March 7, 2016 ByCheryl Dykstra
the past, we’ve talked about how the power of Facebook’s advertising
capabilities can successfully bring in new leads to your business. [Click here: How
Ultra-Targeted Facebook Ads Bring You New Leads]
addition to the extensive targeting options available through the advertising
channel, Facebook also has the ability to reach people who have already visited
your website or landing pages. You do this by installing the Facebook pixel
(found in your Ads Manager on Facebook) onto your website, which captures all
your website traffic. From there, you can run ads to reach those website
visitors on Facebook and continue their experience with your business; whether
that includes a special offer to hook them back in, an extremely targeted ad
based on the pages they visited on your website, or more.
order to begin targeting the people visiting your website, you’ll need to set
up a Website Custom Audience for the group you’d like to receive your ad. The
maximum amount of time Facebook will track visitors without them returning is
180 days, so go ahead and choose this option when setting up your audience,
unless you have a very time sensitive promotion in mind for your ad.
are a couple of ways that you can choose whom you want to target for your
Custom Audience. You can choose:
- Anyone who visits your
good for when you’re branding or wanting to stay on top of their mind.
- People who visit specific
– good for when you’re creating specific ads for different products/services on those pages.
- People visiting specific
web pages but not others – good for campaigns where you want to know if someone has been to the
landing page but not the thank you page or campaigns that have multiple steps.
For instance, if someone buys a certain product, you can suggest a
complimentary product in your retargeting ad that you know they haven’t seen.
- People who haven’t visited
in a certain amount of time – this is for people who may have visited your
website in the last 180 days but not in the last 30 days. A Facebook Flash Sale could be just the thing
to get these customers back in the door.
you’ve created your Custom Audience, it appears in the Facebook ad creation
tool as an audience option. Once you choose your Custom Audience you are still
able to add other traits to further define your audience.
Why Retargeting in
aren’t as likely to buy from you the first time they visit your site or see an
offer. They would rather take their time, compare your pricing, and visit your
site a few more times before investing in your product or inquiring about your
catch is, once they leave your website, you become old news…
there are over 1 billion monthly active users on Facebook. If they see
reminders for your products or services (things we know they were interested in enough to view on your website), on a social media
channel they are already spending time on, they are more likely to continue
their buying process, or at least keep you in mind for that product and
out this great example from our partner, Digital Marketer.
knew this person had taken advantage of their Social Media Headline Swipe File
but hadn’t bought their $15 offer. This Facebook ad is targeting those people
to encourage them to go back and take advantage of the offer.
trick to retargeting is to advertise to a precise audience, rather than a
generalized audience that may or may not be interested in learning more about
your business, product or service.
you’re interested in learning more about how retargeting ads can increase your
leads, contact Sales & Marketing Technologies by calling (407) 682-2222 or
using the contact form below.