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Fb Ad Retargeting for Dropshipping: A Newbie’s Information

Are you on the lookout for a option to enhance your dropshipping enterprise’s gross sales?

If that’s the case, Fb Ad retargeting is a extremely efficient technique that may allow you to increase conversions, construct model loyalty, and finally develop your corporation.

On this newbie’s information, we’ll dive into what Fb Ad retargeting is all about.

Learn on to be taught all the pieces it’s good to learn about establishing a profitable Fb Ad retargeting marketing campaign!

What’s Fb Ad retargeting?

Any dropshipping retailer proprietor is aware of that probably the most irritating issues is seeing clients add gadgets to their cart solely to depart with out finishing the acquisition.

However the factor is, it occurs on a regular basis!

And the explanation for this goes hand in hand with the ecommerce buy funnel:

Ecommerce purchase funnel - Infographic

For every further step a customer should take to finish their buy, there’s a likelihood they are going to rethink themselves and depart your retailer!

In truth, the typical conversion charge of an ecommerce retailer is about 2%. Which means out of each 100 guests you get in your website, solely two will purchase one thing, and 98 will depart!

However what if there was a option to optimize your conversion charge, convey these clients again, and provides them a nudge in the best path?

Effectively, that’s the place Fb Ad retargeting is available in!

With Fb Advertisements, you may create advertisements which can be particularly focused towards individuals who’ve already engaged with your corporation.

Retargeting these individuals is feasible as a result of Fb retains monitor of all the pieces. It even retains a watch on individuals’s habits after clicking in your ad!

For instance, Fb retains monitor of go to time in addition to the variety of add to carts, provoke checkouts, e-newsletter signups, product views, buys, and extra.

Facet be aware: Fb can solely monitor individuals outdoors of the platform itself if in case you have a Meta Pixel put in, and it’s solely doable for some iOS 14+ customers. (Extra on this later.)

You should use all of this knowledge to your benefit with retargeting. For instance, you can also make tailor-made advertisements particularly for individuals who added your product to their cart however didn’t provoke checkout or buy but!

Advertisements in retargeting campaigns might be extremely customized, which helps to extend the chance of conversion. Right here’s an instance:

Example of a Facebook retargeting ad from Misen

As well as, you may customise retargeting campaigns to point out the particular merchandise or pages that somebody seen, making them much more related.

6 Statistics that display the energy of retargeting

We hope you’re enthusiastic about retargeting already, however if you happen to’re not completely satisfied but, listed below are some spectacular statistics:

  • Retargeting advertisements are 76% extra prone to get clicks than common show advertisements (Supply)
  • Retargeting advertisements result in a 1,046% enhance in branded search (Supply)
  • Web site guests who’re retargeted usually tend to convert by 43% (Supply)
  • Three out of 5 US patrons discover advertisements for merchandise they seen on different websites (Supply)
  • The clicking-through charge (CTR) of a retargeted ad is 10x increased than the CTR of a typical show ad (Supply)
  • 46% of promoting professionals consider retargeting is among the most neglected on-line advertising strategies (Supply)

And this is the reason so many profitable dropshipping shops use retargeting as a part of their advertising technique! (Right here is an instance.)

How do you arrange a Fb Ad retargeting marketing campaign? (5 Steps)

Excited to arrange your Fb Ad retargeting marketing campaign? Superior!

However first, you need to know that Fb Ad retargeting isn’t for everybody.

When you’ve simply began working your retailer and don’t have any gross sales but, retargeting won’t be too sensible for you merely since you don’t have as a lot knowledge but!

So, right here’s what we advocate to have earlier than establishing your retargeting marketing campaign:

  • Required: You’ve arrange your Meta Pixel. (Learn the way on this article if you happen to didn’t do it but.)
  • Advisable for ad engagement retargeting: At the very least 10,000 views in your Fb video ad within the final 60 days.
  • Advisable for view content material retargeting: At the very least 2,000 web site visits within the final 60 days.
  • Advisable for add to cart retargeting: At the very least 1,000 add to carts within the final 90 days.
  • Advisable for provoke checkout retargeting: At the very least 1,000 provoke checkouts within the final 90 days.

Mainly, if you’re retargeting, you’ll goal a bunch of individuals in a selected part of the ecommerce buy funnel. Nonetheless, if there are solely 20 individuals in that group, the retargeting advertisements received’t be environment friendly.

When setting the concentrating on of your Fb Advertisements, the minimal viewers dimension is 100 individuals, however Fb recommends a minimal of 1,000.

The upper, the higher, which is why we advocate having ample knowledge in your Meta Pixel earlier than you begin retargeting!

Tip: When you don’t have the really helpful knowledge but, it’s higher to focus in your basic Fb Advertisements as an alternative of the retargeting advertisements. Try this text right here to learn to take your Fb Advertisements to the subsequent stage!

