WHAT IS FACEBOOK REMARKETING?
Facebook remarketing refers to the act of running ads targeted towards the past visitors to your site. this will be similar to the Google ads remarketing. Let’s say you can run an ecommerce store. You’re able to getting traffic to your checkout pages, but your bounce rate on those pages are pretty high. You realize that the people are right on the edge of converting but you’re losing them. Through the Facebook’s tracking pixel, you can identify the visitors who bounced and run a targeted ad based on their behavior. For example, if you could offer a Facebook-exclusive coupon code or some sort of the free to complete their purchase. Facebook retargeting will allows you to reach prospective customers who have shown interest in your business or the product, based on their online activity. This can be range from something as passive as a like on Facebook to actions with the high purchase intent, like clicking Add to Cart on your website.
TYPES OF REMARKETING IN FACEBOOK
There are two types of Facebook remarketing
- List remarketing
- Pixel remarketing
List retargeting is the less common and it involves manually uploading a list of the email addresses of those you want to retarget to your Facebook ads manager. While it allows you to create the highly targeted audience, it’s more time-consuming. What’s more, if email address you have for an individual is the different from what’s on their Facebook profile, they will don’t get to see your ad.
Facebook pixel is the short piece of code that is used to measure and optimize your ad campaigns. A huge benefit of installing the Facebook pixel to your website is that it will allows you to create audiences based on the user profiles of your website visitors. When the user visits your website, it will launches the Pixel. Once your Pixel is installed, you can be create custom events to track if your website visitors perform the valuable actions for your business, like placing the orders or visiting a specific landing page.
HOW TO SET UP THE FACEBOOK REMARKETING?
Step 1: To get started with the remarketing log into your Facebook Ads Manager account, then select the “Tools” dropdown and select “Audiences.”
Step 2: Then select the “Create Audience” and “Custom Audience.”
Step 3: On the next screen you can also chose which type of remarketing list you want to create from the three types Customer List, Website Traffic, or App Activity
To import the customer list you can do so by either copying and pasting your customer list or uploading the file that will contains emails, phone numbers, or Facebook user IDs. Facebook also has integration with the Mail Chimp if you chose to upload your list through the email server.
Before targeting website traffic you need to create and install your Facebook pixel on all the pages on your website. This is the one-time step since each ad account is only allowed and only needs the one pixel to remarket to visitors. Once you have your custom audiences to set up you’ll need to either apply them to ad sets you’ve already created or create the new ad sets that you tie to your customer audience.
Finally you can be target based on the app activity. If you have an established the app this is typically a good option, and there are the multiple ways to show relevant ads to the right people based on user behavior. For instance when someone abandons the shopping cart within your app you could be target them with a same product and special discount code.
BENEFITS OF FACEBOOK RETARGETING
In search engines Google will done a remarketing to generate a more traffic but in social media Facebook also done remarketing. Now that you know what the Facebook retargeting is all about, let’s take a look at the some of its powerful benefits.
CONVERT INTERESTED PROSPECTS
Many advertising campaigns focus on generating the interest in audiences in the awareness stage. However, the people who already know your brand have already expressed interest to some degree. By marketing to them a specifically, you can enjoy a higher conversion rate right off the bat. Retargeted audiences are the 70% more likely to convert to brand new audiences.
CAPITALIZE ON PAST CUSTOMERS
Repeat the customers are often the most profitable group to market to. They are generate over 40% of e-Commerce revenue, spend nearly five times as much money as the new customers, and are nine times more likely to convert. Retargeting will allows you to advertise to this audience specifically, increasing your chances of upselling and cross-selling.
REDUCE CART ABANDONMENT
If you sell the products on your website, many of your visitors will be add items to their cart, only to change their minds at the last minute. The average rate of the cart abandonment is over 88%.