Have you tried to “advertise on Facebook” and, despite the efforts of time and money, you have not been able to achieve the desired results? Do you want to maximize and make your agency’s activities on social networks really effective? Here is a complete and advanced guide for you to use Facebook in real estate, follow it step by step and you will see that the results will not be long in coming.
In fact, there are a number of reasons that should push licensed real estate agents to adopt the use of a social network such as Facebook, both personally and for their own agency. We have already talked to you about how to take your first steps on this social network now known all over the world, but now the time has come for you to do a little big upgrade!
If your goal is an international clientele and therefore sell your home to foreigners, then know that your customers are probably all on Facebook: the data show that there are 2.3 billion daily active Facebook users in the world (out of 7.69 billion) . Facebook cannot be ignored as part of your business strategy, even if you operate in Italy and only target an Italian clientele.
Why should real estate agents choose Facebook?
In Italy we have about 1 real estate agent for every 1,200 inhabitants, one of the highest proportions in Europe, and the data takes on particular value when compared to another statistic: 35 out of 60 million Italians are present on the social network founded by Mark Zuckerberg.
If these aren’t enough, here are 10 other good reasons for you that should convince real estate agents like you to bring their real estate business to the digital shores of Facebook:
- People expect it – We live in the digital age and your online presence is certainly very important to your success in the real estate industry. People are looking for you on Facebook, they expect you to be there. Using a Facebook business page as part of your digital marketing strategy is essential to connect with people via the web, to provide them with the service and communication they expect from a professional.
- You have solid promotion tools – From sponsored posts to full-blown advertising campaigns, Facebook’s advertising tools can help you engage and attract potential buyers and sellers.
- Unmatched Information – You can get a variety of information about people who like your company page and visit it through the tool called “Insights”. This gives you data on the number of views you receive, new follower information, and engagement statistics. All of this can help you understand your audience better, helping you create more relevant posts and ads.
- Real-Time Messaging – People expect quick responses from their real estate agent. People can send direct private messages to your business to ask questions, connect or make suggestions. With the Facebook Messenger mobile app, you can be responsive by enabling automatic responses driven by artificial intelligence around the clock.
- Publishing tools – Using a company page for your real estate business makes a lot of sense, you already have many beautiful photographs that are just waiting to be shared with your audience.
- Lower Advertising Costs – You’ve probably heard that the cost of advertising on Facebook is cost-effective. Compared to other social networks, such as LinkedIn, Facebook has prices that tend to be lower or in any case not higher than its competitors.
- Very precise targeting – Facebook has become a very powerful and effective tool for promoting your business and doing business, thanks to knowing each individual user better than others. It offers you to take advantage of this precious information to get noticed by the right people (potential customers), thus allowing you to better invest your economic resources
- Latent demand – Intercepting and stimulating latent demand means transforming a generic interest into a specific interest and, consequently, into a possible conversion from lead to customer. The ability to profile the target for specific information depends above all on what people communicate about themselves. Facebook is one of the ideal places to intercept latent demand thanks to profiling tools.
- Social proof – Facebook can be exploited as an extraordinary persuasion tool, the effectiveness of which is based on the social proof which argues that “people, on average, tend to consider the behaviors and/or choices made by a high level of people more valid. a number of people ”remaining affected. It’s all the fault of mirror neurons, which induce similar behaviors in relevant social groups.
- Remarketing – The Facebook retargeting pixel is one of the most powerful features in digital advertising because it has many advanced-level features that you can leverage like a true pro of the digital world.
Where to start with real estate web marketing on Facebook?
Without a doubt from the personal profile, which you will have to open to keep up with the times, but whose use must be particularly careful.
Facebook personal profile
Your personal page, that is, that of your social profile is the human representation that people have of you in the parallel world of digital. However, taking care of your Facebook profile means accessing it constantly, interacting with friends, sharing posts from others, commenting, liking, responding quickly to those who contact you.
