You spend lots of time and capital in generating leads to your website, and when they don’t convert it is a waste. But, one thing we recommend for all of our clients is remarketing advertising. This allows you to keep marketing to individuals even if they have left your website.
As you are probably aware, most people won’t buy the first time they see a brand or visit a website. Usually, this can take much longer; weeks, or months in fact. Remarketing allows you to market to those who have been on your website and have left; giving you another chance to get them back to your website and convert them.
Here is a guide on how to set-up a basic remarketing campaign. For anything more advanced (product specific), or if you are confused at any point, email our team on firstname.lastname@example.org, and we will be happy to advise.
1. The first thing you have to do is go to your Facebook Business Manager; you may have to register for this if you haven’t used it before. Then, select Pixels from the drop down ‘tools‘ menu.
2. You will then be told to view your pixel code, to be able to install it.
3. This will then take you through to the ‘Pixel code‘, this needs embedding on your website in between the <head> </head> tags. If this is something you are unable to do yourself, there’s also an option to email instructions to your website developer.
4. Once this has been installed, you have to go back to ‘tools‘ and go to ‘Audiences‘. This allows you to then create an audience you wish to target.
5. Press the blue ‘Creative Audience’ button, and then select Custom Audience. This will then bring up the different audiences that we can create. However, as we are wanting to do remarketing from website traffic, we need to select this option.
6. For this example we didn’t install the pixel, so that is why it has a red dot next to the name. When the pixel is installed correctly on your website, it will turn green (this may take a while to change). You then have to select whether you want to target people visiting specific pages, or just any page on your website. Next, you need to choose a time frame you wish to target. In this case, we have chosen to show our advert anyone who has been to any page on our website within the last 30 days. However, you can target up to 180 days.
7. The next stage you need to create an advert, as normal in the Ads Manager. When it comes to the targeting section in the ad set, under the audience sector you can choose a custom audience.
8. Once you select browse, it will give you a list of the custom audiences you have created. For this example, I have selected the audience I had created earlier in the guide: our website traffic from the last 30 days.
10. You can then target your adverts further in this section. So if you only want to remarket certain people or locations from the audience list you can. Everything else from this point is then the same as running a normal advert on Facebook.
It is also important to note that Facebook will start collecting data from the moment you put the pixel on your website. This means that you cannot advertise to people on Facebook that visited your website BEFORE the pixel was installed.