Implementing effective retargeting strategies is crucial for advertising agencies running Facebook campaigns for clients. Retargeting past visitors, engagers, and customers allows turning them into conversions for the client through follow-up messaging.

Agencies should develop comprehensive retargeting plans encompassing the entire customer journey. Strategic remarketing helps boost campaign performance and return on ad spend for clients.

What Is Retargeting advertising strategy on facebook

Retargeting is a powerful advertising strategy on Facebook that allows you to reach people who have previously interacted with your business, website, or app. Here are some common retargeting strategies for Facebook:

1. Website Visitors Retargeting: This allows you to show ads to people who have visited your website but didn't complete a desired action, such as making a purchase or signing up for a newsletter.
2. Engagement Retargeting: You can retarget people who have engaged with your Facebook content, such as liking your page, watching your videos, or commenting on your posts.
3. Customer List Retargeting: You can upload your customer email list or phone numbers to Facebook and create a Custom Audience to retarget existing customers with special offers or new products.
4. Video Retargeting: Retarget people who have watched a specific percentage of your video (e.g., 25%, 50%, or 75%) with a follow-up ad or offer.
5. Dynamic Retargeting: This technique allows you to show personalized ads based on the specific products or services a user viewed on your website or app.
6. Lookalike Audiences: Create a Lookalike Audience based on your existing customer base or website visitors to reach new people with similar interests and behaviors.

The key to successful retargeting is creating highly relevant and personalized ads based on the user's previous interactions with your brand. This can help increase conversion rates, build brand loyalty, and drive more sales or desired actions.

Install the Facebook Pixel on All Client Websites

The first step for enabling retargeting is getting the Facebook pixel installed on every client's website being advertised. The pixel tracks all site visitors and key actions like page views, clicks, content downloads, purchases, etc. This data builds audiences for retargeting.

Create Audiences Based on Page Views

Segment users who have visited specific important pages like products, pricing, blogs, or contact pages. Then create custom ads addressing concerns or questions from those pages. For example, target pricing page visitors with a limited-time discount promo.

Build Audiences from On-Site Actions

Go beyond page visits alone. Target users who have signed up for a newsletter downloaded content, watched a product video, or taken other on-site actions. Follow up these high-intent users with ads for the next steps like trials, demos, or purchases.

Develop Customer Audiences Based on Purchase History

Analyze customer purchase histories and build custom audiences based on products bought, order value, frequency, recency, etc. Then tailor ads with cross-sell or upsell offers based on their previous spending behaviors and product affinity.

Create Lookalike Audiences

Use engagement and purchase data to create lookalike audiences mirroring the client's current customers. Expand reach to new potential customers modeled after existing ones. Retarget lookalikes to turn them into conversions.

Personalize Ads with Website Activity

Use dynamic creative and Facebook's pixel data to customize ads in real-time based on each user's on-site behavior. Show specific products abandoned in the cart or recently viewed to remind and recover lost sales opportunities.

Develop Nurture Sequences Based on Lead Stage

Create multi-ad nurture sequences that gradually move leads down the funnel. Start with broad retargeting of all site visitors, then differentiate follow-ups by how far they've progressed towards becoming a customers based on their site activity.

Craft Audience Combinations with CRM Data

Incorporate offline customer relationship management data like email lists, purchase records, etc. to build custom audiences. Combine website retargeting pools with CRM info to have unified customer intelligence for highly relevant ads.

Structure Campaigns to Customer Journey Stage

Organize campaign objectives and retargeting around the typical customer journey - awareness, consideration, Decision, and Loyalty. Develop specific ads and offers tailored to guide users based on their observed progression through the journey models.

Continually Measure and Optimize Audiences

Check campaign analytics regularly to identify your highest-converting custom audiences. Reduce budgets for underperforming segments. Double down on broader retargeting of your best audience pools. Optimization boosts overall ROI.

For agencies, deploying calculated retargeting strategies across the entire customer lifecycle journey enables driving superior performance from Facebook campaigns. Follow these best practices for precision remarketing that turns eyeballs and awareness into measurable conversions.

Retarget Product Page Visitors

Create audiences of users who have visited specific product or service pages. Then run ads featuring that particular item or relevant cross-sells to remind them. Highly targeted product retargeting captures conversions.

Develop Win Back Campaigns for Lapses Users

Target customers who have not purchased in 30-90 days with special promotions or discounts to reactivate them. Win back lapsed users and recover lost revenue.

Re-engage users Who Abandon Carts

Remarket users who have added items to the cart but have not completed checkout. Send follow-up ads with extra incentives to finish the transaction and reduce cart abandonment. Offer free shipping, discounts, etc.

Continue Retargeting Past Converters

Even after a conversion happens, keep retargeting. Advertise complementary products, cross-sells, replenishment offers, upgrades, and more to recent customers. Get repeat purchases and expanded order values.

Create Nurturing Ads for Site Signups

Develop a series of helpful informational ads to nurture new site signups down the funnel. Provide value and build trust through relevant content that moves leads towards conversion.

Test Creative Variations for Each Audience

Try different ad copy, offers, products, designs, and more tailored to each custom audience. See what unique messaging and creative resonates best with each group based on their past behaviors and interests.

Analyze Attribution Windows and Lags

Review sales cycle length, on average time from click to conversion and attribution windows. Factor longer consideration periods into retargeting timelines and budgets. Not all conversions happen immediately.

Conclusion

Retargeting is imperative for Facebook ad success. Agencies that master remarketing across the customer journey generate major performance gains and ROI for client campaigns.