You've probably experienced going to a website and then, a few days later, seeing an advertisement from that website on your Facebook page.
Interesting, isn't it? How is that possible?
They simply ran a retargeting ad on Facebook to people who visited their website.
When people visit your website, it's an indication that they're interested in what you have to offer. But visits don't always lead to conversions. So you'll need a way to keep reminding these visitors about your business, even when they're away.
This is where Facebook retargeting comes in.
Facebook retargeting is a marketing and analytics tool that allows you to show ads to potential customers who have engaged with your business through your website, app, Instagram page, a video you posted on Facebook, etc.
To understand how Facebook retargeting works, you first need to have an idea of what a Facebook Pixel is. It's a tracking code that monitors the actions of your website visitors. The next time those visitors open their Facebook feed, the code will cause your ad to appear on their page.
Don't have a website? We can help you
With Facebook retargeting, you can conveniently convert customers who are just browsing your website into buyers by convincing them to visit your website page and complete an order.
So, if you want to re-engage potential customers who left your site without completing a certain action, Facebook retargeting is the best method.
Facebook retargeting based on email lists.
Retargeting based on email lists is less common and involves manually uploading a list of email addresses of those you want to redirect to your ad.
While it allows you to create a highly targeted audience, this method is more time-consuming. Additionally, if the email address you have for a person is different from what is on their Facebook profile, they won't be able to see your ad.
Retargeting based on Facebook Pixel
If you don't want to stress about list-based targeting, Facebook Pixel-based targeting is right for you. It allows you to target potential customers on Facebook based on the action they took on your website/app.
Imagine you went to a store, saw a winter jacket, and put it in your cart. However, you later discovered that you didn't have enough money to pay for it and left the store.
What if the store had your contact information and would remember your desire to buy this jacket?
That's exactly how Facebook Pixel works. It monitors and records what happens on a website then sends advertisements to those who have not completed the order.
Facebook Pixel is a Javascript code that you or your web developer place in the backend of your website to track the activities of your visitors.
It is an analytics tool and helps you report data from your website to Facebook for your retargeting campaigns. In most cases, you can simply copy it from Facebook Ads Manager and paste it into your website if you have access to your website code.
This piece of code monitors a fairly large number of “events” on your site and stores them back in your Facebook account. Events are actions that visitors take on your site. These can be any of the following:
View website content Do a search Add products to cart Add products to your wishlist Complete the order Add payment information Make a purchase
Now that you understand how Facebook Pixel works, it's time to show you how to use it.
After installing the pixel on your website, the next thing you need to do is configure the audience you want to retarget.
To do this you need to access Meta Business Suite from your Facebook page, then access "All tools„
Next, click on "Audiences„
and then access "Create an audience" and then click on "Personalized audience„
After selecting "Website", then click on the button "Next„
The most important thing is to select your pixel at the source.
Congratulations! You just created an audience based on your website pixel.
From now on, when you create a new ad, you will be able to select this audience as your target audience.
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