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Facebook retargeting: how to use this for your small business

We have already explained why it is essential to define a target audience when launching an advertising campaign. But for a small business, it is just as beneficial to retarget a specific audience. Facebook can be a valuable tool in this regard. Here, we will explain how to do it.

1. Retargeting: What is it?

Retargeting is actually a specific advertising tool. It consists of identifying individuals who have visited a website, but have not made a purchase or performed any other action. Once these individuals are identified, they are targeted with a personalized ad (for example, regarding the product that was viewed).

There are many ways to retarget (specialized providers, internet platforms, etc.). But what is perhaps less known is that Facebook can be a great partner in your retargeting efforts. Allié is particularly valuable for small and medium-sized businesses, since it allows you to promote your products or services at a lower cost, and without spending a lot of time.

2. Why is it important for your small business?

Why target individuals who have visited your page without conversion, more so than others?

Simply because these types of individuals, having visited your page, are already potential customers. And because their identity and online behaviors are known to you (thanks to cookies), it is easier to define their interests and to offer them personalized ads (based on pages visited).

But if retargeting is a way to increase your conversion rate, it also offers the potential for an increase in the number of visits to your small business website. It’s a new way to gain visibility and popularity, as well as to increase your sales!

3. Small modification to your website: an essential step.

As we mentioned, the launch of an advertising campaign targeting visitors who left your site without taking action should initially identify these individuals, and then present them with the best future content possible (ad or not).

Once you have done that, just follow Facebook’s advertising creation process, and choose which individuals you want to target.

4. The "Custom Audiences" feature on Facebook

Facebook offers many filters, allowing you to target a specific audience when launching an advertising campaign. Several of them allow you to cross-check your customer data with the Facebook database.

Once your ad campaign is ready, you can customize your audience by entering the names, phone numbers, or emails of the targeted audience (harvested via cookies and analyzed through auditing). Facebook cross-references the information and places your "insert" on the interface of the individuals targeted.

The Custom Audiences option also offers more filters. You can, for example, target all those who have visited your website. For a more precise segmentation, you can even choose to target only those who have visited a certain page or performed a certain action (filling out a form, for example).

5. Facebook retargeting: a way to retain your customers

Retargeting a certain type of user requires segmenting them according to their activity on your website. In doing so, you are building a customer base.

This is the primary objective: retargeting allows you to acquire new customers. But in addition, via the diffusion of ads targeted on Facebook, you take the additional step toward securing the loyalty of these new customers.

This is a long-term process, but let's say that through the selective dissemination of ads, you win the minds of your prospects and customers and establish a close relationship. The experience should prompt them to return to your page, your website, or to come back and buy!

Retargeting can be a successful advertising tool, but do not rely solely on it. For effective Facebook advertising, it is important to vary the media as well as the target audience. We invite you to check out Our Advice for Your Facebook Advertising. Keep in mind that retargeting is often criticized because it is based on the use of cookies, which are often viewed as a breach of privacy. Like any method, this one has its limits and must be used with a healthy dose of common sense.