Are Facebook retargeting campaigns necessary?

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Do I need retargeting campaigns on Facebook is a frequently asked question. With Facebook Ads in 2023, it's no longer so bad if you don't strictly separate retargeting and cold campaigns. This means that if you don't set up a typical TOFU, MOFU, BOFU setup and don't have a retargeting campaign, but work with a single campaign, Facebook's algorithm will practically take care of the retargeting itself. This usually works quite well.

The disadvantage of a campaign structure without separation of the different sweden phone number data funnel stages, and thus without a retargeting campaign, is that you have no control over the retargeting audience and cannot precisely define who should be retargeted. Furthermore, you don't know how well the cold audience performs compared to the retargeting audience (warm & hot). Finally, you can't precisely adapt the ad creatives to the customer journey.

A simple account or campaign structure (few campaigns) is very important because the Facebook algorithm can better serve your ads if as much data as possible is collected in one campaign. A lot of data can be collected on individual campaigns if you divide your budget across just a few campaigns. For the reasons mentioned above, we recommend using as few campaigns as possible, but still keeping cold and retargeting campaigns separate.

Set up retargeting in 3 steps
To enable Facebook retargeting, you must first install the Facebook Pixel and/or CAPI so that you can create custom audiences not only based on actions on Facebook (e.g. "watched a 3-second video"), but also on your shop (e.g. "visited a product page ") .

Below we describe step by step how to set up a retargeting campaign:

Step 1. Create Custom Audiences
Go to the menu at the top left and click on Audiences . This will open the Audience Manager. Now click on "Create Audience" at the top left and then on "Custom Audience." A menu will open where you can specify the data you want to use to create your audience. Some options are:

Users who visited your website
Users who have spent a certain amount of time on your website
Users who viewed a specific product page
Users who have added a product to their shopping cart or started a checkout
Users who have engaged with your ads, e.g. watched a video for 3 seconds
In this example we take the meta data point "Video" and "3 seconds of video watched".

Create Custom Audience: Select data source
In the next step, you can specify the video engagement audience more precisely. You can choose between:

In this case, we'll choose 3 seconds. Next, you need to specify which videos the audience should be based on and for what time period. Finally, you can name the audience and add a description before creating it.