A Facebook retargeting ad targets a group of people that have shown interest in your brand in the past. Most retargeting ads are stepping stones to help move prospects closer to a conversion. A common FB retargeting ad tactic, is a user visits a website, and then starts seeing ads for that company. Because of Facebook retargeting ads, you can stay in front of people that are likely to enjoy what you offer. With FB ad retargeting, you can keep giving prospects offers until they purchase or lose interest.
How Do FB Retargeting Ads Work?
A user visits a car dealers website, and goes to a webpage that talks about a truck. That person soon leaves that website without scheduling an appointment to test drive the truck. The car dealership can now tell Facebook to show an ad to people who have visited the trucks page, but didn’t fill out the “schedule a test drive” form. The same process can work for retargeting people who liked a post or watch a video.
Collecting Data Points (Cookies)
“Retargeting” or “Remarketing” ads work by collecting data points from users. These data points are called cookies, and they keep notes on things like how you interact with posts. There’s a lot more that data points collect, but for remarketing ads that’s the big one.
A Facebook Pixel is a small piece of code that is added to a website. The code integrates with FB and allows facebook to store the cookies collected on a site. You can learn more about the pixel through the Facebook.com For Business Help Center.
How Can I Set Up A Facebook Retargeting Ad?
To set up your first retargeting campaign you need to set up a Business Manager account. Facebook has an awesome walkthrough on their help page. When you are logged in, you will need to familiarize yourself with this application. There are many courses that cover this topic. Take a course before setting up any digital ads on any platform.