Did you know a person needs to see an advertisement on average around 7 times before they remember it?

Let’s say a potential customer comes to browse your website, they may love what you offer, but for one reason or another they may not want to buy right now. So they leave your website and go about the rest of their day.

Here’s where the problem comes in…

A month or two down the line, that customer may be in exactly the right position to buy from you, but a long time has past and they couldn’t remember the name of your business of their life depended on it… So what do they do?

They buy from someone else…

Can you blame them? I mean, can you recall every single website that you visited 2 months ago?

So what can you do in this situation to make sure your customer remembers you when they are ready to buy?

One way to do this is by using a Tracking Pixel, or Internet Cookie.

Do you know what an internet cookie is?

Internet cookies (sometimes referred to as tracking pixels when used in marketing situations) are small pieces of information that are downloaded to your computer or mobile device when you visit web pages.

Website owners and advertisers then have access to this information so they can see who has visited their website, their location, the kind of device they are using, and lots of other important information that they can use to make their websites better and test to see if their advertising is working properly.

Another use for these internet cookies (or tracking pixels) is Remarketing, or Retargeting.

Remarketing is where you display advertisements to people who have obtained a cookie from your website on their device.

There are many remarking services out there, including Google, AdRoll, but my favourite by far is Facebook.

Now Facebook don’t advertise that they provide remarketing as a service to their advertising customers, but you can set up a remarketing campaign on Facebook through the Custom Audiences section on your Facebook Ad Manager account.

What this allows you to do is display an advertisement to potential customers on Facebook who have visited your website in the last few months. This means that your name will be continually getting in front of people who have already showed interest in your business, so when they are ready to buy, you will be in the front of their mind.

Let’s look at how to actually set up a remarketing campaign in Facebook to display an advertisement to people who have recently viewed your website.

The first thing you are going to want to do is head over to your Ads Manager account in Facebook.

Ads Manager

Hover over the tools tab on the top right of the tool bar, and click on Audiences.


You then want to select the Website Traffic option as we are creating a custom audience based on people who are going to be visiting your website.

Website Traffic

Fill in the details on the form as shown below. Enter the website that you will be placing the Facebook Tracking Pixel on, i recommend putting 90 days in the box meaning the pixel will store visitor details for 90 days after they have visited your website.

Lastly give the pixel a recognisable name such as ‘Website Visitors’

Pixel Details

Once you’ve filled in the form, the next thing you need is the pixel code itself to place on your website or to send to your website developer to place on your website for you.

Head on over the bottom left of the form, click on the cog icon, and choose the view pixel code option.

Pixel Code

Once you have your pixel code, you will then need to place it in the <head> of your website, or send the code over to your website developer to do it for you. If you are getting your developer to do the work for you, Facebook have an option to email the code to your developer straight from the View Pixel Code Screen.

If you are placing the code in your website yourself, you need to place the code in between the <head> tags on each page of your website.

If you use WordPress, this is a pretty easy process. Below is an example of how i put the code on my website. I use WordPress and Divi from Elegant Themes. Divi comes with a Theme setup portal where you can easily put code into the <head> tag of all of your pages.

Pixel In Head

Once the code is on your website, you need to make sure it is working properly. The easiest way to check this, is to view a page of your website that is displaying your tracking pixel, then check back in Facebook’s Audiences section to make sure the Pixel’s status has changed to Active.

If it says the Audience is too small, it may be that the pixel is still working but you haven’t had many visitors yet. If that’s the case, check the details of the pixels to make sure it is actually active.

Pixel Confirmed

You can then go ahead and create an advertisement for just those who have visited your website. You can do this directly from the Audiences portal. Simply click on the name of your Tracking Pixel from the menu which will take you to the page displaying information on the audience collected from you pixel. Then click Create Ad.

You can then choose an Ad Objective and fill in the details of the ad to be displayed to your website visitors.

Create Custom Audience Ad

Remarketing can be extremely powerful when used as part of an effective online sales and marketing plan.

If you would like to arrange a discussion to see how your could boost enquiries by using Remarketing and many other online sales strategies, get in touch now.

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Digital Marketing Strategist at Ben Webb Marketing
Ben helps Entrepreneurs, Coaches, Creatives and Local Businesses market and sell their products and services successfully online. Certified Trainer of NLP (Neuro Lingusitic Programming), Musician, Digital Marketing Specialist.
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