Website visitors who see retargeted display advertisements are 70% more likely to convert. Businesses can use retargeted ads to capture leads on Facebook and convert those leads.
This page will cover the basics of Facebook Retargeting. We’ll also share six best practices to run a retargeting program.
So you can be sure you will always get the best results, we pay attention to Facebook’s constantly changing algorithm.
What is Facebook Retargeting?
Retargeting on Facebook is the process of showing ads to people who are already interested in your business. These people can be targeted to make purchases by targeting them, regardless of whether they have visited a page or added items in their cart.
Retargeted ads are something you may have experienced personally. Retargeting is something you have probably experienced if you’ve ever looked at products and then seen a Facebook advertisement for them. These ads are designed to encourage people to consider purchasing again.
Customers rarely purchase your products the first time they see them. They will hesitate to buy unless they are a regular customer or if they have products that they need to renew frequently (such as vitamins or cleaning products). It is possible for leads to get distracted shopping so remind them about the purchase they are considering making.
How does Facebook retargeted advertising work?
You can run an advertisement if you have a Facebook account for your business. This is where you manage Facebook advertising campaigns .
After you have logged in to the ad manager you will select “Audience.” Next, you can create an audience or create a custom audience. You have many options for targeting people with the custom audience. Choose your audience from:
- Customer files
- Traffic to websites
- App activity
- Facebook Engagement
Website traffic is a major factor in many companies targeting people. Companies want visitors to their website to purchase their products, particularly if they abandon carts or browse products for a while. Targeting people who interact on Facebook is a great way to reach them because they are more likely to engage with your ads.
Once you have decided where you want to draw your audience, you will receive a small piece of code that you can install on your website. This code is called the Facebook Pixel and allows companies to track visitors to their site and to remarket to them based upon their behavior.
It is a transparent 1×1 pixel which is fully visible on your website. It tracks visitors to track how they interact with your website. This behavioral data can be used to target them later.
Facebook offers many ways to target people. You can target:
- Everybody who visits your website
- People who view specific pages
- People who only look at one page and not the others
- People who haven’t visited your site in a while
Facebook offers complete customization options. To achieve the desired results, you can combine these targeting options. Once you have your code, you can track the behavior of your audience and create remarketing ads that convert.
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6 Facebook remarketing best practices
Here are some best practices to help you get started with Facebook remarketing.
1. Layer your custom audiences
Facebook allows you to layer your custom audience. This feature is very useful for your business as it allows you to refine your audience and target people more precisely.
This will increase the relevancy of your ad. Instead of targeting large groups of people, target a targeted group that is more likely to interact with your ads.
Let’s suppose you want to retarget people interested in diapers. Many people will view diapers. These include parents, siblings, grandparents, aunts and uncles, as well as friends.
One ad that is targeted at all these people won’t make it a unique experience. An ad featuring parents holding a baby might be appealing to moms and fathers but not necessarily grandparents. An ad featuring a grandparent holding the baby would be more appealing.
You can increase engagement by tailoring your experience to your audience. This will result in more conversions for your business.
2. People who like your page already may be re-marketed
It’s the best way to convert visitors to your site. Why not target people who like your page already?
People who like your page already have an interest in your business. They are familiar with your products and have chosen to like your page. People who expressed an interest in your products or services can be remarketed.
These people are loyal to your company. Your page is liked by them so they can find something that interests them. Remarketing is a way to market your products or services to them.
3. People who abandon carts
Most people don’t buy a product right away. Many people add products to their shopping carts, but never complete their purchase. This is a great opportunity to market your products through Facebook, whether they are distracted or not sure if they want the product.
These people are very close to conversion. They went on to add the product to the cart but didn’t buy it. Remarketing ads can bring them back to your page and complete the transaction.
A Facebook ad can feature the products they are interested in buying. You can also give them a compelling reason to buy. This will create an urgency that motivates them to buy.
You could offer a limited-time discount. People are more likely to buy a product when they know they have limited time. This helps you to convert more customers for your business.
4. Once they convert, you can exclude them
Conversions are the ultimate goal of any campaign. Remarketing ads can help you achieve those conversions. It is important to exclude leads from your remarketing campaigns once they have converted.
People don’t want to see the same ad for a product that they have already bought. They may become annoyed at your company if you continue to advertise that product to them. People don’t like to see advertisements for products they have just bought.
Make sure you exclude those who have already converted from your Facebook remarketing campaign. This will ensure that your customers are happy.
5. Do not be afraid to offer discounts
Making people an offer is one of the best ways to get them to convert from your remarketed FB ads. Many people abandon products they add to their carts. They may return to their carts if they are offered a small discount.
The discount doesn’t have to be offered immediately. It is best to get them to convert right away from the first remarketed advertisement. A small discount may be offered to convert people who click on your remarketed advertisement.
You don’t have to offer a huge discount. People will convert if they see a $5 discount or a 10% off their order.
However, it is essential that the discount be unique for each person. You should give them a unique code they can only use. This will make it easier for them to convert.
6. Check out your ads
Remarketed Facebook ads should be tested just like any other ad. To determine which version is most effective for your audience, you should conduct A/B testing.
You can test many elements in your ad. Your photo, call to action or title are all examples of elements you can test on your ad. These are all important elements that can influence the performance of your ad.
Each element should be tested individually. Make small, but noticeable changes. Your results will become confusing if you make too many changes. It will be difficult to identify which elements positively influence your ad.
You can test your ads to find the best ad for your audience. This will allow you to drive more sales for your business.
Kobe Digital can help you convert through Facebook retargeting
Facebook offers a great way to get more qualified leads for your business. These leads will be retargeted and you can push them to convert with retargeted advertising. Kobe Digital has years of experience in running social media campaigns that deliver results.