One of the great unknowns. I am talking about retargeting , as you may have already imagined from reading the title of this post. Almost everyone who has already taken their first steps in the online world has heard about it. Few have carried out this type of campaign and even fewer have managed to get any profit out of it. retargetingPhoto rights by Fotolia Although the title of the post indicates that this is about Facebook Ads, many of the ideas and tips can be applied globally to retargeting campaigns . Let’s review the basics you need to know about this type of ad. What is retargeting? – a non-technical explanation for dummies Retargeting offers an advertiser the possibility of virtually following up with all those users who have visited a commercial offer but for some reason have not ended up buying. In most online stores this is usually more than 99%. If you’ve never done anything online, this figure may scare you a little, but in fact it’s even above average. There are few online businesses that have a conversion rate higher than 1% . On a technical level, retargeting works with pixels on the landing page. This is nothing more than a line of code that must be saved in the HTML. Every time a user lands there, a cookie is launched that allows the same device to be used on other websites. That is why many times when we go to pages like Amazon, Booking or others, you still see banners for products and offers that you have previously seen. Getting started with retargeting Before doing retargeting, you need to have the foundations of your online business well established. If you don’t have traffic yet, there’s no point in making efforts in this direction, as it will be in vain. In Facebook Ads, you need to create a custom audience that allows you to directly target those users who have visited your page and also have a profile on this social network . To reach around 2,000 people as a custom audience, you need to have between 100-500 daily visits. This will depend on your percentage of Facebook traffic, whether you already run many Facebook Ads campaigns, theme, etc. It is a very approximate figure that can vary greatly depending on the sector you work in. So before you do retargeting you need an audience . A while ago I wrote a post on the subject sharing a little trick to go a little faster . I would take these steps first. From my point of view, the first thing I would do at the campaign level with Facebook Ads is promoted posts . You can also try conversion campaigns next . After the initial data, you will be able to better choose the specific product to start with. Once you have reached the critical mass mentioned earlier in the post, you can start with the first campaigns. They are conversion-based. The only thing that changes is the audience. This is obviously only a small part of what you have to do. But maybe this article has helped you to take the right step when the time comes. In the meantime, take a look at the course I created at Quondos in case you feel like getting down to business with retargeting and Facebook Ads in general.
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