Fb Ad Retargeting for Dropshipping: A Newbie’s Information

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Are you in search of a strategy to improve your dropshipping enterprise’s gross sales?

If that’s the case, Fb Ad retargeting is a extremely efficient technique that may enable you to enhance conversions, construct model loyalty, and in the end develop your corporation.

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

Learn on to study every thing it’s worthwhile to learn about establishing a profitable Fb Ad retargeting marketing campaign!

What’s Fb Ad retargeting?

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

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

And the rationale 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 probability they are going to rethink themselves and go away your retailer!

In actual fact, the common conversion charge of an ecommerce retailer is about 2%. Which means out of each 100 guests you get in your web site, solely two will purchase one thing, and 98 will go away!

However what if there was a strategy to optimize your conversion charge, carry these clients again, and provides them a nudge in the precise route?

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

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

Retargeting these folks is feasible as a result of Fb retains monitor of every thing. It even retains a watch on folks’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, publication signups, product views, buys, and extra.

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

You need to use all of this information to your benefit with retargeting. For instance, you may 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 could 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 power of retargeting

We hope you’re enthusiastic about retargeting already, however in the event you’re not totally satisfied but, listed here 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% improve in branded search (Supply)
  • Web site guests who’re retargeted usually tend to convert by 43% (Supply)
  • Three out of 5 US consumers discover advertisements for merchandise they seen on different websites (Supply)
  • The clicking-through charge (CTR) of a retargeted ad is 10x larger than the CTR of a typical show ad (Supply)
  • 46% of promoting professionals consider retargeting is among the most missed on-line advertising strategies (Supply)

And because of this 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 must know that Fb Ad retargeting will not be for everybody.

If you happen to’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 information but!

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

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

Principally, while you’re retargeting, you’ll goal a gaggle of individuals in a selected part of the ecommerce buy funnel. Nevertheless, if there are solely 20 folks in that group, the retargeting advertisements received’t be environment friendly.

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

The upper, the higher, which is why we suggest having enough information in your Meta Pixel earlier than you begin retargeting!

Tip: If you happen to don’t have the really helpful information but, it’s higher to focus in your common Fb Advertisements as a substitute of the retargeting advertisements. Try this text right here to learn to take your Fb Advertisements to the following degree!

Prepared to begin 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 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 gaggle of customers who’ve taken particular actions in your web site or Fb web page.

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

  • Supply: Video (Fb video ad views). You possibly can retarget folks based mostly on how lengthy they’ve watched your video. As an illustration, solely individuals who watched for at the very least ten seconds, or at the very least 25% of the video.
  • Supply: Web site (Web site guests). Right here, it’s also possible to 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 possibly can choose everybody who added a product to their carts.
  • Supply: Web site (Provoke checkouts). You possibly can choose everybody who initiated a checkout in your retailer.
  • Supply: Buyer listing. For instance, on Shopify, you may have a listing of consumers that features their names, telephone numbers, electronic mail addresses, and so on. Fb can match this data 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 observe the usual steps of making a brand new Fb Ad marketing campaign.

Contemplating you in all probability have some information in your Meta Pixel already, we’ll go over this course of swiftly. However if you need 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 identify:

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 characteristic 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.

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

Nevertheless, while you select Benefit+ purchasing, you received’t be capable of 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 finances, we suggest setting it on the marketing campaign degree. It’s onerous to quantify the precise finances you must set, and you must all the time do some testing with it.

The extra information you may have, the upper you may set the finances. We usually suggest placing it at 5-10% of your complete Fb Advertisements finances.

3. Select your target market

Persevering with on the ad set degree 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 choice known as ‘Benefit customized viewers.’

That is the rebranded model of the previous ‘Detailed Concentrating on Growth’ choice, which principally offers Fb permission to focus on folks past your customized viewers.

Since Meta’s algorithms have improved dramatically over the previous few years, this could be a good choice to reinforce the efficiency of your advertisements.

Nevertheless, for a retargeting marketing campaign, we suggest turning it off.

The retargeting advertisements you create will probably 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, maintain your concentrating on as broad as doable to have the ability to goal as many individuals as doable in your customized viewers:

The subsequent choice 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. (Typically, with small customized audiences, Meta might have points delivering the advertisements on Fb solely.)

Facebook Advantage+ placements

4. Design and launch your ad

After getting chosen your target market, you may design and launch your ad by following the prompts within the Advertisements Supervisor.

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

Whereas creating the ad, maintain the aim of retargeting in thoughts.

