Facebook Retargeting – The Product & The Stats You Need To Know

Facebook Retargeting – The Product & The Stats You Need To Know

So you’ve got your marketing funnel all set up. You’ve got your feelers out on Facebook, Twitter, LinkedIn, and all the other likely spots. You’ve done all the work of optimizing your ads for click through, maximizing your visitors, and minimizing your bounce rate. You’ve got email addresses trickling into your mailing list.

You’ve done everything you can think of, and you’ve done it well. Your ads couldn’t be any more targeted if you painted a great big bulls-eye on them, and your click through couldn’t be any better if you had someone standing behind your audience’s shoulders with a hand on your audience’s mouse. There’s just one problem: those conversion rates aren’t what you’d like them to be, are they? What if I told you there was a way to increase your conversion rates by as much as 147 percent?

Yes, you read that right.

You go through all the trouble of funneling your audience all the way to your site, and they keep wriggling free. You’ve got the fish on your hook, but they wriggle away with the worm more often than not. What are you supposed to do about those people?

Until recently, you’ve just had to shake your head and do your best not to worry about them. You can try your best to draw in email subscribers and increase conversions, but even after that, you’re always left with that majority that did do either one. Until recently, they’d slipped through your fingers. If only there was a way to hold on to those visitors after they’ve gone. Until now, that’s been all there was to it.

With Facebook Retargeting, you can get that second chance you’ve been wanting for so long. You’re almost certain to have noticed it at work by now, even if you didn’t realize it. Have you been on Amazon lately, looking at a book, or a watch, or a pair of pants, and then the next thing you know you’re seeing an ad for it every time you log onto Facebook?

That’s Facebook Retargeting. That’s your second chance to reel them in. It’s a simple idea, but it works incredibly well. With Facebook Retargeting you can target the most targeted of targeted audiences: people who have already clicked through to your site. People who just need a little reminder that your product or service is there.

Sounds good, but how does it work? And how well does it work?

The best part is that the good people over at Facebook have made it very easy for us, so even though Facebook Retargeting takes a little programming, it’s nothing you have to be a fully fledged programmer to take care of. You just have to know how to install a couple of what Facebook calls “pixels” onto your site’s code.

The first of these is the “audience pixel.” The audience pixel tracks all of the visitors to your site, allowing you to compile an audience in Facebook Ads that specifically targets the people who have visited your site. It’s pretty easy to get this pixel set up, but just in case you run into trouble you can get a set of instructions right here.

The second pixel is the “conversion pixel.” You place this one on a specific page in your website, and the conversion pixel allows Facebook to identify which ad led to that conversion. So while the audience pixel allows you to target the people who visited your page, the conversion pixel allows you to get an even more accurate idea of which ads are drawing in traffic most effectively. The conversion pixel is just as easy to install as the audience pixel was, and once again you can find the instructions for that process right here.

Sounds too good to be true, doesn’t it? Not only can you keep those prospects you missed the first time around, but you also get to compile even more accurate data when it comes to which ads are getting them to click through to your site in the first place. Care to take a run through the numbers?

You can get a more complete list of Facebook Retargeting statistics here, but just let me give you a few figures to give you an idea. Remember those conversion rates we were talking about earlier? With Facebook Retargeting, it’s been found that one-time visitors who are subsequently retargeted are as much as 70 percent more likely to convert when they visit your website again. If that’s not good enough for you, how about this: the click through rates on targeted ads is ten times higher than the rates for regular ads on Facebook. Three out of five online buyers report that they’ve seen ads for products they’ve previously viewed on other sites, so you know they’ve seen it out there.

Facebook Retargeting is already a major marketing tool, but it’s getting bigger, and it’s getting more crucial to get into the retargeting game every day. As much as 46 percent of SEM (search engine marketing) professionals expressed a belief that retargeting is the most underused tool in the whole industry. With that kind of support, retargeting is definitely the next big thing, especially when you consider that ten percent of agencies and nine percent of brands have started setting aside a separate retargeting budget. Facebook Retargeting is new for now, and for the time being it’s a well-kept secret, but the time is now to catch the wave before you get stuck playing catch-up.

To recap: Facebook Retargeting is a hot new tool for turning website visitors into paying customers. It not only gives you the chance to target ads to visitors who have already come to your site, but it also gives you the ability to pick up even more precious information on your customers and the effectiveness of your eyes. If you want to increase your conversions and keep ahead of the competition, contact Commexis  to learn more about Facebook retargeting today.

Join the Commexis mailing list

Recent Posts