If you do advertising campaigns, you will certainly have heard of retargeting, i.e. that technique of intercepting an audience that already knows your product or service or has already made some interactions. You know when you visit an e-commerce and a few days later your Facebook home page shows themed sponsorships? There, that is retargeting, which is quite distinct from remarketing.
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Difference between retargeting and remarketing
Retargeting refers to the practice of showing targeted advertisements to users who have previously interacted with a brand or visited a website; its main objective is to reach users interested in a specific product or service again and prompt them to complete a desired action, such as a purchase. Remarketing, on the other hand, focuses on communicating with users who have already purchased in the past and may return to do so with the right sponsorship available.
What is meant by retargeting
Retargeting is a marketing strategy that allows you to show targeted ads to users who have already interacted with your website, page or previous advertisements. This type of advertising allows you to reach a more specific audience and maximise engagement and conversions.
How to do retargeting effectively
- Install the Facebook Pixel on your website: the Facebook Pixel is a JavaScript code that tracks user activity on your site; install it on your site pages to be able to track visitors and create customised audiences.
- Define the goals of retargeting: before you start, establish the goals you wish to achieve with retargeting. For example, you may want to increase sales of a specific product or encourage users to leave the shopping cart by completing their purchase.
- Create customised audiences: using Pixel, you can create customised audiences based on user activity on your website.
- Create targeted ads: once you have created customised audiences, you can create specific ads to reach these user groups; make sure you create ads that are relevant to the action you want the user to take.
- Use the power of dynamic remarketing: this is an advanced feature that allows you to automatically show users ads containing the specific products they have viewed on your site, providing a customised experience and increasing the likelihood of conversion.
- Measure and optimise: carefully monitor the performance of your campaigns using Facebook analytics tools; pay attention to click-through rates, conversions and return on investment. Remember that retargeting on Facebook takes time and testing to find the most effective strategies for your target audience; experiment with different messages, offers and segmentations for best results.
An alternative to the Pixel for maximum profiling
You may not know it but it is not mandatory to use the Pixel for retargeting, you can also use lists. This is a feature based on contacts and names that you already have within your database and which you can then use to show profiled and absolutely customised ads. Compared to the previous option it needs more attention because it is manual, but allows for much more selective profiling.