How to Incorporate a Facebook Ads Retargeting Strategy Into Your Marketing
If you haven’t already, it’s definitely time to incorporate Facebook Retargeting into your marketing strategy.
But first, what is retargeting? Put simply, it’s a marketing tool used to “target” those prospects who have, in some way, shown interest in your website in the past.
Why is this such a great idea? Well, those potential customers could have been one click away from making a purchase and, for whatever reason, decided to keep scrolling. Retargeting will remind them of their interest and, hopefully, turn them from “almost buyers” to customers.
It’s one of the highest ROI marketing activities for just about every business that uses it - so let’s get started!
Setting Up Your Facebook Retargeting Campaign
First, we’ll go over the steps you’ll need to take in creating a Facebook retargeting campaign.
1. Set up a Facebook account for business ads, if you haven’t already.
2. Log in to Ads Manager and select Audiences.
You can select Audiences from a dropdown menu on Business Manager.
3. Choose your audience.
Click on Create Audience and then choose Custom Audiences. In order to retarget, you’ll need to reach those who visit your site. Therefore, you’ll want to select Website Traffic.
4. Select your target audience.
Here, you’ll have the option of targeting different groups of website visitors. You can either choose to target anyone who visits your site, or you can choose a group or combination of groups based on different factors, like when they visited or what specific pages they visited.
5. Select a date range and name your campaign.
6. Get your pixel code and add it to your website for tracking.
Go to the Audiences section of Ads Manager and locate your retargeting campaign. Once you select it, click Actions and then View Panel from the dropdown menu. There, you’ll see your pixel code. Place this code on your website.
Time to Retarget!
No retargeting campaign is successful without engaging content, so your next step is to decide what groups of prospects you want to target and how you’ll gear your strategy to draw them in.
For example, if you want to target those who view your landing page but click away without engaging further with your website, then you’ve got to create ads with CTAs that reach this group. If you want to reach those who added items to their cart but didn’t complete their purchase, then make sure your ad’s language draws these potential customers back in.
Try one of these Facebook Retargeting Strategies:
Tell Your Story
Maybe you want to retarget those who engaged with your website but didn’t make a purchase. Retarget them with a video ad where you tell the story of your brand, give them a behind-the-scenes look into your day-to-day, or let them in on the inspiration behind your startup. Telling a story is a great way to re-engage hesitant customers, and it’s a less pushy way to create brand awareness.
From there, you can now target those who watched your video (or even part of it) with a first-time purchase promo code or a free product with their purchase.
Remind Them of Their “Almost-Buy”
We’ve all been there. We’re JUST about to make a purchase, and then we decide against it. Maybe we can’t justify spending the money. Or maybe we’re considering purchasing something similar somewhere else. No matter what the reason, customers don’t scroll through your product pages if they’re not interested in buying from you.
If you want to retarget those who have scanned through your product pages and those who have even gone so far as to add an item to their cart, simply create this custom audience (those who have viewed your product pages only). Then, exclude those who visited your order confirmation page since they clearly already purchased from you. Now, create an ad that draws your customer back in to ultimately make the purchase.
Welcoming Back Prior Customers
Maybe you’ve got an audience who purchased a while back but haven’t been around for a few weeks or even a few months. If so, you can draw these customers back with a simple ad targeted toward prior customers. Tell them you miss their business and offer them some kind of can’t-say-no incentive to bring them back into the fold.
Get Started on Your Retargeting Campaign Today
Retargeting is one of the best marketing tools to help you increase conversions and sales - so make this a priority! Of course, there are virtually hundreds of ways for you to reach back out to your audiences using Facebook Ad Retargeting. Test a few ideas, analyze customer engagement, and you’ll soon be running profitable ads that draw people back to your business!
Sean M. Fitzgerald - Local Marketing Strategist
Gung Ho Local, LLC
PS. I help launch a new small businesses almost every month. Contact Gung Ho Local for help with your Website, Branding, Printing and Apparel.