That’s why you also need a personal Facebook profile:
- you need a personal profile to create and manage a Facebook business page ;
- you need the personal profile to keep business and personal life separate. Your friends, relatives, contacts in the area are not interested in all company content and your leads and prospects are not interested in the more personal aspects of your life;
- you need a personal profile to push the best posts of your business, those related to the territory, those that may also be of interest to your personal community. If you share this activity with the other members of the agency staff, the results will be more consistent.
Marketing strategies designed for real estate agents’ personal Facebook profiles:
- take care of your profile with a view to personal branding;
- keep your personal profile active every day by commenting on about 25 posts on 25 different Facebook profiles ;
- put the “like” and reply to all those who comment on your posts;
- ask all members of your team and/or friends to immediately comment on your posts;
- go back to the old posts that were extremely popular and comment, so that everyone is immediately notified again via a notification.
Doing personal real estate branding on Facebook profiles of business agents in mediation means:
- share links that redirect to useful resources (blogs, e-commerce, industry websites);
- share articles posted on your real estate blog that they have
- coherence of the arguments and clear intentions;
- create inspiration;
- communicate a positive, authoritative image;
- show the best side of your daily life;
- offer useful information to make you recognized and appreciated;
- create a following, build loyalty and form a community of people and professionals in the real estate sector;
- meet and greet your offline contacts, inviting them for lunch, coffee, events, festivals, open houses, and much more.
From a personal branding perspective on Facebook profiles of real estate agents, you absolutely must not :
- publish vulgar and foolish photos;
- disclose intimate aspects of your life;
- offend others in any way;
- publish insults and harsh words towards others;
- use the Facebook profile to criticize, to create distance and controversy.
The Facebook page of your real estate agency
Your Facebook business page is your business account. This is the one that has all your contact information and on which you can post business-related posts. The trend is now widespread among all social networks, the new algorithms make it extremely difficult for companies to gain organic visibility, the algorithm is pay-to-play. On average, only one in 60 followers will see a post from your Facebook business page.
The statistics do not tell the whole truth, if you avoid indiscriminate growth but focus on buyer personas, you also work with paid campaigns on targeted follower growth, then your strategically processed posts will perform better than average.
Remember that profiles are for people, pages for companies. This is basically what the Facebook regulation says and, breaking the regulation, means risking being banned. More importantly, pages allow you to do a myriad of things that private profiles are off-limits.
For one thing, in the pages, there is the insight function, which allows you to measure the results of your marketing strategy on Facebook, such as:
- the demographics of your fans;
- days and times of greatest traffic on your page;
- detailed statistics for each post you publish;
- ability to get reviews;
- possibility to sponsor your posts through Facebook Ads.
You understand that, with these tools, you can use Facebook on a professional level, while with the private profile you can also get some results, but in fact you are limited. So, create a company page to access all the features and put in place a strategy that works for your business.
The content strategies that real estate agents should use on their Facebook pages
The same rules apply to a Facebook page as a personal profile. Publishing a post from time to time is not the right strategy to get results with Facebook. You need to post regularly and frequently, so you will reach more people on Facebook and grow your fan base, strengthen your brand, get more trust and results with less effort later on.
To be effective and constant, you need to create your “social editorial plan”, which will help you plan your publications and insert them thanks to the Facebook scheduling function.
You can also manage your page in multilingual. Facebook offers you the ability to upload translated texts and your customers will see the content based on the language they have set.
Use your Facebook page as part of your multi-channel approach, where you also post real-world activities.
- Have fun using all formats to publish your content:
- Photos and albums
- Text posts
- Link to your website/blog
- Live video
Facebook content strategy is the most important part of your marketing. A powerful content strategy will take you to get creative and find new ways to interact with users on your Facebook page. Remember, people can buy a house from any real estate agent but they are more likely to choose you if you show them how involved you are in the community and your industry and how you interact with clients.
Here is a list of essential contents, divided according to themes that you will not have to do without treating and implementing in the daily management of your Facebook page.
