Between its minuscule ad costs, huge and engaged user base, and advanced audience targeting ability, Facebook advertising makes a lot of sense for many small businesses to convert website visitors.
One of the most effective methods of digital advertising our customers are using is retargeting website visitors with directed follow-up ads. Our conversion rates using this approach have been above average.
- Re-engage visitors who consumed certain content on your site with similar or related content to encourage return visits.
- Reconnect with visitors who visited a particular website page but didn’t complete an action like purchase or sign-up.
- Send a thank-you to visitors who purchased a product or signed up for a new service.
- Offer related products or accessories to former purchasers.
- Reach out to visitors who have not visited your site in a while.
Facebook remarketing is a powerful advertising strategy making use of good marketing, social media management, and advertising. Successful campaigns require planning and a bit of technical savvy. If the thought of scripts, coding and software makes your skin crawl, find someone like us who can do this for
you. Here are the steps to get you on your way.
1. Create a Website Custom Audience (WCA) of visitors to your website.
Facebook will help you collect an audience of Facebook users who have visited your website by triggering a special piece of tracking code called a pixel when they visit your website. You can install this bit of code anywhere on your website and every time a visitor comes along, their visit will be recorded.
2. Install a conversion pixel on your checkout or thank you page.
Facebook conversion pixels are bits of code that records your interactions with the confirmation page of some website transaction like a purchase, download, video play, or newsletter sign up. The conversion pixel is similar to the website tracking pixel but is only installed on specific pages at the completion of some sort of transaction.
Facebook is rolling out a single universal pixel so you won’t have to keep track of separate pixels on a website which should remove some mental clutter.
3. Create a lookalike audience from your conversion pixel.
Once you have the conversion pixel installed, Facebook can create a Lookalike audience from the users who have converted on your website. This is an automatic process and you just need to place the order and wait for Facebook to tell you the action is completed.
4. Create an ad targeted to your website visitor audience.
The next step is to create an ad directed at your website visitor WCA. Open the Ad Manager or Power Editor and create an ad campaign directed at your website visitor audience. You can do that by selecting the audience from the list and clicking the Create Ad Set button.
5. Exclude the lookalike audience you created from your Conversion pixel.
While creating the ad to your Custom Audiences, you will have the option to exclude (by drop-down) the lookalike audience from your conversions. That leaves you with an ad campaign directed at folks who have visited your website and have not converted by purchasing your product or signed up for your
newsletter or whatever other measure you choose.
You can get very creative with this strategy by tightening your targeting to include or exclude fans of your Facebook Page, or target website visitors with specific behaviors.