Prepared to start out creating your retargeting campaigns now? Let’s go!

1. Arrange a customized viewers within the Advertisements Supervisor

Step one of establishing a retargeting marketing campaign is to create the audiences that you just’re going to (re)goal.

You are able to do this from the Audiences part of the Advertisements Supervisor.

As soon as there, you will note a blue button within the top-left of the display screen named ‘Create Viewers.’

Click on that button, and it is possible for you to to decide on a customized viewers supply:

Facebook Custom Audience sources

A customized viewers is a bunch of customers who’ve taken particular actions in your web site or Fb web page.

Listed here are some in style customized audiences to retarget, sorted from most to least accessible (bear in mind, the extra knowledge, the higher your retargeting advertisements will carry out):

  • Supply: Video (Fb video ad views). You’ll be able to retarget individuals primarily based on how lengthy they’ve watched your video. As an example, solely individuals who watched for no less than ten seconds, or no less than 25% of the video.
  • Supply: Web site (Web site guests). Right here, you can even select solely to incorporate individuals who’ve visited your web site for a selected time or solely those that noticed a selected (product) web page.
  • Supply: Web site (Add to carts). You’ll be able to choose everybody who added a product to their carts.
  • Supply: Web site (Provoke checkouts). You’ll be able to choose everybody who initiated a checkout in your retailer.
  • Supply: Buyer record. For instance, on Shopify, you’ve got a listing of consumers that features their names, telephone numbers, e-mail addresses, and many others. Fb can match this info to Fb profiles and retarget them.

Making a customized viewers is fairly easy. Merely choose one of many above sources, set the retention interval (spoiler: we’ll have a tip about this later within the article), give the viewers a reputation, and click on the ‘Create viewers’ button!

2. Create a brand new ad marketing campaign within the Advertisements Supervisor

As soon as your customized viewers is ready up, it’s time to create the retargeting ad marketing campaign!

First, head to the Campaigns part within the Advertisements Supervisor.

Subsequent up, it’s time to comply with the usual steps of making a brand new Fb Ad marketing campaign.

Contemplating you most likely have some knowledge in your Meta Pixel already, we’ll go over this course of swiftly. However if you’d like a extra detailed clarification, you may try this text right here!

So, begin off by clicking the inexperienced ‘Create’ button, choose ‘Gross sales’ as your marketing campaign goal, and provides the marketing campaign an applicable title:

Facebook Ads create a new campaign

After clicking ‘Proceed,’ you may select an Benefit+ purchasing or Guide gross sales marketing campaign.

Benefit+ purchasing is a comparatively new function of Fb Advertisements. It was designed as an try and optimize your ad’s efficiency by giving extra management to Meta’s machine-learning algorithm.

Mainly, Benefit+ purchasing is usually a good various to the ‘conventional’ Fb retargeting campaigns, and we are going to talk about them later on this article.

Nonetheless, if you select Benefit+ purchasing, you received’t have the ability to choose the customized viewers(s) you’ve simply constructed, so we are going to go forward with the Guide gross sales marketing campaign for now!

Facebook Ads campaign setup Advantage+ vs Manual

Subsequent up, proceed establishing your ad as you’re used to.

For the price range, we advocate setting it on the marketing campaign stage. It’s arduous to quantify the precise price range you need to set, and you need to at all times do some testing with it.

The extra knowledge you’ve got, the upper you may set the price range. We usually advocate placing it at 5-10% of your whole Fb Advertisements price range.

3. Select your audience

Persevering with on the ad set stage of your marketing campaign, set the conversion location to ‘Web site’ and the conversion occasion to ‘Buy.’

When you arrive on the ‘Viewers’ part, choose the customized viewers you created in the first step.

Facebook Ads Audience selection

Additionally, you will see an possibility known as ‘Benefit customized viewers.’

That is the rebranded model of the previous ‘Detailed Focusing on Enlargement’ possibility, which principally offers Fb permission to focus on individuals past your customized viewers.

Since Meta’s algorithms have improved dramatically over the previous couple of years, this is usually a good possibility to reinforce the efficiency of your advertisements.

Nonetheless, for a retargeting marketing campaign, we advocate turning it off.

The retargeting advertisements you create will likely be particular to your customized viewers and received’t make a lot sense to others, so why would you goal others with them?

For the opposite settings within the Viewers part, hold your concentrating on as broad as doable to have the ability to goal as many individuals as doable in your customized viewers:

The subsequent possibility determines the placements of your ad(s).

For a retargeting marketing campaign, we would choose ‘Benefit+ placements’ as a result of it will increase the chance of your advertisements being delivered to your customized audiences. (Generally, with small customized audiences, Meta could have points delivering the advertisements on Fb solely.)

