When we place ads on Facebook, we must pay attention to those customers who are interested in your products but have not taken immediate action. They may have temporarily put their actions on hold because of work or other situations. At this time, you need to retarget the ads to promote the transaction.
“I. Types of retargeting ads and their applications
- Pixel-based retargeting Pixel-based retargeting tracks visitor behavior by embedding a piece of code (called a pixel) on the brand’s website. When users visit the website, the pixel records their browsing data, such as the pages or products viewed. Later, when these users browse on other websites or platforms, brands can display highly relevant ads based on their browsing history. This precise advertising method can effectively increase users’ click-through rate and conversion rate.
- List-based retargeting List-based retargeting uses the brand’s existing customer data (such as email addresses or phone numbers) to target specific users. The brand uploads this data to Facebook, and the platform matches the data with the user account and displays ads to these users. Although this method requires the brand to have a certain customer database, it can achieve extremely accurate audience targeting.
- Dynamic retargeting Dynamic retargeting takes ad personalization to the next level by automatically showing users specific products or services they viewed on a website. For example, if a user viewed certain items but did not purchase them, dynamic retargeting ads would show them ads for those or similar items. This highly personalized form of advertising can significantly increase user return rates and purchase intent, especially for e-commerce brands with large product catalogs.
- Social media retargeting Social media retargeting further improves ad precision by targeting users who have interacted with the brand on platforms such as Facebook, Instagram, and LinkedIn. This retargeting method can not only show ads based on users’ website behavior, but also based on their interactions on social media (such as watching videos, liking or commenting). Social media retargeting can help brands maintain continuous exposure on platforms that users use every day, enhancing brand awareness and user stickiness.