Shopify Facebook Retargeting strategies 2021

It’s been proven, time and again, that Facebook retargeting has the highest ROI out of any marketing activity, according to Shopify themselves.

However, with the ever-changing Facebook Algorithm, it’s more important than ever to establish a solid Shopify Facebook retargeting strategy. So here, we’ll go over three incredibly effective strategies which are working right now to drive traffic and conversions through Facebook retargeting.

Lets first go over what exactly a Facebook retargeting ad campaign is. In its simplest form, you’re showing ads to people who have already been to your website.

While this can be useful on its own for specific products and niches, it’s not always the best way to use Facebook retargeting strategies, especially in 2021, because it’s just not specific enough to be effective in many cases.

So let’s go over three specific Facebook retargeting strategies you can start using right away to ramp up the views and conversions for your Shopify store. 

The top three Shopify Facebook retargeting strategies are: creating custom retargeting audiences, segmenting your existing Facebook audience, and building a funnel to turn that audience into conversions effectively.

Luckily, these three strategies all naturally follow from one another, and while each step is impactful, together they are even better. So let’s get started!

custom audiences

The first Facebook retargeting strategy we’ll go over is creating custom audiences.

After you have had the Facebook pixel running on your site for a few days, picking up data and a traffic footprint, you’ll be able to use that set of data to create specific audiences that are made up either of people who have taken some action on your website, or those who have engaged with your page on Facebook.

Some of the ways you can group people based on interactions are: people who engaged with you on Facebook or Instagram, people who viewed your website, people who spent a certain amount of time on your website, people who visited specific pages of your website, those who looked at a product page, those who added a product to their cart, and those that initiated the checkout process.

Another extremely effective way to use Facebook retargeting with custom audiences is to mix them with dynamic ads, which will show them the ads most likely to make a purchase happen. You can learn more about dynamic Facebook ads for Shopify here.

group by interaction

In addition, each of these audiences can be further split into groups based on time frame, which enables you to create more tailored audiences to fit your needs at the moment.

On the other side, you can also utilize larger audience segments to retarget a wider variety of people who engage in some way with your content. 

Another great part about custom audiences is that Facebook automatically keeps track of which products someone is most interested in based on browsing activity and ad engagement statistics, and will automatically engage with them optimally for you, as long as you put some variety into headline options and picture or video selection, of course.

By keeping a huge amount of browsing data for each retargeting activity, Facebook is able to more effectively give you an ROI with retargeting campaigns than any other marketing strategy.

One of the most effective ways to use retargeting with custom audiences is to retarget customers who have added to cart but not initiated checkout.

This demonstrates that they had some intention or inkling of making a purchase, but didn’t follow through. Maybe a little extra exposure is all they need to make that jump to a buy.







segmenting custom audiences

The second major strategy for Shopify Facebook retargeting is segmenting those custom audiences you have just created in the first step.

When you’re choosing which segments of your audience to target, you’ll want to keep in mind what type of product you’re selling, and what your typical customer’s buying behavior is like.

If you’re selling something small and/or low cost that people would usually make a purchase impulsively on, then you probably don’t need to go back farther than 30 days.

This is because the odds are that if someone saw your ad and didn’t even go to your website, a purchase, they’re probably not likely to again. 

To the contrary, if you target the specific audience of only those who initiated checkout within the last 30 days, then the odds are you’ll be targeting someone who just needs that extra impulse to hit the buy button.

However, if you’re selling more luxury, high-end, or highly priced items, you’ll want to target much further back, possibly even the full 180 that Facebook allows. 

This is because people looking to make an expensive or meaningful purpose usually take time to consider whether they want to actually buy it or not.

By targeting people from farther back, you’re giving the product a chance to stew in their mind and form a decision. They might subconsciously decide yes, and the ad popping up again may be all they really need to make you a sale.

segmentation methods

  • Social engagement- Past 90 days.
  • Website’s visitors- Past 30 Days.
  • Viewed Content (like a product page) – Past 14 Days.
  • Added to Cart- Past 7 Days.
  • Initiate Checkout- Past 7 Days.

Some of the most often used segmentation methods are: Social engagement- Past 90 days. Website’s visitors- Past 30 Days. Viewed Content (like a product page) – Past 14 Days. Added to Cart- Past 7 Days. Initiate Checkout- Past 7 Days.




building and analyzing your funnel

Lets now jump to the third major strategy for Shopify Facebook retargeting, building an effective funnel. First of all, you’ll need to have your custom audiences and audience segments all set up, so make sure to have those ready.

Then, you’ll want to structure them into a funnel so that you can determine how effectively each one is increasing conversions and optimize each segment separately.

Although this is the same word we use to describe sales flow on our website, we’re using it here to talk about the sales flow from custom audience segmentations within the Facebook retargeting system.

One example of this would be to only target social media followers or engagers, where you would have to exclude all other audiences at the ad set level. This is the process with which your data from the Facebook pixel turns into an effective retargeting campaign.

outline of a facebook funnel

The rough outline of a Facebook retargeting funnel is: social media engagers, website visitors, viewed product page, added to cart, and initiated checkout. You would want to create separate ad sets for each audience so that you could monitor their performance against each other. 

Additionally, you would always work with the basic rule of excluding high-value events like a purchase or initiate checkout from the lesser valued events like pageviews or engagement on social media.

By doing this, you can effectively avoid audience overlap altogether, which makes your Facebook campaigns much more effective and much more informative.





effective shopify facebook retargeting strategies 2021

These three Shopify Facebook retargeting strategies have been proven to be working right now.

Although there are many different forms of marketing in general and more forms of Facebook marketing in particular, retargeting campaigns remain the most consistently high ROI marketing activity.

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