Facebook Advantage+ placements

4. Design and launch your ad

After you have chosen your audience, you may design and launch your ad by following the prompts within the Advertisements Supervisor.

As at all times, you may select your ad’s format, major textual content, headline, and name to motion.

Whereas creating the ad, hold the purpose of retargeting in thoughts.

You need to nudge your audience again to your web site!

The easiest way to try this is to create an ad that grabs consideration (step 1) and offers a cause to return to your retailer (step 2).

Right here’s the right way to create a retargeting ad that grabs individuals’s consideration:

  • Name individuals out on their actions. Don’t use your typical ad description. As an alternative, inform them what they’ve carried out. For instance: ‘Hey! You’ve left one thing in your cart!’
  • Present the product they had been taken with. To maximise the possibilities of grabbing individuals’s consideration, use a special video or picture than what they’ve seen to this point.

And listed below are some methods to provide individuals a cause to return to your retailer:

  • Make them a proposal. The simplest option to get somebody to click on in your retargeting ad is if you give them a reduction code!
  • Add a testimonial. Many instances, individuals will seek for a product evaluate earlier than buying it. Including a testimonial to your retargeting ad can remind your viewers that others love your product!
  • Remind them of your phrases. As an example, you may point out that you just provide free delivery, 30-day free returns, and settle for PayPal. Fb’s data labels are a superb function for this, which you’ll activate from the ad stage of your marketing campaign.
Facebook how to turn on info labels

Listed here are some nice examples to provide you some inspiration for creating your retargeting ad.

First is Madewell, who reminds guests of their free delivery and returns:

Facebook retargeting ad example from Madewell

Subsequent up is REI, with a cleverly-worded ad that undoubtedly grabs the eye:

Facebook retargeting ad example from REI

And lastly is Everlane, who neatly provides a little bit low cost code:

Facebook retargeting ad example from Everlane

If you end up able to launch your ad, click on the ‘Publish’ button to make it reside!

5. Keep watch over the metrics and adjusts the marketing campaign accordingly

After launching your retargeting marketing campaign, it’s essential to do not forget that you’re not carried out but.

Operating nice Fb Advertisements is an iterative course of that requires steady changes.

So, when you launch your marketing campaign, there are some things you need to keep watch over.

The primary is the Frequency metric. This metric exhibits how typically individuals noticed your ad on common in a given time. It may point out in case you are over- or underserving the advertisements. Or, in different phrases, in case your price range is just too excessive or low.

When you see that the frequency is beneath one, you may attempt to enhance the price range to succeed in extra of your viewers.

Nonetheless, if you happen to see that the frequency is excessive (for instance, above 4), you may scale back your price range barely to keep away from ‘losing’ it.

Setting your retargeting price range too excessive is among the quickest methods to create Fb Ad fatigue!

Facebook Ad Frequency metric

Subsequent up, if you happen to chosen Benefit+ placements throughout your ad setup, it may be worthwhile to interrupt down your metrics primarily based on their placement.

This fashion, you may test in case your conversions come from a specific placement, and if that’s the case, you may modify your ad placements accordingly!

You’ll be able to analyze your advertisements’ efficiency by placement by going to ‘Breakdown’ -> ‘By Supply’ -> ‘Placement.’

Facebook Ad breakdown by placement

Final however not least, bear in mind to maintain a detailed eye in your return on ad spend (ROAS). This is among the most essential Fb Ad metrics, because it principally tells you ways a lot income you’re getting for every greenback invested in advertisements.

And bear in mind, retargeting campaigns are sometimes thought to be having the best ROAS out of any kind of Fb Ad, however that’s solely the case if you happen to can deal with the price range fastidiously!

3 Tricks to create simpler retargeting advertisements on your dropshipping retailer

Listed here are three of our prime suggestions for making your Fb Ad retargeting marketing campaign much more efficient:

1. Make sure the retargeting advertisements are highly-relevant to the viewers

The simplest retargeting campaigns present related and fascinating advertisements to the focused customers. So, be sure that your advertisements are aligned with the pursuits and wishes of your audience.

For instance, if somebody has been looking for a cat toy in your pet area of interest dropshipping retailer, concentrating on them with a canine toy wouldn’t be too efficient.

So, at all times attempt to present your audience the product they’ve interacted with most.

This isn’t too troublesome if in case you have a one-product or a small area of interest retailer.

However how do you take care of this if in case you have tens or a whole lot of merchandise in your catalog?

In that case, it might be higher to make use of an Benefit+ purchasing marketing campaign (as an alternative of the guide gross sales marketing campaign).

Along with Benefit+ catalog advertisements (which had been beforehand known as dynamic advertisements), Meta created a function that permits you to generate retargeting advertisements mechanically:

Facebook Ad retargeting with Advantage+ catalog ads

As you may see, you may retarget individuals who’ve seen your product web page or added the product to the cart and customise their timeframe. There are even choices for upselling or cross-selling!