Use polls and quizzes to get to know your audience: Polls and quizzes require your audience to actively participate and share their opinion.
Answer frequently asked / common questions
Answer FAQs: Answer questions on Facebook and post them as a post.
To hold competitions
Run competitions on your real estate Facebook page: organize competitions with a view to greater effectiveness of interactive content and as a boost to engagement and generation of contacts.
Post customer success stories: When you make a sale, take a picture of new customers in front of their new home and post it on your page. The testimonials of satisfied customers are the best word of mouth you will be able to do to consolidate your online and offline reputation.
Give something regularly: offer something for free, both because “free” content excites, and because it increases engagement.
Remind your audience of current discounts and special offers: When you have a special offer, remind users multiple times.
Tell about your properties
Publish the new homes acquired to increase the traffic to the website: publishing the new homes reviewed on your website on Facebook is an activity to be accurately distributed over time based on the response of the public.
Republish old house ads to increase their coverage: insist (but never fall into “spam”) to republish some of your most successful content. Republish the property listing, but update the description to list new features and highlight other details.
Create a Featured Properties Listing: Create a listing showing all of the featured properties in your real estate portfolio.
Create a Property Search Tab: Similar to a custom tab, create a tab that allows users to search various property tabs directly from your Facebook page.
Talk about the territory
Post photos of local features: Provinces, cities, towns, neighborhoods where your properties are located have something that appeals to your target audience. Services and tourist attractiveness can attract attention and engage potential customers about something they are looking for.
Publish photos of local businesses: nearby banks, shopping malls, fitness centers, kindergartens, universities and much more … add the photos you took of these attractions and points of interest to your Facebook page. A lot of people are conditioned in their choices by the presence of particular services.
Promote local events you are hosting or attending: Promote events you will attend, such as courses or public events that take place within the city. These will attract a local audience to your content.
Give your followers information about the social groups available in the area: share on any Facebook groups relevant to the living area in which you operate, to act as a resource and source of information for your audience.
Share the charitable causes you support with users: Another way to show your local involvement, your focus on charity, and your commitment to your community is to collaborate with the causes that interest you and share them with the community. your audience.
Teach useful things
Share blog posts to keep your audience informed – one of the most important traits is your ability to showcase your industry knowledge. If you have a blog that you update regularly, configure your scheduling software (such as CoSchedule Marketing Suite and Publer.me ) to automatically post to your Facebook page and many other channels at the same time.
Share tips for inexperienced buyers: buying a house for the first time is intimidating. Decide what to look for in a property, get your mortgage approved, budget, find an agent, find your dream home, have enough offers, submit an offer and negotiate. To help make the process less confusing, share tips with buyers.
Share design and remodeling tips to inspire your audience – create a post about how sellers can make any room more attractive to buyers.
Share seasonal tips to inform users at any time of the year: offer homeowners some tips on how to do maintenance at any time or season of the year, thus ensuring the value of their home as high as possible over time. These are even simple tips, which can be understood by everyone, even the most inexperienced.
Show the “how to” to engage your audience: if you have clients who are home staging to make their homes ready for sale or intent on renovating their homes after purchase, post photos of this online.
Share home decorating inspiration: Rearranging and decorating homes the right way to show potential clients their key features is an important part of your property sales process.
Telling your work
Share information about your business: Your Facebook page has an information section where you can post details about your business. Another way to share information about your business is to post it from time to time.
Share company news: publish the initiatives and results achieved by you and your real estate agency, such as an extraordinary sale, mention in a sector publication, the achievement of another professional qualification, the nomination for agency of the year.
Share your office hours to improve the customer experience – if you’re primarily available at certain times during the day, let users know.
Share graphs that show your success rate: If you’ve sold a lot of homes or helped a record number of customers, show this information in the form of a simple graph, which instantly informs users about your successes in the real estate sector.
Post a weekly or recurring series: Effective social media management requires you to post regularly, at least three times a week, on Facebook. Start regular series.
