With Facebook hacking away at it’s targeting functionality by the day, getting the right ad in front of the right person is becoming increasingly difficult, leading to a lot of wasted impressions, and as a result, wasted ad spend.
Lookalikes and interest-based audiences work to an extent, but these are built on black-box algorithms that tend to be in the millions, which is good enough to market products that appeals to the masses, less-so if your product only appeals to a very specific group of people at a very specific time. For example, if you’re selling cybersecurity software, within Facebook’s UI, you can target people who have “expressed interest” in Antivirus software (audience size: 64.7m), Internet Security (audience size: 5.47m), and Chief Technology Officers (audience size: 1.84m), but you can’t target CTO’s currently vetting and looking to buy B2B cybersecurity software.
Traditional retargeting helps close the gap to an extent, but it’s limited in scale to the number of people who have already been to your website, and assuming you want to grow your business faster than recycling through your existing visitors, you’re going to have to branch out.
That’s where looking to other sites can come in handy, and thanks to Facebook’s built-in pixel sharing functionality and marketplaces like Repixel, it’s now easier than ever to find and connect with other websites open to partnerships. For example, in the case of the company selling cybersecurity software, they might see success retargeting:
- A review website that ranks the 10 best cybersecurity platforms for B2B.
- A blog that keeps tabs on the latest in endpoint protection.
- A complimentary but non-competitive product like computer backup for business.
Unlike branching out into lookalikes and interest targeting, through pixel sharing partnerships, you know exactly the audience that’s going to see your ads. And unlike traditional retargeting, you’re not limited in scale to the number of people visiting just your own website.
How it Works
If you have a company in mind that you want to work with, there’s always the option of picking up the phone and calling them. But a more lightweight way to get started would be with a marketplace like Repixel’s where people who own websites post a “listing” indicating that they’re willing to let advertisers retarget their visitors. These website owners name their price, and then advertisers can browse the “menu” and find non-competitive site(s) that they’d like to retarget. Here’s an example listing to a popular programming blog, Stack Abuse, a perfect site to retarget for anyone advertising to developers:
Once you’ve requested to repixel a website, a brand new Facebook pixel will be shared with your ads account, and from there, you can leverage all of the custom audience features available within Facebook’s UI, just as you would with your own pixel. The end result is a win-win-win. Advertisers can improve their return on ad spend by serving much more qualified ads to a very relevant audience, Facebook users see more useful ads, and site owners get a new monetization stream in exchange for adding an invisible line of code to their website.