Perhaps you've purchased from a brand and continued to find yourself receiving Facebook ads for other products from that brand.
These are Facebook remarketing ads.
In this post, we will cover the strategy behind remarketing ads and the difference between a Facebook remarketing campaign and a Facebook retargeting campaign.
If you are looking for custom audiences to use in your Facebook remarketing campaigns we've got you covered there as well with 5 segmented custom audiences for your Facebook remarketing campaigns
Finally, if you've never run a Facebook remarketing campaign we will cover how to set up your first Facebook remarketing campaign in 7 easy steps.
Facebook Remarketing Ads Vs Facebook Retargeting Ads
The language around Facebook remarketing and Facebook retargeting can sometimes be confusing.
This is because remarketing is a form of retargeting and brands use these words interchangeably at times.
An example is Google Remarketing Tools which are just retargeting tools.
For Facebook, whenever you create an ad campaign that targets previously engaged website visitors you are technically retargeting these people.
This is because you are retargeting... or targeting the same person again.
Facebook Remarketing ads are a form of retargeting ad that is an excellent way to re-engage previous purchasers and increase the lifetime value of these existing customers.
On the other hand, your Facebook retargeting campaigns are focused on potential customers who have engaged or visited your website but have not purchased.
So if you have ever purchased from a brand and still see its Facebook ads. They are either running a Facebook remarketing campaign to move you down along the funnel or have done a poor job of excluding existing purchasers from their retargeting campaigns.
"Moving people along the funnel" is why you will see a lot of blog posts discussing remarketing campaigns as being "primarily email-focused."
This is because email/SMS is generally more cost-efficient and gives your more control over the timing of your message.
Retargeting is "generally ad focused." This is because you have not collected an email or SMS yet and can reach your website visitors with retargeting ads.
As we move along, this blog post will focus on Facebook remarketing ads. If you are looking for more info on creating your Facebook retargeting campaigns you can read our post on setting up your Facebook retargeting campaign.
Strategy For Your Facebook Remarketing Ads
As discussed earlier a lot of remarketing will happen over email.
This does not mean however that you should not run remarketing ads, but that the strategy for your Facebook ads should shift.
Unlike with your Facebook retargeting campaign where you can cast a wide net and retarget website traffic you will want to narrow your Facebook ad to a specific target audience for remarketing.
Here are a few targeted times I would suggest running Facebook ads for remarketing.
When you have a major promotion.
As a supporting role to an upsell sent via email/SMS.
To move existing customers into a subscription of your product
To move existing customers into your rewards program or notify them that they have points to spend.
When RoAS is high and frequency is lowish... under 2-3.
Remarketing Audiences For Facebook
Before diving into how to create your remarketing audience, we need to discuss the various Facebook custom audiences you can use for your Facebook remarketing ad.
The easiest way to set up your remarketing campaign is to upload your customer list to Facebook or connect your CRM to Facebook and auto-pull this list.
Here are 5 custom audiences you can use to boost the RoAS on your next remarketing campaign on Facebook.
RFM Custom Audience
The first custom audience you can use for your Facebook retargeting is an RFM custom list.
RFM stands for recency, frequency, and monetization.
This metric is used to segment customers by how recently they have purchased, how frequently they purchase, and finally the amount of money they spend per purchase.
Depending on the blog post you read you will see different metrics for how to set up your RFM custom audience.
For example, recency in the last 90 days, frequency 1 purchase, monetization top 20% by value.
Since we are using this custom audience for Facebook remarketing, the focus should focus on having at least 1000 people. Anything under this number should have the metrics being used expanded.
Recent Purchaser Custom Audience
The second audience you can use for your Facebook remarketing campaign is a recent purchaser custom audience.
This list is made up of people who have purchased from your brand within the last 60 to 90 days.
You can use this list to target people who have recently purchased from you with a cross-sell or upsell offer.
High-Value Customer Custom Audience
The third audience is a list of your high-value customers.
This list can be made up of the top 10% of people who have spent over a certain dollar amount or those who have purchased a high-value product.
If this audience works for you, you can also use a lookalike audience of this group to find new potential customers that are similar to your best customers.
You can read our blog post if you need to learn how to create a lookalike audience.
Multi-Buyer Custom Audience
The fourth audience is a multi-buyer customer list.
This list is made up of people who have purchased multiple products from you. You can start with 2-3 products.
Again make sure this custom audience is above 1000 people.
If it is not, then you will want to expand the number of products that count as a purchase or reduce the definition of a multi-buyer from 3 to 2.
Abandoned Cart Custom Audience
The fifth custom audience is an abandoned cart custom list.
This list is made up of people who have added items to their cart but have not completed the purchase.
This remarketing audience is optional. You can easily run a Facebook retargeting ad to these people and get good results.
However, if you have the volume in abandoned carts and are offering a discount on your first purchase, you may want to have separate messaging in your campaign for existing purchasers.
Creating a Facebook remarketing audience for your abandoned carts is a good idea.
If you want to take it a step further you can create dynamic ads for your abandoned carts. This will allow you to show the exact product your customers are abandoning in your remarketing ads.
Once you have all your custom audiences uploaded to Facebook, it's time to create your Facebook audience!
Setting Up Your Facebook Remarketing Audience
1. Go to your Facebook business manager and open up the audience tab.
2. "Create Audience".
3. Create a custom audience
4. Choose a Facebook custom audience source. You will want to choose customer list or website.
Website - If you are using Facebook advertising to set up an ad campaign and remarket to your list of purchasers choose website.
Customer list - If you are uploading a custom audience based on segmentation within your email platform you will want to choose customer list.
5. Open the Facebook ads manager.
6. Create a new campaign, with a campaign objective of sales.
7. In the “ad set” section, click within the “Custom Audiences” field and find your custom audience. In this case "All Purchasers".
That's it your remarketing custom audience has been set up.
If you need help creating your first Facebook ad campaign you can read our blog post on launching your first Facebook ad campaign.
Beginner Tips For Creating Your Facebook Ad
When creating your ad there are a few key things to keep in mind:
Your image is the most important thing on your Facebook ad so make sure it grabs the attention of Facebook users scrolling their Facebook feed.
Keep your copy short, sweet, and to the point.
Use a call to action that makes sense for your business.
If you are featuring a product make sure it's clear what the product is and how it can benefit the consumer.
Lastly, if you are new to Facebook ads be sure that you have your Facebook pixel set up and have connected your business's Facebook page to your business manager.
If you have not connected your Facebook page or set up your Facebook pixel you will have difficulty setting up your ad and tracking your results.
To learn how to set up your ad account you can read our blog post on setting up your ad account.
Remarketing Facebook Ad Campaigns Can Drive Incredible Return
A recent campaign of mine saw a 21X RoAS from our remarketing audiences
Facebook advertising can be a great way to retarget and remarket to your existing purchasers if executed correctly.
Need help executing your Facebook remarketing strategy, feel free to book a call with me.
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