Introduction to Facebook Remarketing
Did you see one of these advertisements?
We are glad you clicked on that ad and took the step to find out how we managed to stalk you and your activities on the web. If you are reading this article on Facebook Remarketing, there is a high chance that you were intrigued by our ad which said we have our eyes on you.
So, now, how did we manage to do this?
It’s extremely simple. You can do it too.
This is known as Facebook Remarketing.
The following information is a conceptual guide to Remarketing. At the bottom of the article, there is a link for step by step technical instructions.
Remarketing means targeting that customer that has already visited your website once via an ad on social media or other websites. Consequently, this ad only goes to potential customers.
We define potential customers in this case as visitors who have visited your brand’s website at least once in the recent times.
Wouldn’t that be interesting?
Brands like Flipkart and Amazon which have over 1 crore products, use most noteworthy Remarketing techniques very well.
Here’s an example:
You visit Amazon.com and search for a travel bag.
You saw the red bag, checked out the price, quality, material and features. After spending some 3 or 4 minutes on the product, you didn’t buy it and just left the website.
What would Amazon.com do in order to make their sale?
It’s simple and pretty evident. They will remarket it to you.
And you probably (we mean definitely) would see this on your Facebook Newsfeed.
Well, that’s Facebook Remarketing.
First of all, let us understand the concept of how this is done.
Hence, first you need to know, what is Facebook Remarketing?
It is targeting a person more than once on Facebook and Instagram.
Users visit various E-commerce portals like Amazon.com. Amazon.com has a huge customer base with varied demographics. Right from a youngster to an aged, everyone buys’ some product online or uses Amazon in some way or the other.
Now, a sports enthusiast searches for Nike or Adidas shoes on Amazon.com. After watching out for such products, users tend to leave the website. What happens next?
Something known as a ‘Cookie’ comes into the picture.
In order to track such customers, cookies are utilised by websites.
IIDE too similarly placed a cookie on its website to track its potential students.
In literal words,
Cookies are small files which are stored on a user’s computer when the user visits websites which are cookie enabled. They are designed to hold a modest amount of data (1×1).
It’s really simple.
These cookies are converted into ‘ID’ and compiled in a Database. Remarketing takes place by utilising such database. For example, Amazon.com may want to target a visitor that viewed a particular product on Amazon’s website but didn’t make a purchase or left it on the cart?
In order to retarget such visitors, a piece of code is placed on a web page where customers visit frequently. In the above example, you visited Amazon’s portal for watches. The piece of code was present on that web page. This piece of code generates unique cookie IDs to every different visitor of that specific web page and drops that respective cookie on the user’s device. That cookie allows Amazon.com ads to follow the user around the web and display ads wherever possible.
For step by step technical instructions on how to do remarketing, click on our guide on Facebook Pixel Code.
Such ads can be seen on a social media site or on various websites across the internet. So when users go through ads on the side bars or top banners with the Fossil watch which you saw on Amazon.com, this isn’t a coincidence or “fate,” it’s remarketing.
How does this form of technique help various big brands like Amazon.com and Flipkart.com?
People visit various pages of such websites. And they add products to cart. Out of 100 people visiting a store, roughly 30 users add products to cart i.e. 30% users add products to cart. However, only 3% actually check out i.e. they buy such products. That means around 27% of the targeted customers turn around even before buying it.
So how is such a situation tackled?
Facebook Pixel Code is your answer.
If you want to learn how to technically do this for your brand or the company you are working at, you can read this detailed and step by step guide on Facebook Remarketing.
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