Facebook Re-targeting and Re-marketing
When people have already come in contact with your brand online via Facebook or a site that uses your Facebook pixel, you have the option of approaching them again. This is often a very worthwhile approach for businesses to take when it comes to generating fresh sales. There exist two main ways to make this fresh approach and these are known on Facebook as re-marketing and re-targeting.
Re-marketing usually involves re-engaging customers in other medium, often using an email campaign. This method of brand promotion is often used on clients who have abandoned their shopping carts. It can also be used to up or cross sell similar items to those someone already purchased. Lifecycle marketing emails are another re-marketing option.
On the other hand, re-targeting usually refers to online ad placements, as well as display ads, that are shown based upon the activity a user performs while on your website. This information can be obtained from cookies or Facebook pixels, and once you have it, you can target ads to them when they visit other sites. This process takes place via networks like AdBrite and the Google display network, which can reach users on millions of websites other than your own.
Tracking pixels
Tracking pixels are a great way for advertisers to optimize for and keep track of certain specific actions. Conversion tracking focuses on actions leading to offsite conversions or to externally hosted Facebook tabs.
For example, the conversions that can be tracked via tracking pixels include the following:
- Registration
- Checkouts
- Add to Cart
- Key Page Views
- Leads
- Other website conversions
If you using a tracking pixel on the website to which your ads are directed, Facebook can track each of these offsite conversions to help you calculate the return on your investment in Facebook ads.
The Facebook pixel consists of a few rather simple lines of JavaScript that you can just copy from Facebook's website and then paste into the source code for each page of your own website. Once installed, you can verify that your Facebook pixel works by getting FB Pixel Helper installed on the toolbar of your Internet browser.
Once you have added the Facebook pixel to your website, the next step will be associating it with a Facebook Ad so that you can start using it for tracking purposes. Various events can then be tracked, and you can also use the pixel with other Facebook marketing products like Dynamic Product Ads, Website Custom Audiences and Conversion Tracking.
These products let you use desirable actions that have been tracked to retarget your audiences for marketing purposes, obtain new clients and even track Facebook ad conversions. You can also let Facebook automatically optimize your ads on the platform to produce more of these desirable actions.