Hi, my name is Alex Copeland and I work with Richard Fairbairn and the online success model team and this is our course on Facebook Marketing; ‘Facebook pixel retargeting campaigns.’
Facebook enables you to put a tracking pixel on your website and track where people go on your site. If people end up on your shopping cart for example then you can start reminding people about your site or reminding them about the products they put in that cart whatever the case may be. Facebook pixel retargeting gives you another bite of the apple. It gives you another chance to convert those visitors.
One of the biggest problems with e-commerce for example is that prospective buyers abandon their shopping cart. A large chunk of these people simply decide the last minute or at some point in the buying process to dump what they have in their cart. They don’t follow through with the purchase and this is where the retargeting campaign begins. It’s basically a way of reminding people who have already expressed an interest in something to come back.
Another benefit this technology is that it pulls traffic from Facebook even if the campaign wasn’t to do with Facebook originally. For example, let’s say you do a marketing campaign that’s got nothing to do with Facebook but you place your Facebook retargeting pixel on the pages. Now when people from this campaign visit like somewhere from Google, etcetera or another social media program and then they go back on to Facebook to check their account, your Ads is going to show up because you’re a retargeting them. Sounds awesome right?
Well these are all possible for a Facebook pixel retargeting campaign. There are only two steps to it and it’s actually pretty simple.
The first step that you need to do is to install the Facebook tracking pixel on your site. To do this, go to the Facebook’s business section and look for the pixel instructions. It is pretty straightforward and they explain it very well. Even if you’re using WordPress as your content management system, installing the pixel is a breeze.
The next step you need to take is sending traffic to your site. This means you have to let traffic flow to your site for quite some time before you launch a retargeting campaign. This is because it needs to get the information. It’s not a good idea to start a campaign too quickly; you have to have enough targeting pixel stored on people’s browsers for this to work properly a makes sense, otherwise there’s just not enough to work with.
Keep in mind that if you’re in a niche that had generally low traffic levels then you may have to run a campaign even though the overall traffic to your website is fairly small.
Run Ads On Facebook Retargeting
The attitude you run for a Facebook pixel retargeting campaign are going to be a little bit different from the normal boosted posts that you run on Facebook. Instead things are going to try to achieve two things;
You can remind people about what they did that they wanted to buy something but they changed their mind. Perhaps they were reading some content and they were about to enter their email address but they just didn’t. Whatever the case may be, you’re reminding them to come back to what they were doing before.
The other thing that you can do with your Facebook pixel retargeting campaign is to pull people deeper into your website. Usually a website is composed of two kinds of levels;
The first level is the content where you are trying to get people to know about the problem, get them to like your particular solution and eventually trust that solution so they can buy from you.
The other level is pretty straightforward. It’s all about the buying, but there’s a complication. A lot of people will go through the content level but they may never make it through to the actual buying part and never make it to your conversion page. This is where retargeting Ads really come into their own to pull people deeper into your website and it makes a lot of sense to use this type of Ads.
If for whatever reason someone reads an article on your site and decides to close it down and leave, you could run Ads that tell them about even more content and a piece related to the content they were reading may be. This pushes them further towards your conversion.
Alternatively, you could run an Ad that promotes your actual conversion page. So basically what you’re saying to the prospect is; okay you’ve figured out what my website is about and you have a clear understanding of what I have to offer but now I’m going to show you the conversion page again.
Maximizing Your Results From Facebook Pixel Retargeting
I suggest that if you’re going to maximize results you get retargeting you should promote a squeeze page. By promoting this page you will get people on your mailing list. A squeeze page normally has some sort of eBook or other offer that you are giving away to people in exchange for their email address. Whatever you’re offering you should push the squeeze page with your retargeting campaigns.
Don’t just dump them directly on to your sales page and unless as I’ve said before, they actually reached your shopping cart or your conversion page and change their minds at the last minute. If this is the case then it’s fine to do this because this is the only situation where retargeting showing an Ad that goes directly to the conversion page but other than this convert into a sign up for your mailing list. The reason to do this is your mailing list has many more chances of getting attention, building trust and gaining credibility which will in the long run do the heavy lifting as far as converting prospects into an actual sale.