What is Facebook Retargeting and How Does It Work?

21 January 2015, Wednesday

Facebook Retargeting ads target individuals who have already shown interest in your brand, raising awareness and generating high conversion rates. The purchase journey isn’t always straightforward. Many visitors leave your website without making a purchase on their first visit. They might rediscover your blog months later or encounter your campaigns over time. This journey is more complex than it seems, which is why it’s essential to guide your audience along the way.

One effective method for this is retargeting. Unlike traditional banner ads, retargeting ads specifically aim at people who have already visited your website or are familiar with your brand.

How Does Retargeting Work?

There are two primary types of retargeting: pixel-based and list-based. These types serve different purposes and provide unique benefits depending on your campaign goals.

Pixel-Based Retargeting

This is the most commonly used retargeting method, designed to reintroduce your products to people who have visited your website. When someone visits your site, an invisible JavaScript (pixel) runs in the background, placing a cookie in their browser. When they leave your site, this cookie allows specific ads to appear as they browse other websites.

Advantages:

  • Timing: Ads are displayed soon after the visitor leaves your site, reinforcing their recent interest in your products or services.
  • Relevance: Visitors see ads for products or similar items they’ve already explored on your site.

List-Based Retargeting

This method uses contact information you’ve already collected, such as email addresses. After uploading an email list to a platform like Facebook, the system matches the addresses to user profiles and displays your ads to these individuals.

Advantages:

  • Higher Conversion Rates: Since these ads target individuals who have already engaged with your brand, the likelihood of conversion increases.

Disadvantages:

  • Limited Reach: If the user’s Facebook account is registered with a different email address, they won’t see your ads.
  • Manual Effort: Unlike pixel-based retargeting, this approach requires manual updates to maintain and expand your email list.

Choosing Retargeting Platforms and Tools

There are several options available for running retargeting campaigns. Numerous third-party platforms, such as PerfectAudience, AdRoll, and Retargeter, support both web and social media retargeting. Additionally, you can run retargeting campaigns directly on Facebook, Twitter, and LinkedIn.

Social Media Retargeting Benefits:

  • Engagement: Social platforms encourage users to interact with and share ads, increasing their effectiveness.
  • Authenticity: Ads appear as posts from real accounts, making them more persuasive than traditional banner ads.

By leveraging the right type of retargeting and platform, you can re-engage potential customers and turn their interest into action.

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