How to Use Facebook Ads to Retarget to Customers

Facebook currently holds over 1 billion active users on its platform. That’s a number too big to ignore in terms of advertising opportunity. There are many ways to utilize Facebook Ads. One of the best ways is for social re-engagement.

Social re-engagement — also known as social ad retargeting — is phenomenal at converting potential consumers into actual customers. But success without strategy is not guaranteed. To get the most out of your social re-engagement, you need to understand Facebook Ads, how to retarget a specific audience, and what to advertise to convert a potential customer.

How to Set Up Facebook Ads

To set up a Facebook Ads account, you’ll first need a Facebook Business Manager account. Facebook Business Manager gives you the ability to create and operate multiple ad accounts in a single location. This is important because as you start honing your Facebook Ads skills, you will find yourself creating multiple ad accounts.

You can link your Business Manager account to the Facebook page you’re already running for your business. Your business’s Instagram account can also be linked to your Facebook Business Manager account to create retargeting campaigns for Instagram.

Once your accounts are linked to Facebook Business Manager, you can begin the process of creating paid advertisements.

How to Create Retargeting Ads

Retargeting ads target guests who visit a specific page or perform a certain action on your site. These types of ads are what create social re-engagement.

To link your retargeting ads to a specific page on your website, locate the pixels tab in your Facebook Business Manager Account. From there, you should find a CSS code, also called a pixel link. Place this code into the code of the desired pages of your website. You may be able to do this yourself using your website builder, or you may work with your website development provider or IT department.

The pixel link acts as the trigger for your retargeting Facebook ads. Once a guest visits a web page that contains the pixel link, your Facebook Ad will show up on either their Facebook or Instagram feed.

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Don’t forget you can also set the pixel link to act when a guest makes a certain action. Some common actions a pixel link works with are:

  • Viewing specific content
  • Filling out a form
  • Subscribing to a newsletter or similar type of content
  • Making an online purchase

Retarget Specific Groups

The key to optimizing your social re-engagement is defining who receives your retargeting ads and how they receive them. A good part of successful Facebook advertising is refining your targeting list to resemble your top customers as best as possible.

Facebook Ads doesn’t allow you to choose who exactly sees your retargeting ads, so getting as specific as possible with your targeting audience is the next best thing. In your Facebook Business Manager, locate the Targeting Options tab where you begin creating specific groups. Audience segmentation can include age range, gender, job title, level of income, type of devices used, and more.

Your available data within Facebook will improve as you continue to use Facebook Ads.

Audience Insights provides data about your advertising audience, similar to the options you can choose when creating a specific group to target. Use Audience Insights to optimize your targeting list to ensure that you’re re-engaging with people that are interested in your product.

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Get Specific with Your Advertisements

If you’re using an ad that simply introduces your business to retarget interested guests, you’re wasting time and money. If a person has already visited your website and viewed certain content, you need to socially re-engage them with a Facebook Ad that gets specific and helps keep them interested in your brand.

Think of your advertising as part of a customer’s journey. If they’ve visited your products page, deliver them an ad showcasing a special offer or discount on said product. This leads a customer back to your site with an incentive to buy. Have an audience group that spends a lot of time reading your blog? Deliver a retargeting ad encouraging them to subscribe to a newsletter or blog updates.

Don’t stop there! Create A/B tests of your ads to see which type is creating more new business, or repeat business or content downloads — whatever the goal of the campaign is Does a video work better than a static image ad? Is short, pithy copy more persuasive than long ad copy?  Does your ad perform well on a desktop, but fail on mobile? (Fix that immediately. Mobile is already the predominant traffic source.)

Once you’ve perfected your pairing of target lists with specific advertisements, you’re setting up for a bright future of social re-engagement.

Do you currently offer guest WiFi are looking to start using Facebook Ads? GoZone WiFi’s Marketing4WiFi platform, helps you to get the most out of your social media re-engagement by encouraging guests to access your WiFi network by using social media platforms such as Facebook and Instagram. Marketing4WiFi can even redirect guests to a specific webpage as they log in. This redirect tool is perfect for getting more guests to land on a specific page that triggers a retargeting ad.







