Introduction
Facebook is the top and most used social media platform around. It can help businesses increase their revenue by reaching the right customer through numerous cost-effective methods.
Facebook remarketing holds a prominent place out of them; if you’ve ever looked at a products or services website and saw Facebook & Instagram ads repeatedly for a few days later, there is a good possibility you are experiencing retargeting ads.
These ads are specially designed to get potential customers to purchase, as research shows that people rarely buy for the first time. Let us take a look at how Facebook Remarketing can benefit your business.
What is Facebook Remarketing?
Facebook remarketing is the process where businesses can run highly targeted advertisements to the people who visited their website or landing page.
For example, let’s assume that you manage an eCommerce page. While analyzing the data from Google Analytics, You realize that your website is getting high traffic to the checkout page, but the number of conversions is so low.
If you can drive those people to the conversion stage through a Facebook remarketing campaign with an exclusive coupon code to incentive them to complete their purchases, your revenue can increase effectively.
However, it is important to note that remarketing is not about “stalking” your potential customers or hunting them down.
Source: Photo by Pixabay from Pexels
How do Facebook retargeted ads work?
Before you run a Facebook remarketing campaign, you need to understand how it works. If your company has a Facebook business profile, you can use the Facebook Ads Manager to run advertisements through it.
In the Facebook Ads Manager, you will be able to select an audience. Then you can determine which audience you will be displaying the advertisements to.
However, Facebook remarketing is quite different from that. You will need to use a tool called the Facebook Pixel to run your remarketing campaigns.
Facebook Pixel is capable of locating and determining the visitors who come to the website. The Facebook Pixel is a small 1×1 transparent pixel. When you include this pixel on your website, nobody will be able to see it.
However, it can track the visitors who are coming to your website, gather their behavioral data, and continue to target them at a later stage without being impacted by ad blockers that are blocking most native ads.
There are different methods you can leverage to target your past website visitors on Facebook & Instagram. You can target them with these four commonly used methods:
(1) Anyone who visited your website or landing page
(2) Anyone who visited a certain page of your website
(3) Anyone who has not engaged on your website for some time
(4) Anyone who visited a certain page of your website but not others
Which Goals You Should Have for your Retargeting
You need to have two main goals when you are running a Facebook remarketing campaign. So let’s explore what those two goals are.
Awareness
Awareness campaigns are quite effective when you need to re-engage your website’s visitors to build brand trust. Then you will be able to provide them with relevant features, products, and announcements. You can continue to create awareness based upon pixel-based lists.
Conversion
Conversion goals are the ones where you tempt people to click on an ad and then move to the next step, such as filling out a contact form on a landing page. You will use the conversion campaigns to align a list with the clear next step in the flywheel. You can also measure the standard conversion metrics such as form submissions, website clicks, and cost per lead.
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Who Should I Retarget on Facebook?
When you want to proceed with Facebook remarketing, you should also know whom you are retargeting. Here’s an overview of whom you need to retarget on Facebook.
1st – Website visitors within the past 30 days
People who visit your website within the past 30 days are the ones who recently interacted with your business. Hence, you will need to focus on running Facebook remarketing campaigns while keeping them in focus. In addition, since those people are familiar with your business, you will have better chances of converting them.
2nd – Visited a contact page, but not a conversion page
People usually contact you through the contact page when they have a question. However, not all those people would convert for some reason. While keeping that in mind, you will be able to proceed with running Facebook remarketing campaigns. Then you will be able to provide them with another chance to buy from your business.
3rd – Previous customers that have not purchase from you for the last three months
Generally, the customer who purchased products or services from your business during the past three months has a strong understanding of what you are offering. Hence, you can think about running a Facebook remarketing campaign targeting them as well. Since those people already have a positive impression of your business, you will be able to convert them without a struggle.
4th – Lookalike audiences
Once you upload a customer list into Facebook, the advanced algorithms will locate Facebook profiles and the individuals you plan to target.
This will be the lookalike audience. You can promote your business to a lookalike audience through Facebook remarketing as well. It can deliver profitable returns.
5th – Video viewers
Suppose your company uses videos as a part of your Facebook marketing campaigns. In that case, you may consider those viewers into Facebook remarketing campaigns. This simple but highly cost-effective method is available to convert those viewers into highly profitable customers.
Case study
Assume a yoga studio in Singapore, which runs paid ad campaigns and wishes to generate a good return from the investment.
However, the yoga studio also notices that the number of conversions is minimum. Most website visitors generated through Facebook ads land onto the contact page, but they don’t convert.
By analyzing the data generated, the yoga studio understands that most people don’t convert is because of the price.
So this is where the yoga studio can come up with a discount offer and make that discount offer visible for the people through Facebook remarketing.
Conclusion
Facebook is the leading social media network out there. Hence, almost all your website visitors have their own Facebook profiles. On the other hand, they access their Facebook profiles daily as well. While keeping this in mind, you need to look at Facebook remarketing and increase your chances of converting visitors.
