Facebook Retargeting

Retargeting is a highly effective marketing tool that targets your Facebook ads to people who have already visited or expressed interest in your website. It allows you to focus on targeting the people who are in market and remind them about your product or service. The average online customer journey is not as straightforward and linear as you may think. 96% of people who visit a website, leave it without completing an action, such as signing up to a newsletter or making a purchase. It’s highly likely you’ve been the subject of Facebook retargeting ads in the past. You may have visited a website and left only to see an ad for that website and it’s product or service a short while later. Let’s look at how to create a Facebook retargeting campaign. Step one, log into your Facebook, ads manager and select audiences from the dropdown menu on the top left hand side of the screen.

Step two, click on create audience and select custom audiences. You’ll find, create audience at the top left hand corner of your screen. For retargeting we’re going to select custom audience, which will allow us to set up a campaign that reaches people who visited a website. Step three, select website traffic. There are a few options to choose from, but for retargeting, we’re going to focus on website, traffic. Step four, select your target audience from the drop down menu. Now it’s time to create your audience. You have the option of targeting the following. 1: Anyone who visits your website 2. People who visit specific pages 3. People visiting specific web pages, but not others 4. People who haven’t visited in a certain amount of time and 5, a custom combination. Step five, get your pixel code and placed on your website. If you don’t already have a Facebook pixel code on your website, you’ll need it in order to start retargeting.

A pixel code is what you need to put on your website to track visitors. The code will place a tiny one by one pixel on your website that’s transparent and can’t be seen by visitors to your site. You’ll know if visitors have been to a particular page on your website or taken a particular action, like abandoning their cart at checkout. To get the code, click on the audience section of ads manager, you’ll find your new retargeting campaign, select it, and then click on actions and click view panel in the dropdown menu. You’ll then get your pixel base code, which you can place on your website If you’re capable or have a developer put it there for you.

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