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NEW Beginner’s Guide to Facebook Retargeting Ads 2019 – FB Pixel, Custom Audiences | #ChiaExplains

NEW Beginner’s Guide to Facebook Retargeting Ads 2019 – FB Pixel, Custom Audiences | #ChiaExplains

According to recent studies, 74% of all online
shopping carts across the world are abandoned. This means that roughly 3 out of every 4 people
who visit your site will add something to their cart, and then leave without making
a purchase. So how do you set up Facebook retargeting
ads to recover an abandoned cart? And how can you optimize the ad itself? These are some really good questions which
I’m going to try to answer inside this video. Hey, this is Chia from Brand24 and today I
have a few tips for you guys on how to recover abandoned shopping carts from your website
– with the help of Facebook retargeting ads. We’re going to start simple with 3 basic
points: The first thing you want to do is install
the Facebook Pixel on your site. This is like sticking a tracking device on
anyone who visits your webpage, so you can find them later on Facebook and show them retargeting
ads. Luckily, Facebook makes this pretty easy – you
can do everything yourself. Just go to your Facebook Ads Manager, and
from the menu, click on ‘Pixels’. If this is your first Pixel, you’ll need
to name it. Once you have the code, it’s just a matter
of pasting it between thetags for your website header. You can set up Events like ‘Add to Cart’
to track shoppers who’ve added stuff to their carts, specify cart value and currency,
or whether a special item has been added, and then just paste the new script as an inline
action or on a new page if needed. And this is what lets you retarget your website
visitors on Facebook. The second thing you want to do is set up
Custom Audiences. Your Custom Audience is who you want to retarget
on Facebook – in this case, that’s people who have been to your website, put something
in their shopping carts, but then left before making a purchase. Creating a Custom Audience isn’t difficult,
but first you want to make sure that your Pixel is installed. After that, head to Audience in your Ads Manager,
select “Custom Audiences” and create a new one. To set this up for abandoned carts, start
by selecting the ‘Add to Cart’ Event. And make sure you exclude customers who DID
purchase something to avoid annoying them. (You can definitely show retargeting ads to
customers who purchased something in their carts for cross-selling or upselling, but that’s
for another video.) Showing Facebook retargeting ads to shoppers
with abandoned carts is a really good way to remind them to finish what they started. And, even if they just wanted to check the shipping
costs or they’re still on the fence, you know the interest is there, so a retargeting
ad that offers free shipping or a small discount might be just the push that they need to turn
them into your customers. Now, the third thing that you want to do is
optimize the ad itself. Social Media Examiner has an example of really
effective Facebook retargeting from Scoro. So, Scoro set up a Custom Audience for people who
had visited one of their landing pages about project management, and showed them retargeting
ads that talked specifically about how to manage projects. Since their buyer cycle is a lot longer, they
served those ads to website visitors from the past 60 days, instead of the standard
30. Scoro started with a small Custom Audience,
about 2000 people, but that generated 12 leads in the first 20 days with a 70% conversion
rate. According to data from Wordstream, the average
click-through rate (across ALL industries) for Facebook ads is .90% and the average conversion
rate is 9.21%, making that 70% conversion rate from Scoro super impressive. And the concept behind their ad, like all
the best things in life, was really simple: minimal text, clean graphics, and a single
call-to-action. You can set up your own Facebook ads in your
Ads Manager by clicking on “Create Ad”. And then, just follow the steps that Facebook
lays out for you. Use images or video, whatever format you
prefer – just remember to add the Custom Audience that you created for that ad. Now, when you’re designing your ads, it’s
important to remember that visual ads containing less text typically get more clicks, which
makes the language and the words that you DO use even more important. One small but really important tip that I have
for you guys when you’re creating your ads, is to just listen to the language that your
customers use when they talk about your product – because even the way that you refer to your
product might not be the same way that your customers do, and that can make a huge difference
in your communications. For example, if you’re running ads for a
sandwich chain, you’d want to know that even though in most places, a long sandwich
that’s filled with meat, cheese, and vegetables is called a “sub”, you’d be ordering
a “hero” sandwich in New York City, or a “hoagie” in Pennsylvania, and a “grinder”
in New England. There might be some tiny distinctions, like
what they’re filled with, or the type of bread that’s used, but they’re all essentially the same thing – they’re
just really big sandwiches, right? And knowing that they go by different names
in different locations can help you set up much more effective retargeting ads that will just
make a lot more sense to your audience. So, optimize your ads by listening to the
language your customers use. Google your product and all the different
names that people use to refer to it – see which variation brings up more results. Or for information that’s just a little more revealing,
use a social media monitoring tool like Brand24 to see how your customers refer to your product
in their normal, everyday online conversations whether it’s in social media, public forums, or all kinds
of other public venues across the web. These are just some really quick tips on how to set
up Facebook retargeting ads to recover your abandoned carts – obviously, there are a lot
of other ways you can tweak your ads – you can throw Chatbots into the mix and have ‘em
respond to comments, create a Lookalike audience to reach new people who share similar characteristics
with your custom audience, or you can add even more parameters to really narrow it down
– but remember, while hyper-targeting can increase your Relevance Score, you also don’t
want to go overboard. For example, just because John, a 47-year
old insurance salesman from Wisconsin, doesn’t seem like someone who would be interested
in purchasing any of your handmade dolls or stuffed animals, his kids might disagree with you. That’s it for today – if you have any questions,
leave a comment below and I’ll respond to it. And if you found this video helpful, feel
free to like it, share it, and subscribe to this channel, so you can be notified when
the next video is up – which is going to be filled with even more tips on all things related
to social media & digital marketing. Thanks for watching, have a good one – see
you later!

21 thoughts on “NEW Beginner’s Guide to Facebook Retargeting Ads 2019 – FB Pixel, Custom Audiences | #ChiaExplains

  1. really good stuff, really clear! One thing I do wonder, those standard events you talked about, do you need to install those or are they automatically applied when ou install the pixel?

  2. Can we have a video on how Facebook targets anyone with non-left-wing opinions and then shadow bans, censors and closes their accounts? Perhaps you could discuss how Facebook attempted to influence the 2016 US election results by closing thousands of Conservative accounts.

  3. Thank you for the video just 1 question. I have 3 different conversions on my pixels. 1) visit home page and few more 2) sign 3) purchase. Now lets say ( i just started ) that i have like 200 conversions on home page 80 sign and Purchases. How can i retarget them? i tried to find where can i use this conversion on my facebook manager ad, and i can use only the audience i used and saved the last time i did my Ad. So basically i dont get how to use that converted people from Pixels as Lookalike audience. Hopefully you understood me and can help me out. THanks a bunch

  4. Hi Chia – a bit confused on the abandoned cart process when creating custom audiences. How come some people go the route of including and excluding certain webpages URL's when creating the custom audience for abandoned carts, when you simply highlighted the option to include "cart abandoners" and exclude "purchasers" via the FB software? It just seems more simple the way you did it? Does installing the basic pixel code allow us to utilize this feature like you showcased, or do we have to install the pixel code with an additional event code to make it work? I hope my question makes sense, thank you!

  5. How long do you wait before doing a retargeting campaign custom conversion

    Would you wait 10 days before this ??

  6. Lots of value! +subscribed! I absolutely loved that it was short and to the point vs the 30 minute videos that are online.

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