Would you like to know how many of your website visitors are on Facebook? Regardless of your industry Facebook retargeting (also called remarketing by Google) will answer that question. Better yet, you can then display ads to those visitors who have not taken action and exclude the ones that have.
Before you dive into how this works consider this, 95% of people don’t buy on their first visit to your website so you need a strategy to bring your lost visitors back. Retargeting has been known to increase the recapture rate of visitors by up to 30%!
Unless you’ve been living under a rock for the last decade, you’ll have a Facebook account. Like most people you’ve probably wondered how those ads on your timeline, sidebar and mobile phone can be so accurate and how do you end up with so many products related to your browsing history?
The answer is Facebook retargeting, and it’s one of the easiest ways to increase the ROI of your online advertising spend. We’re sharing some of the secrets we use for our clients so you can see how Facebook retargeting could work for you, and how to leverage this powerful tactic to re-engage your target market.
In a nutshell retargeting brings visitors back to your website and turns them into buyers.
Retargeting is a form of marketing that shows users advertisements who have previously viewed your content. It is a great way to keep up engagement with an audience who have shown an interest in your products or services. You can use this technique to keep an audience engaged and deliver highly targeted advertising to people that have already shown an interest in what you do.
A variety of content providers and social networks now offer retargeting with the major players being Google and Facebook, while companies such as Twitter and Yahoo are rolling out their retargeting offerings as well.
The whole point of all this is to stay top of mind for people who have already shown enough interest to visit your website. These potential customers are far more likely to convert to actual customers than those who are targeted via simple demographics (such as age, sex, location, interests etc). Chances are you have already paid to get them to your website so the last thing you want to do is lose them now!
Facebook has a variety of what it calls “Custom Audiences” available to marketers who build their Facebook advertising using the Power Editor or Ads Manager.
Custom audiences can be created from a list (i.e. a customer phone number list or opt in email list) or by using a “Custom Audience Pixel”.
A user who accesses a specific webpage will download this pixel, which lets Facebook’s servers know that you’ve been there. The content owner then can serve paid ads to visitors of the site.
e.g. You visit the Content First website and read an article on the blog such as this one about Facebook retargeting. Your computer downloads a piece of data which let’s Facebook know that you’ve been here. We can then get Facebook to deliver an ad based on the content of the article you were reading, such as Facebook retargeting services.
You then realise the power of retargeting and book in a free strategy session so we can access if it’s a good fit for your business.
Retargeting is a very powerful form of advertising – with a wide variety of uses in your sales funnel. Here are some of our favourite ways to use Facebook Retargeting to increase your ROI.
Once you have retargeting set up on Facebook it doesn’t cost you anything to display your ads, you’re only charged when people click on your ad. Given they are already aware of your brand they are already warm.
The more personalised you make a users experience the more likely they are to have increased confidence that your product or service is a good fit.
Just imagine that you are in the market for a business security system. You’re browsing a security website looking at commercial alarms with access control points. You need to do some more research before you feel confident to make a call and leave the website. That night a facebook ad displays showing the same company you were looking at earlier however the ad is for a special on a home security system. This makes you think these guys are focused on home alarms and not a good fit for your business. Retargeting fail.
Setup your custom audiences and retargeting so the right message is shown to the right person. This should direct them to a dedicated landing page with a lead magnet to encourage them to take action.
There is literally almost no limit to the number of uses for retargeted advertising on Facebook. We’ll be updating this page with more and more ideas as we come up with them.
Of course it’s not all smooth sailing, with internet experts Moz outlining some potential challenges facing marketers who utilise retargeting:
Retargeting isn’t exactly straightforward, but when you get it right it is worth the effort. More of your online advertising spend ends up targeted towards customers who are more likely to convert and costs per click should end up cheaper. All in all this should result in a considerably higher ROI and a larger amount of leads for your sales and marketing funnel.
As with any marketing techniques, Facebook retargeting should be part of a wider online marketing and content creation strategy and will generate better results the longer you run it. For some they might prefer the do it yourself approach of doing the work in house, while other small businesses might not have the resources to experiment in the Facebook back end or creative horsepower to design the ads and landing pages.
If you would like to discuss if Facebook retargeting is right for your business, book in for a free strategy session to see if and how I can help you to achieve results with Facebook retargeting using our proven strategies. To book in click the button below and select a time that suits you.