Those who rely upon marketing to increase exposure for their brands understand the power that social media marketing can provide. The combination of paid marketing and virality that networks like Facebook offer truly are unprecedented. While many still stand by their email lists as being the most effective utility for consumer outreach, social media is quickly becoming an equivalent solution in the battle for expansion. Targeting and retargeting your Facebook audiences with ads is an important part of any content marketing strategy, but do you know everything there is to know about Facebook retargeting? Below, we’ll discuss these elements in-depth to help you figure things out.
The Notion of Custom Web Audiences
On Facebook and other social media networks, targeting options exist that allow marketers to obtain the best bang for their buck when it comes to who their ads reach. With Facebook, the possibilities are seemingly unlimited: you can target individuals by age, gender, geographic location or even their interests. Custom web audiences can be created from using a variety of these metrics to narrow down the general audience, making them perfect for niche marketing and advertising. Particularly helpful with smaller budgets, these targeting features can help you narrow down audiences – from millions of people, to hundreds or thousands of people.
What These Audiences Can Be Used For
Facebook’s custom web audiences will not only allow you to reach certain individuals based on age and gender, but can open up a world of opportunities when it comes to their habits. For instance: a group of individuals who have visited a certain page within the past 6 months may be a prime target for your next campaign. Using Custom Audiences, you’ll be able to reach out to them through these targeted ads. You’ll also be able to reach out to past visitors in a number of ways. You’ll be able to reach out to those who have visited your site before, or who have visited certain sections of your site (through the detection of cookies).
There are also competitive customization features available, such as who has purchased or looked for a certain product within the past few months. If someone purchased an item directly from you and you had conversion utilities installed to detect this, then you’ll also be able to identify them and provide an ad thanking them for their action. Those who haven’t visited your site in a while – along with those who have never visited your site – can also be targeted.
Tips for Creating the Custom Audience
In order to access this information, however, you’ll first need to install a remarketing pixel. You can click “View Remarketing Pixel” in order to fetch the code. Once this is installed on all of the relevant pages in question, you’ll then be ready to go. Once this is installed, you’ll then be able to track your customers’ behaviour through the use of custom audiences. It should be noted that you will not be able to access customer data for those who visited before the remarketing pixel code was added to the website.
Building Your Ad Campaign
With your custom audiences created and remarketing pixels targeted, all you have to do is wait for the audience to propagate and then create your ads. By going to campaign/ad creation in Facebook, you’ll have access to a variety of additional metrics – along with your retargeting data. You can name your campaign, provide a description, set basic parameters such as age, location, gender and interests, and then have the custom web audience’s matching users layered on that. You can target specifically just those retargeted users who fit the initial criteria of the ad campaign, or you can create broader criteria while adding those who have been retargeted to it as well.
You can expect several benefits from the Facebook retargeting features when they are used properly. For starters, you will be able to reduce the rate of lost revenue and business by reminding consumers of your past relationship. If someone made a purchase, then you’ll be able to provide a thank you to them (which also works as a subtle reminder to come back again). It is much easier to convert individuals who have already engaged with your brand once before; this tool makes that job much, much easier. Last but not least, you’ll also be able to engage people who visited a particular product page but did not follow through with the purchase – this can help reduce lost carts and lead to a higher amount of conversions.
The biggest drawback to Facebook retargeting is the amount of time it will take to set up and wait for results to be propagated. As mentioned before, the retargeting pixels can’t reach back into the past; you’ll only have data from the point the pixels are installed onward. This of course provides incentive to act immediately to take advantage of this tool, but can be a short-term drag for those who thought all of their conversion problems would be solved instantly.
There are a number of analytics tools and marketing utilities available to make all of our lives easier when it comes to marketing. Facebook marketing offers unprecedented power when it comes to social media targeting and retargeting, with the remarketing pixel bringing an added boost of conversion and marketing power into the mix. You now have a solution that can easily bring lost customers back into the fold, help them complete their purchases and lead to better revenue outcomes for your brand.
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