I want to start this blog by making sure that you know what Retargeting with Facebook actually is. Do you know? 

Retargeting is the ability to track your website audience and showcase additional adverts to that audience, based on their behaviour or other criteria. 

Does That Sound Too Fancy? Not Convinced?

Have you ever looked at a product on Amazon? When you didn’t buy that product, did you suddenly start seeing adverts for the product, be it on another website, or even on Facebook? 

What about Booking.com? Ever looked at a hotel, whilst considering a quick escape, only to find that suddenly, everywhere you go online, you’re seeing an advert for Booking.com, specifically about the location or hotel you were looking at? 

Is This Starting to Sound Familiar?

This one’s for the hardcore shoppers among us. Remember when you looked at that awesome pair of shoes online recently? But then you decided it might not be a good idea to buy them straight away. Maybe it’s best to wait till payday? Have you then been “haunted” by those shoes, following you around the corridors of the internet, trying desperately to convince you that right now is the best time to buy them? Can you hear them crying out, “buy me, buy me”? 

We all fall into some company’s retargeting campaign, the truth is, a lot of the time, we don’t even realise it. 

According to “internet experts” we are becoming unfazed by online advertising. Apparently, it’s like it wasn’t there any more. 

I Couldn’t Disagree More!

If you look at the stats, online advertising is still on the rise. And, believe it or not, the more targeted and retargeted the ads, the more we’re likely to pay attention. 

Too often we’re in a hurry. We’ll look for something and then get distracted by something else. Without a gentle reminder, we probably wouldn’t ever go back. After all, the internet is a big place. It’s easy to get lost out there (most of the time). 

Google & Facebook

The two main platforms that use and take advantage of retargeting are Google and Facebook. 

So what’s the difference? 

A big one! Google adverts have a way of slipping into different parts of various websites. These often annoy us as they split an article in half. Or even more annoyingly, pop up somewhere during the article, for no apparent reason. 

Why Does Retargeting with Facebook Have the Edge?

Simple. It allows us to choose placements for our ads and by using the retargeting capabilities of the platform, we can then push native content to that audience. 

What Do I Mean by Native Content?

You’ve seen it before. It looks like every other post on your Facebook page, except for the fact that it has the word Sponsored next to it. 

Chances are if it’s in your news feed, you’ve probably shown an interest in it in some way previously. The targeting and retargeting on Facebook is simply astounding (when used correctly). 

Done cleverly, most users can’t even tell that it’s not something that was custom made just for them! 

How Can You Use Retargeting with Facebook for Your Business?

About time we got to the juicy stuff! 

Let’s say you’re selling jumpers online. Cute jumpers, with penguins on it. (I like to have a vivid image in my head). 

So, people are starting to visit your site. They look at all the different jumpers, they pick one, they put it in their cart, go to the view cart page and BOOM! They leave and don’t buy! 

What Happened? 

There are lots of different reasons why this can happen, and that’s a totally different post for another day, but answer me this. 

What if you could simply advertise to the person that selected a penguin jumper, put it in their basket and then didn’t complete the transaction? 

That surely would be considered a “more than warm” lead wouldn’t it? 

These are people that were just about to buy, but for whatever reason, didn’t. That’s as close as it comes to a customer. 

So How About This?

Using retargeting with Facebook, you can now set up an advert, that only shows to people that arrived at the checkout but never completed the purchase.

Hit that person up with an even more detailed advert based on which penguin jumper they put in their cart, and then re-advertise that jumper to them, again and again, till they remember to buy it! 

The Stats! 

Retargeting still has a huge success rate today, which is why the big guns ALL use it as a great tactic, and as a major part of their marketing plan. 

Imagine being able to re-establish connections with ALL your website visitors. 

What if you were able to push the exact product someone nearly bought, through their Facebook feed? 

How about being able to target people who didn’t quite finish their transaction with an offer? Limited time offer, 15% off that penguin jumper, anyone? 

What Do You Need to Do Next?

There’s a lot to advertising on social media. Sometimes it can be hard to get your head around it all. Well don’t worry, that’s why we’re here. Retargeting with Facebook only makes up a small part of your overall social media strategy. 

If you want to understand how you can achieve real results online, how to consistently create great content that encourages your users to engage with you, and if you want to understand the art of distribution, we offer digital marketing coaching for businesses and individuals. 

Schedule an initial coaching call today. It’s completely free. And your first step towards taking ownership of your digital marketing and making it work for your business.


Chris Bruno
Chris Bruno

Chris, founder and CEO of Social INK, has devised and consulted on more digital marketing and social media marketing campaigns than you can shake a stick at. He’s also got a bit of a thing for online advertising and social media advertising.