Facebook Retargeting:How it Works & How to Set it Up

Facebook retargeting has become a sales funnel machine in the eyes of marketers. Marketers often deal with stubborn customers who have to see their advertisements twice or even three times to commit to a decision. Maybe they stepped away from the screen, or your pricing rubbed them the wrong way. Unfortunately, potential customers can slip through the cracks even if you optimize your channels to the max.

Thankfully, Facebook has come up with a way to keep those customers continuously engaged through its retargeting efforts. Facebook allows marketers to get super specific with their target audiences. Not only are you able to slice and dice your ad targeting any way you like, but there are also millions of Facebook users just ready to be persuaded. Let’s get into the essentials of Facebook retargeting and how it can benefit your business.

What is Facebook Retargeting?

To put it simply, Facebook retargeting is when marketers put ads in front of users who are already familiar with the brand. These people have either visited your website or visited your business’s Facebook or Instagram page. Once a visitor visits your website, clicked on a product, or takes any sort of action, a cookie is set to their browser. You can then use this cookie to retarget them with ads specific to their interests on your website.

Facebook retargeting pertains only to Facebook advertising. Retargeting can be split into two categories: on-site and off-site interactions. Targeting on-site interactions is associated with targeting visitors who have visited your website. On-site retargeting can increase conversions and also retain those who have already expressed interest in your brand. However, as every good marketer knows, people can interact with your brand in multiple places. It is where off-site retargeting comes into place. Off-site targeting includes users who have interacted with your Facebook or Instagram page.

Facebook Retargeting: How it Works?

Facebook retargeting helps you extend past the users visiting your website and capitalize on those who have interacted on multiple fronts via ads. The process remains the same. A person engages with your brand. Then Facebook’s algorithms identify that person’s Facebook account. From there, that person will be able to see your ads through Facebook if they are a part of your retargeting audience.

For example, let’s say someone was interested in getting a new pair of running shoes. That person does a quick Google search on the best running shoes for them. From Google, they visit Nike and check out their shoe options, but they aren’t ready to commit yet. They disregard their search and go back to their daily routine. Then, an ad pops up on Facebook for the Nike shoes they looked at. They see it because Nike set up a retargeting campaign to reach all past website visitors. The person will go back to Nike’s website and purchase the shoes, all because they were reminded about their certain interests through retargeting.

How to Set Up Facebook Retargeting?

To set up Facebook retargeting, you must install the Facebook pixel. The Facebook pixel is a piece of code that you or a developer can paste into your Facebook code. Facebook also has good customer service and will even help you install this. It will track the people and the actions they take when they engage with your brand.

Conclusion

Facebook retargeting can be beneficial to your business’s sales funnel. Incorporating this strategy into your marketing mix can increase conversions and help retain potential interest.

To read more about Facebook Ads, check out How Do Beginners Run Facebook Ads? article.