Converting Leads into Customers Using Facebook Ad Retargeting
Can Facebook Retargeting Ads Help My Business?
Whether your business is a new or a deeply rooted and recognized brand, it’s critical to accept and embrace social media and Facebook re-targeting to thrive and grow your enterprise and your website traffic. This is surprising news to some businesses that have been around for years or decades and are finding themselves in a state of stagnation.
What If I Prefer to Stick with Old-School, Non-Digital Marketing?
Do so at your peril. Indeed, old-school methods of advertising can still be effective, but typically as adjuncts to digital advertising. Business cards, posters, leaflets, trade shows can still work great–but are less effective when used on their own.
Previously, ad campaigns centered around signage, sign-spinners, handing-out fliers, and direct mail campaigns–still effective but likely only as adjuncts to social media campaigns.
Using social media as a way to drive sales needn’t be complicated and needn’t be costly. Having a Facebook, Instagram, a LinkedIn profile is free, and these sites are basic to use and basic to learn.
The tools and methods used to successfully market and advertise your product or service are now far more sophisticated than they were even five years ago. To an older business owner, this may sound daunting but it’s great news. Marketing your established or new business is now easier and more effective than ever before.
What Is Facebook Retargeting?
Facebook advertising and retargeting are key tools in your toolbox that can increase your sales and conversion rates exponentially. It’s easy to set Up a High-Conversion Facebook Retargeting Campaign.
Facebook retargeting does work. And there’s data to prove it.
- Website visitors who are retargeted with display ads are more likely to convert by 70%
- The click-through rate (CTR) of a retargeted ad is 10x higher than the CTR of a typical display ad
- 44% of consumers say that they would likely become repeat buyers after a personalized shopping experience with a particular company
Facebook retargeting, at its essence, is simply a tool that funnels your Facebook ads to people who have already expressed interest in your product or service. In the current climate, not using Facebook retargeting as part of your arsenal makes your sales strategy questionable or at least antiquated.
A common question that small and larger businesses have about Facebook Retargeting is simply this–what is it? And how does it work?
Facebook retargeting allows you to make contact and to engage with customers you already know and who are familiar with whatever product or service you’re offering. It allows you to target people who have already visited your store, your website, or your app.
Facebook retargeting allows you to personalize every ad for every specific customer. You can design ads that are captivating and deeply resonant with the particular demographic you’re seeking.
The Facebook pixel is a small snippet of code that you can hire a website engineer to paste into your code. It tracks the people and the types of actions they take when they engage with your brand, including any of your Facebook ads they saw before going to your website, the pages of your site they visit, and the items they add to their carts.
One critical step you have to make is to determine the type of people you want to retarget. You can create a custom-designed audience based on–for example–the type of people who visit your site and make some purchases but not as many as you’d like them to. You can create a Custom Audience from your list, Facebook Pixel data, or Facebook SDK to specify the people you want to reach with your remarketing campaign.
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How Does Facebook Remarketing Work?
So how exactly does the Facebook pixel work? The Facebook pixel works by placing and triggering cookies to track users as they interact with your business both on and off of Facebook and Instagram. Retargeting. It’s an effective way for marketers to nudge shoppers to come back and buy the items they left in various shopping carts across the web.
Remarketing is also important for tracking, analytics, and overall ad optimization.
The 17 standard Facebook pixel events for which you can simply copy and paste.
Facebook event codes are:
- Purchase: Someone completes a purchase on your website.
- Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
- Complete registration: Someone completes a registration form on your site, such as a subscription form.
- Add payment info: Someone enters their payment information in the purchase process on your website.
- Add to cart: Someone adds a product to their shopping cart on your site.
- Add to Wishlist: Someone adds a product to a Wishlist on your site.
- Initiate checkout: Someone starts the checkout process to buy something from your site.
- Search: Someone uses the search function to look for something on your site.
- View content: Someone lands on a specific page on your website.
- Contact: Someone contacts your business.
- Customize product: Someone selects a specific version of a product, such as choosing a certain color.
- Donate: Someone donates to your cause.
- Find a location: Someone searches for your business’s physical location.
- Schedule: Someone books an appointment at your business.
- Start trial: Someone signs up for a free trial of your product.
- Apply: Someone applies for your product, service, or program, such as a credit card.
- Subscribe: Someone subscribes to a paid product or service.
And remember, once your retargeting campaign has started, you can track and find out how your ads are performing. The guesswork is replaced with hard, concrete data.