You just got done shopping on the ‘Zon (Thanks Kristen Hampton for the term) for a new pair of trendy socks and you head on over to Facebook to check in to see your friend’s latest photos of her new baby. As you start scrolling through your timeline you see the EXACT pair of socks you were shopping for, but with a coupon. You still aren’t sold, so you keep on scrolling past the ad. The next morning, you are enjoying a nice cup of coffee and reading emails when the ‘Zon sends you an email reminding you about the socks you were shopping for. So you give in and add them to your cart and two-days later you enjoying relaxing with the book (the one you bought to go with the socks) wearing your new comfy socks.
How did this happen? How did Facebook know? Should I have bought 2 pairs of these socks?
Congratulations you’ve been re-marketed to.
What is remarketing?
Remarketing is the practice of targeting people who have already visited or taken action on your website. Every link you click, every time you add a product to the cart, every single thing you do is and can be tracked as long as you are on that website. This used to be called retargeting and it isn’t something new. It’s just gotten better over the years.
How did this happen?
Enter the cookie. No not the chocolate chip kind. The code kind. There are also tags and pixels. All of these are technical terms for a piece of code on a website that tracks what you are doing and sends it back to a platform like Google or Facebook or an e-mail service.
Now, this isn’t new. In fact, Google Adwords (Google’s advertising network) first introduced remarketing back in 2010. In the past 8 years, it has evolved and developed into what it is today – which is a powerful tool for engaging and re-engaging customers.
Introducing the Facebook Pixel
Not sure what a pixel is? That’s okay. It sounds way fancier than it is. In fact, it is only a few lines of code embedded in your website. This allows Facebook to track users on your site who are actively logged into Facebook. This why you see those socks in your Facebook timeline. Advertisers (and soon you) can reach out to users by creating a custom audience in your ad campaign. The more conversions (or sales) on your site with the pixel installed, the better Facebook gets at delivering your ads and allows Facebook to optimize it.
Need help installing a pixel? We can help.
There are several quality email solutions out there, but if I’m honest MailChimp is my favorite. That is largely in part, because of how simple they are to use. But one feature you may not be aware of is the ability to upload your MailChimp email list (or any email list for that matter) into your Facebook Ad Manager and create a custom audience. Allowing you to re-market to your email list via Facebook. Brilliant! Do you still need help? MailChimp has provided a simple how to.
Hopefully, now you are ready to launch into the world of remarketing on Facebook and start generating more sales. And if you’re not, I’m always here to help. Just drop me a line.