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Not long ago Facebook started offering a remarketing  advertising service to businesses to help them well, remarket to audiences that have interacted with their website before.

But how much do you know about Facebook remarketing? Have you ever wondered why after visiting a brand’s website you see their ads on Facebook and YouTube straight after?

Do you know how to use Facebook remarketing to increase ROI and drive more sales? Well after reading this article you will.

What is Facebook remarketing?

Remarketing is an advertising tactic in where you advertise only to people who have visited your website. Visitors may land on your site via Google, view a particular product then leave. Facebook remarketing allows you to identify these people and use Facebook as an advertising platform to target them again later.

The term remarketing may sometimes be referred to as retargeting. Facebook has the options for you to remarket to people who only visited certain pages, people who didn’t buy or visitors who have yet to revisit your site within a specific time frame.

Benefits to using remarketing tactics

Increase ROI – Targeting people who have come across your site before are qualified leads who are most likely interested in your product or service. They are already aware of your brand and what your business does meaning you’re already half way there to making the sale.

They may have failed to purchase the first time because they had to leave the computer and forgot about your site, missed the sales pitch or went on to compare you against your competitors but never ended up buying.

Whatever the reason, by creating a custom audience (shown later) and remarketing to past visitors can remedy all of the above. By displaying ads only to people who know you will provide a greater ROI.

Drive sales – Trying to convert first time visitors is a much harder task then people who are familiar with your brand. Remarketing ensures you make the most of your Facebook marketing budget by only showing your ads to people who are interested.

As targeted as the options are on Facebook Adverts Manager, not everyone who views your ad will be a qualified  lead resulting in a lot of people seeing your ads who shouldn’t. This only burns up your marketing budget.

Facebook remarketing combats this allow you to make the most of every cent you spend.

Leverage your old customers – Remarketing doesn’t just have to be limited people who visited your site and never purchased. A good strategy we use is to create ads shown only to customers who have bought before and leads who visited but failed to purchase.

Why? Because previous customers are likely to leave positive comments about your business which could be the encouragement leads were looking for to buy.

Not only that but we all know that upselling to current customers is much easier than sourcing new ones. As the saying goes “Killing two birds with one stone”.

Gather marketing intel – Placing an audience pixel on various product pages can help you later create lookalike audiences on Facebook. Lookalike audiences will help your business uncover new potential leads that match your target demographic but have yet to visit your site or know about your brand.

If used correctly lookalike audiences are a goldmine of leads.

How to setup retargeting on Facebook

Start by opening up your Facebook Adverts Manager and then select Audiences.

Facebook remarketing

Next select Filters, Custom Audience and then Create Audience > Custom Audience.

remarketing 2

You will be asked where you will choose your custom audience, in this example we will select Website Traffic.

remarketing 3

Read the terms and conditions and if you’re happy tick the check box and click on Create Audience.

You will be provided with a piece of HTML code that you will need to place on your website to track visitors. You can place this on a particular page or in the header or footer of your website. If you plan to remarket to visitors who have visited a certain product page then we suggest putting the code in the body of that page.

If you plan to remarket to anyone who has visited your website place the code in the header or footer. Remember the header and footer are both static and shown on every page whereas the body is unique to a single page.

Facebook remarketing options

After you embed the HTML code on your site, the next stage is to decide who you will remarket to. Facebook offers:

  1. Anyone who visits your page
  2. People who visit specific web pages
  3. People who visit specific web pages but not others
  4. People who haven’t visited in a certain amount of time
  5. Custom combination

remarketing 4

Once you have embedded the HTML code on your website and started to track visitors, to remarket to your specific audience you simply select the Custom Audiences option when creating your next Facebook ad.

remarketing 5

Summary

Using the Facebook remarketing tool is totally free and not having an audience pixel on your site is well, nuts! Businesses have a much greater chance of driving sales when they target prospects who have had some sort of interaction with their business before.

Not only that but using Facebook remarketing can help you gain new leads by combing it with their lookalike audience service which we will cover in the coming weeks.

Have you used Facebook remarketing before? What were your results? Leave a comment below and let us know how you got on.

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