You need to nudge your target market again to your web site!

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

Right here’s learn how to create a retargeting ad that grabs folks’s consideration:

  • Name folks out on their actions. Don’t use your typical ad description. As an alternative, inform them what they’ve achieved. For instance: ‘Hey! You’ve left one thing in your cart!’
  • Present the product they have been fascinated with. To maximise the probabilities of grabbing folks’s consideration, use a unique video or picture than what they’ve seen up to now.

And listed here are some methods to provide folks a cause to return to your retailer:

  • Make them a proposal. The best strategy to get somebody to click on in your retargeting ad is while you give them a reduction code!
  • Add a testimonial. Many instances, folks will seek for a product evaluation 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 illustration, you may point out that you just supply free delivery, 30-day free returns, and settle for PayPal. Fb’s data labels are a wonderful characteristic for this, which you’ll activate from the ad degree 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 positively grabs the eye:

Facebook retargeting ad example from REI

And lastly is Everlane, who well gives a bit of low cost code:

Facebook retargeting ad example from Everlane

When you’re able to launch your ad, click on the ‘Publish’ button to make it dwell!

5. Regulate the metrics and adjusts the marketing campaign accordingly

After launching your retargeting marketing campaign, it’s essential to keep in mind that you’re not achieved 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 must regulate.

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

If you happen to see that the frequency is beneath one, you may attempt to improve the finances to succeed in extra of your viewers.

Nevertheless, in the event you see that the frequency is excessive (for instance, above 4), you may cut back your finances barely to keep away from ‘losing’ it.

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

Facebook Ad Frequency metric

Subsequent up, in the event you chosen Benefit+ placements throughout your ad setup, it may be worthwhile to interrupt down your metrics based mostly on their placement.

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

You possibly can 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 considered having the best ROAS out of any kind of Fb Ad, however that’s solely the case in the event you can deal with the finances fastidiously!

3 Tricks to create more practical retargeting advertisements in your dropshipping retailer

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

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

The best retargeting campaigns present related and fascinating advertisements to the focused customers. So, make sure that your advertisements are aligned with the pursuits and desires of your target market.

For instance, if somebody has been purchasing 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, all the time attempt to present your target market the product they’ve interacted with most.

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

However how do you take care of this 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 a substitute of the handbook gross sales marketing campaign).

Along with Benefit+ catalog advertisements (which have been beforehand known as dynamic advertisements), Meta created a characteristic that means that you can generate retargeting advertisements routinely:

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.

Then again, it’s a improbable time saver, and you may be positive that the precise viewers will get to see the product that’s most related to them!

2. Take into account the kind of product you’re promoting when setting the customized viewers timeframe

Whether or not establishing your advertisements routinely 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 think about an satisfactory timeframe is to contemplate the kind of product you’re promoting.

For instance, for low-ticket merchandise which might be usually impulse-purchased, it’s usually higher to set the timeframe to 30 days or much less. For these merchandise, folks don’t want plenty 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)

Nevertheless, for high-ticket merchandise that folks 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, in the event you’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. Ensure your customized audiences don’t overlap

Bear in mind the ecommerce buy funnel we confirmed you at first?

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 in your retargeting campaigns.

However while you try this and create a number of customized audiences, make sure that they don’t overlap.

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

Facebook custom audience example for retargeting

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

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

Sadly, Fb Ad retargeting received’t all the time 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.

Nevertheless, as with all problem, there’s a resolution. So, listed here are some issues you may attempt to decrease 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 a substitute of solely the add to carts.
  • Enhance the timeframe of your customized audiences to extend their measurement.
  • Concentrate on constructing an electronic mail listing 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 improve gross sales.
  • Retargeting permits retailer house owners to focus on individuals who have already interacted with the enterprise, reminiscent of those that have added objects to their cart however didn’t full the acquisition.
  • Retargeting advertisements have larger click-through charges (CTR) and conversion charges compared with different varieties of advertisements.
  • Organising a Fb Ad retargeting marketing campaign requires having enough information in your Meta Pixel.
  • To create efficient retargeting advertisements, guarantee they’re related to the viewers, think about the kind of product in 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 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 though there have been some adjustments not too long ago with the discharge of iOS 14, Fb Ad retargeting continues to be a improbable advertising instrument – 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 study extra about dropshipping?

Prepared to maneuver your dropshipping retailer to the following degree? Try the articles beneath:

Plus, don’t overlook to try our in-depth learn how to begin with Fb Advertisements for ecommerce information right here!

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