How to use Facebook social ads to reach your warm audience.
When we talk about targeting, one of the things I love about managing Facebook ads is the ability to get granular with who to reach and the different content we can show to different people depending on how they’ve already interacted with my clients’ businesses.
That means you can literally target who have already taken a specific action in your business, and, as a Facebook advertiser, we can get personalised and laser targeted messages to those who are most likely to take the next step with you.
The first step in the retargeting process is to make sure you have your Facebook (Meta) pixel installed.
What’s the Meta Pixel?
The Facebook (Meta) pixel is a genius piece of code which enables Facebook to track your website traffic. It tracks visits and actions and enables you, as a Facebook advertiser, to gain crucial insight into your potential and current customers.
So, installing the Facebook pixel is essential if you’re doing ANY Facebook advertising, but also if you send organic links to your website too. The data you can gather from the Meta pixel helps you get laser-focused on targeting the right sort of people. This ultimately means you can avoid wasting money on people who don’t convert or buy.
New to Facebook ads?
I’m going to assume you have a website and have tried or want to try Facebook advertising. In the Ads Manager dashboard, you have the option to create a pixel (at the click of a button). This is essentially a piece of code (unique to your Facebook advertising account), that you install onto every page of your website (usually within the head section). Thankfully, there is plenty of step-by-step guidance within Business Manager.
When someone visits your website with your Facebook pixel installed and they are logged into Facebook, they are ‘pixelled’ and their actions are logged by Meta. This enables Facebook to anonymously ‘see’ who has visited your website and taken certain actions.
You can then create ‘custom audiences’ based on those actions and then use those in your Facebook advertising campaigns to target specific people within your warm audiences. For example, you can reach people who:
- visited your website
- read your blog posts
- viewed specific pages of your website
- signed up to your email list
- filled in an enquiry form
- made a purchase or visited the checkout pages.
You can also create custom audiences of people who have interacted with your Facebook or Instagram pages, watched your videos or reels, completed Facebook lead forms, and so much more.
This is the power of retargeting.
Those audiences (which we call ‘warm’ audiences), have already been introduced to you and/or your business at some point. Whether they have interacted with your content, or even become a client in the past, they may need to see a slightly different message from those who don’t know you or your business (i.e. a ‘cold’ audience).
Why is retargeting important?
Well, most people don’t become a customer on a first visit to your website or social media pages. Chances are, your prospect will be shopping around or researching other solutions or your competitors. The way YOU are going to stand out from your competition at this point is to use the power of retargeting. Using Facebook and Instagram Ads, you can encourage prospective clients to take the next steps with you as you lead them into a strategically thought-out funnel.
Simply put, you can use different content and offers depending on how ‘warm’ the audience is.
Take a cold audience and move them through each stage depending on the action they take with you. You can use re-engagement offers for existing customers, such as offering a loyalty offer.
One of the key ingredients to the success of my client who I helped to grow their franchise business in 2019, was the ability to hyper-target their audience and retarget existing leads and use Facebook ads to move people through their funnel.
Are you using retargeting effectively in your Facebook ads?
Book a free Facebook Ads optimisation call with Jess and find out how to get better results with your campaigns.
Download the FREE Facebook Ads Optimisation checklist to discover what you need to get the best results from your ads: