What is Facebook Retargeting?


All of the traffic your website receives is very important, and one of the metrics used to determine growth for your business is an increase in website traffic. But the truth of the matter is that not everyone who visits your website is going to convert into a lead or sale the first time they see your page. They may read through a blog post or visit your sales page – but that’s it. They close their browsers, visit different websites, or simply get distracted with other things.

In that past users that left your website after the first visit may have been lost forever. With the rise of Facebook and a tool they offer known as Facebook retargeting (or remarketing), that has completely changed. You can now reach out to users that previously visited your website ad try to get them back, making it a lot more likely to convert traffic to leads and sales. Here’s what you need to know about Facebook retargeting:

How Facebook Retargeting Works

The premise of Facebook retargeting is simple: it is a method of reaching of bringing back users that visited your landing page and left. Here’s how it works in a little more detail:

  • A tracking pixel on your website notes user behavior. This tracking pixel, a small snippet of website code, is added so that whenever someone visits your website, a small cookie ID is made that notes the pages the user visited.
  • You create a Facebook retargeting campaign: You are now able to build audiences for Facebook ads from visitors to your website. For example, you might create an ad campaign to send ads to anyone that has visited your website in the past 7 days.

The basic premise is really that simple: when a user visits your website and sees your landing page, they will also see your Facebook ads when they sign into Facebook.

Why Retargeting is Great For Your Business

As you can probably already see, Facebook retargeting is an extremely powerful tool for business owners. The truth of the matter is that a highly optimized landing page on your website may only convert 9% of your traffic. That means 91% of your visitors are simply viewing your pages and leaving. With Facebook retargeting you can display ads on Facebook to that 91% to entice them to return to your website.

Here are a few benefits you get from retargeting:

  • You’re only spending advertising money on the right customers. Instead of all of your ad budget going to an untargeted audience, Facebook retargeting guarantees every ad you display is targeting someone who has actually been on your website before.
  • Customization allows you to show the right ad to the right people. One of the biggest advantages to Facebook retargeting is that you can target users in different ways depending on where they visited your website. If you own a clothing company, for example, you can set up different ads to display for those who visited your men’s shoe section of your store compared to those who visited women’s blouses.

Are You Ready To Start Bringing Back Visitors With Retargeting?

The power of Facebook retargeting is something that has really never been seen before the last few years. While it is a relatively new advertising mechanism, it has been proven to be one of the most effective ways to bring back targeted traffic that is already primed and ready to convert into leads or sales.

As with any campaign, though, the key is to execute every step as effectively as possible. I have years of experience in digital marketing and can help you plan, set up, and implement a Facebook retargeting campaign that gets the most of your visitors. If you’re ready to get started, get in touch with me today.

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