Retargeting (also called remarketing) is a relatively new advertising tactic that aims to show ads to people based on their browsing or purchasing behavior. Let’s explore how to use it, particularly in Facebook advertising.
Did you realize that retargeting is a very viable alternative for list building and, quite possible, a smarter way to go about it than the traditional opt-in form embedded on a squeeze or landing page.
>Let’s unveil what retargeting is all about.
Ad fatigue or ad blindness is now a fact of life for marketers and retargeting is a tactic you can use, not only to show more relevant ads to people who have visited your website but also to build a list.
Retargeting involves capturing browsing data from people who visit your website and then show Facebook ads to these people when they log in to Facebook. Once you know which particular pages on your website a visitor has viewed, you can then display ads relevant to their search intent provided they visited your site looking for some specific information.
So, what type of ads do you show these people? Here are a few suggestions:
- Similar products or services in case the visitor did not find exactly what they were looking for on your website.
- Ads that display additional product information.
- Ads that offer a discount or special promotion.
There are two separate means of retargeting website audiences:
- Creating Website Custom Audiences. Ads targeted to a Website Custom Audience (WCA) can be placed both on the Desktop News Feed as Page Post Link ads aimed at driving visitors to your website. They can also be placed on a user’s Mobile News Feed.
- Using the Facebook Exchange (FBX). These ads can only be targeted to desktop users, with placement either in the News Feed or in the sidebar.
A recent study conducted by AdRoll showed that the advertising cost per thousand views (CPM) for Mobile News Feed placement is 57% cheaper than similar ads placed the Desktop News Feed and they have a 10% higher click-through-rate (CTR).
If you wish to use FBX, you need to work with an ad agent who partners with FBX. Personally, I have never done this myself so I can provide no recommendation or cost estimate for you. You could explore by visiting sites like Adroll, PerfectAudience or Optimalsocial.
You can do retargeting yourself by creating a Facebook Website Custom Audience. This is a pre-requisite for retargeting. You create such an audience using the Facebook Power Editor or the Ad Creation tool. In essence, you create a pixel code which is activated every time somebody visits a webpage where the code is installed.
This triggers an event on Facebook’s servers. If this event matches an audience rule that you created while setting up your criteria for a custom audience, the person who visited the webpage will be added to your Custom Website Audience. Audience rules may include a specific page on you site, a time period during which you wish to capture your audience, or an audience from a specific source such as your website or a mobile app.
For this to work in the best possible manner, you should divide your website content into categories. Each category should correspond to the last part of the access URL for the particular content. This way, you can create different website custom audiences for different content categories.
Here’s a link to a Facebook video that explains how to set up and implement retargeting. Custom Audience from your Website
If you would like to find out more about Facebook Advertising, including detailed step-by-step instructions how to create a website custom audience, consider my comprehensive eBook titled Facebook Advertising: “Strategies, Tactics, Tools & Tracking” available as a Kindle book at amazon.com