As consumers have more options, less time and are making quicker decisions, businesses are looking for ways to get their product in front of the right people at the right time. Typically, companies turn to social media platforms like Facebook, Instagram and Twitter. The problem is: the marketplace is becoming more and more saturated, so how do you stand out and get your product back in front of the user? The answer...
In this article, I wanted to talk about how large corporations are using pixels to re-market to visitors who have come to their website and how they can then target these specific audiences, segments and users and increase the return on investment with their ad spend. This is a pretty powerful tool once you understand it. The funny thing is, I think that most of us know what it is and have seen it first-hand ourselves, but most people just don't know how it's done.
So, what is it? Well - if you think about it, you know when you're scrolling around a website and you're you're looking at different pages (product pages, contact pages, etc) and then you come back to your Facebook Feed and you are scrolling down and all of a sudden there's an ad for that SAME EXACT product on that SAME EXACT website and you ask yourself "what the heck? How did they know I was looking at that product or that website?".
It's not magic - it's a Facebook Pixel.
Let me explain what's going on: When you visit a website, a screen pixel in the background - that is literally just a 1x1 pixel image, captures data and sends it back to the social media or marketing platform (Facebook, Twitter, Instagram, Google Ads) containing useful data about that specific user. What the Fortune 500 companies then do, is they leverage the data to create custom audiences. Crazy? Not really! And I'm going to teach you how to set up a simple beginners level pixel. Ready?
For the next part you will need to install a Facebook pixel on your site
Click link for instructions:
After we have the pixel setup, let's jump over to the Facebook Events Manager and look at an example that I have set up on my site. For this example, let's pretend like we're going to set up a real estate re-marketing campaign that targets the users that have visited a certain page.
Let's go ahead and click on create audience to activate the dropdown - then click on custom audience. Assuming that I have the pixel installed on my account correctly, we can start to create our own custom audiences here (this part may be better to wait until it's been installed and running for a few days to ensure there is enough data).
For the next step - we'll be creating a criteria (specific type of group) that we want to re-market towards. This is where we'll be sure to include people that visited the site and now fall into any of the criteria we specify. Now we can choose if we want to market to all people that have visited our website in the past 30 days, or we can pick a specific page or we can pick the users who spent the most time on the site (we can define this by you know the last 30 days seven days 90 days).
We can even go deeper and market to people who visited specific pages so we can achieve a greater level of granularity. For example, let's say we want to re-market to people that viewed a listing for a house in Bonney Lake on our real estate site. What we could then do - is target our specific page and market to an audience (users) that is visited that page (and exclude users who did not).
Lastly, let's give it a name and click continue.
After we've created the audience, a popup should appear and we can begin creating ads based on our custom audience. So let's jump to our Facebook Ads Manager so we can choose our marketing objective.
Here we can choose if we want to raise brand awareness or increase our reach, get clicks to our site and more. Then, if we focused our ad geo-targeting in an area like Bonney Lake we can then re-market those same houses that the customer viewed on our site (this is how we show users the same product they viewed). We can even show them other houses that are in the area, other neighborhoods and more!
As you can imagine, this is a pretty powerful tool and it doesn't take much time to set it up. I'll leave it here for now as the next step is actually building out the rest of the add. But please, let me know if you have any questions, or leave a comment below!