96% of people who click over to your website aren't going to stick around and most likely will not be making any purchases.
In fact, they'll probably have no memory of your site at all ten minutes after closing that tab. Perhaps less than that, even.
So now what? How can you possibly bring visitors back to your site and give them a push towards the conversion stage of the process?
And that's where Facebook ad retargeting comes in.
What IS Facebook Ad Retargeting?
Facebook ad retargeting is pretty much the practice of targeting the individuals who have already interacted with your brand in some capacity. If they added to their cart, for instance, but didn't convert, you can advertise specifically to that audience to get them to complete the purchase.
Facebook ad re-targeting is also powerful in a sense that you can cross-sell and up-sell to past purchasers who may have taken an interest in your products and converted the first time.
Prepare to be Blown Away by the Results
We're not kidding.
Its widely known that ad retargeting is greatly underutilized by online marketers. Which can be confusing given that 30% of online customers give positive feedback for retargeting campaigns in contrast to 11% who feel negatively about it, according to emarketer.
Not to mention that all of your retargeted visitors are a shocking 70% more likely to make a purchase on your website.
This means that with the right wording and graphics, snatching sales that seem lost through Facebook ad retargeting is actually relatively simple.
But STOP: Just Because it Works Doesn't Mean You Need to Go All-Out
After all, not all retargeting and remarketing efforts are effective or even "good" strategies. Let me explain:
If you're going to retarget, you need to keep several basic principles in mind:
For one, you need to know who you are retargeting too and when is the best time to retarget.
Because grouping all of your website visitors together in one big pile and then shouting ads out at them is absolutely not going to work if you want to be successful in your online endeavors. This is because each of those individuals have a different set of interests, likes, dislikes and ways they communicate. Which means you will need to do your best to cater to their individual interests if you want to close deals.
The best way to go about doing this is to create a Facebook retargeting campaign for each stage of your funnel. That means one for attraction, one for conversions, one for and one for the delight stage of your Facebook marketing flywheel.
Doing this will allow you to understand what offers will be most relevant to what audiences and what deals and information would best draw them in, making your campaign more successful and more organized.
A Few Facebook Ad Retargeting Tricks
If you're going to implement a Facebook Ad Retargeting strategy, you need to get your hands dirty and dive in!
There are a few tricks that we've found when it comes to retargeting strategies that work, so today, we're going to share some of them with YOU!
1) Advertise Where People are (Most Likely) to Make a Purchase
If you've found that your audience most often makes purchases on a mobile device as opposed to a desktop, or vice versa, you're going to want to make the most of this information by retargeting specifically for people using the devices more likely to convert.
2) Use Dynamic Product Ads
Let's say a customer hopped onto your site and checked out some of your products, but they don't make a purchase.
You can use dynamic product ads to show the customer pictures of the products they viewed to encourage purchases.
3) Engage the App-Installers
If you recently had an app download, but your customer isn't using the app, (either because they forgot or haven't had time to check it out) you can use retargeting ads to get their attention and remind them of their recent download.
How to Create Facebook Ad Retargeting Audiences
Remarketing. It's effective because the people you're retargeting are already familiar with your brand and the services or products your offering, which makes them more likely to convert when they see your ad.
The Facebook Ads Manager allows you to create several retargeting audiences, including:
- Custom audiences for website visits
You'll need the Facebook Pixel for this audience, which will leave a cookie when someone visits your site. This then translates into your audience seeing ads more relevant to them.
- Custom audiences for in-app activity
You'll need to utilize App Events for this audience, which will help you target specifically for people using your app.
- Custom audiences for Facebook engagement
One of my personal favorites because it allows you do things like retarget to people who commented on your posts, watched a certain percentage of your video, sent a message to your page or visited in and more. Definitely one of the most powerful custom audience options.
By using these custom audience tools, you'll be able to more carefully target to specific audiences, which means more conversions!
How to Get Started with Facebook Pixel
If you're really getting your hands dirty when it comes to Facebook ads, you're going to need the Pixel.
The Pixel will allow you to make sure certain retargeting ad campaigns are bringing results, create advanced and lookalike retargeting audiences and unlock additional tools and metrics that can be incredibly helpful in the Facebook advertising game.
To start using Pixel, find the "Pixels" section under your Facebook Business Managers account and follow the prompts to add a Pixel.
After following the prompts and giving your Pixel a name, you can add it to your site. There are two ways to do this. You can copy/paste the code into your website OR use a Google Tag Manager or Facebook Pixel Integration.
Copy/pasting is the easiest way to install, in case you were wondering. Just make sure you include the code on EVERY WEB PAGE.
..Aaaannndd That's a Wrap!
Okay. Maybe not an *actual* wrap, but you know what I mean. 😉
A couple things to keep in mind in terms of retargeting: Don't be too aggressive and be sensitive about the fact that you're dealing with real people who have real feelings and a real life outside of your business. You want to help, not hurt.
Do you have any insight into Facebook ad retargeting and ways to really capture your audience with your remarketing techniques?
We want to hear from you!