Two years ago, Facebook began to allow brands and businesses to retarget people who had visited their websites and mobile apps.
Facebook just announced added features to their retargeting tools that will allow brands to retarget to people based on specific actions they took on a brand’s site or app. Now instead of just targeting people who visited their website, brands can target individuals who spent a certain amount of time on their website, visited their website a certain number of times or purchased.
Essentially this will allow brands to be more intentional with their marketing and avoid wasting precious ad dollars are window shoppers or people who only spend a short amount of time on their site.
Here’s how the retargeting works:
A business will get a tracking pixel from Facebook to insert on its site or app. This is just a piece of code that keeps track of everyone who visits the site or app and a business can instruct the pixel to keep track of information such as what pages visitors visit, how long visitors spend on specific pages and how much money they spend on the website. The business does not have access to the specific individuals who take these actions but Facebook can match the logs against Facebook profiles. This is how businesses can target specific groups without actually knowing who those people are.
These new capabilities can make your targeting more specific, which can save you wasted ad dollars and increase your sales since you will be targeting individuals who are more likely to purchase.
