Facebook Retargeting

facebook Tutorial

Build Effective Retargeting Campaigns on Facebook With Oribi’s Events

Build Effective Retargeting Campaigns on Facebook With Oribi’s Events
Retargeting is a form of online advertising that targets people who have already visited your website, which tends to cost less and convert more. Facebook’s Retargeting is a very powerful tool for marketers to reach users with high intent. However, this audience is usually very small and rather hard to scale.
Here’s where this tutorial comes in handy. With Oribi’s events you can enter an unlimited set of visitor actions to choose from to build strong Retargeting campaigns. Using the different events, you can create a few user segments, give the right bid to each segment, and use messaging according to events they performed.

Build Better Retargeting Campaigns with Oribi’s Events

The most basic Retargeting audience is all the visitors to your site in a defined time frame - Facebook allows up to 180 days. Not all visitors are looking for the same thing, though, and they certainly don’t have the same ‘value’ for your business.
To leverage this high-potential audience, we recommend creating different segments, based on the events they have performed, with separate content and separate bids. For example, visitors who have checked your pricing should get a higher bid than the ones who only visited the homepage; and visitors who have added items to their cart should see different content, such as special discounts, than visitors who have not visited any product page yet.
Here are some suggestions for segments you can create:
  • Visitors who dropped one step before converting, such as purchasing or starting the trial. This is usually your most valuable audience.
  • Visitors who started the funnel.
  • Visitors who visited a specific page, or page group, such as the pricing page or product pages.
  • Visitors who performed any event indicating high intent, such as clicking on Sign Up, Request A Demo, Contact Us, or Subscribe To Newsletter.
  • Visitors who match your top leads. Analyze your main conversion goal in Oribi, under “Explore Button Clicks” or “Explore Page Visits”, and find the user profile that is most likely to perform the event: desktop vs mobile users, specific countries, weekdays vs weekend, …
  • For more specific segments by industry, continue reading :)


Set Retargeting audiences based on exported events from Oribi

Step 1:
Export the event(s) you’ve selected to your Facebook Ads account.
Once your Facebook account is connected, you can easily export any Magic Event. Read more here.
Step 2:
Create a custom audience with your exported event.
  1. In your Facebook account, go to Audiences.
    Facebook Audiences
  2. Select Custom Audience.
    Facebook Custom Audience
  3. Choose Website as your source to create audiences based on your site’s data.
    Facebook Custom Audience Website
  4. Under your site’s pixel, define all events you want to include in your custom audience.
    Facebook Audience Include
  5. Choose the events you want to exclude in your custom audience. For example, when creating an audience to recover Cart Abandonments, you want to include all Add to Cart events, but exclude all visitors who have purchased.
    Facebook Audience Exclude
    Once you export an event from Oribi to Facebook, Facebook will start collecting data for this event. In many cases, you will need to wait a few days, even weeks, before you can use it to create a Custom audience. We recommend exporting a few events at the same time to get to the minimal count faster. Once you’ve built your custom audience, it will be updated automatically and continue to grow as Facebook tracks more data for the event(s) included.

  6. Make sure you include people who meet All of the criteria defined.
    Facebook Audience All
    Tip:
    If you have a larger audience, try to decrease the number of days. The more recent the visit, the higher the chance to get them to return to your site.

  7. Click Create Audience.
    Facebook Custom Audience - create audience

Step 3:
Create an ad set with your new custom audience.
When running retargeting campaigns with different custom audiences, check if you need to exclude them from each other’s ad sets. Say you’re using two ad sets - one targeting all website visitors and another one targeting the ones who purchased. To ensure you don’t compete yourself and each ad set really targets the intended audience, you’ll want to exclude the latter from the one targeting all visitors.


