Beyond the huge audience, there’s no shortage of reasons why Facebook is an advertiser’s dream - there is the engaging ad options, helpful integrations, and strong-focused targeting among them.
But it isn’t these reasons that have advertisers coming back for more time and time again - it’s the retargeting ability of the Facebook Pixel.
The Facebook Pixel is a snippet of code you can insert into the back end of your website. Like other tags, it helps drive and decode key performance metrics generated by a particular platform and can track and boost ROI for businesses on the platform.
With endless capabilities, installing and using a Pixel can allow you to build custom audiences based on a number of preferences, ultimately resulting in a more efficient and targeted adverting campaign - after all you are no longer targeting related audiences, but users who have shown an interest in your business. This then opens up further opportunities to expand your reach beyond the people visiting your website - that’s right… lookalike audiences.
By installing the Facebook retargeting pixel, businesses are then able to use custom audience as a whole new starting point for new audiences that Facebook will generate to be similar. Essentially this means that instead of making an educated guess when attempting to target a new group, you can reach the perfect prospects like the ones in your custom audience in half the time.
Facebook pixel is a versatile tool. Not only can it enhance your relevance online by serving up ads to custom audiences, it can also improve conversions and track key performance metrics that relate to your business. All of these factors contribute towards making the Pixel one of the most powerful remarking tools on the internet… hands down.
When a prospective customer arrives on your website for the first time it is unlikely that they will purchase what you are offering. Some will look for better offers, some will wait for discounts and some will abandon the page to do more research. They may return, they may not. But you don’t want to leave that up to chance. That is where Pixel really comes into its element - providing an ad that keeps your business at the forefront of their minds as they go about their busy day to day lives. A bit of a “Remember us? You were thinking about purchasing this product… come take another look…”. Also known as Facebook retargeting - serving ads to audiences who take actions that indicate that they are interested in what you have to offer.
So what do you need to do to set up your Facebook retargeting Pixel? Well it needs to be installed into the back end of your website, including all of the relevant pages that you want to track, create audiences and remarked with. More often than not, the main page that contains an installed Pixel will be at the checkout stage. You will then have the relevant information to set up your ads. Generally speaking you will have multiple types of people that you may want to retarget through your ads - for example people who clicked through to your landing page but did not progress to sale, people who clicked through to the sales page but didn’t submit payment and people who make it all the way through the payment stage.
The best part about this is that all the data is collected automatically, taking away the stress of upkeep on your behalf. These pages will continue to collect data and update as people visit different areas of your website. It is then just a case of creating your conversion context depending on your ads and you’re ready to go!
So here you have it! The benefits of Facebook Pixel for retargeting your customers. For more information on our social Media services, please don’t hesitate to get in touch!