Guide 6 - How To Use Retarget Marketing With Facebook

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About the Author

From growing up in a Greek community in Chicago, to rising up through the ranks of the mortgage industry, to the founder of BSM Vault, a full-scale social media- marketing agency, Alex’s #1 passion is coaching business people to achieve their greatest success — a burning desire to help others achieve all they can — personally and professionally. Alex knows from experience — you can’t do it alone. He learns fr om mentors and coaches, and teaches that you should, too. In fact, his core belief is: “When somebody teaches you something, the speed of implementation is the number one determining factor of your success — or failure.” Alex carries this philosophy throughout his workday, and his personal life. Alex began a successful 16-year career in the mortgage business after moving to San Diego in 2002. Starting out as a telemarketer, contacting about 500 homeowners every day. From these humble beginnings, Alex soon became a junior loan officer, then moving up to the positions of a producing branch manager and business development manager for mortgage companies throughout San Diego. During his years working with real estate agents, Alex successfully incorporated social media into their marketing campaigns, seeing the huge impact on their leads and sales. He also realized how Realtors and Loan Officers just do not have the time — or the expertise, to dedicate to pretty much any kind of marketing — something even more important today with the strong emergence of all the various avenues of social media and Online marketing. Having been on both sides of the real estate market, he realized he is uniquely positioned to transition his vision in helping Realtors and Loan Officers maximize their resources. The opportunity to address this need came in the Fall of 2017 when Alex launched his dream business: “BSM Vault” — a full service, personalized digital marketing and social media agency des igned to serve Realtors, Loan Officers and Insurance Agents.

How To Use Retarget Marketing With

Facebook

We are pretty sure in this day and age, you’ve been retargeted or remarketed by various advertisers on Facebook. Imagine this scenario: you’re looking at nice sweaters on a random website, and moments later you go on Facebook. While checking out your news feed, you see an advert for the nice sweaters you’ve browsed earlier.

Think it’s a coincidence? Nope, that’s Facebook retarget marketing in action, and it’s what we’re going to be discussing in depth here in the 6 th guide of the Facebook Ads Domination series.

The Facebook Pixel’s Role In Retarget Marketing

To set up a retarget marketing campaign and reap it’s virtually unlimited possibilities for your business, you need to install the Facebook Pixel on your website. If you don’t have a website, you can’t launch a retargeting campaign.

Don’t worry if this sounds too technical for you – you can easily hire a web developer or designer to build your website and have them install your Facebook pixel on it.

What Is The Facebook Pixel?

The Facebook pixel is basically a small piece of code that you need to insert into your website’s heading. It’s just a few lines of code, but it can add a lot to your businesses’ bottom line!

Going back to the scenario we described in the introduction, here’s what happened:

That website had Facebook’s code installed, and when you visited their site, it left a cookie (not a real cookie, mind you, but a small piece of code) on your browser that allowed the website to track the actions you take on their site.

If the site owners have set up their pixel to track specific events like clicking a button or visiting a specific page, then they can also track if you do any of these tagged events.

In your particular case, they probably tagged you as someone who visited the site but did not purchase anything and added you to their custom audience for retargeting later on Facebook. Hence, the sweater ad you saw.

Why You Should Set Up The Pixel Asap

The Facebook pixel is so powerful that experts suggest you set it up even if you have no immediate plans of advertising on Facebook. This is to allow your pixel to gather your site visitors’ data so when you’re finally ready to pay for ads, you can add your pixel data to your custom audience. And just like we’ve covered in Guide 5, targeting a custom audience (or people who’ve interacted with your business before) is so much easier than targeting a ‘cold’ audience or those who probably have never heard of you before.

Here are five reasons why you need to set up the pixel on your website as soon as possible:

1. Track your site visitors.

You can use the pixel to track your website visitors and the actions they are doing on your site. Armed with this information, you can segment your visitors into different custom audiences.

For instance, you can create a custom audience of people who’ve been on your website but have not purchased anything. You can create a second custom audience of people who added your products to their cart but did not purchase. And lastly, you can create a third audience of people who successfully bought something from you.

2. You can monitor and optimize your Facebook ad campaigns.

When you optimize your ads, you’re better able to create ad campaigns that result in better ROI or return on investment for you. You’re no longer blindly hoping for someone to click on your ad, rather you have real data to back you up, and you can then make informed decisions on the best way to move forward with your ad campaigns. With the pixel, you can see which ads are performing best with which audiences.

3. Installing the pixel is free.

You don’t have to pay Facebook to install their pixel. However, when the time comes for you to utilize the pixel data, then you need to pay Facebook. But just like we’ve mentioned quite a few times in this series, your pixel data is from a warm audience, so these people are not total strangers to your brand. You really have nothing to lose if you install the

pixel (unless you pay a developer to install the code for you!) and everything to gain thanks to better audience targeting.

4. You can easily track standard or custom events on your website.

The facebook pixel is divided into two parts. The first one is the base code which you install into your website’s global header – this means that ALL pages on your website will be tracked by the pixel. The second code is the events code which you can add to specific pages on your website. For example, if you want to track people who’ve signed up to your mailing list, you can add an event code for this. If you want to track people who clicked on the ‘add to cart’ button you can add an event code for this as well. If you want to track people who purchased something, you can add an event code on your thank you or product delivery page.

