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--Updated July 2015--
If you're already familiar with PPC advertising on Facebook, then you will leave this course knowing how to setup Facebook Retargeting (Website Custom Audiences) on your own website and how to automate advertising campaigns that bring your best target audience back to your webpage to take specific actions.
Facebook Retargeting allows you to target visitors to your website in very specific ways.
This technology is the most effective and lowest cost advertising you can make use of on Facebook and has been accessible to larger companies with huge budgets until only recently. Now it's available to even the smallest of businesses and individuals, but only in a DIY format. I've built this course to teach you everything you need in under an hour to get started with your first campaign.
I've included industry-specific examples, and will add any others that participants suggest. Currently these ones are available:
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|Section 1: Welcome!|
Hi. I'm Alex, and I'm going to teach you why Facebook Retargeting is the most targeted way to boost sales, engage with your exact audience, and increase attendance to your events... or whatever else it is you're trying to do.
I've been using Facebook Advertising and Retargeting now for 2 years, and have made a big impact on program sales for the company I've worked for. Starting from nothing, I've been reading everything I can find on strategies, and have tested then regularly with real customers to show real results. My latest campaign had a 792% ROI.
Now, I'm at the point where there aren't trainings teaching what it is I've learned, so I've decided it's time to share my knowledge.
In taking this course, I assume that you're familiar with Facebook advertising, and that you have a website.
If you're not yet familiar with Facebook advertising, I recommend checking out Getting Started with Facebook Advertising from General Assembly– it's free and it's here on Udemy.
Retargeting is the practice of using cookies to continue engagement with your website visitors after they've left your website. Through Facebook, you're able to display advertisements in the news feed and right sidebar of people who've left your website (specific pages), making for very targeted audiences.
|Section 2: Getting started|
IMPORTANT: Make sure that if your site loads mobile versions of your website with a specific URL that you also setup your retargeting rules to include those versions of the webpages.
Where to find it in Facebook
Here's Facebook's guide on Website Custom Audiences. It's really useful for understanding the setup process and the options.
When you want to verify that Facebook is receiving data from your pixel, you can use the Facebook Pixel Helper, which is a sweet little Chrome extension that tells you if a pixel is detected on a given website.
|Section 3: Strategies|
Did someone visit your sales page and then navigate away? Maybe you're hosting an event (online or offline) and they puttered around but didn't commit. You can show them ads, trying to bring them back to reconsider or remind them.
If someone comes to your site, but hasn't in a while, then it might be time to reach out to them so they know you still exist. Maybe you release a monthly blog post, and people need a little nudge to know it's out. This could be the strategy for you.
Think about your customer funnel in terms of webpages. If you're having someone signup for your mailing list, then maybe you're directing them to a landing page where they enter their info, and then to a thankyou page after registration. In this case, you're able to take advantage of the "this page, not that page" retargeting, and only target people who've visited your opt-in page, but NOT your thankyou page. This will ensure you're not wasting time marketing to people who've already joined your mailing list.
Retargeting people who didn't purchase your product
|Section 4: Industry-specific examples|
Retargeting for online product launchesPreview
Retargeting for blogsPreview
Retargeting for eventsPreview
Retargeting for graphic designers & web designersPreview
Retargeting for musiciansPreview
Retargeting for real estate agents or realtorsPreview
Retargeting for politicians & electionsPreview
While currently a writer for Inside Facebook and FBPPC, Alex also runs his own Facebook Advertising consultancy Earn Enough.
Campaigns for clients have boasted more than 792% ROIs by making use of his a core Facebook Advertising system that he's developed. It incorporates a sophisticated retargeting of existing leads while simultaneously bringing in cold traffic into the fold.
He's been identified as a Top Instructor on Udemy with his Facebook Advertising Pro course, which outlines the basics of his website visitor retargeting strategy.