Have you ever noticed how things that you look at online sometimes follow you around on Facebook? This is not coincidence, but something utilizing Facebook retargeting ads. If you’re not familiar with retargeting or how it works on Facebook, it is an important to understand and learn how to use this tactic so that you can get the most out of your Facebook ads by targeting those who have already shown interest in your ad. In this post, I’ll talk a little bit more about what retargeting is, how it works on Facebook, and why it is beneficial for effective Facebook marketing.
What is Retargeting?
Retargeting allows you to reach out to visitors again with related offers after they have already left your website. When a person visits your site, they are tagged. A piece of code is placed on the page that they have visited, which allows you to follow the user around the web and serve ad content on social media platforms or websites.
For instance, let’s say that you are looking at a new pair of boots on a department store website. You place these boots in your online shopping cart, but for whatever reason, you do not go through with the purchase. Later, an ad for these boots appears in the top banner of a different website. This may seem like a strange coincidence, but in reality, it’s retargeting.
One platform that allows you to remarket or retarget leads and customers is Google AdWords. Whether you target all website visitors or just those who have taken a certain action, Google will serve ads to these visitors across websites on the Google Display Network. This allows you to reach out to those who have already shown interest in your brand and attempt to capture their attention once again.
What are Facebook Retargeting Ads?
Facebook retargeting is very similar to retargeting on other platforms as it allows you to serve ads to those who have already visited your website and shown interest in your brand. There are a few different ways that Facebook allows you to retarget to those who have shown interest in your brand:
- The Customer List option allows you to serve ads to contacts from your customer list. You can use email addresses or phone numbers to target and tailor your ad message to specific people who your brand has already interacted with. This list can be pulled directly from your CRM and downloaded to Facebook.
- Website Traffic works very similarly to Google AdWords. This option allows you to serve ads to those who have visited your site. Using a Facebook Pixel (or piece of code used to track website traffic) you can then use Custom Audiences to create targeted groups of people who have visited a certain page on your site or taken a specific action.
- Facebook also allows you to target people based on App Activity. This is an option for brands that have an established app. It allows them to reach back out to people who have recently used the app or offer further product suggestions for those who have completed a purchase using the app.
These three retargeting options help you reach out again to those who have made an attempt to become familiar with your brand. Whether they have given you their contact information, visited your website, placed items in an online shopping cart, or used your app, they have already taken some type of action that shows they are interested. Why not take advantage of this interest?
Benefits of Facebook Retargeting
Now that you know what retargeting is and how it works on Facebook, it’s time to talk about why it’s important. Here are just a few benefits that Facebook retargeting ads can offer:
Facebook retargeting ads have a lower cost-per-click rate than retargeting ads on search engines. This is because when users search for brands like yours on search engines it is because they are looking for the type of products you sell. However, when users are on Facebook, they are not typically looking for your products right at that moment. This means that Facebook retargeting ads have a lower price point, and ultimately, a lower cost per acquisition.
Converting first-time buyers is no easy feat. Some customers become interested in your products and may even place a few items in the online shopping cart, but for some reason or another they don’t follow through with the purchase. This could be because they want to do more research or even just because they got distracted by something else. Facebook retargeting helps you stay on top of the customer’s mind by reappearing in their Facebook feed and reminding them of why they were initially interested. This can help drive new conversions.
Reach Similar Customers
Retargeting doesn’t just help you reach out to people who have already shown interest in your products. This tactic also allows you to find similar users who have not yet interacted with your brand. You can use the Lookalike Audiences feature to reach more leads by creating new audiences that resemble the Custom Audiences in your retargeting campaign. In no time, you’ll be on your way to reaching a new audience of potential customers with interests and traits that resemble the audience you are retargeting to.
Now that you know how to use Facebook data to retarget to a targeted audience, you can begin to reach back out to leads and customers who have shown interest in your products. When you create retargeting ads, be mindful of ways to fight Facebook ad fatigue so that your ads have the optimal effect. With no minimum investment, retargeting can fit well into any Facebook ad strategy, regardless of budget.
Have you tried Facebook retargeting? What was your experience? I’d love to hear in the comments below.
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