Retargeting in Facebook is the process where you can collect (or “pixel”) visitors coming to your site, and then target (re-target) exactly those people for Facebook advertising.
Why would it work? Because these people are already at least a little bit warm and have been exposed to some degree to our message. This means lower cost per click in our advertising, and higher ROI.
Now Facebook has recently changed its pixel process. There used to be 2 pixels, now there is just one. The one pixel should be placed all over your site, and then you can, if you want then use “Custom Conversions” or “Standard Events” to track, target and optimize individual steps in your sales funnel.
Now, say you were an offline business. For that matter, an online business. And now, say someone checked out your site. Often these people would be lost, and you may never see them again. With Facebook retargeting, you can “follow” these prospects around Facebook, and expose them to your message again (and again … and again). Thereby keeping your prospect warm.
The reason retargeting is so valuable is that we are all spending time, energy and money to attract people to our sites. We try to do the best job we can to show them outstanding content, and maybe (should!) capture their email address. However, numbers of visitors will drift away and not return. Note: you could track this number with Google Analytic’s Bounce Rate, and get a further sense of engagement by looking at how long people stayed on your site.
By using a “Custom Audience” in Facebook composed of the people who visited your site (for anytime up to 180 days), you can expose them to ads to send them back to your website, to show them products or services, or entice them to “Like” your page.
Exactly those people who you know have already visited your site!
On an average it can take 7 to 10 times of a prospect being exposed to your message before they will buy. With Facebook retargeting you can be deliberate about exposing that message to your visitors again and again to build up that 7-10 exposures. Otherwise … how would you know?
Building a Custom Audience ready for Facebook advertising is not difficult. I know you can master it. Then you can retarget visitors for higher responses rates, higher ROI, and cheaper advertising. Go to it!