Talk about your staff, show office life: share personal and group daily activities of your real estate agency with followers and users. It shows who affixes sale or rental signs to gates and shutters, who arranges the notice board in the center, who accompanies visits, who replies to emails, who celebrates a birthday.
Share anniversaries and milestones: share anniversaries and milestones, this connects you with users so they can participate in your successes and continue to support what you do.
Tell your successful case studies
Share customer testimonials to increase social proof: Turn the testimonials of your satisfied customers into very prominent posts, perhaps pinned to the top of the page so that they are seen by as many people as possible.
Share celebratory posts highlighting customer success – share a picture of someone walking into their new home for the first time or sitting in front of it while having lunch with their family.
Publish less formal but more engaging content
Write memorable memes: Not all of your posts need to be related to business. Have fun and post occasional memes that talk about aspects of real estate other than mere promotion, which your audience will understand and appreciate equally.
Embed GIFs in Your Posts: GIFs work well for grabbing audience attention. In fact, they are informal, customizable and help you establish a direct and no-nonsense connection.
Stimulate “user-generated content”
Incentive and share customer-created content to build a community: Share content your audience creates to improve engagement on your page, increase conversion rates, and allow your page to stand out from your competitors.
Post other people’s videos: Videos are an effective way to grab the attention of your audience, so in addition to posting your own videos, you also share other people’s videos.
Publish more strategic content
Upload a lead capture report – Remember, your audience is researching online long before they reach out to you. They are reading blogs, checking bank rates and researching different neighborhoods. Help them in this process by sharing reports.
Add ‘Register’ or ‘Learn More’ CTA Buttons – Different post types require different types of CTAs. What you choose will determine the likelihood of users clicking on your content to do what you are asking them.
Include a Messenger button to make communication easier: Users expect to be able to communicate with you in real time, so make sure you don’t just have a Messenger button at the top of the page, but post it to remind you that this feature is available on your page.
Add registration forms for the events you are hosting – Let’s say you are hosting an event and you want attendees to register in advance. Create a post explaining the details of the event and add a link to a registration form on your website. This is a great way to do lead generation.
Upload a link to your website to drive traffic there: If your main goal for posting on Facebook is to drive traffic to your website so that the public can see more about what you have to offer, add a link to your website with a description of everything you can do for customers.
Post a calendar every month to keep users informed – at the beginning of each month, share a calendar of upcoming events for that month.
Run an ad using the Slideshow or Carousel feature – the next time you post an ad on Facebook, consider experimenting with different types of ads.
Post house prices to attract the right buyers: When you advertise a house for sale, include the price so your audience immediately knows if it’s something they can seriously consider buying. In this way, you will better select the target of your customers and avoid unnecessary waste of time and energy in impossible negotiations
Share price cuts to sell homes quickly: When you reduce the listing price for your properties, share a post informing potential buyers.
Post high quality profile photo and cover photo – the first thing people see when they land on your page are your profile photo and cover photos, so make sure that the first glance is clear and not grainy and evanescent!
Create a detailed “About” page: in addition to all the posts, you will publish on your page, make sure your profile is complete with all the useful information for the consumer.
Add links to other social media profiles and websites: to be seen as a reliable resource and a reference point for the real estate sector in your area, do not hesitate to share direct links to Facebook pages and corporate websites of other companies and real estate agencies you usually collaborate with.
Ask your audience to subscribe to your mailing list – choose a very eye-catching color and include a link to the newsletter signup landing page, so it only takes a step or two for users to complete the process.
Publish video content
Share professional videos of new ads: It is important to draw attention to new ads in order to improve the chances of selling them quickly. One way to do it professionally is to invest in a professional video maker to film the property “from the ground” or from above using a drone.
Share a video you created – Video posts have 135% more organic coverage than image posts. Film and post community events, open houses, or visits to interesting homes on Facebook. The video doesn’t have to be perfect, it just needs to show you in action from behind the scenes.