5. The Facebook pixel is not limited to a single device or IP address.

If your website visitor logs onto Facebook from a new computer or a new mobile device, it’s able to accurately track that user’s activities. This is why even if your website visitors checked your site on their desktop computer when they open Facebook on a mobile device or a tablet, they'd still be able to see your ads! As you can see, the Facebook pixel is very powerful. The ability to track and determine a user’s habits across your website is an advertising weapon you can leverage with Facebook ads. If you want to maximize your ad spend and get more conversions, then install the pixel as soon as you read this guide.

If you are running an e-commerce store, the Facebook pixel will help you reach your business goals faster at a much smaller ad spend than if you advertise on other platforms. You have practically nothing to lose and everything to gain by adding just a few lines of code to your website!

How To Create Your Facebook Pixel

Creating the pixel is very easy. You just need to go to your Facebook Ads Manager (we showed you how to do this in Guide 2) and look for the Pixels tool. Note that you can only create one pixel per ad account.

Here’s a screenshot to help refresh your memory:

(How to access the Pixels tool in Facebook Ads Manager)

You will then see this on your screen:

(Install your pixel code onscreen guide)

Follow the onscreen instructions carefully. Once you have the pixel set up on your website, you will then be able to create custom audiences and lookalike audiences based on your website’s pixel data.

How To Apply Pixel Data For Retarget Marketing

Now that you know just how powerful the combination of Facebook pixel and retarget marketing is, let’s get into the nitty-gritty of just how you can take advantage and leverage your audience data.

In the previous guide ( Guide 5: Gain Maximum Exposure Using Custom Targeted Audiences ), we covered custom audiences and lookalike

audiences in great detail. In this section of this 6 th guide, we will just quickly show you a sample application on how you can leverage your pixel data for retargeting.

Create A Custom Audience Of People Who Have Visited Your Website

The pixel keeps a record of people who have been on your website in the past 180 days or 6 months. To target this audience, here’s what you need to do:

1. Go to Ads Manager Menu , go to the Assets column, then click on Audiences .

(How to access the Audiences asset in Facebook Ads Manager)

2. Click on the blue Create a Custom Audience button.

(Click on the blue Create a Custom Audience button)

3. Select Website Traffic like you see below:

(Click on Website Traffic)

4. You can choose whether to target people who meet any or all of your criteria.

(Choose any or all people who meet your criteria)

5. Choose whether you want to target all website visitors, people who visited specific web pages, or target them by time spent on your website.

(Choose from any of the 3 website visitors category)

6. If you want to target a combination of any of these audiences or exclude some, you can do so by clicking on Include more or Exclude .

(Include more or exclude more people from your audience)

7. When you’re done setting up the details of your custom audience, you then need to create an Audience Name . Make sure it’s something you can easily remember so when you’re creating your ads you can identify the right audience.

(Name your audience)

8. If you’re happy with your custom audience, hit the Create Audience button to finalize your audience.

(Hit the Create Audience button when you’re done)

The targeting options on Facebook’s custom audiences are really extensive. No other platform can compete with the level of targeting you can do with your Facebook ads thanks to the pixel.

If you’re still on the fence whether it’s worth taking the time to install such code on your website, then you’re leaving a lot of money on the table. Tap into your audience’s behaviors and target them using the all-powerful pixel today!

Facebook Retarget Marketing Versus Google Remarketing

Facebook is not the only platform that retargets site visitors. It’s not the only game in town to do that, but there’s no doubt that it’s one of the most powerful due to the hyper-targeting options you can do on Facebook. The top alternative to Facebook remarketing is Google remarketing.

Google remarketing works almost the same way as Facebook remarketing. Where Facebook remarketing ads are limited to Facebook, Google

remarketing can follow you all around the web! For instance, if you read an article on Website 1, when you go Websites 2 and 3, you’ll see an ad for Website 1 on these websites even though Websites 2 and 3 are totally unrelated to Website 1! The Google equivalent of the Facebook pixel is known as the ‘Google remarketing tag.’ It’s not a fancy name, but it’s easier for beginners to understand exactly what that code does. It works basically the same way as the Facebook pixel wherein the tag or code is placed on pages you want to track.

When a site visitor lands on a ‘cookied’ page, it enables Google to follow you around the web which is why you’re able to see Website 1 ads even though you’ve long since left that site.

What most marketers love about Google remarketing is that the click- through rates are much higher which results in a lower cost per click or action. Of course, the same thing is happening with Facebook retargeting.

And the reason for this is because with remarketing, whether it be on Google or Facebook, you’re targeting people who have already interacted with your brand or your website. These people already know you – you just need to make sure that your ads reminds them of who you are. The main thing Google remarketing has over Facebook is that Google’s Display Network is quite vast. So you can pretty much have your ad follow people around the web for as long as your budget allows you to! Of course, this might not be the most sensible thing to do.

After all, if people have been seeing your ad constantly for the past few days and they’re not taking any action, it might mean they’re not interested. They could also develop this thing called ‘ad blindness.’

The key takeaway here is that whether you use Facebook or Google for remarketing to warm audiences, you need to create ads that will help them remember your brand. Create something outstanding, something they can relate to. Don’t follow them with boring ads that don’t really speak out to them and address their pain points.

Final Thoughts About Retarget Marketing

There’s no doubt that retarget marketing is a very powerful tool in any serious marketer’s arsenal. However, if you want to have consistently high conversions, you’d also need to change up your ads from time to time.

Keep your ads fresh and relevant so you don’t annoy your potential customers. Keep in mind that annoyed users mean no sales for your business.

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