What is Facebook Retargeting & How to Make the Most of It?
If you are serious about growing your brand, then retargeting is definitely something you should be paying attention to. Less than 3% of visitors convert when they first visit your website. Retargeting helps you reach out again to those 97% of the unconverted audience. Being the default social media platform with over 2.45 billion users, Facebook is a potent platform for retargeting past visitors back to your website. Here is an explanation on how Facebook retargeting works, as well as the best practices on how to make the most out of it.
How it Works
Facebook retargeting works with the use of special coding (pixels) that you insert into your website. Every time a visitor comes to your website, this pixel drops an anonymous cookie onto the visitor’s browser which ‘follows’ their online activity on your website. Facebook uses this information to show the said visitor personalized ads about your brand when they log in their account. Additionally, you can also upload an existing list of contacts to Facebook to retarget.
Facebook retargeting is effective because it reinforces your marketing message across to people who have already shown some interest in your brand. Hard data backs this up. Compared to normal ads, retargeted ads boasts up to a 147% higher conversion rate.
Facebook Retargeting Best Practices
Retarget to Your Page
Facebook retargeting shouldn’t be just used to get people back to your website. You can also use it to gain better quality followers on your brand’s Facebook page. People who previously visited your website or page before are likely to engage more with your page content, and this, in turn, translates to more organic visibility and even more followers!
Refine Your Audience
If you want the high return on your investment, focus on quality, not quality. Fortunately, the options available on Facebook for this very purpose are incredible. Limit your retargeting efforts to specific demography that you think will bring in the highest conversions. When your budget is limited, it is vital to make every dollar count.
Time it Right
If you just run your retargeting ads continuously, not only will you be burning away at your budget but also fatiguing your remarketed audience. Time your ads right. Set up schedules to run your ads on specific dates and times when you think conversions will be highest.