Remarketing on Facebook: what to know!
Last modified: 2019/08/06 | Approximate reading time 4 mins
Your website is probably working wonders for converting page visitors into long-term clients. But, what about those who aren’t converting instantly? Facebook is an excellent tool for finding and reaching out to the people you know are interested in your business. Specifically, retargeting on Facebook is a dynamic way to allow those who have visited your site the opportunity to sign up, subscribe, make a purchase and so forth
If you’ve never heard of retargeting before, we’re going to go over the reason why this strategy is fundamental to content marketing. It will help you to understand your target audience a little bit better while also increasing your visibility and thus, your odds of customers seeing your advertisements.
Remarketing on Facebook: Here’s everything you need to know!
What is remarketing?
If you haven’t heard of remarketing before, then you’ve found yourself in the right place. Even if you’ve never come across this term, it’s likely you’ve experienced it. Ever notice that something you’ve been Googling will suddenly appear in the sidebars or banners of web pages? Well, this is remarketing. For those who haven’t directly experienced it, remarketing is the process in which website owners follow leads to different sites all over the web, offering a second chance to target them.
Every single person who visits your website is tagged or is cookied. Essentially this means that a code will be placed on the page this user visits and your advertisements will then follow this same user around to every site they visit. This can happen on both external websites as well as their social media profiles and comes in many different forms.
So what exactly is Facebook remarketing? In a similar way to how regular Google Ads remarketing works, Facebook remarketing simply shows your ads on the social media site rather than across all websites with Display Networks. If you’ve ever seen the Custom Audiences option on Facebook, the concept is very similar. As mentioned, anytime someone interacts with your website or brand, they’ll be reminded with an ad that pops up on the side of their Facebook feed.
How does Facebook remarketing work?
There are a few different ways that you can reach a specific audience on Facebook, and this includes targeting people by way of customer lists, your website traffic or activity on the app. We’re going to go over the difference between these strategies below.
Facebook is an incredibly useful tool when it comes to reaching a list of contacts you’ve already acquired. This customer list can be sent with personalized ads and messages. Further, the customer lists option allows you to target specific people in a similar fashion as email marketing. Your list of contacts can be pulled from the customer data you’ve collected, whether that means accessing email addresses and phone numbers from your CRM or otherwise. Depending on the audience you’re hoping to reach, you can target different people in relevant and engaging ways.
The is a very common type of remarketing and comes down to targeting people who have visited your website. If you haven't already, place a Facebook pixel on all of the pages of your site and set up audience filters for different pages. For example, if you’re in the business of selling products for new mothers and you’re looking to specifically target those looking for strollers, you have the ability to set up a custom audience that will show ads to people who have visited pages with the keyword strollers in the URL.
Lastly, you have the ability to target people based on their app activity. In this instance, we’re discussing your business app, so those working with e-commerce platforms and so forth are able to target customers based on user behaviour inside the app. As an example, when someone abandons a shopping cart, you can use this information to target them with the product they abandoned. In other regards, you can try to upsell products, offer specifical discount codes or promotions.
What are the benefits of remarketing on Facebook?
To begin thinking about the benefits of remarketing on this social media platform, let’s consider that Facebook’s active user base is huge, and amounts to approximately about 22 billion ad clicks every year. With these numbers, it’s easy to understand why using this platform for advertising is beneficial. The opportunities available through Facebook remarketing know no bounds.
It’s crucial to remember that remarketing works because those who have already visited your site or interacted with your brand have engaged with your company and are therefore familiar with it. There is a much higher chance of a customer choosing to purchase something from a website they’ve already visited. Not to mention, Facebook remarketing ads get 3X the engagement of regular ads. So, how can you get started remarketing advertisements on this platform?
How to start your Facebook remarketing campaign
Getting started is fairly simple, and will involve setting up custom audiences. This can be done with your Ad Manager account, selecting the Tools dropdown and following this Audience. After creating and choosing a custom audience, you can choose to target customers in three ways we described above: customer list, website traffic or app activity. A customer list can be uploaded into the app, or through MailChimp as the platform is compatible with it.
If you’re going to be remarketing based on your website traffic, you’ll need to make sure that you install your Facebook pixel on every page of your website. This only needs to be done once. Once custom audiences are set up, you can apply these to ad sets or create specific ad sets that are tailored to your customer audience.