Did you know that 96 percent of visitors that come to your site are not ready to buy? Most likely, they will come to your page, close the tab, and forget about the information they just read. How can you stop that from becoming a recurring problem? Facebook retargeting may be able to help solve this issue. Facebook may be just what you're looking for to fine-tune results from your Facebook ads...so what is it and how does it work?
What is Facebook Retargeting?
Facebook has the ability to add a custom pixel that tracks users who go to your website and helps to serve them custom ads based on the page they went to. Facebook then takes information it has collected on users who it retargeted to and allows you to create custom and lookalike audiences to target within your buyer persona - even if they haven’t visited your website yet. Finally, it sets advertisements and campaigns for every step of the buying funnel and tracks leads throughout the process.
How it Works
Have you ever looked something up and then it suddenly pops up as an advertisement on Facebook or Instagram? It may seem like Facebook has been creeping outside of its platform to listen to you, but in reality it’s because the website had a Facebook pixel embedded in it.
When a prospect visits your website, they will be tracked thanks to the custom pixel. When the prospect returns to Facebook, the platform knows they were on the site, and it will display the retargeted advertisement. After seeing the advertisement, they will be enticed to the website being able to make a more informed buying decision.
Social Media Specialist, Hannah Downs, says, “We all share more information with Facebook than we think we do, and Facebook remembers that. This in turn allows Facebook to tailor your ad experience specifically to you. It sounds creepy, but if we were getting ads for things we weren’t interested in, it would make for a MUCH more frustrating experience.”
Facebook retargeting is a great way to increase attention and give people a compelling reason to make the purchase. Here are some more stats that shows why retargeting matters: