Ever checked out a product on Amazon and then seen it on Facebook later? That’s Facebook Remarketing.
Facebook knew that you visited Amazon because Amazon placed a small bit of Facebook code on its site. This then lets Amazon automatically show you an ad based on the URL you visited.
So even though you didn’t buy the product, Amazon still has a chance to turn you into a customer well after your visit their site.
Before diving down into details lets first understand what is remarketing ? Remarketing (also known as behavioral retargeting, or simply, Retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions. For most websites, only 2% of web traffic converts on the first visit.
Here’s how it works:
You place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cooking visitors browse the Web, the cookie will let your Remarketing provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.
I don’t have clarity on how Remarketing works on Mobile Devices, probably Facebook uses user login data there. I am collecting information on this, will cover it in another post.
In a recent study, it was determined Facebook ad clicks are increasing 70% year over year, and ad click-through rates are increasing 160%.
Facebook Remarketing is known as the lowest hanging fruit for advertisers because it allows an advertiser to show their ads to the user who have already visited their website or clicked on of their products/services.
In broad term there are 4 types of retargeting list can be built to place your Remarketing ads. Although many clever and advanced way to segment the list and use it in best effective manners. I would like to stick on the basic Remarketing feature here in next posts I will cover dynamic Remarketing and WCA etc.
4 Types of Remarketing List
#1 Contact List: Facebook matches users through email IDs, Phone numbers and Facebook Ids. So here you can take leverage of you CRM data, data collected from gated contents, sign up data. For B2B players, it is very good lead nurturing opportunity.
How to create contact remarketing List?
#Step 1 Open Power editor and go in Audience option.
#Step 2 Go in “create audience” and select “custom audience” option.
#Step 3 You will see three options (Customer List, Website Traffic, and App Activity), Select Customer List.
#Step 4 Here you will see options to upload Email, Phone Number, and Facebook App user ID.
Give a name to your audience and go next, you are almost done.
#2 Website Traffic: Here you put FB pixel in website and FB creates the audience, so the second level of web engagement is a great opportunity. For creating an audience from your web traffic, you have to insert Facebook Pixels in your website.
How to create a custom audience from your web traffic ?
#Step 1 Go in power editor and select Pixel option.
#Step 2 Click on action tab and select view Pixel
#Step 3 Copy Pixel code and put it in between <head> </head> in very page of your site.
#Step 3 Now back to “Create Custom Audience Option” and select Website Traffic.
#Step 4 According to your objective save audience in a different category, as you can see in below screenshot.
#Step 5 You are done. 🙂
#3 App Data: Create list of people who have taken specific action on your app. I don’t have any App right now to demonstrate this option. Will update it later.
#4 Email Activity: People who open your mail, you can retarget them on Facebook, Let’s say if any person opens a mail where you are introducing some solutions. So, on next level, you generally further send them more information or case study or white paper about the same through the same medium. Now imagine the situation one hand you are nurturing the contact through mail automation principles and other hand nurturing the same contact on Facebook eg: through live video or through personalized messages etc. Nurturing could be very easy. And you will get space to reduce your nurturing mailer frequency as well also . This is a very powerful tool but you can’t do it through Facebook Ad manager or Power editor. This feature is available through Facebook Ad exchange (FBX) although it is open for only big budget advertiser but here you can find some solution provider like Perfect Audience who offer this service to small size business as well.
You might think that when you are already doing remarketing through Double Click, Adwords or Any other network. Then, is it important to do the same on Facebook? And the answer is Yes! You should do it for below mentioned reasons.
A. Worldwide, there are over 1.65 billion monthly active Facebook users, which is a 15 percent increase year over year. (Source: Facebook as of 4/27/16) What this means for you: In case you had any lingering doubts, statistically, Facebook is too big to ignore
B. 1.09 billion people log onto Facebook daily for March 2016, which represents a 16% increase year over year (Source: Facebook as 4/27/16) The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts.
C. There are 1.51 billion mobile active users (MAU) for March 2016 (Source: Facebook as of 4/27/16) an increase of 21 percent year-over-year.
D. Five new profiles are created every second. (Source: ALLFacebook 2012) The Implication: Your potential audience on Facebook is growing exponentially.
E. Sixteen Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012. (Source: Facebook). Facebook marketing has transformed how business is conducted, and its use by local businesses to extend their markets continues to explode.
So friend ready to remarket on Facebook ?
If you have any query then please write down in comment section.