Retargeting Options

Retargeting enables you to reengage people who didn’t convert after their first engagement with your website or mobile app. If you’ve implemented Facebook pixel or SDK to capture events, you can use your Custom Audience to do this. Retargeting takes into account the people who have previously engaged with your website or mobile app and displays your retargeted ads to them as they engage with other websites or mobile apps. If you’ve uploaded your CRM information, you can create Custom Audiences from offline activity. You can use that Offline Event information to retarget customers, or exclude customers who recently made purchases offline in order to find new customers.

 Broad targeting:  When targeting broadly you’re mostly relying on us to find the best people to show your ad to. This approach can potentially lead you to people that you would otherwise be unaware of. Broad targeting can also be a good approach if you’re not sure who you want to direct your ads to. You can check the Audience Insights website or ads reporting in Ads Manager, to learn more about the types of people we found for you and how they reacted to your ads. 

Dynamic ads for broad audiences: You can use dynamic ads for broad audiences to find new customers for your business. This will help you to expand your target audience rather than target those who’ve already visited, browsed or purchased items on your website. 


Targeting best practices: Use these tips to ensure you’re following targeting best practices: 

1 Avoid audience overlap: Audience overlap means multiple ad sets are delivering to audiences that contain the same people. The ad auction tries to avoid showing too many ads to the same person from a single advertiser over a short time period, so audience overlap might explain why some ad sets aren’t hitting the full budgets. To avoid audience overlap: · Limit the number of ad sets targeting the same people. · Use audience exclusions. Note: Audience overlap isn’t always a detrimental issue. Small percentages of overlap may be okay and may not affect performance, but a higher percentage of overlap can be problematic. For example, if you have 0% audience overlap and you’re experiencing delivery problems, you can be more confident that overlap isn’t what’s causing the issues. 

2 Exclude strategically: While targeting the right audience is important, choosing who to exclude from your audience is crucial as well. If you’re looking to grow your customer base when utilizing broad and interest targeting, don’t forget to exclude: · Custom Audiences · Lookalike Audiences · Loyal Customers · Existing Customers Ensure you also exclude any audiences from ad sets that may overlap.

3 Avoid extremely narrow targeting: When ad sets have a very narrow audience, our system may not be able to gather enough converters (information) to find the best people to show your ad to. Ideally, you need to be receiving at least 100 conversions per week, which a narrow audience might not be able to provide. As you increase the amount you want to spend on conversion optimization, you may need to expand your target audience. This is both because we need to find more results to spend on and you may “exhaust” your existing audiences. 

4 Less is more when it comes to creating ad sets: As advertisers increase the scale and complexity of their conversion optimization advertising, they often want to split their campaigns into many very specific ad sets based on different slices of their target audience. However, this can lead to poor performance. We recommend creating a new ad set only if you’re trying to control costs differently based on your audience or desired outcome. Otherwise, combine your target audiences into one ad set with a larger budget. 

Solve Business Challenges:  Facebook IQ insights can help you to resolve your business challenges by using Facebook insight tools, you can learn about markets, cultural trends and people that matter to your business. Facebook insight tools include: · 

Audience Insights: Learn about people, across Facebook platforms, with insights about locations, interests and behaviors, so you can create messages that will help your business grow. Facebook Audience Insights gives you aggregate information about two groups of people, people connected to your Page and people on Facebook, so you can create content that resonates and easily find more people like the ones in your current audience. The Audience Insights tool is available in Ads Manager. · 

Holiday Season Insights: Learn about holiday shopping insights across 25+ markets. · 

Insights to Go: Filter, find, download and share the latest stats. Apply filters or use the search bar to sort insights by region, industry, audience, cultural moment and campaign planning tactics like platform, channel, creative format and measurement.