Best Practice: Best Practice Retargeting By Industry

This is a list of common retargeting groups by industry.


eCommerce:
Recover cart abandonments
  • Include: Visitors who added any item to their cart (e.g. group of button clicks on “Add to Cart”)
  • Exclude: Clicking “Checkout” button
Promote new products to customers
  • Include: Visitors who have previously completed a purchase on your site
    Note: Use the last step of this action, such as visiting the Thank You page
Create new customers by reaching out to visitors with high intent
  • Include: Visitors who performed highly meaningful actions on your site (e.g. group of page visits including /product)
  • Exclude: Clicking “Checkout” button
Tip:
If you run a site with lower traffic, try grouping highly meaningful events, such as a group of visitors who added items to their cart, viewed products, purchased an item, or signed up to the newsletter.

SaaS:
Turn interests into active users
  • Include: Visitors who signed up, but didn’t complete the onboarding
Promote new features to paying users
  • Include: Visitors who have started paying (Note: Use the last step of this action, such as visiting the Thank You page)
Drive signups by reaching out to visitors with high intent
  • Include: Visitors who performed highly meaningful actions on your site, such as requesting a demo (Note: Use the last step of this action, such as visiting the Confirmation page)
  • Exclude: Visitors who have signed up
Tip:
If you run a site with lower traffic, try grouping highly meaningful events, such as a group of visitors who started paying, entered the trial, created an account, requested a demo, or visited the Pricing page.
Real Estate:
Recover leads
  • Include: Visitors who have started filling out the Contact Us form
  • Exclude: Visitors who have not completed the Contact Us form
Promote new listings to clients
  • Include: Visitors who have completed the Contact Us form
Push appointments by reaching out to visitors with high intent
  • Include: Visitors who have checked out any property page (e.g. group of page visits including /listing)
  • Exclude: Visitors who have completed the Contact Us form
Tip:
If you run a site with lower traffic, try grouping highly meaningful events, such as a group of visitors who filled out the form, contacted you, viewed a listing, or had more than 2 sessions on your site.
Medical:
Engage with interested visitors:
  • Include: Visitors who have viewed any products/services page (e.g. group of page visits including /product or /service)
  • Exclude: Visitors who have purchased a product or subscribed to the service
Promote new products/services to customers
  • Include: Visitors who have purchased a product or subscribed to the service
Tip:
If you run a site with lower traffic, try grouping highly meaningful events, such as a group of visitors who purchased, filled out a form, visited any product/service page, or subscribed for updates.
Travel / Events:
Turn prospects into customers by highlighting special discounts
  • Include: Visitors who started filling in the booking form, but didn’t complete it
  • Exclude: Visitors who have completed the booking form
Bring back visitors with high intent using selected content
  • Include: Visitors who have visited selected categories, such as specific event categories or travel destinations
  • Exclude: Visitors who have completed the booking form (use the final step, such as visiting the Confirmation page)
Promote new content to customers
  • Include: Visitors who have completed the booking form (use the final step, such as visiting the Confirmation page)
Tip:
If you run a site with lower traffic, try grouping highly meaningful events, such as a group of visitors who completed a booking, started a booking, visited any event/travel page, or signed up for the newsletter.
Services:
Turn prospects into clients
  • Include: Visitors who viewed services page(s) or completed the contact form
  • Exclude: Visitors who have signed up or purchased
Upsell more services to previous customers
  • Include: Visitors who have signed up or purchased
Tip:
If you run a site with lower traffic, try grouping highly meaningful events, such as a group of visitors who used your service, requested information, or had more than 2 sessions on your site.
Education / Online Training:
Get the attention of visitors with high intent
  • Include: Visitors who have visited a specific class category (e.g. group of page visitors including /webanalytics) or checked out any program page (e.g. group of page visits including /program)
Promote new classes to existing students
  • Include: Visitors who have signed up or enrolled in relevant courses
Tip:
If you run a site with lower traffic, try grouping highly meaningful events, such as a group of visitors who signed up to a class, visited any program page, created an account, or signed up to the newsletter.