Facebook advertising is one of the most affordable ways to reach customers online. It is also the platform that allows a business to laser target its audience by thousands of interests and behaviors. However, no behavior is more important to target then someone who has already visited your website and did not fill out a request for a proposal or take some other action that you deem a desired conversion. This is why it’s important to understand what is retargeting or remarketing and how this strategy comes into play.

Retargeting is the strategy when someone has visited your website or Facebook page and you want to target the same person later with Google AdWords or a Facebook advertisement. To facilitate this, you will need to create a Facebook advertising account. Once you have one, you will need to go to your Ad Manager account and create a new audience to serve you ads. When you select create your audience, you will want to select the goal of website traffic. There are several options to choose from here, so be careful to pick the right one. We suggest you select people who visit specific web pages and where you have set up a Facebook Pixel on your web site page over the last 90 days, and now save your audience. This is a custom audience and your ad will only be shown to those people who have visited your website in the last 90 days.

As a preface to this, it is important that you understand how to set up Facebook pixels and that you have added a pixel for a month or two on the page before you want to start a retargeting ad campaign.

Once you have your audience saved, you need to design a graphic for your Facebook ad. There are specific requirements you will need to follow for this, such as creating a graphic with an Image size of 1,200 x 628 pixels. You also need to ensure that no more than 20% of the image is text, or your ad will not be allowed. Once you have designed your ad, you can go into your account manager, upload the image, select your audience and then simply set a budget. We suggest a very small budget to get started, say $10 a day or less for a period of a week to test out and see if you are getting good results before you spend a lot of money with no return on investment. If you see a click through rate (CTR) of at least 5%, you can then start to increase your ad spend budget to bring more people back. It is also advisable to be sure you are sending people not to your home page, but to a specific landing page that asks them to fill out a form or take some other action. Remember, they have already been to your site, and liked it enough to click on your ad to bring them back. Get them right to the desired conversion action.

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