n other words, three out of every four shoppers on your website that actually go through the trouble of putting items in their cart just disappear.

Just imagine how much money you’re leaving on the table with these missed conversions.

Today, advertisers need to be more clever than ever to reel in these potential customers/leads.

Fortunately, remarketing allows you to keep your brand fresh in potential customers’ minds by following them around the web with targeted messages.

While the task might sound daunting, platforms that depend on advertisements like Google and Facebook make it surprisingly easy.

And social remarketing platforms are especially effective at generating a high ROAS, if you know how to set them up properly.

Let’s take a look at Facebook remarketing to get a better idea of how it can help improve your social campaigns and close more of those nearly-converting cart abandoners.

What Is Facebook Remarketing?
Before we dive in, let’s clarify what remarketing is and why it’s important.

Remarketing (or “retargeting,” depending on who you ask) shows your custom ads to users who have already engaged with your brand online.

When users visit your website, landing page, or social media page, a cookie or pixel is added to their browser and lets your ads “follow” them to other digital spaces with content based on the info in your cookie.

facebook remarketing audiences forrest

Wherever your users roam, their cookies will follow. – image source

Remarketing is a proven tactic for enticing customers who escaped your sales funnel to come back and convert.

For example:

Visitors who see remarketing ads are 70% more likely to convert on a website compared to those who don’t.
In a joint study, comScore and ValueClick Media found that remarketing lifted trademark scores by 1,046%, the highest performance out of six targeting strategies tested.
Only 11% of consumers had a negative reaction to remarketing ads in an eMarketer study, while 30% of buyers who noticed responded positively.
Facebook remarketing is especially potent because of how specific the available targeting and tracking data is.

By zeroing in on specific users who took specific actions, you can use Facebook’s remarketing pixel to:

Reinforce your message to users who viewed specific pages.
Show targeted ads to visitors who bounced.
Upsell and cross-sell new items to past purchasers.
Encourage visitors to learn more or complete a purchase.
and lots more.
Finally, despite the recent growth of other social networks, Facebook is still the standard for digital marketing success.