Share the video of the visit of an open house: before every open house, you organize, publish a video of the visit of the property. Use Facebook Live or upload a short video. This way, shoppers who can’t make it to the event can book a private tour.
Take advantage of social proof
Post reviews: It’s important to gain trust from a prospect who doesn’t know you yet. People trust other people more and less in companies, so if a person says you are good and honest, it becomes even more valuable.
Ask for reviews from satisfied customers: The fact is that if you don’t encourage your customers to leave a review on Facebook, you get a lot less. Stay in control by inviting completely satisfied customers to leave reviews.
Promptly ask for reviews: remember that the review must be requested immediately after concluding a transaction to your satisfaction with your customer.
As for Facebook groups, you have two options. You can form your new group or you can join the many groups already started.
If you want to have more control of your community, create a Facebook group for your business in which you will invite, for example, potential customers by moving them along the purchase path. This is a golden opportunity to be a leader in your area of business or community and deliver value to your readers on a regular basis. Do this before a competitor in your own market does.
Also, join as much as possible the Facebook groups already created and managed by other people, this will give you a general overview of what is happening in the industry and possibly also in your area of action on a daily basis. Think of it as a way of listening to what your target’s people want, their challenges, or what they’re being bothered by. This increased knowledge will allow you to be a better expert in your neighborhood, but you can also demonstrate your skills on a daily basis by writing blog posts that meet all the needs of your audience.
You can create a Facebook group by location :
- Your city
- Real estate interest area
Or you can create a Facebook group for interest :
- New buildings
- First home buyers
- Neighborhood patrols
- Garage sales
- Community mothers
- Happy Hours
Create a homogeneous and motivated community:
- Create a list on your personal Facebook page of all the people living in your community, then post an update on your new Facebook group and make sure only the people on the list see it
- Join as many local Facebook groups as possible, then post links to your Facebook group (as long as the group allows it)
- Constantly talk about your Facebook group
- Email your group a link
- Host a community event, then ask people to join the group in person
Here’s how to use Facebook groups for real estate marketing :
- Be active and useful in other Facebook groups
- Talk about things that are useful 80% of the time
- Promote your business 20% of the time
- Post photos of all the cool and crazy things happening at work, people love it
- Search and answer all groups that have real estate questions
- Conduct market research by simply listening to (reading) the conversations that are happening in your group, then turn all these virtual conversations into ideas for your blog posts
- Facebook Messenger marketing for real estate agents
Facebook Messenger, known simply as Messenger, is a messaging app and platform originally developed as Facebook Chat in 2008. The company then drastically revamped its instant messaging service in 2010, and later released standalone iOS and Android apps in August 2011. The messaging functionality is now separate from the main Facebook app, requiring users to use the web interface or download one of the standalone apps.
Users can send messages and exchange photos, videos, stickers, audio and files, as well as react to messages from other users and interact with robots. The service also supports voice and video calls. The standalone apps support the use of multiple accounts, conversations with optional end-to-end encryption, and games.
To basically take advantage of Messenger on your real estate agency’s business page, first of all you should:
- Enable private messages on the configuration panel of the Facebook page
- Configure message settings such as “response time”, “instant replies”
- Create saved replies: create pre-saved messages by answering your customers’ questions, especially the most frequent ones that are constantly repeated over time. It is an already advanced and very intelligent feature to exploit, as it saves time in managing relationships with your customer through social channels
- Add Facebook Messenger to your website: add the Facebook Messenger plugin to your website to stimulate your users to use the messaging system
Build your contact list
Facebook Messenger has great open rates. With the growth of Messenger users, a different social network has developed on the fringes of Facebook. A more private social media made up of family groups and close circles of friends.
These users, disappointed by the noise of Facebook, believe and trust the new Messenger more. They perceive it as something different, using it as a private mode of communication. They check the app multiple times a day without reluctance to trust the sender. Facebook Messenger has become as important as texting, but in which text messages and “chat” coexist. Few are aware of the value of this communication medium and advertisers benefit from 80% open rates.
