Let’s cut to the chase: if you’re not using Facebook Pixel for retargeting, you’re leaving money on the table. And not just a few coins – we’re talking stacks of cash that could make Scrooge McDuck’s money bin look like a kiddie pool.
Here’s a stat that’ll make you sit up straight: businesses using retargeting are seeing a 400% increase in ad engagement. That’s not a typo. Three. Hundred. Percent.
But here’s the kicker – despite this goldmine of opportunity, only 1 in 4 marketers are actually using retargeting. If you’re reading this, you’re about to join an elite club of digital marketers who are playing chess while everyone else is still figuring out how to set up the checkers board.
Facebook Pixel is like that all-seeing eye in Lord of the Rings, except instead of being evil, it’s here to make your marketing life much easier. It’s a piece of code that you install on your website, tracking visitor behaviour and reporting it back to Facebook.
Think of it as a secret agent embedded in your website, gathering intel on your visitors. It knows what pages they’ve visited, what products they’ve looked at, and even what they’ve left in their shopping cart before ghosting your site.
But why should you care? Because this little piece of code is the key to unlocking retargeting – the marketing equivalent of a heat-seeking missile for your ads.
Here’s where it gets really interesting: According to a study by Invesp, retargeted ads lead to a 70% higher likelihood of converting than non-retargeted ads. If that doesn’t make you want to install Pixel, I am still determining what will.
Now, I know what you’re thinking. “Great, another tech thing I need to figure out. I bet it’s complicated, and I’ll mess it up.”
Breathe easy, my friend. Setting up Facebook Pixel is easier than assembling IKEA furniture, and there’s a lot less chance of ending up with extra screws.
Here’s the quick and dirty guide:
Voila! You’re now tracking your website visitors like a digital Sherlock Holmes.
But here’s a pro tip: use Google Tag Manager to install your Pixel. It’s like hiring a professional to assemble that IKEA furniture for you – it makes life a whole lot easier and reduces the chances of things going wrong.
Now that you’ve got your Pixel set up, you’re probably looking at all that data and feeling like Neo when he first saw The Matrix. Don’t worry, you don’t need to be a computer prodigy to make sense of it all.
Facebook Pixel can track a variety of events, including:
There are about a dozen more. But don’t get overwhelmed—start with the basics and work your way up.
Here’s where it gets juicy: by understanding this data, you can create highly targeted ads that speak directly to your audience’s behaviour. It’s like being able to read minds but without the ethical dilemmas.
For example, let’s say you run an online store selling eco-friendly products. You notice that a lot of people are adding bamboo toothbrushes to their cart but not completing the purchase. Armed with this intel, you can create a retargeting ad specifically for these people, offering a small discount or free shipping to nudge them towards that purchase.
Now we’re getting to the good stuff. Retargeting is your chance to be persistent without being annoying – like that friend who always convinces you to go out for “just one drink” (we all know how that ends).
Here are some retargeting strategies that’ll make your ads stick like glue:
But here’s the secret sauce: personalization. A study by Invesp found that 45% of consumers are more likely to shop on a site that offers personalized recommendations. So don’t just show the same ad to everyone – tailor your message based on their behaviour.
Alright, you’ve mastered the basics. You’re retargeting like a pro. But why stop there? Let’s kick it up a notch with some advanced techniques.
These advanced techniques can take your retargeting from good to “holy cow, how did they do that?” A case study by AdEspresso found that using Lookalike Audiences led to a 70% lower conversion cost than interest-based targeting.
Look, we’re not doing this for our health. We’re doing it to see results. But how do you know if your retargeting efforts are paying off?
Here are the key metrics you should be watching like a hawk:
But here’s the thing – these numbers don’t mean much in isolation. You need to compare them to industry benchmarks and your own historical data.
For example, the average CTR for retargeting ads across all industries is 0.7%. If you’re hitting 1%, you’re doing better than most. But if you were at 1.5% last month and now you’re at 1%, it’s time to figure out what changed.
Even the pros make mistakes. But why learn from your own when you can learn from others? Here are some common retargeting faux pas:
Let’s quickly peek into the crystal ball as we wrap up this guide. What’s next for Facebook Pixel and retargeting?
We’ve covered a lot of ground here, from the basics of setting up Facebook Pixel to advanced retargeting strategies and a glimpse into the future. But knowledge without action is about as useful as a screen door on a submarine.
So here’s what I want you to do right now:
Remember the businesses seeing a 400% increase in ad engagement? That could be you. Are you enjoying a 70% boost in return on ad spend? Also, you.
But only if you take action.
So what are you waiting for? The digital marketing world is moving fast, and Facebook Pixel is your ticket to keeping up—no, scratch that—it’s your ticket to pulling ahead.
Now go forth and retarget like a boss. Your future self (and your bank account) will thank you.
Yes, Facebook Pixel itself is free to use. However, you’ll need to pay for the Facebook ads you create using the data from Pixel.
Facebook Pixel starts collecting data as soon as it’s correctly installed on your website. However, it may take a few hours for this data to appear in your Facebook Ads Manager.
While it’s possible to have multiple Pixels on one website, it’s generally not recommended. Using one Pixel across your entire website allows you to build a more comprehensive picture of user behaviour.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can’t wait to work in many more projects together!
Disclaimer
*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.
