How to Create & Use Remarketing Audiences in Meta Ads (Facebook/Instagram Ads)

XYZ Lab
2 May 202306:19
EducationalLearning
32 Likes 10 Comments

TLDRThis tutorial guides viewers on creating remarketing audiences on Facebook for targeted advertising. It begins with accessing the Facebook Business Manager or Business Suite and selecting the 'Audiences' tool. The process involves installing the Facebook pixel on the website, creating a custom audience based on specific user actions, such as visiting certain pages, and setting a retention period. The audience can then be applied to ad campaigns for precise targeting, with additional criteria like location and age group for further customization.

Takeaways
  • 📌 Start by accessing your Facebook Business Manager or Business Suite at business.facebook.com.
  • 🔍 Use the hamburger menu to navigate to 'Audiences' under 'Advertise'.
  • 💡 Ensure you have a Facebook Business Manager or Business Suite account; create one if necessary.
  • 🔗 Click on 'Create a Custom Audience' to begin the remarketing audience setup.
  • 🌐 A prerequisite for creating a remarketing audience is having the Facebook pixel installed on your website.
  • 🎯 Choose 'Website' as the source for your custom audience.
  • 📝 Change the criteria from 'Any' to 'All the following criteria' to specify your audience.
  • 🔍 Select the pixel on your website and define the actions or pages you want to track for audience targeting.
  • 🗓 Set the 'Retention' period for how long you want to remember the user's actions (from 1 to 180 days).
  • 📋 Name your custom audience (e.g., 'Remarketing - Did not visit Contact page') and create it.
  • 🚀 Use your remarketing audience in ad campaigns by selecting it under 'Custom Audience' in the Ad Manager targeting options.
Q & A

  • Where should you start to create a remarketing audience?

    -You should start by going to your Facebook Business Manager or Facebook Business Suite at business.facebook.com.

  • What is required to create a remarketing audience on Facebook?

    -You need to have a Facebook Business Manager account or a Business Suite, and the Facebook pixel installed on all pages of your website.

  • How do you access the Audiences tool in Facebook Business Manager?

    -Click on the hamburger menu on the top left, select 'All Tools', and then find and click on 'Audiences' under the 'Advertise' section.

  • What is the first step in creating a custom audience?

    -Click on 'Create a Custom Audience' on the Audiences screen.

  • What source should you select for creating a remarketing audience based on website behavior?

    -You should select 'Website' as the source for creating a remarketing audience.

  • How long can you set the retention period for a remarketing audience?

    -The retention period can be set anywhere from 1 day to 180 days.

  • What type of audience can you create based on specific web pages visited?

    -You can create an audience of people who visited specific web pages, such as your homepage or any page containing a certain URL.

  • How do you use the remarketing audience in your ad campaigns?

    -In your Ads Manager, when setting up the ad set targeting, select the custom audience you created under the 'Custom Audience' section.

  • What additional criteria can you overlay on your remarketing audience for more precise targeting?

    -You can overlay criteria like location and age group, but it's advised against overlaying interest-based criteria as it defeats the purpose of remarketing.

  • What is the purpose of creating a remarketing audience?

    -The purpose is to target users who have previously interacted with your website, such as visiting specific pages, to show them tailored ads based on their past behavior.

  • How do you name your remarketing audience?

    -You can name your remarketing audience based on the conditions you set, such as 'Read and Visit Contact Page'.

Outlines
00:00
📝 Introduction to Creating Remarketing Audiences on Facebook

The video tutorial begins by welcoming viewers and introducing the topic of creating remarketing audiences on Facebook. It instructs viewers to access their Facebook Business Manager or Facebook Business Suite at business.facebook.com and to create an account if they do not have one. The tutorial then guides users to navigate to the 'Audiences' tool under 'All Tools' and 'Advertise'. The importance of subscribing and liking the video content for continued support in creating new content is emphasized. The video proceeds to explain the process of creating a marketing audience by selecting 'Create a Custom Audience' and choosing 'Website' as the source, which requires having the Facebook pixel installed on the website. Two methods of creating an audience are discussed: using existing events or selecting specific web pages visited by users. The audience is then defined by criteria such as visiting any page within the last 30 days but not a specific URL like 'slots contract'. The audience is named and created, with an explanation of how it can be used in ad campaigns.

