How to create remarketing A remarketing campaign is a basic part of any conversion funnel. We maximize the chances that someone who has met us will buy from us on our website. However, remarketing with Facebook ads is not just about showing ads to people who have visited our website, we can further optimize our audiences so that the campaigns work continuously.
Post contents
Facebook Pixel
Events
What’s happening with Facebook Ads with Apple’s iOS14 update?
What are the best remarketing audiences for Facebook ads?
Cold Hearings
Tempered Audiences
Hot Audiences
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Facebook Pixel
Installing the Facebook pixel is essential to be able to run any campaign. With it, we can analyze visits to our website from ads and thus optimize campaigns based on our conversion objectives.
If you still don’t know how to install the Facebook pixel, click on the following post:
Set up Facebook, Twitter, Linkedin and Pinterest tracking pixels + Woocommerce
Events
Once the Facebook pixel is configured, we must configure the following Events, this will help us create
Remarketing Audiences later:
PageView : These are generic visits to the website, a page view.
ViewContent : Refers to a visit to a key section for a conversion on the website. For example: visiting a product.
AddToCart : Add a product to the shopping cart.
InitiateCheckout : Begin the checkout process in the online store.
Purchase : Make a purchase on the website.
These are the essential events for any e-commerce. You can also count on
Lead : Lead refers to completing a form to request a quote or more information on the website.
Subscribe : Subscription to a newsletter.
And some custom ones. But with the iOS14 update on Apple mobile devices we will have to use a maximum of 8 events as we will explain below:
What’s happening with Facebook Ads with Apple’s iOS14 update?
Apple has changed the conditions under which information is collected on its mobile devices and this will affect our Facebook ads campaigns. On bm lists iPhones and iPads, starting with iOS 14, if you enter an application that collects data about what you do when you are inside (such as Facebook or Instagram), you will see a notification informing you about it. You will have two options: allow the collection of information or reject it .
If we allow data to be collected, everything will remain as usual. If we say no… something will change:
Conversion events, the limitation How to create remarketing
Will be that we can use a maximum of 8 introduction to data mining different ones per domain. This will not affect the vast majority of businesses since, for example, for an eCommerce, the most important ones add up to 5 (PageView, ViewContent, AddToCart, InitiateCheckout and Purchase) leaving room for 3 standard or custom events. Those that will be affected are businesses with very long and complex funnels.
Attribution windows , the following will no longer be available:
28 day view
7 day visualization
Click to 28 days
What does this mean? If our product’s purchase cycle is one month (person sees/clicks on ad today, but decides to buy next month), we won’t know which ad campaign generated that sale.
Once the changes are implemented
The default attribution window will be 7-day click and 1-day view.
What are the best remarketing audiences for Facebook ads?
We are going to divide the best audiences into 3 large groups, where we will combine the events that we have configured thanks to the Facebook pixel.
Here we must be very clear about the concept of INCLUDING and EXCLUDING audiences, because this will help us design more precise audiences.
