Last week I talked about adding the Facebook pixel to your website.  This week I want to tell you why you need to do it.

Let’s start with the concept of retargeting.  Stick with me on this as understanding how it works is crucial to getting you to take action!

Let’s say that you took my advice and installed the pixel.  From that point point on, EVERY visitor to your website will get the pixel installed as a “cookie” on their browser. When they log on to Facebook this tiny snippet of code will notify Facebook to serve up your Facebook ads to that person for the next 30 days (Or until the user clears their browser cache, and as long as you are running ads on Facebook)!

Here are five reasons why retargeting is so effective in Facebook Ads:

1. You’re targeting a warm or hot audience

Unlike cold audiences, it’s easier for warm or hot audiences to convert because they already know you. Only a very small percentage of first-time visitors (cold audience) actually will call so retargeting them in your next ad campaign helps increase your chances of getting them to work with you later on.

2. Increase brand awareness

On the second point of contact with your business, your prospect or lead may start opening themselves to your business. They may not be ready to work with you yet, but slowly they’re becoming more aware of your brand. At this stage, they are in the middle of the sales consideration stage. With just a bit more push, you can get them the point where it’s easier to convince them to use you.

3. You can generate more sales

People familiar with a brand are more likely to do business with that brand than someone they don’t know. If you use a sales funnel for your business, you can implement different techniques and strategies to move people from the top of your funnel (awareness stage) down to the bottom of the funnel (conversion stage). Retarget marketing helps ensure you get more sales down at the bottom of the funnel.

4. Higher conversion rates

Retarget marketing will help you increase your conversion rates. As people go on down your sales funnel, your conversion rates will be higher. They’ve seen your ads plenty of times, so they know you and probably trust you by now.

5. Lower ad costs

With higher conversion rates and optimized ads, your ad costs will be much lower. This is because Facebook rewards advertisers with high ad engagement and conversion rates. With lower ad costs, you can then look into scaling your campaigns and reaching even more people.