As a social media marketer, your focus should be driving traffic to your site and encouraging users to complete an action.

Well, you can make that possible by retargeting audiences through the platform.

The best part is that this practice is proven to have better results than the more traditional forms of social advertising.

You can optimize your campaigns by incorporating it into your paid social strategy.

Ideally, there are different types of retargeting ads on Facebook that you should be utilizing. That usually depends on the specific actions of your audience.

In this post, we’ll discuss the different types of audience that you need to retarget.

Those Who Visited the Page

Check with Google Analytics and find the page on your website that gets the most views. As you would find out, it is usually the category page and the homepage.

Your goal is to retarget users who have visited your category pages which didn’t make a purchase.

So, how do you look for users who have matched these criteria? Moreover, how do you exclude the ones who have visited and purchased?

Well, go to the Audiences tab, click on “Create Audience” and then “Custom Audience” on the dropdown menu.

If you want to specifically target users that have visited a specific page, utilize the Website Traffic option. There, you can put the URL of the page that you want to retarget accurately.

Hit the dropdown arrow of the first part of your audience creator form then clicks “People who visited specific web pages.”

Usually, on the text box below, you can add the URL that you want to retarget users from.

Remember to exclude those who have already purchased. Showing them an ad that they’ve already purchased in the past is going to cost you time, effort, and money.

Moreover, you can also avoid showing ads to your previous clients by excluding the ones who have visited your purchase and check-out page.

People Who Placed an Order but Didn’t Check Out

People who abandon their online shopping carts are one of the most important people you need to retarget.

Why? Well, it’s because they almost reached the finish line, and yet they failed to cross it.

Personalization is vital if you want to retarget this type of online buyers. You can gain insight from these users by knowing what’s in their shopping carts.

Moreover, you can encourage them, even more, to return to your site and go through with the purchase by giving them exclusive discounts.

People Who Engaged with Your Page

You should also tap to the audience who liked your Facebook page. That goes to show that they’re engaged enough with you that they want to connect with you.

To know the audience who engages with your page, build a custom audience, and then click “Engagement” on Facebook. Then, hit “Facebook Page.”

The page engagement is usually the default option, but you may also choose a specific engagement, such as a particular post or ad and those people who have messaged you.

People Who Clicked on Your CTA

This custom audience is composed of people who have hit the call-to-action (CTA) button on your page. For retargeting campaigns, it’s vital to target this audience to encourage them to make a specific action.

For instance, if the CTA of your page is “Shop Now” then you can run ads that target users who didn’t buy after they clicked on your CTA button.

To create this type of audience, click your Facebook page, and then choose “People Who Clicked on Any Call-to-Action Button” on the Include dropdown list.

People Who Subscribed on Your Newsletter

Upload your customer database, the CSV file of your email list, or any subscriber list that you have. The platform will match the details on the list with their users, then build a custom audience.

Those who have subscribed in your email list are usually warm people. Chances are, they already like what you’re doing, so they subscribed to you.

If you want to advertise on a specific audience, they are the best users to advertise to.

Your Previous Shoppers

Aside from cart abandoners and leads, you also need to target your previous buyers to have repeat transactions.

If you’re giving discounts to those who haven’t previously done anything, then you should also give rewards to your previous customers.

If this is the reason that will push them to buy again, then why not show it?

To look for your previous buyers, build a custom audience, then choose “website traffic.” Afterwards, include the event purchase, and voila! You now have the previous purchases that you can click through again.

Then, you can craft ads that invite them to purchase again. If you continue making reasonable offers, then there’s no doubt that they will.

Create Personalized Facebook Retargeting Ads for Your Audience Today

Facebook is an excellent platform that lets you do your retargeting campaign effectively.

According to Voy Media, “The key here is knowing how to strategize your campaigns in a way that you can personalize your ads with the kind of audiences that you have.”

So there you have it! Those are the most actionable categorization of your audiences that you can tap into to create a successful Facebook retargeting campaign.

Now that you can identify these audiences, it’s now up to you to build a successful ad that will draw them in, and win them over.

This article is contributed by Kevin Urrutia of Voy Media, who offers Facebook marketing services based in New York.

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