Facebook Retargeting Secrets

Whether they originally set out to or not, when Zuckerberg and cohorts built Facebook, they also built perhaps the most powerful marketing platform/tool ever created (only Google gives it a potential run for its money).
Facebook is a place where users will actively, willingly offer up huge amounts of data about themselves. This includes demographic data such as their age, sex, and location – but also deeply personal information such as their hobbies and interests, where they went for dinner last night, and even their income bracket.

What’s more, is that they also provide us with a huge network of other potential users that might share the same interests or have access to the same things.
This matters to us as marketers because it allows us to TARGET our audience. And as you will learn over the course of this eBook, targeted marketing is by far the most powerful.
As Facebook grew in size and functionality, its reach and usefulness as a tool for digital marketers grew in kind.
Meanwhile though, in other corners of the net, other new marketing tools would also emerge. Google was the first to introduce ‘retargeting’ to a large audience – a concept that helped advertisers reach the most targeted and qualified leads – people who had already demonstrated an interest in their brand and even a willingness to spend money.
That this feature would eventually come to Facebook was inevitable. And when it did, a perfect match was made. Retargeting on Facebook is perhaps THE most effective way to reach a primed and ready consumer base and to make sales as a result.
In short, retargeting allows you to advertise more than once to the same people that have previously engaged with your brand –

even spent time on checkout pages, or having added specific items to their shopping cart.
The best part is that Facebook actually goes beyond the likes of Google by offering an even more powerful version of this feature – letting you remarket in numerous different ways, to numerous different types of lead and customer.
This tends to fall under the broader category of Facebook’s ‘Custom Audiences’, which can be custom for a variety of reasons.