Have you ever wondered how after you visit a website, you later see advertisements for that product/service on Facebook?
This form of advertising falls perfectly into why Facebook advertising can be so powerful. The entire social media advertising ecosystem is based upon “Targeting Your Audience” for your Facebook Ad. There is no better “Audience” than someone who has already shown an interest in your product/service by visiting your website.
The ability to target an audience that has already visited your website is called Remarketing. It not very new, but Facebook has really brought it front and center. At the end of the day, it is extremely effective since it shows your ad to already interested customers. A very good analogy for this style of advertising is “You wouldn’t ask someone to marry you on the first date would you?” By that they mean… a visit to your website is where the relationship starts. You then “court” that person by showing them additional ads and building your brand and message. When they come back, you have a much better chance of converting them to a sale/customer.
Remarketing can be done in a variety of ways. One of the most common is after a website visit, but you can use an existing mailing list or past clients or a variety of other sources.
What you are really doing when you utilize Remarketing is you are creating a Custom Audience on Facebook. This Custom Audience is exactly who will see your targeted advertisement. If you want to create a Custom Audience of people that have visited your website here are the steps.
1. Create a Custom Audience in Facebook Ad Manager.
This will create a piece of code that you can place on your website. You have a variety of options here. You can put one code (for one audience) only on certain landing pages or put the same code on every page of your site. This really depends on where/how you get your website traffic.
2. Place the Custom Audience Pixel on Your Website
As stated above, you may choose to place different Custom Audience Pixels on certain pages—this will let you Remarket to different groups of people. For instance, if you sell Real Estate and pay Google to drive traffic to your site, you may have a Buyer and a Seller campaign. Each campaign would have ads either targeting a buyer or a seller. The buyer ad may say, “search all listings here” where the seller campaign may say “get your homes current value”. With different Pixel Codes, you could then have a Seller Ad and an Buyer ad on Facebook — that displays only to the correct group (Buyers or Sellers).
3. Create You Audience
Once you create your Custom Audience and place the code on your website — you will wan to name each Custom Audience in Facebook. This gives you the ability to run different ads depending on the specific audience you have created. Keep in mind, Facebook advertising is designed to be displayed to relatively large groups, so your site must get a decent amount of traffic to create a large enough audience to advertise to.
4. Create Your Facebook Ad
This is the fun part. This is were you can get creative and think of a unique ad that will have interest to your specific audience. Remember, this group of people have already visited your site. For that, they have already shown some level of interest, so you can get more specific with your Remarketing Ad.
5. Create Lookalike Audiences
You didn’t ask for this, but I’m giving it to you anyway. Since Facebook has thousands of data points on its users, they can look at one of your audiences and find correlations between everyone in that audience. For instance, if everyone in your “Webpage Custom Audience” is a homeowner that makes over $70,000, has children, donates to charity and lives in a specific zip code—-Facebook will create another audience with the same details! That gives you the ability to scale your audience larger than only people that has visited your site—but the same “type” of people!
If you find all of this intriguing and have already come up with super cool ideas on how to utilize Remarketing — but think that attempting all those steps would be your own personal type of hell….We can help. DEAN Knows specializes in all forms of Digital Marketing including Facebook Advertising and Re-marketing.