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Facebook Retargeting Guide For Ecommerce Brands
Facebook Blog for Ecommerce Brands

You might think that once you’ve got people to actually visit your ecommerce website than you have at least won a battle in the war to turn visitors into customers. But how many of your customers are ready to make a purchase at this stage? Just 4%.

With so few of your visitors converting into customers the first time they visit, it’s essential that you look at ways to get more out of your ecommerce store. One of the very best ways  is to retarget your previous visitors — and Facebook retargeting is one of the best ways of driving up revenue for your business.


Setting up a Facebook retargeting campaign is much simpler than you might think and once you’ve read my easy guide, you’ll have yours up and running in no time. So, let’s go!


Recommended reading: How can I achieve more with my Facebook Ads?


What is the benefit of Facebook retargeting?

Facebook is great for your ecommerce brand for this simple reason: it remains the most popular social media platform on the planet with more than 2 billion monthly users and integrates seamlessly with the major ecommerce store builders.


Retargeting using Facebook means that you market your ecommerce business to people who have already visited your online store. It has many benefits to your brand and these are the major ones:


  • The people you are targeting are already familiar with your brand
  • Your ad audience have expressed interest in what you have to offer them
  • Retargeted visitors are likely to trust your ecommerce business and will be coming with purchases in mind.


Because of this, retargeting has an excellent ROI. Leveraging it for your ecommerce business is an easy sell and something you shouldn’t miss out on.


This is how you can make the most of it for your ecommerce brand.


What is Facebook Ads Manager?

Facebook Ads Manager is a tool that allows you to set up and then manage Facebook ads using the Facebook business account for your brand. Among other things, it allows you to:


  • Target your adverts so that they go out to the right people
  • Put budgets in place for your ad campaigns
  • Access analytics to review the performance of your campaigns


If you need to know how to set up your Facebook Ads Manager then check out the excellent video below…


What is a Facebook pixel?

Your Facebook Pixel is the foundation upon which your retargeting campaigns are built. In short, it’s an invisible file that you embed onto your website. It tracks the Facebook visits of a user using cookies and allows to build up a bank of data on your customers.


If you have used one of the major ecommerce store builders (such as Shopify), you will be able to integrate your ecommerce brand with Facebook and set up your Pixel in next to no time. All you need to do is select Use an Integration or a Tag Manager on your Facebook Ads Manager and you’ll be guided through a step-by-step process.


If have a custom built site, or have used a store builder that isn’t compatible with Facebook, then you’ll need to put in a little more work. Thankfully, the video below shows you everything you need to know…


Get your tracking set up

In order to get the benefit from your Facebook Pixel you need to set up your tracking. This is what is used to monitor and track the actions of your visitors and it falls into two categories:


Standard events

These are the 9 regular actions Facebook expects your users to undertake and they are:


  • ViewContent
  • Search
  • AddToCart
  • AddToWishlist
  • InitiateCheckout
  • AddPaymentInfo
  • Purchase
  • Lead
  • CompleteRegistration


For in-depth information on what each of these categories mean to your ecommerce business, visit Facebook for developers.


Custom events

These are any actions that are not included in the above list of 9, allowing you to personalise the way that you track your users and build campaigns that are more in line with the unique requirements of your ecommerce business.


If you want to create custom events for your ecommerce brand then simply spend a few minutes watching the handy video underneath…


Building a custom audience

Your custom audience are people whose data you have and who you are going to market your brand to through your Facebook retargeting campaign.


The below screenshot from Facebook Business explains how you can set up a custom audience using an email list or phone number records of your existing customers…


Credit: Facebook Business


If, however, you want to build a more in-depth custom audience then check out this excellent video…



Implementing your Facebook retargeting campaign

Once have an audience of at least 20 people, you’ll be able to implement your retargeting campaign and to do so is extremely straightforward.


  1. Visit your Facebook Ads Manager
  2. Click on the Create Ad button
  3. Decide on the objective for your campaign
  4. Name your objective
  5. Select your Custom Audience
  6. Decide on the the scope of your campaign
  7. Give your campaign a name
  8. Hit continue.


Using Facebook retargeting is a winning strategy for driving up the revenue of your ecommerce business. It allows you to go after people who have visited your online store and expressed an interest in your business, giving you a chance of catching some of the 96% of people who weren’t ready to buy from your ecommerce brand first time round.


So now that you know how to set up your own campaign, get started and see dine out on the increased revenue you it brings to your business.

Kayleigh Alexandra is a content writer for Micro Startups — a site dedicated to spreading the word about startups, small businesses, and ecommerce brands. Visit the blog for the latest marketing insights from top experts and inspiring entrepreneurial stories. Follow us on Twitter @getmicrostarted.

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