Facebook retargeting is essentially a procedure of optimizing advertisements for a specific audience segment through artificial intelligence and web-based machine learning. It enables advertisers to generate customized audiences with attributes such as gender, age, interests, hobbies, place, and political affiliation, which give users the ideal profile image and optimal advertisement campaign. In recent years, Facebook has acquired companies such as Zignal Labs and Brightroll, who have expertise in the field of retargeting. In fact, Facebook has its own in-house group of researchers and specialists.
The primary objective of Facebook retargeting campaigns is to gain access to target demographics through carefully selected attributes of the population of Facebook. For instance, Facebook users who are located in the United Kingdom can be grouped into one particular geographic location based on their Facebook connection status. Based on this information, Facebook recommends appropriate ads to be displayed on Facebook users based on their connection status. Each time a user logs onto Facebook, this website sends a cookie to his or her computer that contains information about the user. This cookie contains details such as the pages visited, recorded chat conversations and photos and videos viewed. These details are used to make Facebook’s demographics and advertising programs effective and useful.
In order for an advertiser to effectively use Facebook retargeting ads, he or she should first obtain demographic data about Facebook users by logging onto Facebook using one of its browsers, or via a desktop or mobile PC. From the statistics obtained, an advertiser can identify demographics by location. For instance, if an advertiser targets a group of Facebook users based in the United Kingdom, he or she should obtain United Kingdom data by going to Facebook and logging in using one of its desktop browsers. Depending on the type of image source chosen, an advertiser may choose to upload images from one desktop computer to Facebook or upload images from his or her mobile phone to Facebook.
Depending on the type of image source chosen, the images may be uploaded either to Facebook’s main site or to the photo album used by Facebook for its photo-sharing service. Some advertisers choose to upload images from their own digital camera or smartphone, while others upload their images from various networking sites, such as Google, Twitter, and others. Facebook also allows third-party websites to post ads on Facebook, and these third-party sites may also display Facebook retargeting ads. For a successful Facebook ad retargeting campaign, it is important to note that ads cannot be displayed on a user’s Wall or News Feed if the user has deleted his or her profile or account.
Facebook has several ways to retarget its users. One of these methods is through custom audiences or sampling. Facebook offers two primary custom audience options: targeted and un-targeted. Targeted audience are those who are interested in a particular topic. Un-targeted audiences are those interested in a variety of topics.
For example, suppose you have created a Facebook campaign titled “Dogs,” which is meant to target dog lovers. You can create a Facebook ad based on the name of your target audience, and you can specify how much they should spend, how often and how much money they should be allowed to spend. When someone clicks on your ad, it will show up on the right side of the Facebook page as a “poke” or “ticker.” These types of Facebook retargeting ads are shown to Facebook visitors who are logged on to the social network at that time. These visitors are typically the Facebook visitors who have previously shown interest in your website or products.
The second way to create Facebook retargeting ads is to create an ad set with an exact keyword term for your target audience and then to have Facebook randomly send this target audience a link to your website each time they use a specific keyword in the search engine. If the Facebook users who click on the link end up at your website, you will be able to track the visitor’s behavior and learn what they were doing while they were on your website. With this data, you can fine tune your website, ad sets, and other marketing materials. Facebook retargeting ads allow you to quickly learn where your traffic is most interested so that you can make targeted website content and products.
Facebook retargeting ads can be set up to target a variety of different demographics. You can also choose to separate lists of different geographic areas. Facebook offers a lot of flexibility when it comes to choosing which advertising campaigns you want to run. Because Facebook uses its own established, sophisticated advertising platform, you can be confident that your ads will be seen by the people who are most likely to buy the products or services that you’re offering.
