Facebook Ads - Retargeting

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Pretty new to Facebook Ads and just finished the course over at Shopify Academy.

When setting up audiences, one advice was to create them using URL. For example /products for anyone who visited a product page.

They then suggest advertising to that audience. That would result in displaying an ad that is not specific to the product they visited. That seems odd to me. I would make more sense to create an ad for a specific product (massive work - I know) or am I completely wrong here? One could use dynamic ads, but that would leave me with less control over the actual ad.

For those of you who are running successful retargeting ads, how do you do it? How do you structure it?
Does it make a difference if you retarget the traffic with the exact product they visited or just a standard ad with any of your products?
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You can do both; dynamic product ads and remaketing ads that you have more control over (static or carousel ads). It's not an either or but I would start out with dynamic product ads as that is always the best ROI for our ecom clients. If you don't plan to use Google Shopping, Then Facebook is going to be your best bet with Dynamic Product Ads campaign. Some information below on how to set them up. 

 

Facebook Ad Account
If you have not, you should Setup your Facebook Catalog. That way you can run Dynamic Product Ads (DPA), which is remarketing/retargeting on Facebook and Instagram. When someone comes to your site and does not buy... you can show them an ad later on Facebook and Instagram. The DPA campaigns are always the best return on ad spend for our clients. It's good to start with site visitors or people who have added something to their cart/started checkout but have not bought anything. Some remarketing audiences you can look at are:

- View Content

- View Category

- Add To Cart / Initiated Checkout 30 days or 60 days

- All site visitors 30 days or 60 days

 

... just make sure for any audience above to exclude people who have purchased a product. Once you have that setup. You can see what is working and what is not working and grow the business. The above assumes you have setup your Facebook pixel. That way you can track your sales. Hope you found this helpful, if so please click "like" below to let me know.

We help ecommerce & DTC brands create, manage and scale profitable PPC campaigns: TakeSomeRisk.com

P.S. Take my Google Shopping Course and help grow your revenue this month.
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Thanks for the very informative answer Duane! Really appreciate it!
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I highly recommend running DPA, but in some cases, surely on sites with products under a single category, you can run a carousel ad featuring several different products (see more examples on Fixel's blog - Advanced Remarketing Targeting on Facebook)

 

I also recommend breaking down your audiences by their stage in the funnel (hot/cold).

You can do so using explicit actions, e.g. Add to Cart or Initiated Checkout, or implicit actions, e.g. Time on Page or Scroll Depth.

 

You can also use our app Quiero which offers all these signals for Facebook and Google (and it's free!)

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