3 Steps to Understanding Facebook Remarketing
This past year, Facebook began offering remarketing capabilities directly through it’s ad interface. This was a major advancement for marketers looking to place contextually relevant ads within the newsfeeds or sidebars of previous brand website visitors. To those who are unfamiliar, remarketing can seem cumbersome and confusing. Below is a simple 3-step solution to understanding the concept and its ease of use.
What is Facebook Remarketing?
Have you ever had a friend say, “I was looking at a shirt on a stores website, and when I went to Facebook, I saw an ad for the same shirt…it was so freaky!”? Fortunately, there are no hidden
cameras or surveillance equipment making this happen. This is Facebook remarketing.
Very simply put, remarketing is tracking traffic to a website, specific pages within the site, or more granular pieces of content (such as a specific product) and serving them ads on Facebook relevant to the content they were searching on the site. It is a very easy process to set up, launch and optimize.
Step 1: Build Your Custom Audience
No need to get anxious here, this is a “set it and forget it” action. Everyday people are visiting your site, looking at content and surfing the pages. Facebook has developed code that will
capture those people, match them up to existing Facebook profiles and automatically drop them into your “audience” tabs within your ad manager. The way to do this is to go to your audience tab,
click on ‘Custom Audience from your Website’ and copy the code it produces. You will need to deliver this code to your web developer to implement. You can put the same code across your
entire site or create custom audiences for various sections. It should also be noted that a brand or marketer can create a custom audience with an existing database by uploading a CSV directly
into Power Editor.
For example, an online retailer of clothing can implement different code for pages showcasing various products. They can create custom audiences who they know are interested in dresses, or suits, or shoes and then serve up ads to those people based on what the retailer knows that person was already searching. The same retailer can capture anyone who visited the site and serve them discount ads or brand news.
Step 2: Build a Lookalike Audience
Fortunately, or unfortunately, Facebook has a tremendous amount of information on its users. Within Power Editor, anyone can select an existing custom audience and elect to build another audience
with the same interests or demographics as the ‘seed’ audience (the initial custom audience). This opens up a brand to reach a much wider group who has a higher probability of showing interest
in the served ad. There are two types of lookalike audiences within Facebook.
· Lookalike for Similarity includes the top 1% of people in the country who are most similar to the ‘seed’ audience. The outcome of this option is less reach, but much more precise identification.
· Lookalike for Reach includes the top 5% of those who are most similar to the ‘seed’ audience. This type of lookalike audience provides less precise identification, but a much greater reach.
Step 3: Segmented and Contextually Relevant Ad Creation
Once your custom audience and lookalike audiences are built, you can begin the creative process of developing contextually relevant ads. These ads should align with the areas of your site,
or specific content, in which the audience initially showed an interest.
So now the curtain has been pulled back and the secret to those freaky ads showing you product you were just looking at has been revealed. Josh Anisfeld
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