Few days back, my Daddy who is not so good with understanding the technology tricks told me that after he had visited the website of plumbing equipment in Dubai, it started showing everywhere on the internet where he went and eventually he ordered a pack of three plumbing tools. According to him, they were very persuading and maybe it’s fate that he was looking at that advertisement everywhere.
I couldn’t tell him then that it’s not fate but re-marketing. It’s probably the sneakiest kind of advertising technique available to advertisers, and believe it or not, it works!
What is re-target marketing?
Re-target marketing is when your user visits your website and they are tagged or “cookied”. A code is placed on the page that your user visits which then triggers your ads to follow the browsing stream of that user and the ads will appear on whichever page this user lands on to. So the next time you see an ad of a website that you just visited you must know that it’s not fate but re-target marketing campaign run by that advertiser.
Re-target marketing is allowed by various online advertising platforms. For example, Google Adwords allow advertisers to re-target and market their platforms by allowing them to create marketing lists with preset rules. Advertisers can set targeted campaigns for users who land on any specific page or for the users of their entire website or for those who have completed any specific action on your website that you desired, and as they are cookied, Google will trigger your advertisements to show to that user across the entire display network.
How does Facebook help you in re-target marketing?
Facebook also works on the same lines as of Google Adwords, but the only difference is instead of showing your advertisements on the entire display network or multiple websites that you might land on to, they will be shown only on Facebook. Facebook had divided its re-target marketing strategy into two parts: Customer list, website traffic or app activity.
Facebook allows you to import your customer list in order to set targeted messages for those customers. You can do it by either copy or pasting it or by uploading a file. The file may contain the email ids, contact numbers or Facebook ids of your users. Facebook also allows you to upload your list through the email server if you have chosen to run a campaign via MailChimp.
In order to target your website traffic via Facebook re-target marketing, you are required to create and install Facebook Pixel on all your web pages. You can bypass the step if you have already created and installed it. Creating Pixel is a one-time step as each ad account is allowed only one Pixel to remarket to its visitors. In order to create a pixel you need to:
– Go to the “tools” dropdown on the top of the page
– Select “Pixels”
– After that select create Pixels
– And name your Pixel to create it.
Do not worry if you are not in charge or know how to place codes on your website. Just reach out to your developer and ask him to place the Pixel between the <head> tags on every page of your website. Ones the Pixel is integrated it will not start remarketing to your visitors until and unless you have tied an audience to your ad campaign.
After you pixel is integrated in the <head> tag, you need to return to the “create custom audience” screen and select “website traffic” there. Here you can decide the parameters your site visitor must meet to get eligible for the remarketing campaign. For example, here you specify that who will be the visitors the remarketing campaign will target to. Will they be people who have stayed more than 5 minutes on your websites, or will they be people who have clicked on a CTA banner but did not respond after that etc. once your audience is set all you need is to apply them to ad sets that you have already created and if you haven’t then you might need to create a new set with which you can tie your customer audience.
I hope that you have enjoyed reading how to setup a remarketing campaign for your lost visitors. In the second article I will discuss in detail how to setup a campaign and its best practices, so hang on for more.