Facebook Remarketing for Construction in 2020: How to do it like a Pro?
Do you know, visitors who see “remarketing ads are 70% more likely to convert on a website compared to those who don’t. (sic)” Interesting isn’t it! When direct marketing ads are not working wonders, remarketing ads are getting the job done, and that too more effectively. So, what is remarketing in digital marketing? Well, remarketing exists in almost every digital platform that means business. Facebook remarketing for construction in 2020 is what we will discuss here. Along with key points like:
- What is a retargeting or remarketing campaign?
- How Facebook remarketing works
- What is Facebook Pixel?
- What can Facebook Pixel do for your construction business?
- How Facebook remarketing strategy helps Social media management for construction companies
- Facebook Remarketing ads examples
- How to make sure your Facebook Remarketing Pixel is working?
What is a Retargeting Campaign?
You will be shocked to know that only 2% of web traffic gets converted on the first visit. What is the solution to get that 98% of visitors who are not getting converted into leads and hence sales? Facebook Remarketing is the solution. A remarketing campaign is a form of online advertising that makes your brand visible to the bounced traffic again and again, even when they have left your website. Facebook remarketing in 2020 is going to be significant as the Facebook-owned platform Instagram has also opened doors for remarketing, and now marketing is also a part of Whats App. Don’t worry about Instagram remarketing as it can also be done through the Facebook ad manager.
How Facebook remarketing/retargeting works?
Targeting users who have already interacted with your brand is certainly one of the best digital marketing strategies. Facebook remarketing like Google remarketing is based on a snippet of code, called pixel also Facebook retargeting Pixel, that uses a simple javascript code to follow users in their browsing journey around other digital spaces. So, if a prospect has missed the sales funnel, the Facebook retargeting strategy will help in luring the customer. As per a study, “Only 11% of consumers had a negative reaction to remarketing ads, while 30% of buyers who noticed responded positively.”(sic) Getting the right set of audiences who have already shown interest in your product or services is a boon for marketers, and Facebook Pixel makes sure the job is done right.
What is Facebook Pixel? What all can it do for your construction business?
Facebook Pixel is a code that can be injected into the back end of your website. Like any other code used for decoding key performance metrics, Pixel also does the same helping a Facebook business page to determine performance and enhance the ROI. A Pixel can measure key performance metrics, interpreting how a particular platform is performing. Pixel is a magic code and helps in the following:
Know more: These Facebook Marketing Tips Will Take Your Construction Company to the Next Level
What are the key features and abilities of Facebook Retargeting Pixel?
1. Build Custom Audiences in Facebook Ad manager Let the Facebook Pixel do the custom audience because the list is not based on interests or demographics but is of the people who have engaged with the pages where the Pixel is on.
2. Create Lookalike Audiences with ease When you want to go beyond the usual visitors and have a new set of audience. With Facebook Pixel, you can do it with ease. Facebook will automatically generate lookalike audiences similar to the original.
3. Improve Facebook ads and track conversions Your Facebook Retargeting strategy will get the much-needed boost by the use of Pixel. It helps in tracking conversions. Install it on key post-click landing pages and you will be able to see which visitor is getting converted, which page are they visiting, and what’s the ROI on the ad campaign.
4. Track key performance metrics for A/B Testing What matters to your business is tracking key performance metrics. Facebook Pixel helps you in measuring it so that in the following step A/B testing isn’t the problem and then you will get to know what tactics are performing.
5. Adds relevance of the Facebook Ad As Pixel helps in customizing audiences, the ads will be served only to those who have visited your website. That way, the significance of the Facebook Ad will get enhanced as it is catering to the people who have shown interest in the first place.
6. Increase the Ad reach Creating the audience list with the support of Pixel boosts the ad reach as the audience is of the website visitors.
S reading: How a Construction Company can Improve Facebook Ad Performance?