05:00
🎯 Utilizing the Remarketing Audience in Ad Campaigns

This paragraph explains how to utilize the created remarketing audience in Facebook ad campaigns. It details the process of building a campaign and selecting the targeting audience at the ad set level. The tutorial demonstrates how to find and select the custom remarketing audience, which in this case is defined as people who did not visit the contact page. The video also discusses the possibility of overlaying additional criteria such as location and age group to further refine the audience. However, it advises against overlaying interest-based criteria as it could defeat the purpose of remarketing. The video concludes by encouraging viewers to subscribe and like the content for continued support and thanks them for watching, wishing them a great day regardless of their time zone.

Mindmap
Keywords
💡Remarketing Audiences
Remarketing audiences are groups of people who have previously interacted with a website or online content. In the context of the video, it refers to creating a custom audience on Facebook to target users who have visited specific pages on a website but have not completed a desired action, such as visiting a contact page.
💡Facebook Business Manager
Facebook Business Manager is a platform that allows businesses to manage their Facebook presence, including pages, ad accounts, and other business tools. It is essential for accessing the features needed to create remarketing audiences, as mentioned in the video script.
💡Facebook Pixel
The Facebook Pixel is a piece of code that is installed on a website to track user behavior and activities. It is crucial for creating remarketing audiences because it enables businesses to track and target users based on their specific actions on the website.
💡Custom Audience
A custom audience on Facebook is a group of people who meet specific criteria set by the business, such as visiting certain web pages or taking specific actions. It is used for targeted advertising to users who are more likely to be interested in the business's products or services.
💡Audiences Tab
The 'Audiences' tab within Facebook's Business Manager is where users can manage and create custom audiences for their advertising efforts. It is a key navigation point for accessing the tools needed to set up remarketing campaigns.
💡Website Tracking
Website tracking involves monitoring the behavior of visitors on a website to gather data on their interactions. This data is used to understand user preferences and to target them more effectively with remarketing campaigns.
💡Ad Campaigns
Ad campaigns are organized efforts to promote products or services through paid advertisements. In the video, ad campaigns are discussed in the context of using remarketing audiences to target specific groups of people with tailored ads.
💡Ad Manager
Ad Manager is a tool within Facebook's Business Manager that allows users to create, manage, and monitor their ad campaigns. It is where the implementation of remarketing audiences for targeted advertising takes place.
💡Retention Period
The retention period refers to the length of time for which user behavior is considered when creating remarketing audiences. It determines how far back in time the tracked actions are relevant for targeting purposes.
💡Targeting
Targeting in advertising refers to the process of selecting specific groups of people to whom ads will be shown. Remarketing audiences are used for targeted advertising to reach people who have previously engaged with a website in specific ways.
💡Traffic Objective
A traffic objective in Facebook ad campaigns is aimed at driving visitors to a website or specific landing pages. It is one of the campaign objectives that businesses can choose to focus their advertising efforts on.
Highlights

Start by going to Facebook Business Manager or Facebook Business Suite at business.facebook.com.

Create a Business Manager account or Business Suite if you don't have one.

Click on the hamburger menu and navigate to 'Audiences' under 'All Tools'.

Ensure you have the Facebook pixel installed on your website for remarketing audience creation.

To create a custom audience, go to 'Audiences' and select 'Create a Custom Audience'.

Choose 'Website' as the source for your custom audience.

Change the criteria from 'Any' to 'All the following criteria'.

Select the Facebook pixel that is installed on your website.

Choose to create an audience based on specific web pages visited.

Define the retention period for your remarketing audience, ranging from 7 to 180 days.

Give your custom audience a name, such as 'Remarketing - Did not visit Contact Page'.

Navigate to 'Ads Manager' to use your newly created audience for campaigns.

Select your custom audience under 'Custom Audience' when setting up your ad set's targeting.

Additional criteria like location and age group can be layered for more precise targeting.

Avoid overlaying criteria like interests as it defeats the purpose of remarketing.

This tutorial demonstrates how to create and utilize a remarketing audience effectively on Facebook.

Transcripts

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FacebookMarketingRemarketingAudienceFacebookPixelAdCampaignsOnlineAdvertisingCustomAudienceSocialMediaDigitalMarketingTargetedAdsBusinessStrategy