If you send a message via Messenger to someone who knows you, it will most likely be opened and displayed. The open rates for messages sent with Messenger by companies are generally slightly less effective, in the range between 60% and 80%, however 4-5 times higher than those of a corporate email.
Getting people to your Messenger contact list is key. The first step is to start advertising. Start with a simple Facebook ad in which the action requested by the CTA is to send a reply message via Messenger. Think carefully about how to conceive the message to be persuasive. Think of Cialdini’s 7 principles of persuasion, or offer the willingness to provide exclusive information that no one can ignore. Have your buyer personas answer you to find out about issues that concern them very closely. Word your Facebook ad message, for example, like this: “Last 5 properties sold in your neighborhood”, “Find out which celebrity bought a house in your area”.Take a prospect’s point of view: If a company showed you an ad, what would make you want to reach them via instant message?
Once you have something of value to offer the person you’re advertising to, then create an ad with the “click to text” CTA :
- Create a Facebook ad with the aim of the “brand awareness” campaign
- When setting the placement, uncheck Instagram
- Under “Budget and planning”, select the frequency limit. This will depend on the length of your campaign, geographic segmentation, and your budget
- When you get to the text and images section, create your ad in a way that convincingly invites people to connect with you. In this case, we say “This house has just been sold in your neighborhood at a record price, it is in your interest to know! Click to see the price and address ”.
- Check the “Add a website URL and add your Messenger link” box. All messenger links are in this format: http://m.me/yourfacebookpagename.
- Even if you haven’t set one up, the messaging link exists if you type it. Type it in the website URL field
- Post your ad.
When someone sees this ad, clicking the button will take them to your inbox as if they typed your contact information to send you a text message.
Then, send the traffic you get from that ad to Messenger.
As people respond, you’ll add them to your contact list within Messenger. In your inbox, a new message will look like a gray Messenger icon with a white number on a red background, indicating the number of messages received.
If you set up a chatbot, it can immediately and automatically respond with the price and address of the property you are advertising. You now have this visitor as a contact on your Messenger list. In the future, the advertising of this contact will be more genuine and therefore more effective, precisely because this contact has already communicated with you.
Advertising on Facebook
With Facebook advertising, you can sponsor real estate and, more conveniently, those content posts that get good organic interactions.
Creating a Facebook campaign means going through the three levels of the account structure: Campaign> Ad Groups> Ads
- Campaign ⇒ Objective
- Ad group ⇒ Target (device and platforms) and Budget
- Ad ⇒ Format (post creative)
Here are the steps for creating an advertising campaign on Facebook:
- Select the subject of your promotion
- Log into your account – log into your ad account (set it up if not already done): https://www.facebook.com/adsmanager/manage/campaigns
- Create the campaign – click on the green button at the top left or enter https://www.facebook.com/adsmanager/creation
- Choose the goal – select your campaign goal and give it a name. You can choose between 3 categories of objectives: Notoriety, Consideration, and Conversion. Focus on:
– Traffic: to get more clicks on your website
– Interaction: to get more interaction on your posts
– Conversions: to get more conversions on your website
The campaign you carry out with the “Interaction” objective, you can carry out it again by optimizing it for the “Traffic” goal and again, create another one with the “Conversions” goal. Because, based on the goal you choose, Facebook shows your ad to different groups of people.
- Create your ad group – decide the audience to show your ads to location, age, gender, nationality, language. If coverage allows, you can narrow the circle even more. Try a simple targeting, selecting the city (or postcode) of where your customers are and at least one or some interest, always if the coverage is wide enough. You can also decide to test different audiences at the same time. Too many targeting options restrict the audience and campaign too much, which will run out in a few days. Another aspect to consider is the presence of the public with omitted information.
- Choose placements – choose manual placement, this will allow you to have more control over placements that perform best, cutting the costs of those that perform less. The risk of using automatic placements is that Facebook will decide for you where to show your ads and where not. A definitely advisable combination is Mobile devices + Facebook platform, news section.
