Retargeting with Facebook Pixel

I was browsing one of my favorite online shops, and then I hop onto Instagram. Next thing I know, I see an Instagram ad for that exact store, sometimes even with the products was I viewing! I know this happened to you once before. The first few times this happened, I was a bit concerned. However, the method behind the “madness” isn’t so scary after all. That online store and many other companies are using an effective marketing strategy called retargeting. Now that you know that you’re not crazy, let’s see why and how you can use retargeting in your very own marketing plan.

Facebook Pixel

What is Retargeting? Why should you consider retargeting?

In marketing, retargeting is a form of advertising in which you target those who have shown interest in your brand, website, or profile. For example, someone visits your site but does not make a purchase right away. Later, while surfing the web, they see an ad for your business, and their interest is peaked again. They return on your website and take further action. Retargeting accepts the fact that many people may not make a decision the first time around. Either they need more familiarity or need to grow trust.

Retargeting allows you to use your advertising budget wisely on those who you know have at least some interest in your brand or product/services. Not only do they have some interest, but they have demonstrated such but liking your photo or visiting your website. Retargeting is a powerful marketing method to use in your conversion plan.

Facebook Ad Manager offers a variety of methods to create a retargeting audience, such as people who engage with your profile or offline activity in-store. Did you know you can retarget with those who have visited your website? With the Facebook Pixel, you can record website traffic and thus retarget website visitors. This Facebook metrics tool allows you to measure the impact of your ads and build specific audiences that link users from your website with Facebook.

What Is Facebook Pixel?

The Facebook pixel is a snippet of code placed on your website to track actions taken on the site. With Facebook Pixel, you can record website visitors’ activities, such as viewing a specific page or clicking a button. Why would you want to track this information? To retarget those who interacted with your website. Use retargeting ads to guide a potential customer to the next level of the conversion funnel. For further details on Facebook Pixel, review the documentation on Our focus is using Facebook pixel in your marketing strategy.

How to Use Facebook Pixel to Optimize Your Ads

Once Facebook Pixel is set up on your website, it tracks visits to your site or specific pages. Early on, you should determine which pages will include in the Facebook Pixel. Do you want to retarget those who landed on your homepage, visited the shop page, or a specific product page? Remember, you can create multiple Pixel events. Those who visit the website could see a different ad than those who visit a particular product page.

Next, determine the topic and call to action for the retargeting ad. For example, a visitor reads a blog post about styling black shoes, which triggers a Pixel event. You can retarget those blog readers with an ad about your latest black shoes in stock. You must retarget with purpose. Understand what caught their attention and make that the emphasis of your ad.

Lastly, you can use Facebook Pixel to track the results of your campaigns. Place a Pixel event on the confirmation page of an email sign up or purchase. Use Facebook’s custom cost per metric to calculate how much you pay for one complete lead conversion. Retargeting is an excellent marketing method. Coupled with the knowledge of Facebook Pixel, you can run purposeful conversion-driven campaigns.

Karen Leonard
July 12, 2019

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