What Is Remarketing?

Facebook Pixel and remarketing sound pretty foreign to anyone not in marketing, but anyone who uses Facebook, Google, or the internet, in general, are familiar with it.

Simply put, remarketing is marketing to the same person more than once. A common example is you check out a product in an online shop or interact with content related to it, then start seeing related ads for the product. They can be annoying or creepy at times, but the intent is (and if done properly) is to either remind, convince, or incentivize someone to convert (buy, signup, download, etc.). An eMarketer survey found 61% of people found remarketing helpful for completing a purchase.

You’ve been thinking about a new pair of runners so you browse Nike’s website. You clicked on specific styles and maybe added a pair to your shopping cart, but didn’t pull the trigger. You’ll likely see that same style shoe or similar pop up in ads on other websites or on social media. Sure you’re kinda getting peer pressured, but would you rather see an ad for the runner you’re interested in or an ad for something you don’t? A bonus benefit is this could also mean you could be targeted for promotions or sales for this item or category.

From a business perspective, if someone is looking for sandals, you don’t want to spend your money advertising snow boots to them (maybe socks? Hey it’s a valid niche you could capitalize on).

Via econsultancy.com

 

What is Facebook Pixel?

Combing Facebook and website data to find your best customers

Facebook Pixel is code that’s added to your website to allow remarketing by connecting it to Facebook and its users. It uses “cookies” picked up by Facebook users visiting your site and tracks their actions. It’s able to combine your specific site data with all the data Facebook has on their users, from the general interests and activities to the way they’ve interacted with your brand or advertisements on Facebook (And Facebook-owned Instagram).

This combination of tracking and data collection lets advertisers build custom, targeted audiences, and test and optimize ads. If you’re a shoe store, people are likely to only shop in certain sections and for certain reasons. In the broadest sense, you don’t want to target womens shoes to men, or dress shoes to people looking for sneakers. With Facebook Pixel, you can keep breaking it down to make sure your ads reach the right groups at the right times.

Via facebook.com/business
Lookalike Audiences

Another key feature is “Lookalike Audiences”, courtesy of the massive amount of data Facebook has on several billion people. You have your own audience groups, based on your site visitors, Facebook fans, and any Facebook user who has interacted with your site, social media accounts or ads. “Lookalike Audiences” lets you target specific groups of people who aren’t in your current audience or familiar with your business, but who could be potential customers. This is by lettering you create new audiences out of groups that share similar interests and activities.

Say you’re having a sale on sandals and seem to have maxed out on your current audiences? You can target people who you haven’t had contact with who want or possibly want sandals. Maybe they’ve engaged with other sandal brands or sandal-related interests like going to the beach or planning a tropical vacation. Or they could be sock enthusiasts that need a little bit of remarketing before they start wearing them with sandals. Ok, that last point we don’t personally condone but it’s a free country. The idea is you can reach potential customers you wouldn’t expect to with ease

Click for our People Footwear Case Study (Socks not included)

 

Why Use Facebook Pixel and Remarketing?

Unless you’re somehow a business that’s not active on Facebook or Instagram, Facebook Pixel and remarketing are absolute essentials. Statistica estimates that 84% of Canadian internet users are on Facebook and 54% of Canadian Facebook users access the platform once or more a day.

To know if your ad actually worked

If you’re using simple ads or boosted posts on Facebook, you’ll never see the full picture without Facebook Pixel. With the extra combined data from Facebook and your website, you’ll get a better fix on your sales, conversions, and ROI that result from Facebook and Instagram.

To improve your advertising over time

You can look at stats and advice on how to create and run online ads, but none of it will compare to building your own data, specific to your business and your audience. Seeing how ads perform with different formats, visuals, or copy against specific audiences (and Lookalike Audiences) will only improve your success in the long run.

It covers both Facebook and Instagram

With Facebook owning Instagram, ads can be managed together and target the same or different audience groups on both platforms, using their full range of ad formats and placements.

 

Client Remarketing Examples

Below are several client executions with different goals that all resulted in strong ROIs. All made possible thanks to Facebook Pixel and remarketing being integral to our paid advertising strategy.

Black Friday / Holiday E-commerce Sales

Through remarketing, existing Facebook fans and Facebook users who showed previous interest in your products can be targeted for holiday sales such as Black Friday, Cyber Monday, and Boxing Day. This can also branch out to Lookalike Audiences. Check out our campaign linked below which resulted in 4X to 10X ROI for our clients.

A look at successful Black Friday and Cyber Monday ad campaigns through Facebook and Google Adwords

 

Promoting Events

Events are another category that benefit greatly from remarketing. Events are time-sensitive, both for the buyer and seller. The seller’s goal is to sell out before the event day and the buyer has to decide before it’s too late. People who’ve shown interest or interacted with any of your Facebook/Instagram content, can be reminded that time is running out or made offers for early bird or last minute deals. For Deighton Cup’s 10-year anniversary in 2018, we generated a 7.4X ROI.

Deighton Cup: Promoting a luxury summer event in Vancouver

 

Targeting specifically interests within specific groups

The bi-annual Hopscotch Festival offers spirits, beer, and wine for anyone who loves to get together with friends for a drink. But that doesn’t mean that everyone who loves wine, also loves beer or spirits, or vice-versa. Are images of women friends enjoying the last Hopscotch festival going to appeal to a female audience? Or would a group of men and women get more engagement from a female audience? Would a video be worth producing if it performed better than images? We can make assumptions, but the best way is to find out through our own data. With the previous campaign’s data making each future campaign that much more successful.

Hopscotch Festival: Why paid social media and google ads are event marketing essentials