Whereas these options look very good and would possibly work nice for large-catalog shops, the draw back is that they’re much less customizable.

For instance, there isn’t any choice to retarget individuals who’ve initiated checkout, and your ad descriptions themselves received’t be as related as they are often as they’re auto-generated.

However, it’s a incredible time saver, and you’ll be positive that the best viewers will get to see the product that’s most related to them!

2. Contemplate the kind of product you’re promoting when setting the customized viewers timeframe

Whether or not establishing your advertisements mechanically or manually, you’ll have to choose a timeframe for each of them.

However what’s an affordable timeframe to decide on?

Effectively, one technique to consider an satisfactory timeframe is to contemplate the kind of product you’re promoting.

For instance, for low-ticket merchandise which can be typically impulse-purchased, it’s typically higher to set the timeframe to 30 days or much less. For these merchandise, individuals don’t want a whole lot of time to consider whether or not they need them or not.

An example of a low-ticket dropshipping product
An instance of a low-ticket dropshipping product (Discover extra right here)

Nonetheless, for high-ticket merchandise that individuals have a tendency to consider extra earlier than they make the acquisition, you would set a 180-day and even 365-day window.

For instance, if you happen to’re promoting a $3,000 queen-sized mattress, you may’t count on somebody to buy it after seeing only one Fb Ad of it, proper?

An example of a high-ticket dropshipping product
An instance of a high-ticket dropshipping product (Discover extra right here)

3. Be certain that your customized audiences don’t overlap

Keep in mind the ecommerce buy funnel we confirmed you initially?

If not, right here it’s once more:

Ecommerce purchase funnel - Infographic

It’s frequent to create a customized viewers of part of this funnel on your retargeting campaigns.

However if you try this and create a number of customized audiences, make certain they don’t overlap.

For instance, if you happen to’re making a retargeting marketing campaign for individuals who’ve added a product to their carts, make certain to exclude those that additionally initiated the checkout:

Facebook custom audience example for retargeting

When working retargeting campaigns with overlapping audiences, your advertisements will likely be much less related, and it may be unclear which viewers yields the very best outcomes!

Does Fb Ad retargeting nonetheless work in 2023? (iOS 14 replace)

Sadly, Fb Ad retargeting received’t at all times be as efficient because it as soon as was.

In September 2020, Apple launched a brand new replace known as iOS 14 that allowed customers to opt-out of app monitoring.

Since then, Fb may not monitor these iPhone customers as soon as they left the Fb app.

The result’s that the customized audiences of your retargeting campaigns get smaller, making the campaigns much less efficient.

Nonetheless, as with every problem, there’s a answer. So, listed below are some issues you may attempt to reduce the iOS 14 replace from affecting you:

  • Attempt to focus extra on Meta’s viewers sources, just like the individuals who visited your Fb web page or Instagram account.
  • Make your customized audiences much less particular. For instance, goal all web site guests as an alternative of solely the add to carts.
  • Enhance the timeframe of your customized audiences to extend their dimension.
  • Deal with constructing an e-mail record and use it for retargeting.

All in all, don’t stress out an excessive amount of about this. Fb Ad retargeting nonetheless works in 2023!


Earlier than we go to the ultimate verdict, we’ve created a fast abstract of this text for you, so you may simply bear in mind it:

  • Fb Ad retargeting is an efficient technique to assist enhance gross sales.
  • Retargeting permits retailer homeowners to focus on individuals who have already interacted with the enterprise, corresponding to those that have added gadgets to their cart however didn’t full the acquisition.
  • Retargeting advertisements have increased click-through charges (CTR) and conversion charges in comparison with different forms of advertisements.
  • Organising a Fb Ad retargeting marketing campaign requires having ample knowledge in your Meta Pixel.
  • To create efficient retargeting advertisements, guarantee they’re related to the viewers, contemplate the kind of product on your timeframe, and guarantee your customized audiences don’t overlap.
  • Regardless of the iOS 14 replace, Fb Ad retargeting nonetheless works in 2023!


Now that you already know all about Fb Ad retargeting, it’s time to get on the market and begin testing it your self.

Retargeting advertisements are extremely efficient in boosting gross sales and growing model consciousness.

And despite the fact that there have been some adjustments lately with the discharge of iOS 14, Fb Ad retargeting remains to be a incredible advertising software – one which any ecommerce enterprise ought to leverage to remain forward of the competitors!

Have you ever used Fb Ad retargeting in your dropshipping enterprise? What was your expertise?

Tell us within the feedback beneath!

Wish to be taught extra about dropshipping?

Prepared to maneuver your dropshipping retailer to the subsequent stage? Try the articles beneath:

Plus, don’t neglect to try our in-depth the right way to begin with Fb Advertisements for ecommerce information right here!



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