How to create Facebook Remarketing Ad with Pixel
There is no big issue on how to create Facebook Remarketing ad with Pixel. It is no rocket science and can be done in a few simple steps once you are ready with your campaign and business account. Of course, to run ads, one needs a Facebook business account. Now follow this:
- Select Audiences
The first step after login to your Facebook Ads Manager is to find audiences. Go to the Business Manager at the top left side of the page and select Audiences in the dropdown menu.
When you’re ready to set up your Facebook retargeting campaign, just follow these five simple steps. Note that these instructions assume that you already have a Facebook account for business ads.
1. Log in to your Facebook Ads Manager and select Audiences You’ll find Audiences in the dropdown menu when you click on Business Manager at the top left-hand side of the screen.
2. Click on Create Audience and select Custom Audiences Once again, you’ll find create audience at the top left of the page. Click on create an audience and select custom audiences for retargeting. This step will allow you to set a campaign that reaches out to people who visit the website.
3. Choose Website Traffic
Since the purpose here is remarketing, one needs to focus on the website traffic as the target is the people who visit your website.
Improve conversions on key post-click landing pages. If there’s one fundamental reason that all Facebook advertisers should use a Facebook pixel, it’s to track conversions. Installing one on key post-click landing pages will inform you of who’s converting, which pages they’re visiting, and how much ROI your campaigns are delivering.
- Select your target audience
While creating the audience you will have the following options to set your target:
- Anyone who visits your website
- People who visit specific pages
- People visiting specific web pages but not others
- People who haven’t visited in a certain amount of time
- Custom combination
If you want to see whom all are visiting your blog, you can select it. And, as you can see, you can go with a data range, give it a name, and all set to start.
- Time to place Facebook Pixel code
Now, the time is for placing the Facebook Pixel code! So, how to make a Facebook Remarketing Pixel? Well, you don’t create or make it rather, you get the code in your audiences section of Ads Manager. You have created your retargeting campaign, select it, and then follow this:
Step 1: Go to the “Pixels” tab in Ads Manager.
Step 2: Select “Set Up Pixel.”
Step 3: Click “Manually Install The Code Yourself.”
Step 4: Click Continue.
Step 5: Select “Install Events”
Step 6: Choose the event you want to track by clicking the button next to it.
Step 7: Which event you want to track? Pick that and choose Track Event on Page Load or Track Event on Inline Action.
Step 8: What are the parameters you are interested in? Facebook Pixel will track the action alongside the metrics like conversion, value or currency. With these parameters in place, Facebook will not show a clear picture of how the particular campaign, ad, and post-click landing page is performing. Everything will be in live reports. That’s how Facebook remarketing with right strategy helps Social media management for construction companies
Catch a few Facebook Remarketing Ad examples to clear doubts
There were some awesome ads as part of Facebook Remarketing in 2019, and the year 2020 seems no different. The marketing on Facebook is going to be huge. So, don’t be afraid of trying this new venue for ads if you are a new construction business or an established name in construction that believes in traditional marketing. Here are some Facebook Remarketing Ad examples:
- Don’t struggle with work requests says Wrike
2. Magento takes on Shopify
3. Remodeling push with kitchen home tour
How to make sure your Facebook Remarketing Pixel is working?
After all your efforts, you need to be sure that Facebook Remarketing Pixel is working effectively which also means marketing in Social media for a construction business is being done with the right strategy. It’s recommended that you install Facebook’s Pixel Helper for Chrome allowing smooth functioning of the Pixel. Its simple to install, go to Google Chrome store and look for “Facebook Pixel Helper.” Then click “Add to Chrome” and “Add extension.” By clicking on the “Pixel Helper” icon in the address bar, you can see all the pixels existing on a page and how they are working.
Conclusion
Going by the remarketing definition, it’s clear that it targets those who have already shown interest. What another way to emphasize your message or product to users than appearing in front of them while they have long gone. Visitors who have once bounced are getting reminded of their interest, and complete their purchase, buy the product, watch that webinar, or download that guide – finally reaching the final stage of the marketing funnel. It is recommended that social media experts should pursue hard the Facebook remarketing for construction in 2020 to reap the big benefits.