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How many first-time visitors to your site convert into actual customers or clients? Sadly, it's probably not many. But at least they visited. They were interested in what you offer. Use that to your advantage (and theirs) with retargeting.
What is Retargeting?
Retargeting means you follow them across the internet and display ads as a reminder for what they were looking at on your site. And a good majority of them will appreciate it (or at least not be put off by it). Maybe they were researching but not quite ready to buy. They may have visited a lot of sites that offer the same or similar things you do. The last thing you want is for them to remember a competitor and not remember you.
With retargeting, you stay fresh in their mind. You can re-engage them, whether they're on another site, checking email, or on Facebook. And when they're retargeted, they're 70% more likely to convert. (See more stats and insight in the infographic at the bottom of this page)
How do I Set up Facebook Retargeting?
You can use retargeting with PPC ads, Facebook, YouTube, and many other ways. To cover them all would be to write a book, but we'll briefly go over setting it up on Facebook. If there's something else you'd like to see specifically covered, please leave a comment, and we'll do our best to update this post and include it.
Create and install your pixel
You can track only users who add something to the shopping cart but don't buy. You can track only users who click a particular link. There are many options for choosing just who you want to retarget to. You do this by adding event codes. Follow the instructions for the type of event you choose.
Create your Facebook audience
Now you need to go to your audiences in Ads Manager and create an ad for it.
Need any ideas on how you could use retargeting? Here's an excellent post by Jonathan Dane with over 30 ways you can use it. Use it to draw inspiration for creating an effective retargeting campaign.
Written by Brandon Fournier / February 8, 2017