How To RETARGET WEBSITE VISITORS With Facebook Ads

0:00hi guys it's ben heath and in this video i'm going to show you how to retarget website visitors with facebook ads how to take the people that have already visited your website and put ads in front of them on facebook and instagram and if you are advertising on facebook and instagram using the website retargeting functionality being able to retarget people that visited your website is an absolute no-brainer these people are far more likely to purchase become a lead whatever it is you're after than people who haven't visited your website before and i'm sure exactly how to do it in this video so i'm in a practice facebook ad account here and

0:33before we get into steps of creating the custom audience and then specifically targeting your website visitors on facebook you first need to make sure that you've got the facebook pixel set up okay so you need to be able to jump over to events manager like i'm just doing and see that you've got some just get rid of the pop-up you've got some activity down here and even though there's a practice ad account we've got this set up on a website of ours that we use for demonstration purposes called ordogo so we're all good to go if you do have the facebook pixel installed fantastic we can crack on if you don't um i've got

1:03another video that shows you exactly how to set up and install the facebook pixel in a lot of detail go through the step-by-step process and i'll include a link to that video in the description of this one or there'll be a card that pops up as i'm saying this you can just click on that check that video out and then come back here once you've got the facebook pixel installed on your website to go through the process of creating the custom audience and setting this up and all that sort of stuff okay so once we've got this uh once you've got the pixel set up you want to go ahead and

1:27jump over into audiences in order to retarget your website visitors on facebook we first need to create a custom audience from those website visitors so that's that's step number one so you come in here you may or may not have stuff in here already don't need to worry about any of that you want to go ahead and click on create audience and custom audience and then you can see there's lots of different types of custom audiences and i'm going to be focusing on this video on website visitor custom audiences because that's what this video is all about but i've got other videos around all sorts of other custom audiences so

1:59i'll include a link in the video description below you can check those out and go through things like video viewer custom audience stuff like that if you would like so you want to go ahead and click on website and then select next and now you can see that the default that facebook sort of pushes you towards is to create a custom audience out of all website visitors so everyone that's visited your website over the last 30 days that's the retention period i would recommend that when you're getting started the first time you start retargeting website visitors with facebook ads you increase the retention period from 30 to the maximum allowable

2:33which is 180 days and that's because that's going to contain the largest possible audience the most website visits you can possibly get into this custom audience in general facebook ad campaigns perform better with larger audiences and we know these are good prospects right we know these are good people to advertise to they're highly likely to convert therefore we want to advertise to as many of them as possible someone who visited your website let's say 40 days ago is still more likely to convert than someone that's never visited at all so we want to increase as much as possible i would also recommend that when you're getting started you do go with all

3:08website visitors you don't um get more specific i'll show you some of the options in a second again that's the largest possible website retargeting audience and that's what we want once you've perhaps played around with this got some results want to be more specific you can absolutely come in and go for example and create audiences of people who've visited specific pages let's say you advertise lots of different types of products maybe you just want to advertise people a certain product to people that have visited pages on that product or vice versa with services you can get really creative with this stuff perhaps you only want to re-target

3:41people that have gone to certain pages on your website that's a step deeper like they come through your homepage and they have to click through to other stuff and you want to retarget them you can do it some things you can also um retarget visitors by time spent so if i click on this example you can see that we can do the top 25 by time spent we can do the top ten percent by time spent top five percent by time spent and all that sort of stuff so there's lots of things that you can have a play around with here you can even use events you could only re-target

4:10people that for example added to cart if you've got that set up in your in your events you'll find out more about that in the in the pixel video you could only re-target people that have become a lead but let's say not yet gone on to hire you for your services this will depend on your business but there's lots of functionality in and around that again i've got videos in more depth on custom audiences you can check out in the video description but for this one to get started with to start by retargeting website visitors we're going to go with all website visitors and we're going to go with 180

4:40day retention okay let me just want to give this audience a name so i would often call this something like website visitors 180. that just helps me know what um this audience is when i'm going to come and check it out later on and use it then we want to click create audience you don't have to worry about this for now these are other things like look-alike audiences and stuff again i've got videos on those just check out my youtube channel if you're interested in that sort of stuff i'm going to click done then we've got our website visitors 180 which is fantastic then what we're going to do is we're

