Have you run remarketing campaigns on Facebook?
Are you reaping the full benefits of Facebook ad retargeting?
To allocate your Facebook ad spend more efficiently, you need to target people who are interested in your product or service.
Remarketing has historically meant targeting those who visited a website you own with an ad — in this case, a Facebook ad. Advertisers are able to show ads related to a blog post that was read, product that was viewed, search that was made and a whole lot more.
This includes the manual creation of ads and Website Custom Audiences, but it also includes Dynamic Ads. Note that the focus for this post will be on the manual creation, since this is something that any advertiser can use.
Remarketing on Facebook usually has a lower cost per click when compared to remarketing on search engines. The reason for the lower cost is that Facebook traffic is supposed to be less targeted than search engine traffic.
On search engines, users are looking for a given product or service, and therefore they are asking for your service (pull marketing). On social media, you are exposing users to an ad while they are doing something else, and therefore they might not be as likely to convert (push marketing).
The result is that Facebook ads have a lower price point than search engine ads, because technically, Facebook users aren’t looking for your product or service right now.
But as you probably know, targeting via Facebook can be as granular as you like. Use that to your advantage. A hyper-targeted audience guarantees cheaper traffic from the audience you’re after—in this case, users who have visited your website, but have not converted yet.
The way to convert the audience you’re remarketing to is to have consistent, quality marketing. Customize your message in a way that includes relevant and additional information to what customers already know about your product from visiting your site.
Converting first-time visitors into buyers takes time. If your industry is competitive, people are more likely to browse multiple sites before completing a purchase.
In most cases, people visit your site, and then click away so they can compare your prices with someone else’s. When they’ve gone, some visitors may forget your name and you end up losing a sale because they can’t find their way back to your site. Or maybe they missed that one selling point that could have made the difference.
Remarketing to your website visitors who didn’t convert works to remedy those situations. When those visitors see your ad on another site (e.g., Facebook), you become more recognizable and that boosts your chances of completing the purchase cycle.
You can exclude users who have completed a sale by simply creatinga custom remarketing segment for people who have visited your thank-you page, and then preventing them from seeing your campaign.
You don’t have to limit your remarketing to potential customers. Showing ads to a wider audience—like those who have already bought from you—allows current customers to interact with potential ones. Happy customers often share positive comments and engage with your content.
When a potential customer sees those comments via remarketing, he’s likely to have a more positive impression of your brand and that can maximize your chances of conversion.
That connection also increases brand loyalty—and loyal customers are worth more than new customers, because they’ll continue to buy from you at no additional (or at least minimal) cost per acquisition.
Speaking of loyalty, when you extend your audience to include current customers, upselling is much easier, more social and more engaging. When customers see your familiar company on Facebook and Twitter, the chances you’ll generate engagement and additional conversions are much higher.
Leveraging the Facebook data and tools available to you, you can remarket precisely to the audience you need to reach—potential customers, existing customers and even people who have never heard of you. And since there is no minimum investment, it fits easily within all budgets.
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