Facebook Retargeting Strategies
By Matt Bacak
There’s a hot new topic in Internet Marketing that I want to explore with you. It’s called retargeting. I specifically want to talk about retargeting (sometimes called remarketing) on Facebook. When used correctly, Facebook can be a powerful tool to make more money from your list. Not only that but Facebook has now integrated a couple new features that make retargeting easier than ever.
Retargeting or remarketing is all about reaching out to people who have made certain actions on your website. All you need to do is place the remarketing pixel on your website to make this happen. From there, that pixel tracks everyone who visits your site and allows you to send ads through Facebook to try to recapture their attention, depending on which action they took.
The way to retarget to visitors of your site is by creating Custom Audiences. For instance, I have created a Custom Audience consisting entirely on my clickers. I’ve imported this list from my Get Response account. It’s a very easy process to do and then you can create targeted ads for those people on your list.
Another thing you can do, which I have not personally done yet is you can target people who have come to your website but failed to make a purchase or you can target people who are existing customers with the goal of getting them to purchase more products or even more expensive products. You can even do both. To utilize this feature, all you need to do is place the remarketing pixel on your website. From there, the pixel tracks everyone who visits your site. Then you can send them ads to recapture their attention depending on which action they took and which Custom Audience you’ve placed them in.
The main idea behind this tool is to make more money and you can do it easily. It’s a powerful method of finding users who have expressed interest in your product or website. Retargeting through Facebook is an opportunity to get the results you want (but possibly didn’t get the first time around).
Facebook has recently made some changes that are beneficial to us marketers. Because of the new changes implemented late last year, your retargeted ads are now able to reach users through their mobile devices. This gives us even more chances to grab the attention of the people on our lists and our potential customers.
Lastly, an interesting point I’d like to mention is that you can exploit Facebook ads to give your customers some attention and loving. You can use the Custom Audiences as a way to keep your clients or your list in the loop about upcoming products, services or content they may be interested in. Now I know many Internet marketers would not be interested in this avenue but it is something to consider depending on what type of list you have created or plan to create.
As social media becomes more integrated with how we run business and market our campaigns, we need to be vigilant about learning and taking advantage of new tools and concepts. Keep your eye on this new trend in Internet marketing but decide for yourself if you and your list building efforts could benefit from it. That’s the bottom line, after all.