August 15, 2018

How to Create Facebook Remarketing Ads and Boost Your ROI

The step-by-step practical guide 2018 for Shopify dropshipping stores
You have already set up your first Facebook ads campaigns, got some results and wish to show your ads to the same audience again. So, now you will learn how to create Shopify Facebook retargeting ads.

What is remarketing? The audience already know your product, they already visited your dropshipping store. Some people added items to the cart, checked out or purchased. Your retargeting ads will be addressed not to everyone on Facebook but some specific people.

Table of content (click to navigate):

Custom Audience: How to Build Your Audience

Before we get to the settings for retargeting your audience, you should build your audience. As while setting up Facebook retargeting ad, you will need to select the exact audience you wish to remarket.

A custom audience is an audience relevant to your Facebook advertising account.

Traditional customer funnel looks like this:
Visit store
People get to the product page on your store after clicking your ad
Add to cart
Some people add items to cart and leave the website in this phase
Checkout
Fewer people enter their information in the checkout process
Purchase
Someone get to Thank-you-page after payment
Let's say you had 200 store visitors. Not everyone moved to the next level. Some part of the audience left the store after surfing. Therefore 140 visitors left and 60 went further and added products to cart. Then 40 of them left the store and 20 shoppers checked out. In the end, 12 guys left and only 8 people purchased.

So, we've got such a customer funnel:
  • Visit store - 200
  • Add to cart - 60
  • Check out - 20
  • Purchase - 8

Every shopper who clicked your ad and visited your dropshipping store is your custom audience. As the whole data about activity is collected by Facebook pixel, you may target each group of customers again. For this very purpose now you will create the custom audience for each group.
The 1st Custom Audience - Visit Store (no Add to Cart)
    • Go to Audiences in Business Manager > Click Create audience > Custom audience
    • There are 5 options to choose from. You select "Website traffic" as you already a specific web page that our audience visited.
    How to Create Facebook Remarketing Ads
    • Select "All" > How long do you promote your product? Enter this number of days. In my example, I enter 10 days. > Click "All website visitors" and select "People who visited specific page" in the dropdown list.
    How to Create Facebook Remarketing Ads
    • Go to the product page and copy ending of the URL
    How to Create Facebook Remarketing Ads
    • Paste it > Give the audience name, for instance, a product name and VC (aka people who viewed content).
    How to Create Facebook Remarketing Ads
    • Use "Exclude" function to specify which exact audience you need (not to show your retargeting ad to every page visitor).
    How to Create Facebook Remarketing Ads
    We exclude everyone who already added to cart. We should specify which exactly product was added to cart, so we click "Refine by" > Select "Url/Parameter" > Select "content_ids" > Go to "Facebook Pixel Helper" Chrome extension and get the content id there under "ViewContent" tab.
    This way you created the audience of all website visitors who didn't do any action but viewed the content. Click "Create audience" button to finish.

    This is how it looks. It takes 5 to 15 mins for updating the audience and you will see the size.
    How to Create Facebook Remarketing Ads
    The 2nd Custom Audience - Add to Cart (no Checkout)
      • The first steps are the same. Click Create audience > Custom audience.
      How to Create Facebook Remarketing Ads
      • Choose "Website traffic" among 5 options.
      How to Create Facebook Remarketing Ads
      • Select "All" > Enter the number of days, there are 10 days for instance. > Click "All website visitors" and select "Add to cart" in the dropdown list. Paste the content id. As you remember you may get from "Facebook Pixel Helper" Chrome extension.
      How to Create Facebook Remarketing Ads
      • Exclude everyone who checked out, so click "Exclude" > Click "All website visitors" and select "InitiateCheckout" > Paste the content id again > Give the audience name, for instance, a product name and ATC (aka people who added to cart) > Click "Create Audience".
      This way you create the audience of all website visitors who added to cart but didn't check out.
      The 3rd Custom Audience - Checkout (no Purchases)
      • The same logic works here. here. Click Create audience > Custom audience > Choose "Website traffic" among 5 options.

      • Select "All" > Enter the number of days, there are 10 days for instance. > Click "All website visitors" and select "InitiateCheckout" in the dropdown list. Paste the content id. As you remember you may get from "Facebook Pixel Helper" Chrome extension.

