How to do remarketing on Facebook and Instagram Ads


I guess you’ll already know that Facebook advertising and Instagram are very cool. It is cool and it works.

There are thousands and thousands of different strategies and tactics when creating advertising campaigns on social networks ( and how fun it is that there are so many different options! ) But today I am going to talk about one of my favorites: REMARKETING.

Remarketing advertising is one of the best things that exist in this life ( ok, I’m going over, avocados are much better ).

First of all, let’s talk about the Facebook Ads Pixel

As in this post, we are talking about how to do remarketing on Facebook or Instagram Ads, I have to tell you, first of all, what is the Facebook Pixel.

Without it, it will be IMPOSSIBLE to create retargeting lists with people who already know us.

This pixel is nothing more than a few lines of code that you have to insert in your website (page, blog, online store, forum, whatever ) to collect information from users (who do not enter your site with incognito mode ) to visit you.

To create it, you simply have to go to your Facebook advertising account (it is the same pixel to create ads on Facebook and Instagram), go to the Pixel section, and create a new one.

Eye. You can only create one Pixel per advertising account.

To insert it into your website, you can do it in two ways:

  1. Copy the code that Facebook gives you and add it between <head> and </head> of your website (I recommend that, if you do not know the code, although it is something simple, leave it to someone who knows, #justincase).
  2. Use a WordPress plugin type Pixel Your Site or Pixel Caffeine to not touch code or link, so you can add events.

How to create a remarketing list in Facebook Ads (or Instagram Ads)

Remarketing lists are super easy to create ( word of Baby Jesus ). In a periquete, you will have them ready to start launching campaigns.

From the Facebook ad manager, you will create lists for both FB and Instagram, 2 in 1.

To do this, follow these steps:

1. Go to the ad manager and go to the “ Audiences ” section

2. Click on the button “Create hearing”> ” Audience personalized ”

Here you will see that you have several options to create your audience. In the lists that I will tell you later, we will serve: Customer file, Web traffic, and Interaction, but wow, you know that all these options are very similar.

The sales funnel is important, ambiguity

As you know, any purchase process requires a funnel through which users pass. From the moment they know the brand for the first time until they decide to buy (or hire a service).

A person who has just liked a post on your Instagram account is not so willing to buy you that a person who has read 34 articles from your blog, has visited the hiking boots section of your online store 14 times and is He has downloaded 3 of your “white papers”.

That is why it is essential to know where the users are in your conversion funnel to put them in one or another remarketing list and send them appropriate and personalized messages.

A traditional conversion funnel has 5 phases. And I’ll put them in English because you already know that everything in English sounds better.

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