FACEBOOK ADS

RETARGETING CHEAT
SHEET
FACEBOOK RETARGETING CHEAT SHEET

Check your Facebook pixel:

Make sure you have your Facebook Pixel installed and functioning properly on your site.
You can’t retarget Facebook users if you’re not tracking them when they come to your
site, so this step is critical. You can use Facebook Pixel Helper to check your site for
your pixel and make sure it is working.

Go To Facebook Pixel Helper

Set budget and targets:

It’s imperative to set a test budget and targets for your retargeting campaigns. If you
need help setting your test budget and targets, check out our Facebook Ads Budget
Calculator.

Go To Facebook Ads Budget Calculator

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FACEBOOK RETARGETING CHEAT SHEET

When setting your estimated budget, keep in mind that results from retargeting is less
expensive than results from advertising to cold audiences. Typically, you can expect to
spend half as much (or less) on retargeting for similar results to cold audiences.

Segment and build your retargeting audiences:

You’ll get the biggest return on your retargeting dollar by serving ads to people based
on their levels of awareness. Identify ways you can use segment your retargeting
audiences based on their behavior. Then, start to build your campaigns around those
personas. Here are some examples of retargeting audiences you could build.

Segment - Most Aware

Unaware Problem Solution Product Most

Aware Aware Aware Aware

Can you re-sell or upsell customers who have already purchased from you?

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FACEBOOK RETARGETING CHEAT SHEET

Segment - Product Aware

Unaware Problem Solution Product Most

Aware Aware Aware Aware

Can you retarget people who have visited your product, service or checkout pages on
your site?

Segment - Solution Aware

Unaware Problem Solution Product Most

Aware Aware Aware Aware

Can you retarget people who submitted their information to one of your lead forms?

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FACEBOOK RETARGETING CHEAT SHEET

Segment - Problem Aware

Unaware
Problem Solution Product Most
Aware Aware Aware Aware

Can you retarget people who have read a blog post, or watched a video on your site?

Craft your ad content and offer:

Now that you’ve set your budget and targets, and segmented your audiences, it’s time
to craft a compelling offer for your ads.

Do your homework - It’s a best practice to research the other advertisers in your
industry, and see if they are running retargeting ads. Try to determine what type of
content and ad copy makes those ads successful.

Note: Members of our premium Facebook Ads Mastery Course can access our library of ads
at any time directly from their Data Driven account.

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FACEBOOK RETARGETING CHEAT SHEET

Match your offer to your audience's journey - Retargeting tends to work best when
you acknowledge your audience's status and think about the next logical step in their
journey. Here are some things to consider when crafting an offer for each of your
audience segments:

Most Aware - Happy customers

Do they need more of the same thing they already purchased?

Could they use a complementary product?
Are they aware of your full catalog of services?
Which of your products is the next most logical purchase along the path to becoming a
loyal customer?

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FACEBOOK RETARGETING CHEAT SHEET

Product Aware - Product or service page visitors

Do they simply need a reminder that they were considering your product?
Would answering the most common questions about your product or service help them
take action?
Would seeing testimonials from other happy customers motivate them to purchase?
Can you entice them with a limited time offer?
Can you demo your product for them, or give them a free trial?
Are they aware you offer a money-back guarantee?

Solution Aware or Product Aware - Leads

Can you offer them an incentive to schedule a consultation or a sales call?

Are they ready to see information about your product or services?
Would testimonials from happy customers help them become more comfortable with
your product or service?
Do they need to learn more about the solution and benefits your product or service
provides?
Can you use your ad to thank them for subscribing to your list, scheduling a call, or
visiting your business?

Problem Aware - General website visitors

Can you offer them a lead magnet or some form of exclusive content that helps them
along the path to discovering your solution?
Do you have another piece of content you can share that represents the next logical
step in their journey or research?
Is there any news about your business such as upcoming events, promotions, or projects
that would appeal to this audience?
Do they know the story behind your company, product or service yet?

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FACEBOOK RETARGETING CHEAT SHEET

Optimize your ad campaigns:

Once you start running your retargeting ads, make sure to keep close track of your
results. If your retargeting audience is small, it may take a little longer than typical to get
meaningful feedback. But you should know within 4 to 5 days how well your ads are
performing. Once you’ve seen some results from your test ads, double down on the Ads
that work, kill the ones that don’t.

Refresh your ad creative:

You don’t want to pepper your audiences with the same ad creative so much that you
exhaust their tolerance for your offers. If your retargeting ad performs well initially, but
your results start to taper off, try refreshing your ad creative. It’s not common for an ad
to start to wear out after about 2 or more cycles through your audience.

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