What is it, what is it for, how to use it

What is remarketing and how to use it for Facebook

He Remarketing on Facebook It is an online advertising technique that shows targeted messages to people who have already had contacts with the brand. Especially with products or services.

The objective of remarketing (different from recibing) is that of reduce abandonment Sales intentions and optimizing conversions by showing the announcement to people who have already outsourced interest.

This is enough to have a clear definition of the advertising managed through the Remarketing techniques? In reality no, there would be so much to add. Especially when it comes to the theme relating to Facebook advertising. Let’s try to take stock of the situation? Let’s start with the foundations of this technique.

What is remarketing: definition

With the term remarketing, those dealing with digital marketing mean all the digital strategies necessary to recover possible customers. That’s to say lead o prospect (therefore also with an advanced interest in purchase) which, for any reason, has abandoned the purchasing process on the website.

The technical definition of the remarketing process.

This advertisement uses ads that include copying and visual with links that lead to pages most similar to what the user has already sailed. Then abandoned. These ADVS can be shown on Research and display networkTherefore, in the results of the SERP and websites that host the ADV program. And of course on social networks, like everything that is part of Facebook.

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Noticed and rec to differentiation

Often confusion between remarketing on Facebook e Reciblage. Indeed, in both cases, we are talking about a marketing strategy designed to recover potential customers and make sure that conversions are not lost. Except that this happens in different ways. What is the substantial difference?

• Remarketing: This occurs by marketing by e-mail. A concrete example is that of electronic commerce which sends an e-mail message to a user when he leaves the cart with waiting goods.
• Recibation: use the versatility of cookies. In this way, if a user has visited a web page dedicated to the sale without buying, I can create personalized announcements.

In the latter case, we are therefore talking about behavioral recimbing, that is to say a solution that allows you to face users based on past behavior. For example, assess the pages they have visited, how long they spent each resource and what links have clicked.

Both for remarketing and recimbing, we draw the behavior of the public, we follow it and we ensure that a targeted message arrives for get your attention After the abandonment of the pages that interest us. But with remarketing, this takes place by sending an email while with a recreation, we use cookies to display an ad on Facebook or Google to the public.

Is recibaling incoming marketing?

The Marketing Square funnel offers a customer journey (on paper) very simple. And this sees the user moving from a state of non-knowledge of the brand to the visitor and then directing. Finally, he becomes a customer and promoter. But is this really the conversion and sale process? Not exactly.

Even if the potential customer arrives on the conversion page, such as the ecommerce tab, he can respond to obstacles and abstain. Or repaintis distracted, decides to think a little more.

Reciblant takes the ground by offering announcements that remember what the user has done. They Suggest ads Remember to push him to confirm his choices. The sense of recibation is precisely to keep the attention high and bring the potential buyer back to your sale path.

Advantages and disadvantages of remarketing

The strategy forces are quite obvious: if they are well done and studied by ADV professionals Conversions can increase (a lot). And to recover this quantity of contacts which, for one reason or another, may remain in the potential limbo of customers. But that they do not convert.

In this way, you are not talking to a Anonymous payment: People have already had contacts with your brand and you work to confirm what has already started. This means that you have to play creativity cards well: copy and visual must be designed for targets and specific needs. Risk?

Become a persecution. How many times have you arrived to open Facebook and find the same sponsored in a obsessive way? The drawback of a Remarketing campaign Not optimized is only that.

That is, obtaining the opposite effect in terms of sale precisely because Advertising continues The customer without adding anything concrete. In order to push it to refusal (and you don’t want it).

How to recover with Facebook

The two major players in the remarketing sector are Google and Facebook. In particular, with this latest reality, you can get very interesting results, because you can count on a very wide coverage and refined tools to make a recovery with a surgical precision. How is it all going?

Facebook remarketing monitoring pixel

If you want to notice Facebook and Instagram You must use a method to discover the actions carried out on the site. To achieve this, the monitoring pixel is inserted (here you find more information) on the site, a code channel that records everything you need to configure a remarketing campaign.

To insert the tracking pixel, you must take the Facebook code and enter it in the Chief section of the site. Make sure the code is in this area and included in the official script of this platform.

Choose the remarketing campaign on Facebook

Obviously, it is not enough to insert the tracking pixel, you must also define the campaign and choose a recibal activity. Objective? Make sure that in the different Sections dedicated to ADV Ads designed come out to bring people back to the web pages that make you comfortable for conversion.

In the choice of dynamic campaigns to exploit the strength of Recibent on FacebookAnd recover potential customers, you can get concrete results and capable of improving turnover. For example?

• I recover those who saw the cart but did not buy.
• I recover those who added to the basket but did not buy.
• Promote sale for sale and cross -selling of products or services.
• Announce products or services according to the activity carried out on the site.

This last solution is interesting, Offer personalized adv Based on concepts of exclusion and inclusion. For example, if a user has recently bought may not want to see another advertising from your brand. So show promotion to those who added products in the basket last month but not to those who bought. In all this, the use of the data collected by the Facebook Pixel is decisive.

To read: the truth on Facebook adv, 5 errors to avoid

Facebook remarketing: the solution?

No, recimbing on Facebook (as well as on Google ADS) is only part of the entire marketing strategy. It is necessary for an optimized and easy to use website, a product sheet capable of Slide the sale and optimal conditions for sale. Without forgetting all the advertising that is used to obtain other results. Where to start your ADV strategy on Facebook and create your remarketing campaign?