Grow Faster With Facebook - Part 5: Retargeting
Retargeting with Facebook
Grow Faster with Facebook is a ten-part series about how an event organizer can use Facebook to get more out of Facebook Business Manager. In this part you'll read about retargeting with Facebook.
In these blogs, we explore the different ways through which you can use Facebook to advertise, which is of the utmost importance if you would like to set up a successful ad campaign. One of the most powerful tools you have at your disposal is the ability to retarget.
Retargeting means that you can reapproach groups of potential visitors who have been in contact with your Facebook page or ticket shop but have not yet converted. When we speak of conversion we mean that a ticket has been purchased. Retargeting, in essence, is an attempt to stimulate love at second sight and in this blog, we’ll show you how to retarget and how to determine the correct target group.
How do I use Facebook Retargeting?
Before we continue, it’s important to have a Pixel attached to your website and/or ticket shop. A Pixel is a piece of code that is integrated into your website which is used to measure the traffic on your website. Below we’ll show you how to correctly set up your own Pixel within a few steps.
The basics - retarget all your website users.
Go to Facebook Business Manager.
Click on the three stripes in the top-left corner and a drop-down menu will appear. Next click on ‘Audiences’ under the ‘Assets’ section.
In order to create a new audience, click on ‘Create a Custom Audience’
- Choose the option ‘Website traffic’.
- Next, select ‘All website users’, which will allow you to reach all the website users from the last 30 days, however, you can adjust this up to a maximum of 180 days.
Retarget visitors of specific web pages.
The steps above show retargeting on a basic level, however, by focussing on people who have visited particular websites you can retarget more specifically.
Follow step 1 to 4 from above.
This time, instead of selecting ‘All website users’ click on the drop-down menu.
Select ‘People who visited specific web pages’.
Next, you will be able to add specific pages; in our example, we have added the ‘/paid’ directory under ‘contains’. This piece of URL is included in all our ticket shops, whether they are integrated into a website or not, and only appears when a visitor has completed their payment.
EVENTIX TIP: Exclude visitors
If you would like to specifically exclude visitors who have purchased tickets from your pixel, you can do so by clicking on the drop-down arrow next to ‘contains’ and selecting ‘doesn’t contain’ instead, but leaving the ‘/paid’ directory.
When retargeting people who have visited specific pages, you are free to decide what pages to apply the targeting to. If you have an expansive website with multiple landing pages, you can choose to add them to the pixel. For example, you could set it up so that you target someone who has viewed the line-up page, to do so add ‘/lineup’ (make sure to check what the correct directory is in your case) instead of ‘/paid’ to the pixel.
If you have any questions or feedback regarding retargeting, please feel free to contact us firstname.lastname@example.org