Starting with Facebook Retargeting and PIXEL

So you know what this remarketing/retargeting thing is (if not see here)When you’re ready to set up your Facebook retargeting campaign, just follow these five simple steps. Note that these instructions assume that you already have a Facebook account for business ads.

Retargeting with Facebook

#1: you need Facebook Ads Manager for your Page

If you’ve never visited Facebook’s Ads Manager before, or set up a Facebook ad promoting your Page or website, you’ll need to start here. While logged into the Facebook account (yes your personal profile) you use to manage your Facebook Page, look for a link to “Ads Manager” on the left side of your Home screen, under “Apps.” You can also visit Ads Manager directly using this link.

#2: You need to select Audiences

You’ll find Audiences in the dropdown menu when you click on Business Manager at the top left-hand side of the screen.


#3. Click on Create Audience and select Custom Audiences

Again, you’ll find Create Audience at the top left on your screen. For retargeting, we’re going to select Custom Audience, which will allow us to set up a campaign that reaches people who visited a website.

Create a Custom Audience

#4. Select your WordPress website Traffic

You have some options in here, but for retargeting, we’re going to focus on website traffic so that we’re reaching the people who actually visited your WordPress website already.

#5. Select your target audience from the dropdown menu

You’ll be taken to a screen that allows you to create your target audience. You have the option of targeting the following:

  • Anyone who visits your website
  • People who visit specific pages
  • People visiting specific web pages but not others
  • People who haven’t visited in a certain amount of time
  • Custom combination
  • Facebook retargeting specific web page

#6. Get your PIXEL code and place it on your WordPress website

Once you’ve read the linked Terms and Conditions, select the check box and click “Create Web Remarketing Pixel” to proceed to the next step.

As soon as you click “Create Web Remarketing Pixel” in the last step, you’ll be given a block of code. Copy this down and keep it somewhere safe — you’ll need this to set up tracking on your WordPress website.

What is pixel code?

It’s the code that you’ll need to put on your website to track visitors.

Why is it called pixel code?

The code will place a tiny 1×1 pixel image on your website that is transparent and can’t be seen. It allows the visitors to your site to be tracked. By knowing they’ve seen the pixel, you know they’ve been to a particular page of your website or have taken a particular action.

Here’s how to get the code

In your Audiences section of Ads Manager, you’ll find your new retargeting campaign. Select it, and then click on Actions and click View Panel in the dropdown menu.

You’ll then get your pixel base code (we’ve blurred ours in the image below, but this is where you’ll get it), which you can place on your WordPress website if you’re capable, or have your developer put it in there.

Recommend Plugin : Facebook Pixel by PixelYourSite

We recommend using a simple 3rd party plugin to install the pixel correctly on all your pages/posts on your WordPress website.

PixelYourSite Key Features

  • You can insert the pixel on every page of your website with just ONE click. No need to edit any posts or pages
  • Optimize your site for Facebook Custom Audiences. We add a special event (GeneralEvent) on every page that will send Facebook key parameters, like content name, content ID, category name and post type. You can use them to create super-powerful Custom Audiences to retarget with your ads, or to expand your reach with Lookalike Audiences (we have a free guide and helpful articles on how to do it)
  • Search Event on the search page with the search string pulled as parameter – super useful for creating search based Custom Audiences

And now you’re ready to go!

Making your retargeting campaigns successful

In order to get the most out of your retargeting campaigns you’ll have to make sure that you’re getting your audience’s attention, and giving them a good reason to get back into your purchase funnel.

Start by planning your campaign!

What is it that you want to do? Do you want to retarget those who got to the purchase page, but didn’t go any further? Maybe someone checked out a certain pair of shoes on your website, but didn’t make a purchase. You could retarget these folks with an ad offering a discount, or free shipping.

Once you know what to do, create an ad that will catch the eye of your audience and get their attention. The ad below does a good job of both, and it offers a discount – a great reason to return to Amazon and make that purchase!

These are just the basics, but you’ve got a great spot to get started from. Once you start running your ads, make sure that you’re A/B testing to find which ads work the best, and keep testing, testing, testing!

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