- Choose your budget – decide how much you are willing to invest – per day – for the ad group and click “Continue”.
- Select the post to sponsor – this is possible if you have already made a post on your Facebook page. In this case, just select the page you want to promote (if you have more than one) and the post of the page you want to sponsor. After that, just click on “confirm” to complete the sponsorship order. Within minutes, your post should be approved.
A retargeting ad promotes an ad to a specific list of previously identified people. Have you ever noticed sponsored ads “follow you” on the various Internet pages that you happen to visit, after visiting a particular website? Okay, that’s a retargeting or remarketing ad.
Retargeting is a sophisticated way to increase brand exposure with customers who already have contact. Here are some interesting facts about retargeting:
- Retargeted customers are 3 times more likely to click on your ad than cold prospects
- Remarketing can increase ad engagement by up to 400%
- Average conversion rates for companies using tag marketing are 55%
- Potential customers engaged in remarketing are 70% more likely to convert
Retargeting is a very advanced paid ads strategy, which you can conduct synergistically on the Google Ads and Facebook Ads platforms. It is not a question of excluding one of the two platforms a priori, but of rationalizing the potential of each to intercept a public more or less inclined to act.
- attract from Facebook, chase through remarketing in AdWords (and Facebook Ads);
- attract from AdWords and remarketing in Facebook (and in AdWords).
A real estate agent can choose to focus heavily on targeted searches (“country houses in the Marche”) to convey the first level of attention with Google Ads on one or more landing pages and then pursue, on the other side in Facebook Ads, the user divided into specific micro-targets (occupation, age, level of education) with as many specific offers.
Unlike Google, Facebook does not provide any tool explicitly dedicated to remarketing. However, this does not mean that remarketing on Facebook can be done, and also in a much more effective way – in some ways – than it can be done on Google.
In fact, remarketing on Facebook allows you to take advantage of numerous advantages that are partly denied by Google, such as:
- The possibility of remarketing independently of the device used by our target user
- The ability to work on the remarketing list, in order to optimize the remarketing campaign and target it more precisely on a specific target
- The possibility of expanding the initial target, asking Facebook to build a list of users that has the same socio-demo-cultural characteristics as those who have visited our website or viewed a specific page.
- The ability to evaluate the performance of our remarketing campaigns by segmenting the target used according to its peculiar characteristics
Creating a remarketing list on Facebook is a relatively simple operation: you create a new audience, associate a monitoring pixel with that audience, and that’s it: every user logged in on Facebook who enters your website will be relentlessly registered. and placed on your remarketing list.
The biggest limitation of remarketing on Facebook is the substantial impossibility of segmenting the audience on the basis of its behavioral characteristics.
In short, we will not be able to create clusters based on the source of origin of the traffic, or on characteristics such as the bounce rate or the number of pages visited. At the moment, the only possible segment in terms of navigation is to build filters based on the URL of the pages visited.
Against this limit, the most important advantage of this type of campaign is in its cross-device feature. Facebook remarketing lists are in fact made available for all types of campaigns, and for all devices.
This means that we will be able to promote only on mobile phones, for example, of an audience made up of users who have visited our website from a desktop, or vice versa – with the obvious benefits of the case.
A second interesting aspect of using remarketing audience lists on Facebook is the ability to treat these lists like any other saved audience lists.
Basically, we can start from remarketing lists to create specific campaigns on a further segmented remarketing audience based on their personal, geographical or behavioral characteristics.
An additional Facebook feature allows you to work from remarketing lists (for example the public who visited your website in a set period) to create a list, whose members are characterized by having behavior profiles and socio-demographic very similar to those that make up the remarketing list.
Creating similar audiences is a very important feature of Facebook.
In short, there are many ways to manage a remarketing campaign on Facebook, and their effectiveness will depend above all on your ability to work right away with a view to progressive optimization.