How do retargeting campaigns work?

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There are two main ways these platforms work:

1.- Pixel-based.

2.- Based on lists.

They do not work in the same way and each has its strengths and weaknesses.

Pixel-based retargeting is the most widely used and works through that little bit of code we've already discussed .

Lists, on the other hand, require that you already have some contact information in the database.

There are several channels used for retargeting or remarketing.

The most common are email marketing (as a fundamental link in inbound marketing) and Google Ads campaigns (SEM).

Retargeting email campaigns only require the user to log into the store.

When you perform the action, the e-commerce will record the products you have put in the cart even if you abandon it.

From there, an email will be designed to recover that sale.

Google Ads remarketing campaigns usually have a more moderate CPC than a conventional display campaign.

On the other hand, its CTR is usually higher, which makes it an option worth considering.

However, in this post we are going to focus on understanding how retargeting works on social networks.

How to retarget on social media?
Social networks are a great setting for implementing these types of strategies.

The reason is simple: it is where users spend most of their time.

The use of mobile devices has made people constantly interact on their networks.

Whether on Instagram, sharing their selfies or stories or on other platforms.

This longer exposure time, like TV once had, makes it the ideal place to place your ads.

Another advantage of the advertising tools on all these platforms is that they are becoming more and more powerful.

Every year, these companies invest heavily in improving their advertising system to outperform their competitors.

Retargeting campaigns on social media are becoming more effective and easier to measure.

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Retargeting with Facebook and Instagram
Don't be surprised that we've unified both platforms, since they both work from the same tool: the Facebook pixel.

Keep in mind that if we combine monthly active users between Facebook and Instagram, the figure almost reaches 3 billion.

Surely by now, Facebook Ads holds no mysteries for you, but today we are going to look at it from a different perspective.

SEMrush blog readers love numbers, so let’s take a look at some statistics on the subject.

The CTR for Facebook Display Ads is 0.07% versus a CTR of 0.7% for remarketing ads.

That is, 10 times more.

On the other hand, statistics show that there is a 70% greater chance of achieving a conversion with a remarketing campaign than with an initial one.

How does the Facebook pixel work?
Facebook retargeting works through its pixel, a piece of code that can detect when a user enters our email list australia site and “notifies” Facebook.

When a person visits your website and takes any action, the Facebook pixel is triggered and records that action.

Which will let you know what action they took after seeing your Facebook ad.

The more actions you take, the easier it will be for Facebook/Instagram to show your ads to an audience that is more likely to take certain actions.

That is, conversions will be optimized.

Remember, there are a multitude of Instagram actions that you can use to stimulate engagement within your community.