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How does Facebook’s dynamic remarketing work?

PPC Bee’s currently testing Facebook’s remarketing campaigns with the first clients. Today, though, we’ll discuss how remarketing on Facebook even works.
By
Michaela Zákopčaníková
| May 22, 2020
However, if you're curious about the benefits that PPC Bee brings when it comes to Facebook remarketing campaigns, check an article we've recently released. Some of the features are revealed in it. 

What is Facebook’s dynamic remarketing?

If you run an e-shop or any other e-commerce vertical, then Facebook’s remarketing campaigns should be an integral part of your marketing activities. Why? One, because almost everyone has a Facebook profile now; two, no ad block works there; and three, Facebook allows you to precisely target your potential customers.

Dynamic remarketing targets mostly those who visit your website and browse certain products, yet don’t buy anything. Thanks to this feature, you can make it so that these people then see ads on Facebook which advertise the products they viewed or which are similar to them, and could thus be of interest.
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Sadly, you can’t use this feature to approach new customers or rather those who never visited your website; that’s what other campaigns, aimed at helping you acquire new customers, are for. However, remarketing makes it highly likely that you’ll be able to turn your existing customers into shopping ones.

What you can’t do without

Having a Business Manager account is the alpha and omega of Facebook’s dynamic remarketing. Your website also needs to contain Facebook Pixel. A piece of code, it collects information about the visitors to your website and enables you to create remarketing audiences.  You can easily generate it in Business Manager and then place it on your website, e.g. each web page's header.
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You also need to set up your Facebook catalog where Facebook will source information on your products or services. You can already export such a catalog in PPC Bee, using any of your data feeds. And of course, you must have a business profile on Facebook.

Creating and segmenting campaigns

As is the case of Google, it is no longer advisable to do a detailed segmentation on Facebook, quite on the contrary. Currently, both of these popular ad systems should ideally have everything at their disposal “in a single campaign” so that they can source as much data as possible, using it to run their algorithms.

Despite this, it’s still important to divide products into logical units, e.g. by category, producer, availability, or any other common denominator from the product catalog.

Segmentation should also take into account your website’s traffic and logically divide visitors into individual lists, primarily reflecting the period of time since the last visit you want them to see your ad or any other key factor you consider to be significant in your attempts to effectively target users. 
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While implementing segmentation, it is important to consider the website’s traffic. The lower the number of hits, the longer the period when your visitors should see the ad—if the traffic to your website is poor and you decide to show the ad only for e.g. 3 days, it won’t have a very good reach, primarily due to a lack of data.

Finally, you shouldn’t forget to exclude those visitors from your audience who purchased your goods or services—it wouldn’t do for them to see ads for products they already bought.

Instead, targeting users who added a product into their cart but didn’t finish the purchase is a much more effective strategy. The so-called “abandoned cart” targeting should definitely be included in your campaigns.

What could make your job easier?

As we mentioned at the beginning, the option to do Facebook’s dynamic remarketing from PPC Bee is currently being tested, meaning that many functions will be further changed and improved. 

If you’d like to help us take FB’s dynamic remarketing to the next level by giving us feedback, you can request a beta version in the app and join the testing. The beta version should be available to applicants by June.

And you can already start looking forward to receiving an image editor!


Michaela Zákopčaníková
Editor of PPC Bee
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