As predicted in this article Facebook have now begun to offer remarketing capabilities to their advertisers directly within their platform rather than through third parties such as Adroll. Remarketing is the ability to market to someone who has been to your website in the past and is a an incredibly effective online marketing technique which almost always results in a lower cost per conversion than standard banner advertising as the audience you are targeting has already been exposed to your brand. This article I wrote for Stoppress.co.nz gives some good insights into exactly why you should use remarketing. Once you’re convinced come back to this article and find out exactly how to set up Facebook remarketing.
Setting up remarketing on Facebook is extremely simple and should only take you a few minutes. Firstly create a Facebook Ads account if you don’t have one already. This will allow you to create the required code and set up your ads. Once complete simply follow these steps to launch your Facebook remarketing campaigns:
Step 1: Login to your Facebook Ads account and click ‘Audiences’
Step 2: Click ‘Create Audience’ and pick ‘Custom Audience from your website’ then accept the terms and conditions and click ‘Create Web Remarketing Pixel’
Step 3: Copy the code which you are shown on the next page and implement it onto every page of your website (usually in your header or footer) or send it to your web developer for them to implement.
Step 4: Enter an audience name and description. The maximum amount of time you can tag someone into your remarketing pool is 180 days which I recommend in most cases.
Step 5: You have now created your custom remarketing audience! Now simply create an advert as you normally would on Facebook and when selecting who to target the ads to type in the ‘Custom audience’ you created in Step 4. These ads will then be show to just people who have visited your website in the past 180 days.
Pro Tip: You can tag people to just your thank you/success or other certain pages allowing you to either target these past customers or exclude them from your audience so you don’t waste money on current customers. Do this with the ‘People visiting specific pages’ section of Step 3.