What Is Facebook Retargeting?
Retargeting means that the people you’re targeting for these particular ads are people who have already visited your website, liked your FB page, subscribed to your email list or who look like any of these types of audience members.
Four types of retargeting ads can be used with Facebook.
1. Website Retargeting: When someone visits your website and then leaves your website, in the process they’ll download a pixel that you’ve placed on the site. This pixel will alert Facebook when the customer signs on to Facebook again. At that time, they’ll be delivered the ads that you’ve selected for just this audience (custom audience).
2. Facebook Likes: If you already have followers on Facebook, people who have liked your page, you can choose to market only to them using custom audiences again, this time targeting people who have liked your page. It’s no different than if they signed up for your email newsletter, targeting them will yield better results than targeting people who know nothing about you.
3. Email Subscribers: A genius way to set up a retargeting advertisement on Facebook is to use your existing email list to create a custom audience. You’ll need to download your email list from your provider into an Excel file in the appropriate manner as directed by Facebook and then upload it as a “data file custom audience”. This is can be very beneficial since you attract people that already know you. And because they know you, they are easier to sell to.
4. Lookalike Audiences: This is an amazing way to reach people that are similar to your current audience. These look-alikes share characteristics with the people you’re already connected to. This audience “looks like” your current audience due to some type of activity or demographic. The ability to choose this type of person to target is genius and will result in higher sales and more profit.
Using these four types of retargeting will yield higher results for your advertisements that you place on Facebook. After all, the point is to get in front of your audience many times to stay at the top of their mind as they make a decision to buy or not to buy.
The Importance of Staying in Front of a Customer
One of the best ways to gain active customers is to find a way to stay on top of their mind as they search for products and services that they need. As you build your brand you want your audience to think of you first when they need to buy what you’re offering. One way to do that is to stay in front of your customer.
In the old days, you could run radio ads, TV ads, print-ads, and so forth. You could guess where your audience would be, and you could try to stay on their minds. However, due to technology, you can absolutely choose to target an audience, who knows something about you, in order to remind them as they make daily decisions.
Retargeting allows you to, without a shadow of a doubt, market to people who have already seen your offerings at least once, perhaps even showed interest in your offerings, took some sort of action already, and now are just in the decision making phase. This is an excellent time to reach out to them and you can do that with Facebook Retargeting Ads.
When you think about it, you already do things to stay in front of your customer. You create blog posts, social media updates, guest blog, share important industry articles, and so forth. Now you can run a retargeting advertisement to affect your audience directly. Let’s learn about how all this works.
Inside Facebook, you can define your audience when you are placing an advertisement. Location, demographics, interests, custom audiences, and mobile retargeting are just a few of the options.
With Facebook Ad Retargeting, you’ll focus on custom audiences specifically and perhaps mobile retargeting.
Creating Custom Audiences on Facebook
The first thing you’ll need to understand is how to create a custom audience. Your custom audience can be defined in the way you want it to be. For example, anyone who visits specific pages of your website in the last 10 days, or people on your email list who have not signed up for your offer, whatever criteria you would like to use. You can also exclude certain criteria. You can also create different audiences in order to track which does better as a way to test your ads.
For example, you can create custom audiences for any of the following or all of the following:
• All visitors
• Top Viewed Posts
• Top Viewed Category
• Top Viewed Landing Page
• And more … it’s up to you.
Custom audiences can help you build your business in numerous ways. You can drive traffic, build your email list, sell products, build a fan base, and more all a little faster with Facebook retargeting advertisements.