We’re all familiar with the impact of a well-planned retargeting campaign. Many of us are victim to this technology-led marketing ploy every day. Have you ever seen an advert pop up on Facebook for the exact item you were shopping for days earlier? We’re guessing you’ve made a few online purchases thanks to the power of retargeting.
For many users it can simply feel like coincidence, but these ads appear for a reason. Each time you visit an online shop, you’re essentially tagged or ‘cookied’. As you traverse the internet, this code follows you around, triggering ads from that same initial company.
While Google Adwords provide options for retargeting campaigns across websites, Facebook gives the chance to create tailored ads on the Facebook home feed. Given the popularity and average time spent per visit, this is an essential tool for re-engaging with existing customers and providing that helpful reminder to click back through to your site.
Even for the technologically challenged, it’s simple to get started but we’ve made it even easier with these top tips.
Don’t forget the basics
Neglect the fundamentals and your retargeting campaign won’t fulfil its potential. Once you have a Facebook Ads account, you’ll have the option to install the Facebook tracking pixel code on your website. These pixels are a fancy term for code, which will be used to create your custom audiences and trigger those personalised ads.
With that in mind, you’ll want to install pixels on various pages of the sites. For an ecommerce platform, this requires pixels on all product pages or at least, the most popular. Finally, make certain that the pixels are installed correctly and ensure they’re tracking effectively.
Upload your data
Why not take it one step further by uploading existing customer data gained from email opt-ins? That’s right, with Facebook you can create custom audiences which target only your loyal customers.
Showing ads to this audience generates impressive results with the best chance for conversions and improved ROI on marketing expenditure. After all, you’re retargeting those users which have shown the most interest in your products or services.
Upsell other products
Customers who have purchased one product will more than likely be attracted to other products or services on your site. As an example, a user may have bought your fitness ebook, so why not target them with your tailored diet plan service?
This form of upselling is a great way to get the most from your customers. Spending your marketing budget on this area could be far more rewarding than attempting to gain new customers in a crowded market.
Get the timing right
Facebook campaigns give the option to adjust the duration settings. Although it may seem like a minor detail, getting the timing right can have a major impact on conversions. Be sure to customise each campaign to meet your objectives.
You may want to target users who have visited your site in the last 30 days or those visitors which read a blog post within the last 24 hours. Whatever your time scale, it’s essential to consider the optimum duration settings of a campaign.
Avoid the unnecessary
Another impressive feature of Facebook’s custom audience setting enables you to exclude any users that you deem unnecessary. Depending on your site, this may include customers who have already purchased your e-book for example, or carried out the call to action. Having the option to avoid placing ads on the feed of these users will not only save on expenditure, it also stops you becoming an annoyance to those loyal customers.