Holiday Marketing Challenge Day 7: Stay Open Later
November 10, 2015
Holiday Marketing Challenge Day 8: Holiday Websites & Social Media
November 11, 2015
Show all

Setup Your First AdRoll Facebook Retargeting Ad

In this article we will present, in both writing and video, step by step instructions for creating an AdRoll account, installing the AdRoll pixel, defining a custom audience, building your first campaign and submitting your first ad. If you follow these instructions you will be empowered with the the knowledge to EASILY and COST EFFECTIVELY capture, engage and retain customers and clients.

This article is part of a three part series, if you are unfamiliar with retargeting or AdRoll please do click the link below from November 10 for a primer;

By the end of the day on Monday November 16, 2015 you will have acquired enough knowledge and become empowered to spend as little as $25 per week with guaranteed results using the AdRoll service. No more boosting Facebook posts with ZERO sales or bottom-line results, spend your advertising dollars in a space that connects with relevant and targeted audiences. Personally and professionally I refuse to accept “It’s too complicated” or “I do not have time” as excuses to not investigate this proven strategy …

“Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life. I have envied a great many people who led difficult lives and led them well.” ~ Teddy Roosevelt

… for a few minutes of your time or a few dollars to your marketing or ad agency, you will get immediate and impactful results!

Pre-requisite – Privacy Policy

It’s now a regulation that when tracking cookies and consumer information on your website that you must have a privacy policy linked to all pages on your website. Prior to submitting ads for review to AdRoll, you must create and publish a privacy policy on your website. Click here for a privacy policy template.

Case Study and Example: HVAC, Heating and Cooling Local Customer Retargeting

For today’s demonstration, we will be setting up a very simple and basic implementation for one of our HVAC clients, Superior Comfort HVAC. In the video and below are the 5 steps required to get started with AdRoll retargeting. Tomorrow we will spend more time discussing audiences, in our next video we will be create three (3) audiences, while today we finishing steps 1,2,4 and 5.

Step 1: AdRoll Account Creation

Creation of an AdRoll account is similar to the creation of any other service (i.e. AdWords, Facebook Ads, etc.). You will need to enter profile, contact and payment information.

Step 2: Installing the AdRoll Pixel

The AdRoll single source pixel will need to be installed for retargeting to work. Upon installing the pixel on your website, AdRoll will prompt you with a message that they require up to 24 hours to confirm the pixel is active on your site, although this normally takes a couple of hours.

Adding Pixel to WordPress – This is outside of the scope of this article, most new WordPress them have webhooks or a configuration to add scripts to header, footer and body of a page. If this step is unfamiliar to you or makes you uncomfortable, reach out to your programmer or marketing team and they will be able to help you with this step.

Install the AdRoll pixel

Step 3: Defining a Custom Audience in AdRoll

In the video are instructions for defining your audiences, however, it is important to have a little more detailed conversation about audiences; What is an Audience and How to Define your Audiences?

What is an audience and how to define your audiences? A retargeting audience are visitors to your website that have visited specific pages. To best accomplish this, your website should have a structured hierarchy of pages, or sitemap (or what us geeks call taxonomy). Pages should should have a Top->Down flow, homepage-categories-subpages. For the example in this article and video, our website is setup with two main categories; (1) Cooling Services and (2) Heating Services. We will be creating three audiences; (1) All Visitors Audience, (2) Cooling Services Audience, and (3) Heating Services Audience.

superior-all-visitors* All Visitor Audience: This audience will include EVERYONE that has visited your website. Brand building and “lost leader” advertising are examples of types of ads to display to an all visitor audience.


cooling-services-audience* Cooling Services Audience: This audience will only include people that have visited any page with “/cooling-services” in the URL. The Superior Comfort website has a structured taxonomy (homepage->category->subpage), any visitor to any page in the “Cooling Services” category is eligible for cooling services ads. Obviously, November in Michigan is not the time to advertise air conditioning HOWEVER by defining this audience early, we will have an audience of 90 days worth of visitors when the season arrives (pretty cool, huh?)


heating-services-audience* Heating Services Audience: This audience will only include people that have visited any page with “/heating-services” in the URL. Any visitor to any page in the “Heating Services” category is eligible for heating service ads. November in Michigan is near the beginning of the cold winter season, so we can publish ads for Furnace Maintenance, Furnace Sales, Furnace Repair, etc.

Step 4: Your First AdRoll Campaign

Campaigns are the starting point for any and all advertising campaigns. For a simple implementation like we are presenting today, one campaign is sufficient. Campaigns define information for type of campaign (web or Facebook), budget, location targeting, other targeting factors and ad placements (where on Facebook the ads are displayed).

You can create Ad Groups within your campaign to reach certain audiences with specific messages. For today, however, we will be creating one campaign and one ad group. Click here for information on AdRoll campaign best practices.

Campaign Creation (# 1) – Campaign Name, Budget (you must commit to $25 per week minimum, this does not mean you will spend $25 per week, this is your maximum commitment), Objective (select clicks to website), Start and End Dates and Targeted Locations (we are using Michigan).create-facebook-campaign-screen1

Campaign Creation (#2) – Define your audience or import an existing audience. In our case we are using the “heating-services” audience and limiting to 30 days.


Campaign Creation (#3) – Select placements on Facebook, we recommend everywhere.


Step 5: Publish Your First Facebook AdRoll Ad

In the video you will see the steps for creating a Facebook AdRoll ad. It is important to understand a few things here;

Facebook AdRoll retargeted ad template

Step 6: What to Expect with your First Facebook AdRoll Retargeted Ad

Once your ad is reviewed, approved and published you can expect visitors to your website to IMMEDIATELY be eligible for your retargeted ads on Facebook (and I mean immediately). Once the site is visited by a consumer, the AdRoll tracking pixel will immediately make your website eligible to retarget the consumer. That is not a guarantee that your ad will immediately be presented to that consumer since you are competing with other ads, however, most of the time the ad is presented immediately. The ad will CONTINUOUSLY be displayed for [x] number of days, depending on how you configure your audience and campaign. You can change the ads daily, weekly or monthly. You can implement additional versions (or split tests) but the important point here is that you are constantly presented and displayed to consumers who have shown an active interest in your products or services!

Step 7: Next Steps

As mentioned yesterday, the AdRoll platform and the tools are SO incredibly easy to use, that once you start using them you will kick yourself in the #$* for not subscribing sooner. Please do join us tomorrow, the ads we published today require 24-72 hours to be approved and published although they are usually displayed in less than 24 hours. Tomorrow (November 11th) we will review the campaign, see our ads in action and do some simple adjustments and optimization to our campaign and ads!


Michael Lucy
Michael Lucy
Michael Lucy is an avid digital marketer with a deep-rooted passion for anything and everything involving technology. Michael has owned and operated 3V for nearly 8 years - AND - has now taken the knowledge and experience acquired over that period and has started an insurance and financial services brokerage (

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge

30 Days of  Digital Mastery Content




Subscribe Here - Lead Generation, #SocialSelling & Digital Sales Tips



30 Days of  Digital Mastery Content




Subscribe Here - Lead Generation, #SocialSelling & Digital Sales Tips