5:14going to jump back into ads manager i'm going to show you how to use this in an actual facebook campaign so once we're an ads manager we click on this green plus create button i'm going to go with the conversions objective for demonstration purposes because the majority of the campaigns are running conversion campaigns that they usually produce the best results then i'm not going to focus on any other settings here that's stuff that you can certainly uh find out more information on my channel around all the various settings that's available but you want to come to the ad set level and then you want to scroll down and

5:47it's in this custom audiences section so we would then want to pop in website visitors which comes up there which is fantastic and then facebook's actually just popped up a little reminder something that i want to talk about and then but this ad set here is set up to retarget anyone who's to a website within the last 180 days the other criteria that you add in here um operate as an and function so at the moment i'm targeting anyone who's visited my website within the last 180 days who also is in the uk is aged 18 to 65 plus um i haven't got any other detailed targeting criteria in so what

6:26i'd usually recommend is that you leave this as open as you possibly can so go with 1865 plus go with all genders don't add in any detailed targeting criteria if i was to come in here now and sort of add in i don't know people interested in social media for example which is obviously something somewhat related to my uh to my industry if i was to add that in that's going to reduce the size of my website visit to audience because they're now going to have to be harvested website and also interested in social media so unless you have just enormous volumes of website visitors it's not something that i would i would

7:00recommend i'd leave all this open and again countries locations that's just got the uk by default because that's where i'm located but we get website visitors from all sorts of different countries so i would certainly be adding in other locations like the us like canada australia most of europe other places where we get a lot of website traffic and we get a lot of website traffic from india and and places like that right basically the english-speaking countries so when you've got this custom audience add it add it in don't add in any other targeting options um that's by far the best way to go now one

7:35thing i want to quickly mention is what's facebook's popped up here around the ios 14.5 release so apple have made it much more difficult for facebook to be able to track people that are on ios devices that have ios 14.5 or later so that's going to be most iphones ipads and that made it much more difficult facebook to be able to track those people and their activity on your website so let's say six months ago 12 months ago we were able to track just about everyone that visited your website not quite you never get 100 perfect traffic just everyone now unfortunately the majority of people that are on ios devices

8:15iphones ipads they're not going to be included in your website visitor custom audience and therefore you're not going to be able to retarget them you don't miss out on everyone obviously those are people that haven't opted out of being tracked and you also get some data through if people go on to purchase for example and purchase your highest priority of web event in aggregated event measurement again more details on that in my pixel setup video so i check that out if that's a bit confusing for you um but that's there's nothing you can do about that that's just the way things operate right now it doesn't mean you

8:48don't want to advertise to website visitors you absolutely still want to advertise to website visitors you absolutely still want to target website visitors on facebook because they're going to be some of your best performing audiences and if you know let's say 12 months ago you would have had 10 000 people in the audience now you might have seven 7 a half thousand it's still well worth targeting okay um it's another good reason why you want to make your website visit a custom audience as large as possible because you can help um counteract some of that lost data by making its launch possible so nice long retention periods all website visitors

9:24is the way to go in my opinion okay so hopefully that's been useful a couple of things i want to quickly mention before you go the first is a free webinar i've created called three killer facebook ad strategies to double or more your revenue now a link to this free webinar is in the video description below it is a webinar where i show you exactly how to work out which strategy you should be using for your products and services that's why there's three options because there's no one-size-fits-all with facebook advertising there are some things everyone should do like retargeting website visitors but in terms of the rest of your sales funnel

9:54structure you need to have the right setup for your business a ten thousand dollar service needs to be advertised in a different way to a thirty dollar e-commerce product right so that shows you exactly how to do that it's completely free 60 minutes or so i'd strongly recommend you check it out i think you'd be very glad that you did other thing i want to mention is our facebook advertising services so my company lead guru is a specialist facebook and instagram advertising agency we create manage and optimize facebook and instagram ad campaigns for our clients so if you want better results and you want someone else to

10:24handle the workload we can certainly do that for you now we do require that clients have a 3k per month minimum budget but if you meet that requirement you can click on a link in the video description below go through to our website and book a call with one of my team members where we can just no obligation of course we can just find out if we'd be a good fit if you can find out more about our services how we charge all that sort of stuff um so yeah hopefully we get a chance to work together if this video has been useful please give it a thumbs up please

10:49comment below i get to most of the comments on my channel at least i try to and um yeah don't forget to subscribe of course i release facebook and instagram advertising related content multiple times per week if that's what you're into if that's something that's important for you and your business going forward then i strongly recommend you subscribe thanks a lot guys bye for now