Facebook Retargeting. What Is It and How Does It Work?

Have you ever noticed you are being followed around Facebook with an ad of a site you may have just visited? I’m sure you’re thinking, how does Facebook know I was just on that page?! Freaky huh? …Strange? A little! But it does succeed in keeping that website top of mind.

This marketing tactic is called Facebook retargeting. One that you can work into your digital marketing strategy.

How Facebook retargeting works

Facebook retargeting works by showing relevant ads to people who have visited your website or a particular landing page on your website. This is made possible using the Facebook pixel.

The Facebook pixel tracks certain events or actions people are taking on your website. If someone has filled out an enquiry form, or added an item to their shopping cart, the Facebook pixel allows for these people to be added to a custom audience. This pre-defined custom audience is then applied to your retargeting ad campaign in your Facebook Ads Manager. The audience is then targeted with your ad in their News Feed.

Benefits of using Facebook retargeting

There are many benefits of using Facebook retargeting. It gives you the ability to:

  • Target people who have already visited your website.
  • Keep your company at top of mind while a user may be contemplating a decision to use your products or services.
  • Target your current followers on Facebook, allowing you to upsell to them
  • Create a ‘Lookalike’ audience based on people who share similar interests as your current audience.
  • Gain extensive insight and analytics on your ads and users.

Making sure your Facebook ad is relevant

It is important to remember that these ads need to be relevant. Facebook gives you a relevancy score based on the feedback Facebook receives from the audience you have set. If Facebook users from your audience hide your ads from their News Feed, your ad will receive, a lower score. If Facebook users engage and interact positively with your ad, the higher your score will be. Your score gets updated as more people interact with your ad.

Facebook Retargeting Relevancy Score

Your relevance score can be found in your Ads Manager under the Ads tab.

Is Facebook retargeting for you?

A Facebook retargeting campaign can come with many benefits for all types of businesses, but setting up a retargeting campaign can be tricky if you don’t have the experience! Monitoring the campaign daily is a must to ensure you maintain a high quality score. It’s best to leave this to a professional. To find out whether a Facebook retargeting campaign could work for you, contact Punch Buggy today.

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