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Make the Most Out of Your Facebook Dynamic Retargeting Campaigns

Jan 07, 2021

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Marketing

Sandeep Mathias

There’s a very big and very common misconception I see when it comes to Facebook Ads, where plenty of brands and advertisers believe that all you need is one good ad to drive immediate sales. Can that happen? Of course. But you’ll never see your full selling potential—let alone your full ROAS—on a single campaign. The vast majority of users need to interact with you multiple times before they convert, and they need to see campaigns that are immediately relevant to them, their needs, and the pain points they have. Instead, a single ad is only going to drive a fraction of the results that you could see with a full campaign that uses retargeting.

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Facebook’s dynamic retargeting campaigns can be incredibly valuable, but you’ll get more out of them if you know how to properly segment and optimize your campaigns accordingly. And of course, as always, test everything. Make sure that your retargeting windows are working for you; test them by extending them and see if any additional conversions come in. You can try to optimize these tests by setting frequency metrics to ensure that the same people only see a single ad so many times within a set time period. As you’re creating your campaigns, remember to always keep your audience niches at the center of your focus; remember to include copy that appeals to their pain points, needs, and motivations, and use headlines that could apply to specific product sets but that are still powerful enough to resonate with your target audience.