Yay! People are clicking on your sales page!
But before you throw the celebration confetti you have to actually get them to buy.
Even with a killer sales page in place you’re going to have folks who are interested but, for one reason or another, are still hesitant to click that magic button.
All hope isn’t lost, though. You can still reach this important group of people with the help of retargeting.
What is retargeting?
Have you ever gone to Amazon to check out that book your best friend raved about then started noticing it popping up in ads ALL OVER your newsfeed? That’s retargeting–showing the product or service to people who have already looked but jumped ship before making the purchase.
Why use retargeting?
This type of marketing is great because it’s one of the easiest ways to reach the most likely buyers of your products and services. They’ve seen what you’re offering and just need an additional boost or reminder to take action. Of course, not all of them are going to purchase, but odds are good you’re going to get some sales.
How to use retargeting
1) Set up a pixel on your website
In order to track the folks visiting your website and sales page, you have to have a Facebook pixel installed on your website.
To install, head to the Facebook ads Power Editor, then click on the Tools dropdown and select Pixel.
If you’re brand new and have never installed a Pixel before, click on Create Pixel and name it. You’ll then be asked to either install it now–which will show you the code you’ll copy and paste into the <head></head> area of your website–or email it if you want to send it to your web designer or tech savvy friend to install it for you.
2) Set up a special pixel on your thank-you page
On the Pixel page choose Create Conversion.
From there, you’re going to do one of two things.
If your thank you page is on your website:
- Choose Track Custom Conversions
- Choose Website Traffic
- Enter the Thank You page URL
- Choose a Category (likely Purchase, Lead, or Complete Registration are the best fit)
- Name Conversion
- Click Create
If your thank you page is elsewhere (like LeadPages or another service):
- Choose Track Conversions with Standard Events
- Find the appropriate event code from the list (like purchase)
- Replace fbq(‘track’, ‘PageView’) in your Pixel with appropriate event code
Hint: Yep, I get it! Coding isn’t fun. This is a decently easy task, but if you’re worried you should consider tapping your web designer or another pro to help you out. You can also install this Google Chrome Pixel Installation helper to see if your pixel set-up is working.
3) Run your ads
Once you’re pixel perfect, it’s time to create a retargeting audience!
- In Power Editor, click Tools, then Audiences
- Click on Create Audience, then Custom Audience
- Select Website Traffic
- Set it to people who have been to your sales page but NOT to your thank you page.
- Set the number of days
- Name the Audience
- Click Create Audience
All that’s left is setting up your ad campaign. Be sure to select this Audience in your Ad Sets when choosing your targeting.
Whew! You’re all done! It takes a little work to set up, but retargeting can be an amazing strategy for boosting sales and hitting your launch goals.
Want to learn more about how to effectively use Facebook ads during your launch? Check out FB Ads for Launching.