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How to retarget website visitors with Facebook Ads

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How to target website visitors, exclude recent donors, and target new audiences with Facebook ads.

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Publicado en: Redes sociales, Marketing

How to retarget website visitors with Facebook Ads

  1. 1. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads
  2. 2. Format: • 15 minute presentation • 15 Q&A • Get back to work Get the recording and slides: • Recording and slides available nextTuesday • Download the slides now (if you want to) • If you’re live-tweeting, use #HDCB Take notes!!! The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads Trouble with the audio? Select telephone and dial in. The number will be displayed when selected.
  3. 3. _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon Notes: Action items: How to retarget website visitors with Facebook Ads
  4. 4. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads An email subscriber A Facebook fan Someone who just visited your donation page You will be asking three people for a donation. Who would be your first priority?
  5. 5. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads Website retargeting lets you target people who visited specific pages on your website. What is retargeting?
  6. 6. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads What is retargeting?
  7. 7. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads How can I use retargeting? 1. Remarketing to Potential Donors When people visit your website they are expressing interest in your cause. Targeting these people on Facebook with relevant ads can drive people back to your website to make a donation, volunteer, or take some other action. 2. Excluding Recent Donors Prevent fundraising ads from displaying to people who recently donated. This helps avoid donor confusion and wasted ad dollars. 3. Finding New Potential Donors Target people who are similar to people who visit your donation page, or other relevant pages on your website.
  8. 8. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads Step #1: Visit Facebook Ads. Step #2: Under Audience, click Create a Custom Audience from your website. Step #3: Enter your audience name. Step #4: Enter your landing page URL. Step #5: Select number of days to display ads after last visit. Step #6: Add custom audience pixel code to your donation page. facebook.com/ads/create How do I do it?
  9. 9. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads Step #1: Visit Facebook Ads. Step #2: Under Audience, click Create a Custom Audience from your website. Step #3: Enter your audience name. Step #4: Enter your landing page URL. Step #5: Select number of days to display ads after last visit. Step #6: Add custom audience pixel code to your donation page. facebook.com/ads/create How do I do it?
  10. 10. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads Step #1: Visit Facebook Ads. Step #2: Under Audience, click Create a Custom Audience from your website. Step #3: Enter your audience name. Step #4: Enter your landing page URL. Step #5: Select number of days to display ads after last visit. Step #6: Add custom audience pixel code to your donation page. facebook.com/ads/create How do I do it?
  11. 11. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads Step #1: Visit Facebook Ads. Step #2: Under Audience, click Create a Custom Audience from your website. Step #3: Enter your audience name. Step #4: Enter your landing page URL. Step #5: Select number of days to display ads after last visit. Step #6: Add custom audience pixel code to your donation page. facebook.com/ads/create How do I do it?
  12. 12. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads Step #1: Visit Facebook Ads. Step #2: Under Audience, click Create a Custom Audience from your website. Step #3: Enter your audience name. Step #4: Enter your landing page URL. Step #5: Select number of days to display ads after last visit. Step #6: Add custom audience pixel code to your donation page. facebook.com/ads/create How do I do it?
  13. 13. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads facebook.com/ads/create Step #1: Visit Facebook Ads. Step #2: Under Audience, click Create a Custom Audience from your website. Step #3: Enter your audience name. Step #4: Enter your landing page URL. Step #5: Select number of days to display ads after last visit. Step #6: Add custom audience pixel code to your donation page. How do I do it?
  14. 14. Get all HDCB training sessions Get access to the Hump Day archives: http://members.johnhaydon.com/course/smart-marketing-lessons/ The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads
  15. 15. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon How to retarget website visitors with Facebook Ads Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA. Instructor at Marketing Profs University, regular contributor at Social Media Examiner Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chambers of Commerce. Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

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