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Has this happened to you? As you casually scroll on Facebook, checking in on your closest friends or watching a video that makes you laugh when the product you decided not to purchase yet appears in your newsfeed. The eerie sense that you are being followed may rise to the surface, but don’t worry, this is a common marketing strategy we can explain!
What may be a strange coincidence for consumers is one of the most successful marketing tactics for businesses. According to Neil Patel, 96% of website visitors are not yet ready to buy a product. Further still, only 8% of customers will return to complete their purchase or submit a form after abandoning their cart. That’s a ton of business opportunity to be left behind.
Retargeting is a form of online advertising that allows businesses to target ads to serve people that already .png?width=300&name=Untitled%20design%20(16).png)
have some type of familiarity with their brand.
There are two types of retargeting:
Leads that are “warm” (users who have already engaged with your brand) are more likely to convert, so it’s important to stay top of mind. A successful retargeting campaign on Facebook has the potential to increase website conversions by catering content based on how your audience is already involved with your brand. It’s a way of personalizing communication to help move prospects further through your sales funnel.
Think about the process you take as a consumer before making a purchase. Rarely will you ever buy the first time you see a product or service. Instead, you will do your due diligence and conduct research. Oftentimes, that research leads you to the website to learn more about the business and its offerings.
The most common form of Facebook retargeting is reaching prospects that have already visited your website. Re-engaging warm leads earns a better response on social media. In fact, according to Connectio, retargeting ads are 76% more likely to get clicks than regular display ads. If the results are that impressive, nothing should stop you from testing this out for your business. Here’s how to get started:
In order to retarget website visitors, you must be able to track who is visiting your website. Facebook’s tracking pixel is a snippet of code added to the back end of your website to measure, optimize, and build audiences for your advertising campaigns. The Facebook pixel allows you to track data and register actions on the website based on two different types of events:
It is important to understand your capabilities when it comes to manipulating code. If you have a website developer or if you are comfortable editing website code, standard events give you more features.
There are 17 standard event codes you can simply copy & paste on the back end of your website:
Additional pieces of code, called parameters, include more details to standard events such as price, value, category and more.
For those that are not as comfortable coding, custom conversions are a great alternative to tracking the actions of your website visitors. Rather than manipulating code, you simply track actions based on specific URLs or URL keywords.
As the Facebook Pixel collects data, you have more targeted website visitors are low hanging fruit for businesses looking to increase their conversions online. They have already begun conducting their research
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and have some type of familiarity with your brand. Stay top of mind and target these website visitors with ads that lead them further into your sales cycle. ways to reach people who have engaged in your brand.
Custom Audiences are an essential part of Facebook retargeting. In short, these are the people thathave already come in contact with your brand.
To begin building a custom audience, navigate to your Audience Dashboard. At this point you want to Create Audience, and choose Custom Audience. Select Website Traffic from your list of options before deciding which variation will help you best achieve your goals. Decide to segment your traffic audience over a course in time (up to 180 days) by:
Pair segments together or include certain audiences to target the exact audience you hope to reach. Only then will you be able to personalize content to lead them closer to working with your business.
Once you are able to build audiences based on the data you have tracked with your Facebook pixel, you can personalize your creative to help move your intended audience further through their buyers journey. What will entice them to move to the next step in doing business with your brand?
Facebook retargeting is not simply a form of mind-reading - it's a strategic approach to communication based on many different data points to help personalize a customers experience. Some of the benefits of this tactic include:
Retargeting is an excellent tactic to close more sales. You’re reaching consumers who have already shown an interest in what you have to offer. By using this method, you stay top-of-mind for users looking for solutions to their problems in a seamless way.
At Modern Driven Media, we understand the complexities of retargeting. If you’d like more insight into utilizing a Facebook retargeting strategy or have questions about social media marketing, feel free to contact us.
