-have in every Facebook advertising strategy. Why? Imagine this scenario\u2026 You\u2019re advertising your product to a large group of people. But although they clicked on your ad and checked out product, they weren\u2019t willing to make a purchase right away. Now if you\u2019re not running a retargeting campaign to bring [&hellip;]<\/p>","protected":false},"author":1,"featured_media":2880,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[36,42,4,9],"tags":[31,29,41,30,37,46,90,32],"class_list":["post-2826","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-ads","category-guide","category-in-depth","category-ppc","tag-advertising","tag-facebook","tag-facebook-ad-design","tag-facebook-ads","tag-facebook-advertising","tag-instagram-advertising","tag-retargeting","tag-social-media-advertising"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook Retargeting Campaigns \u2013 The Practical Guide for 2018<\/title>\n<meta name=\"description\" content=\"Facebook retargeting campaigns are a low-cost way to increase your sales. Learn how to set up remarketing ads in 2018, and get the latest tips and hacks. This guide also covers 8 campaign ideas with 24 best practices to follow!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/karolakarlson.com\/ro\/facebook-retargeting\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook Retargeting Campaigns \u2013 The Practical Guide for 2018\" \/>\n<meta property=\"og:description\" content=\"Facebook retargeting campaigns are a low-cost way to increase your sales. Learn how to set up remarketing ads in 2018, and get the latest tips and hacks. 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