How to Use Facebook Ad Retargeting to Boost Conversions

The first thing you’re going to want to do is to install the Facebook Pixel on your website. This is a snippet of code for your site that lets you track and measure activity on your site so you can build and optimize audiences for your Facebook ad campaigns. Without installing the Facebook pixel, you won’t be able to track your site’s visitors or see how they’re using your site (what actions they’re taking).

To set up the Facebook Pixel, log in toFacebookBusiness Manager然后选择事件Managerfrom the menu:

From the left-hand menu, click连接数据源:

Select网络（您每个帐户只能有一个Facebook像素，因此在我们的示例中，网络选项不可用），然后单击Get Started:

From there, just follow the process that Facebook lays out to create your pixel.

创建像素后，您需要在网站上安装像素。您可以通过几种方法可以做到这一点，但是如果您甚至是精通技术的丝毫精力，只需在网站的HTML上复制并粘贴Facebook Pixel代码。或者，您可以使用WordPress插件（例如插入标头和页脚）来执行同样的事情。

您可能还需要使用Facebook像素来记录人们在网站上采取的特定操作。这可能是查看内容，将项目添加到他们的购物车中，启动结帐，完成购买等等。它将需要更多的代码行，但是Facebook使整个过程对您来说确实很容易。

To add event tracking, click添加事件on your pixelOverviewpage.

You’ll have the option to add the code to your site manually, use a partner integration (like WordPress, Shopify, Kajabi, and others), or email the instructions to your web developer team. No matter which option you choose, Facebook’s instructions are top-notch.

Once you’ve got your Facebook Pixel set up, you’re ready to start creating retargeting ads.

As the Facebook Pixel works to gather more information about your visitors and the actions they’ve taken on your site, you’ll see the audience available for retargeting begin to grow. To leverage this audience, you’ll need to create a Custom Audience. To do this, go to theAudiencessection ofFacebook广告经理:

To create a custom audience for your Facebook ad retargeting, click创造Audienceand chooseCustom Audience:

There are several ways you can use your own sources to build a custom audience:

• 网站流量：在特定时间范围内重新定位任何访问您网站上特定页面的人。

• An existing customer list:use existing customer data to create a custom audience.

• 应用活动：retarget anyone who’s used your app during a certain timeframe.

• 离线活动：retarget people who’ve engaged with your business offline (similar to using an existing customer list).

Just choose the source you want to use and you’ll be able to set up your custom audience, adding and excluding people to expand or narrow your retargeting ad’s reach. The parameters you have to work with will change depending on the source you choose.

After you have your custom audience built, it’s time to choose a campaign objective. The two most popular campaign objectives are Traffic and Conversions. The objective you choose is largely dependent upon how much traffic you already have on your site or what type of business you have.

Traffic

Your goal is to get retargeting audiences to return to your website. This objective will encourage people to visit your store.

转换

With this objective, you’re pushing your retargeting audience towards completing a purchase or other desired action.Note:you will need to have event tracking set up for this objective.

要开始，去Facebook广告经理， 点击创造，选择您的目标：

After you’ve chosen your objective, you’ll need to fill out additional details about your ad. Give your ad a memorable name and choose your buying type. Depending on the objective you chose in the previous step, you may only have certain buying types available:

Click下一个并为您的广告集添加名称。然后，选择要驱动流量的位置（您的网站，应用程序，Messenger或WhatsApp）。也可以随意使用动态的创意或报价。不过，我们最感兴趣的是设定预算。

You can choose to set a daily or lifetime budget for your ad, as well as a start and end date:

We’re not going to get into您应该在Facebook广告上花费多少retargeting. It varies widely based on your business, industry, overall marketing budget, and other parameters specific to your business.

完成预算后，您就可以随时增加受众。

现在是时候把定制的观众使用。To add the custom audience you created earlier, click in the搜索现有的受众search bar and it will bring up a list of your custom and lookalike audiences. Choose the custom audience you want to use for your retargeting ad.

You also have the option to further refine your retargeting audience based on demographics, interests, and behaviors:

On the right-hand side of the page, you’ll see how your changes impact your retargeting audience size as well as estimated daily results for your retargeting ad. If the audience is smaller than you want, you might be able to increase it by editing the timeframe you used when creating your custom audience (changing “with the last” number of days to a higher number).

Excluding Audiences

What happens when you’re running multiple ads for multiple audiences? It’s entirely possible that you’ll have people who overlap the two audiences you're targeting. Those folks are going to be counted for each custom audience.

Why does that matter?

For starters, you’re going to be showing the people who overlap your custom audiences more ads. This could result in ad fatigue and they’ll either start ignoring your ads or they’ll opt-out of them entirely.

It also matters when it comes time to pay and bid for your ad. If you have overlapping audiences you’re essentially paying to target certain people twice. You could also end up bidding against yourself!

幸运的是，有一种方法可以通过排除自定义受众来解决此重叠。为此，只需单击排除button under theCustom Audiences字段并排除与您重新定位的组重叠的组。

Advanced Targeting

If you have a lot of unqualified traffic coming into your site, you can use advanced targeting to only show your retargeting ads to the people most closely related to your ideal customer. To do this, use theNarrow Audience选项下Detailed Targeting部分：

浪费了您的Facebook广告重新定位预算，以重新定位无法购买或购买您的广告产品的人们（例如，将21岁以下的人重新定位为21岁以上）。有意与您想看广告的人有意，从广告预算中获得最大收益。

到目前为止，您已经设置了Facebook像素，创建了一个自定义受众，选择了一个广告系列目标，设定预算并将您的自定义受众分配给广告。现在是时候决定要您的广告出现在哪里了。您有几种选择，从Facebook流入视频广告到Instagram feed。

不要过度思考。我们建议只坚持自动安置。

Automatic placements let Facebook work to get the best results for your ad by choosing results from the widest range of placements possible. Using automatic placements is typically the best and most efficient use of your ad budget. Facebook’s delivery system is designed to get you the most optimization events at the lowest overall cost, rather than the lowest average cost for each placement.

While there are certainly times you might want to pick your own ad placements (if you’re targeting a specific location, device, or platform, for instance), for most of your ads, automatic placements are going to get you the best return on your investment.

The last thing you’ll need to do is set up optimization and delivery options. This tells Facebook to get you as much of a specific result as efficiently possible. Depending on your campaign objective, you’ll have different options.

例如，使用流量目标，您可以优化：

• Landing Page Views:Facebookdelivers ads to the people who are more likely to click on your ad’s link or load the Instant Experience.

• Link Clicks:Ads will be delivered to the people most likely to click on them.

• 每日独特的范围：Ads will be delivered up to once a day.

• Impressions:Facebookwill deliver ads to people as many times as possible.

您还可以选择设置成本控制，但这可能不是必需的，因为Facebook会自动使用您的整个广告预算，并使用最低的成本出价策略获得最佳结果。

Designing a Facebook ad for retargeting is just like creating any other Facebook ad. We have a full rundown of how to create and design a Facebook ad in our beginner’sFacebook广告指南。前往那儿逐步指南。这是简而言之的过程：

1. Decide if you’ll create an ad from scratch, use an existing post, or use a mockup you created with our freeFacebook广告模型工具。
2. Select your Facebook ad format: single-image, carousel, collection, etc.
3. 选择您要用于重新定位广告的媒体，请注意Facebookad size约束。
4. Add text and links to your Facebook ad.
5. 结束强烈的行动呼吁。

Once you’ve got everything set up the way you want (you can use one of these awesomeFacebookad preview tools为了确保），单击确认。您的广告将进行审查，然后您的重新定位受众将开始看到它们。