Have you noticed how after you have browsed through some products on a site, suddenly you see similar propositions appear in your Facebook feed? The social media giant seemed to know that you had visited the particular website, and the fact is that it knew, as it had put a small Facebook code onto the site. This process is known as Facebook retargeting , a recent advertising technique that is taking internet marketing to unprecedented levels.
What is Facebook Retargeting?
Facebook retargeting, also referred to as remarketing when used correctly can be an effective tool to from your website visitors. Business owners work very hard to attract people to their website through social media, email outreach, networking and guest posts. However, only a small chunk of the audience actually subscribe to their site. Research has shown that in online business, the vast majority of the visitors do not buy the first time they visit a site.
Facebook's retargeting facility offers a website owner to capture the people that initially did not convert. This powerful tool enables businesses of all sizes to their customers. Repeated exposure through retargeting can help a brand to stay uppermost in the consumer consciousness. When you use Face Book retargeting, there is another chance to turn a visitor to your site into a customer.
The main idea is to show Facebook audience the same products they viewed sometime back in a different site. Also, since you had already drawn them to your site, you are aware of where their interest lies and can now more easily display ads that cater to their requirements. This ultimately leads to more engagement and higher conversion rates.
Just by keeping your brand name and logo at the top of your customer's mid increases the likelihood of some future action. The more you personalize a user's experience, the better are their chances of believing that your product or service can be a good fit. Also, if people love your product or service, there is a possibility that they will share your ad in their page, which in turn can boost your overall reach.
Retargeting is different from traditional advertising in that the latter tends to focus more on creating brand awareness. Retargeting, on the other hand is more about converting shoppers into buyers. The marketing strategy focuses more on people who already know about your brand.
PIXELS & RETARGETING
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How to on Facebook
Facebook targeting requires you to handle a bit of code. However, you do not need to be a programmer to do it yourself. The code is termed as “pixels.”
The first one is “audience pixel”, which when placed in your site enables Facebook to track the visitors to your site and back to Facebook. It is good to start using pixels to as early as possible so that you can reach out to more people.
Facebook gives only one pixel per account, which means that even if you have more than one website, you will have to use the same pixel. Here is a step-by-step guide to turn your one-time visitors to lifelong customers.
• Open your Facebook and click on ad manager
• Go to the left side bar on your ad manager and click on “audiences”
• Click on “create audience” and from the dropdown, select “custom audience.” There is also an option of “lookalike audience” but as your focus is on remarketing, you can skip that
• Click on the “website traffic' option and select “anyone who visits your website” for audience
• Name your audience
• Copy the code
• Upload the “Header and Footer” plugin to WordPress
• Paste the “audience pixel” code in the plugin and save
Keep in mind that you have to come up with a creative for the campaign. Imagery is important in Facebook. Therefore, make sure that the imagery and content of the advertisement is attractive enough to entice people to visit your site.
The second type of pixel is referred to as the “conversion pixel.” This helps you to keep a track of your visitors who convert to a subscriber or a customer from your ad.
If you are using ads to convert people to customers or subscribers, it is recommended that you use conversion pixels. Here are the steps to create your conversion pixel.
• Go to your ad manager in Facebook
• Click on “conversion tracking” located in the left sidebar
• Click on “create pixel”
• Select your category of conversion
• Give a name to your pixel
• Copy the pixel code
• Paste the pixel on the page that visitors will see after they convert
If you are looking to promote your business online, it is important that you learn to on Facebook for maximum results. You can undergo a quick to better understand the method.
Facebook retargeting has been proven to enhance the recapture rate by up to almost 30%. Just as with other marketing techniques, retargeting should be a part of a bigger online marketing strategy and will lead to better results the longer you run it. While retargeting, keep in mind to not overdo it to the extent that it appears creepy or annoying.
As social media increasingly becomes an integral part of marketing campaigns, it is essential for us to be vigilant about imbibing new concepts and tools. All said, if you are into social media marketing but have not yet harnessed the power of display advertising on Facebook, you are missing out on a great opportunity.