A fun, exciting, and, most importantly, effective way to get more traffic is to retarget traffic that has already been to your website. It takes at least 7 times for anyone to view or hear about your branding and offers before they work up the ability to trust you. Thankfully, technology makes that simple to do with Facebook Ads and a Facebook retargeting campaign.
The way a Facebook retargeting campaign works is that you go to your Facebook Advertising Account and find your Facebook Pixel. You can find it in your Ad Manager Account. If you don’t have one yet, set one up for a Business to gain access. When you get the pixel code, you can then follow the directions provided by Facebook or your website host to add the pixel to your website.
>>If you want additional guidance with the Facebook Pixel, CLICK HERE <<
The benefits of having this pixel are that you can do amazing retargeting campaigns via Facebook Advertising which will really make a huge difference in results. It’s also inexpensive. Remember, it takes about 7 times for someone to start trusting you, so this retargeting helps you even if they don’t click. If they just see the advertisement and are reminded of their visit, their cart, or that they really do need that item they were looking at, it will send a percentage of that traffic right back to your site. That’s a great thing!
The other good thing about retargeting campaigns is they’re not that expensive using Facebook Ads. You simply enter your budget and you won’t go over it. You can even set up Facebook Ads so that they turn off once you reach a maximum amount. They can keep track for you and ensure you won’t overspend.
One thing to remember is that you want to send them to the right page. You don’t want to retarget them to just go to your home page. You want them to go back to a page with specific value, a call-to-action, and/or something they want to buy. So really give the URL you provide Facebook in the retargeting campaign some thought. If you do that, you'll have the best chance of seeing a return on your investment – instead of just spending your money.
For example, if you send them to a specific landing page that offers them a freebie so that you can transition them to your email list, then it offers an upsell for a couple times more than it cost them to click. So, if you’re paying a dollar a click, and you offer a low-cost item at 17 dollars, you’re going to end up making money off your retargeting campaign via upsells and you’ll also build your list.
Because of this, a retargeting campaign is barely even an expense. If you set it up right, with the upsell, you’re going to make enough money to keep paying for the retargeting advertising as long as it’s paying off. That’s why advertising is such an interesting “expense” because it’s really an investment and that is how you need to look at it.
If you knew you’d make 3 to 10 times the “cost,” wouldn’t you spend the money?
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