How to Create & Use Lead Generation Remarketing Audiences in Meta Ads
If you've ever run a Lead Generation campaign and felt like you're not getting the most out of it, then you should definitely try to do lead generation remarketing ads. What does this mean, you ask? Well essentially, you can target people who have seen your ads and clicked on your lead form but didn't actually submit. Perhaps, they accidentally closed the window before completing the form, or they thought about filling it out later yet they forgot. These are people who have already expressed an interest in your company, but for some reason, they never submitted the form. By retargeting them, you may be able to encourage them to actually take action this time around. This easy, step-by-step guide will show you how to create and use lead-generation remarketing audiences in Meta Ads.
Before we get started, in case you find yourself in need of some video guidance, here's a quick 3-minute tutorial from XYZ Lab's Youtube Channel!
➡️ Book your 101 Digital Marketing Coaching Session and review your performance marketing strategy with an industry expert! 🚀
How to Create Lead Generation Remarketing Audiences in Meta Ads
Step 1️: Access your Meta Business Manager (Meta Business Suite)
Navigate to https://business.facebook.com/
Step 2️: Navigate to Audiences (under "All Tools" menu)
If you're unable to find the Audiences under the shortcut, then you can scroll down and it will be available at the bottom of the menu.
Step 3: Create a Custom Audience
Step 4️: Select "Lead Form"
Step 5️: Define the Remarketing conditions
1. Change "ANY" to "ALL"
2. Select the Page where the form lives in
3. Select the Form that the retargeting will be based on
4. Under Events, select "Accounts center accounts who opened but didn't submit form"
5. Change the number of Retention (days) accordingly
Retention refers to the number of days people will remain in your audience after meeting the website traffic criteria you specified. You can change this up to 180 days, but this depends on how long your customer journey is.
Step 6: Name the custom audience and click "Create Audience"
We will name this audience People who opened but didn't submit (test). Once that's completed, click on "Create Audience".
The completed audience will appear in your audience list.