How to Set Up Ad Retargeting on Facebook

 

Retargeting

Unlike typical banner ads, retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database (like a lead or customer).

If you've never used retargeting before, don't worry — in the following post, we'll go through the basics of how retargeting works, explain how you can use it to support your larger marketing goals, and even outline an example of a Facebook Ad retargeting campaign.

How Retargeting Campaigns Work

There are two main types of retargeting: pixel-based and list-based. The way each works is slightly different, and each has different advantages based on your campaign goals.

Pixel-Based Retargeting

Pixel-based retargeting is a way to re-display your material to any anonymous site visitor.

This is probably the most common type of retargeting. When someone comes to your website, an unobtrusive piece of JavaScript (often referred to as a pixel) is placed on their browser — making their browser "cookie-d." When they leave your site to surf the web, that cookie notifies retargeting platforms to serve specific ads based on the specific pages they visited on your website.

The advantage of pixel-based retargeting is that it is timely (they can be retargeted pretty immediately after leaving your site), specific to a particular page on your site, and behavior-based. Downsides to this method are that there is a lower volume of people in the campaign at any given moment in time since it's all based on how often people are coming to your website, viewing certain pages, and leaving. It also can be complicated or time-intensive to implement the JavaScript on many website pages.

List-Based Retargeting

List-based retargeting works after you already have someone's contact information in your database.

You can also use lists of your existing contacts for certain types of retargeting ads. To do this, upload a list of the email addresses to a retargeting campaign (usually on a social network like Facebook or Twitter), and the platform will identify users on that network who have those addresses and serve retargeting ads just to them.

Though it's a little less common than pixel-based retargeting, list-based retargeting allows you to have highly customizable criteria for your ads because it's based on more than behavior — you're choosing who goes in which list.

On the flip side, it's possible that a person in your list gave you one email address and the social network another — and in that case, they won't see your ads. Also keep in mind that because you are in charge of uploading and maintaining the list, list-based retargeting also is less automatic and timely than pixel-based retargeting.

If you've ever heard of the term "retargeting," it's likely it was in comparison to remarketing. And while the two are often mistaken for each other, they do have differences. Let's talk about when you would use either.

Comments

Post a Comment

Popular posts from this blog

Emotional Advertising: How Brands Use Feelings to Get People to Buy

Image
  This post originally appeared on HubSpot's Agency Post. To read more content like this, subscribe to Agency Post.   Ads that make people share and buy can usually be summed up in one word: emotional. That should be no surprise. Studies show that people rely on emotions, rather than information, to make brand decisions -- and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad. As Douglas Van Praet, author of  Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing , wrote in  Fast Company , “The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!” Unruly, which ranks the most viral ads each year, found that the   most-shared ads of 2015   relied heavily on emotional conte
Read more

8 Inclusive Advertising Tips for 2021, According to Microsoft's Head of Inclusive Marketing

Image
  Advertising can help create a direct connection between consumers and your brand, and is a critical component of marketing. And  inclusive  advertising can yield dramatic results and increase brand trust, loyalty, and better overall brand perception. In fact, 64% of people said they are more trusting of brands that represent diversity in ads, and 85% of consumers said they will only consider a brand they trust. Advertising that works hard for your company has never been more important as we come off the heels of a challenging year affecting all businesses. However, there is one concept that rang true for us all that can inform our approach in advertising for 2021 and beyond – that is, we are all interconnected and interdependent, both as consumers and as advertisers.   In this post, we'll provide eight tips curated from Microsoft's Marketing with Purpose Playbook to help you create more inclusive advertising, reach more customers, and grow your business. Download Now: Free Ad
Read more

The Definition of Advertising in Less Than 50 Words

Image
  Ads in 2018 are anything but straightforward -- but that's kind of the point. Consider for a minute that this green rainbow is an ad: McDonald's "Shambow" light installation, Chicago, St. Patrick's Day 2018 (Image via Adweek) And this "Ketchup" jersey is also an ad: Doritos' limited edition Ketchup streetwear line (Image via Adweek) Once easily defined in terms of medium, today's ads are designed to slip seamlessly into our lives without causing noticeable disruptions (whether or not they always succeed in this area is another story entirely). With advertisers working harder than ever to create unexpected (and undetected) ad experiences, a clear definition of  advertising  is more difficult than you might think to pin down. If you're here, I'm guessing you're looking for a succinct, simple definition of advertising. Maybe even -- and I'm reaching here -- in 50 words or less? I won't delay you further. What is Advertising? Ad
Read more