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Smart WiFi Suite Enterprise Feature Matrix

  • Enterprise-grade cloud infrastructure
    Scaleable platforms on the Amazon AWS cloud provides carrier-grade uptime.
  • Multi-Location Data Views
    An aggregated view of your data giving you visibility to all of your locations or drill-down to specific locations.
  • User Access Control
    Allows your administrator to control and limit access, features and data visibility among users.
  • Advanced Captive Portal Engine
    A complete toolset to design and build dynamic captive portals, guest flows and custom privacy controls. Includes our Touchless Menu features.
  • Guest Forms, Vouchers and Payments
    Collect guest data, surveys, on-line or offline payments and offer different access levels.
  • Customized login methods
    Choose how guests are able to access your network including social login, emails and SMS login, advertisements or a combination.
  • Data Export
    Full guest profile export to CSV allowing you to use collected data in third party systems.
  • Detailed Location Data Analytics
    Analyse detailed information about your locations like busy days, busy times and location comparisons.
  • Demographics and Device Information
    Make informed decisions based on detailed demographics and perform location comparisons.
  • Data Sync to other systems/API
    Save time populating other systems as guest profile data can be sent to external systems on timed intervals.
  • Triggered Campaigns
    Engage with your guests without the manual work by creating personalized email, SMS or Twitter campaigns.
  • Coupons and Loyalty
    Increase spend and promote repeat visits by creating incentives for guests or their friends to come back.
  • Import external data
    Bring in contact data from other systems to consolidate your marketing efforts into a single comprehensive platform.
  • Contact segmenting and lists
    Build contact groups to send personalized messages to your guests based on automatic segmentation and your own critera.
  • Scheduled Campaigns
    Communicate with your contacts to drive awareness through email, SMS or Twitter.
  • Traffic Counts and Statistics
    Monitor your venue and events with real-time and recorded traffic counts and patterning.
  • Heatmapping and Traffic Flows
    Visualize crowd density and how people flow in, out and through your venue to see where people congegrate.
  • Alerting and Reporting
    Create automated alerts to help control crowds or to monitor abnormal trends.
  • Intelligent Landing Page Builder
    Simple to create pages that support multiple campaign types and can easily be modified and re-purposed for other venues or events.
  • Campaign Management Tools
    Offer your advertisers options to suit their advertising needs such as A/B testing, ad weights, flexible scheduling and more.
  • Reporting and Attribution
    Analyse detailed information about the campaigns and creatives to get the best campaign targeting.

  • Access

  • Insights

  • Automation

  • Contacts

  • Presence

  • Advertising

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Custom Splash Page Builder

A custom splash page helps give a captive portal the branded look it needs to stand out from the crowd and give guests the peace of mind they’re accessing the network associated with the venue they’re visiting.

WiFi Payments and Vouchers

Offer premium guest WiFi access and promote WiFi upgrades with comprehensive payment and voucher modules. Payments can be used to offer guests varying speeds of WiFi access, while vouchers are great for venues that want to utilize a captive portal that also requires a voucher code for WiFi access.
WiFi payments and vouchers

Guest Plans

Venues can now offer multiple levels of guest WiFi access with our Guest Plan feature. Guest Plans are defined by specific upload and download speeds and session time limits. Brick-and-mortar businesses can offer guest WiFi access and promote WiFi upgrades with our new payment and voucher modules.

Versatile Form Builder

Create and display custom guest surveys on any splash page of your guest flow. Collect feedback and gather additional data points to create smarter marketing.

Enhanced Guest Flow

Guest flow gives venues complete control over the guest WiFi experience. Guest flows help keep a visually pleasing captive portal experience by preventing clutter of multiple marketing assets. Keep it simple, or turn your WiFi into a digital billboard.
WiFi splash page with survey social login

Integrated Ad Spaces

Ad Space Integrations is a powerful feature for venues who want to promote products, deals and specials, online shopping, loyalty programs and other signups, or third-party advertisers all on a pre-authenticated Splash Page.

Increase impressions and clicks for advertising opportunities by showcasing AdSpaces before requiring a guest to connect to WiFi.

Have an app that needs more downloads? The URL redirect function will navigate guests to the app store specific to their device as soon as they click on the advertisement/call-to-action button.

No more will guests have to wait to connect to WiFi to reach interactive ads. Ad Space Integrations takes Ads4WiFi smart advertising tools and places it our smart marketing environment powered by Marketing4WiFi.

Hotspot Scheduler

Determine the specific days and times that WiFi is available to guests. Hotspot Scheduler offers smarter WiFi control by allowing venues to run their guest WiFi during business hours.