      • Exclude everyone who checked out, so click" Exclude" > Click "All website visitors" and select "Purchase" > Paste the content id again > Give the audience name, for instance, a product name and IC (aka people who initiated checkout) > Click "Create Audience".

      You created the audience of all website visitors who checked out but didn't purchase.
      The 4th Custom Audience - Purchases
      Note that you may create custom audiences for purchases of not only one specific product but all the products you have in your store.
      How to Create Facebook Remarketing Ads
      Click "Refine by" to create audiences for purchases of only one exact product.
      Custom Audience for Engagement
        One more thing I'd like to show you regarding retargeting ad is creating a custom audience using engagement.

        • Click Create audience > Custom audience
        How to Create Facebook Remarketing Ads
        • Select "Engagement"
        How to Create Facebook Remarketing Ads
        • There are 6 options to choose from, for instance, you may retarget people who watched your video on Facebook or Instagram (Video) or remarket those who interacted your post or ad (Facebook page). Select "Facebook page"
        How to Create Facebook Remarketing Ads
        • You get here. Click "Everyone who engaged with your page" and select the option you need, for instance, "People who engaged with any post or ad" who liked, shared, commented, viewed your posts and ads.
        Set the number of days or leave a default 365 days. Give the name to the audience and click "Create Audience". This was you may address your message again.

        Now you know how to create the customer audience. As you created it for retargeting, let's get to the guide on how to set up Facebook retargeting ads.
        Note: Create a lookalike audience that is based on your customer audiences. Lookalike audiences are traditionally the most profitable audiences to scale.

        How to Set Up a Remarketing Campaign on Facebook

        • Go to Ads Manager > Create campaign > There are several objectives to choose from.
        The most popular objectives among dropshipping stores are:

        • Reach - your ad is shown to the maximum number of people
        • Traffic - you send more people to your website
        • Conversion - you get people into your website for making purchases

        Select "Reach". If you're a beginner and there were not many store visitors, Reach is ok. If you're not a beginner, choose Conversion or Traffic not to waste money on showing your ad to too many people.
        • Name the retargeting campaign.
        How to Create Facebook Remarketing Ads
        • Name the ad set > Choose the Facebook page you plan to promote
        How to Create Facebook Remarketing Ads
        • Choose Facebook page related to the ad. Leave "Locations", "Age", "Gender", "Language", "Detailed targeting" and "Connection" blank.
        How to Create Facebook Remarketing Ads
        • Add "Custom audience". Read instructions above how to build your customer audience.
        How to Create Facebook Remarketing Ads
        • Select Automatic placement in Placements.
        How to Create Facebook Remarketing Ads
        • Set the daily budget > Click "Show Advanced Options"
        How to Create Facebook Remarketing Ads
        Budget depends on the number of people in the audience. I set $5 as we consider, your audience is not big since it's your first Facebook retargeting ad. By the time when you already know how much your target action costs, you will be able to forecast the amount.
        • Set frequency. Frequency should not be annoying. Twice a day is optimal, you may set it to be more frequent.
        How to Create Facebook Remarketing Ads
        • Name the ad > Select the existing post. You may not make a post and use it but create a new ad, as you wish.
        How to Create Facebook Remarketing Ads

        4 Effective Shopify Retargeting Ads Examples

        1. Website visitors (no Add To Cart) - people visited a product page but didn't add to cart
          • Offer a limited-time 10% discount
          • Use the same product image to recall the memory about the product fast
          • Mention a coupon code for a discount in the ad text and make it noticeable
          • Add a text for instance, "We caught you creeping on this product. Use a coupon code ABC10 to get 10% off. Discount available until tonight."
        2. Adds To Carts (no Checkouts) - added to the cart but didn't check out
          • Add a text for instance, "Do you remember me?"
        3. Checkouts (no Purchases)
          • Offer a limited-time 5-10% discount
          • Add a text for instance, "I'm waiting"
        4. Purchases
          • Offer a cross-sell product or products
          • Add "Thank you" message
          • Offer a coupon code with 15-20% discount for the next purchase
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        Content Creator at Dropwow
        Gulnur Ismailova
        Content Creator at Dropwow