WHAT IS RETARGETING?
Before we get into why you need this, let’s lay out the basics on what we mean when we say “retargeting”. It’s a fancy word that has a very simple meaning.
Every day, people visit your event website. Some buy tickets, and some don’t. Retargeting is a way to target your advertising to those that have completed some type of prior action like visiting your website.
This action, can be many things, but focusing on website visitors is usually an easy way to start since most of the businesses we work with have a website.
WHY DO YOU WANT TO DO THIS?
Being a successful advertiser depends on many things, but few are as important as making sure you are marketing to the right audience. The purpose of retargeting is to more effectively use your advertising spend. This means good things for you like cheaper sales and more leads. One way to do this is to create an audience of people who have already visited your website. These people are a warmer audience, so they typically will convert at a higher rate.
HOW DO WE CREATE THIS INSIDE OF FACEBOOK?
It sounds complicated, but it is a pretty simple 2 step process.
Step 1: Install the Facebook Pixel on your website. The pixel is just a small piece of code that you get from Facebook. With this code, you will have the ability to build audiences from visitors to any page on your site. It doesn’t matter how they get there, you can build an audience with them.
Step 2: Create an audience of people who have visited your site. When it comes time to run ads, you can market exclusively to those people or add them to additional audiences.
DOES THIS WORK?
Yes. Absolutely. If you think of human behavior online, it’s very easy to see this play out.
Let’s say you make a post on Facebook about your upcoming event and someone clicks on the post and goes to your website. They were on their break at work and didn’t have time to complete the transaction. They forget they were buying tickets. The next day you can show them an ad that will remind them to complete their ticket purchase.
This can also be used to give people that did not have enough information to make a purchase the information they need. Maybe someone heads to your website to check out your event, but isn’t convinced that they need to attend the event. You can send them ads with additional information like testimonials.
Retargeting works because you are specifically targeting a group because they took a specific action. You can then get very specific on your messaging which can really help to get you more leads and sales. Have questions on how to set this up? Send us a message and we can walk you through it.