Facebook Retargeting: The Ultimate Guide for E-commerce Success in 2023

Ever wonder why potential customers visit your website but don’t buy? What if you could remind them, entice them back, and turn browsing into orders? That’s the power of retargeting, helping you convert potential customers despite recent Facebook limitations. It’s not just about creating ads; it’s about crafting reminders and turning lost visitors into paying customers. This guide provides a detailed walkthrough on setting up effective Facebook retargeting campaigns for your e-commerce business.

Facebook Retargeting: A Strategy for Converting Potential Customers

An effective retargeting campaign requires a clear structure and specific audience segmentation. We’ll analyze a successful campaign from the past 30 days with a 5.97 ROAS (meaning every $1 spent generated nearly $6) to illustrate the setup. This campaign is divided into three ad sets, suitable for budgets ranging from $10 to $30,000 per month. Larger budgets require more granular segmentation.

Ad Set 1: Targeting Website Visitors

This ad set targets individuals who have visited your website in the last 30 days. This is the simplest audience to create. Within the Facebook Ads platform, select “Create New Custom Audience” -> “Website.” Name your audience clearly for easy management and reuse.

Note: Select only “All website visitors” within the last 30 days. Do not choose “Advantage custom audience” or modify age, gender, or add any detailed targeting.

Exclusions: Exclude customers who have already purchased to avoid redundancy and focus on the right audience.

Placement: Utilize “Advantage+ placements” to display ads across the entire Meta ecosystem, including Facebook, Instagram, Stories, Reels, WhatsApp, Audience Network, and Marketplace.

Ad Set 2: Targeting Add-to-Cart Customers

This set targets those who added products to their cart in the last 90 days but didn’t purchase. These are high-potential customers.

Audience: Include a list of website visitors who added items to their cart in the last 90 days, generated from your Facebook Pixel. Integrate with a CRM (like Clavio) to import customer email lists, improving audience match rates.

Exclusions: Similar to Ad Set 1, exclude customers who have already purchased.

Settings: Maintain the same settings as Ad Set 1.

Ad Set 3: Targeting Your Entire Customer List

This set targets your entire potential customer list, including those who interacted with your Facebook page, Instagram, or subscribed to email/SMS. This is the largest audience and can yield a high ROAS.

Audience: Utilize your customer list from your CRM (like Clavio). CRM integration with Facebook Ads is crucial for leveraging customer data.

Exclusions: Exclude existing customers.

Settings: Maintain the same settings as Ad Sets 1 and 2.

Facebook Retargeting: Customer Retention Strategies

Beyond attracting new customers, retaining existing ones is vital. Here’s a retargeting strategy for customer retention:

Ad Set 4: All-Time Purchasers

Target all customers who have ever made a purchase.

Exclusions: Exclude customers who purchased within the last 180 days and the last 7 days. This avoids wasted budget on recent purchasers or those who haven’t returned in a long time.

Ad Set 5: Purchasers Within 180 Days

Target customers who purchased within the last 180 days.

Exclusions: Exclude customers who purchased within the last 7 days and 45 days.

Ad Set 6: Purchasers Within 45 Days

Target customers who purchased within the last 45 days. This is a high-potential group for repeat purchases.

Exclusions: Exclude customers who purchased within the last 7 days.

Conclusion

Retargeting is a crucial strategy in Facebook advertising for e-commerce. By clearly segmenting your audience and setting up campaigns correctly, you can optimize ad performance, increase conversion rates, and retain customers. Implement these strategies and continuously monitor and adjust for optimal results.