In this article, we'll cover everything you need to know how to use a Facebook retargeting pixel during your Kickstarter campaign.
We're all aware that Kickstarter campaigns are short. So short that you need to grow your audience super quickly in order to maximize your sales. To do so, you're going to send a lot of traffic to your Kickstarter product page during a short amount fo time.
Unfortunately, we all know, almost nobody buys anything during the first visit. It usually takes a couple of reflections for someone to take the decision to purchase a product. Especially in "Kickstarter world", when you have to trust the people behind the product and purchase the product a long time in advance.
That's where Retargeting comes into place. Retargeting is a way to focus your messaging on people who already "express" interest in your product or brand. In the internet world "express" means visited your website ;) So that you can increase the likelihood of your one time visitors coming back and purchase your product. Using retargeting is also a way for you to build an audience that you'll be able to address anytime you'll need in the future when you'll get your own shop. Most of the Ad platform allows you to retarget your audience 180 days after the first encounter.
Unfortunately, there is no direct way for you to use Facebook retargeting with Kickstarter. So during your campaign you'll make a huge amont of efforts to send the maximum traffic to your Kickstarter product page, without any way to keep this audience for you.
Thankfully, that's where tools like PixelMe take place 😅
PixelMe makes it simple to send people to Kickstarter from paid ads or social media posts and retarget them afterwards. We can help you add your Facebook pixel to Kickstarter links. All it takes is a little extra effort upfront. 😊
In order to help you understand how to properly use PixelMe, we'll use Moft Z stand Kickstarter product page as an example. Moft Z is a truly lightweight and versatile sit-stand desk at an affordable price.
Moft launched their Kickstarter campaign in March 2020.
In order to send a huge volum of traffic during a short period of time, paid Ads are usually the simple and easiest solution. In this case, Moft sent traffic from Facebook Ads to their Kickstarter campaign page. But of course, you can do it with any Ad platforms like Adwords, Twitter, Pinterest, Instagram, Snapchat, Tik Tok etc...
To do so, the only requirement is to use a PixelMe short URL, in order to be able to retarget all the people who clicked on your link.
The first step is to shorten your Kickstarter product page’s URL. In our case this URL: https://www.kickstarter.com/projects/moft/moft-z-worlds-first-invisible-sit-stand-deskthat we're going to transform into a much friendlier one https://pxle.me/moftz
We filled in our UTM parameters, then included Moft Facebook's retargeting pixel. We simply selected those options from the ‘Pixels’ dropdown menu, in PixelMe's "create a link" modal. And just like that, we will be able to use a Facebook pixel with a Kickstarter campaign. 🚀
We're going to create the ad as usual but using our new shorten PixelMe URL as the destination URL instead of the long Kickstarter one 😉.
So cool and simple, right? ✨
Your PixelMe dashboard makes it really easy to monitor the ad’s progress.
In your Facebook Ad manager, you can see a breakdown of traffic received by URLs:
1/ Go on your Facebook business manager
2/ Click on Events Manager
3/ Select your Facebook pixel
4/ At the bottom of the page, select "URL"
5/ Check events from PixelMe URLs!
Now, you'll be able to create your custom audience super easily.
Then, let's head over to the “Audience” section to actually create a retargeting campaign. Using the left-hand navigation, we can now select the “Kickstarter audience” from the “Custom Audiences” section we've just created.
There are two options here:
Key things not to forget with retargeting:
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