What is Facebook Retargeting?

Facebook retargeting, also sometimes called remarketing, is reaching out to users who engaged with you but have not made a purchase. 

This interaction may be through visiting your website, checking your Facebook page, or using your app. The ability to track a user’s interaction with you is made possible with the use of cookies. Yes, those cookies. Whenever you visit a website, you leave these cookies, a digital footprint if you will, that makes following you on the internet possible. 

Cookies make facebook retargeting is possible
Cookies make Facebook retargeting possible.

How does retargeting help your business?

A first-time visitor to your website is still in the Discovery phase, an early stage in the marketing funnel. You shouldn’t expect them to make a purchase right away. But that doesn’t mean it’s a lost sale. Facebook retargeting makes it possible to lead them further down the marketing funnel to convert them into a customer. 

As studies have shown, retargeting ads accomplish their mission:

Because Facebook remarketing is highly specific, it has a higher ROI compared to ads targeted towards a broad audience. By taking a particular action like visiting a website or leaving it before check-out, your remarketing can focus on making them take the next step. Your remarketing campaign can:

  • Introduce new products to past customers
  • Encourage completing the check-out
  • Target ads to visitors that bounced

And that’s just the tip of the iceberg. There are lots of creative ways to tweak your retargeting ads to achieve your campaign goals, but those are the basics. Now that you’re up to speed on what Facebook retargeting is, the next step is learning how to make retargeting possible. So how exactly do you link a website’s cookies to a user’s Facebook account?

The basics of Facebook remarketing

1. Track the engagements with your business

By tracking usings who engaged with your business, you’re creating a pool of leads to can retarget with ads. These are users who showed interest in your business by signing up for offers, visiting your website, or using your app. 

Here are 3 ways to track engagements for remarketing:

Uploading your list of leads

Facebook recognizes the power of your email list, and it’s possible to kickstart your retargeting campaign with it. 

If you’ve run Facebook lead ads before, you already know that you can link your lead ad form data to your CRM. It’s also possible to upload your CRM data to Facebook. It can match the data you have, like email addresses, phone numbers, or Facebook user IDs to existing profiles. With this data on hand, you can create ads that target them with ads relevant to their progress on your marketing funnel

Using Facebook Pixel to track website traffic

As we said before, retargeting uses cookies to track user interaction on your website. Facebook calls its tracking Pixel, a snippet of code you can insert on your website to see the actions your customers take. 

Pixel can be set-up to track a specific action. Common examples include adding an item to their cart, completing a purchase, and even monitoring button clicks are possible. All this data is viewable through the Pixel tab on your Business Manager page. You’ll use this data later on when refining your retargeting campaign.

Retarget based on app activity

If your business has an app, it can be a source for retargeting data. It works on the same principle as Pixel, where you can retarget ads based on app activity. For example, if a user ditched their cart on your app’s store, you can retarget them with discount codes for the product later on. 

2.Targeting a custom audience

After identifying customers who previously engaged with you, the next step is to identify the specific people you want to retarget ads. This is called your Custom Audience. 

A custom audience is a subset of users in your pool of leads who performed a specific action. On Pixel, it can be looking up headphones or visiting a website with headphones on the URL. You can create a subset for this custom audience and call it ‘Headphones.’ With a custom audience ready, you can create an ad set specifically for the Headphones audience. 

3.Creating the remarketing ad

Dynamic ads are made for remarketing

You can use any Facebook ad format for a remarketing campaign, but the flexibility of dynamic ads makes it the best choice.

Unlike photo or video ads that are streamlined to promote one product, the content of a dynamic ad varies from user to user. The products featured on a dynamic ad respond to user activity as tracked by Pixel. 

For the ‘Headphone’ custom audience, they’ll only get to see headphones and other related products. Users not part of ‘Headphones’ will see different products, but it’s still based on their recorded behavior. 

The content of dynamic ads depend on the user's tracked behavior
The content of dynamic ads depend on the user’s tracked behavior

The products displayed on dynamic ads are pulling from product catalogs uploaded on Facebook. It’s a container of product images, prices, descriptions, but it’s not limited to purchasing items. Catalogs for flights, hotels, and even property listings can be created. 

Running a Facebook retargeting campaign can be the best thing you can do for your business. It’s an investment that brings profit through your doors, but only if done right. We’ve barely scratched the surface of Facebook retargeting, and there is still so much to know. If you want to run a retargeting campaign, better leave it to the experts. Sowers Media will help you get that fickle user to finally make a purchase. Contact us now so we can talk about how to get your retargeting campaign up and running. 

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