Have you used Facebook Retargeting Ads? If not, you’re missing out on a huge opportunity to capture hot leads.
It’s a useful tool in the ad marketing toolbelt. Here’s a basic example of how it works:
A person visits your website, yet they leave without making a purchase (sound familiar?). Facebook ad retargeting helps get them back!
This advertising method on Facebook shows your ads to visitors who previously visited your website (or interacted with your Facebook or Instagram page). It’s growing in popularity and for good reason: retargeted users are 70% more likely to convert on your website compared to cold users.
Facebook Retargeting Ads can involve a bit of trial and error. To assist, we’ve put together a helpful guide for giving it a go.
It’s suitable for the Marketing Funnel.
If you follow Future Marketing (if you don’t, please do!) then you’re probably not surprised we’ve mentioned the Marketing Funnel so early in this blog post.
Let’s remind – or introduce – you to the 4 stages of the funnel:
Top of the Funnel
Awareness: The first chance to communicate with your target audience. Show them your products/services and your expertise.
Middle of the Funnel
Consideration: Your opportunity to build relationships with potential customers. Go deeper with your content and show your offers.
Bottom of the Funnel
Decision: Your most engaged visitors from the middle of your funnel will be close to buying. Close leads and make sales.
End of the Funnel
Retention: Here, you can nurture your buyers and sell additional products/services.
Your Facebook advertising strategy will be most effective if it follows a flow unique to each funnel stage. It needs to do more than promote the same ads and offers to everyone.
For example:
Awareness: This stage includes the people who are unfamiliar with your product. Here is the chance to educate them and show your offers.
Consideration: Here, you’re communicating with people who are already engaged with your brand or product. Retargeting works great with an audience at this stage of the funnel!
Decision: These are very warm leads. It’s very likely they’ve been on your website or social pages, and they may even have one of your products in their shopping cart! Retargeting this audience with unique ads will significantly increase conversion rates.
Retention: Your existing and past customers hang out in this stage. Continue to engage them by showing unique Facebook ads that upsell and promote new products or additional services.
Facebook ad campaigns work at each stage of the funnel, however, remember to set up the ad differently for each stage.
Specifically, set up Facebook Retargeting Ads for the later stages of the funnel.
Here’s how Facebook Retargeting Ads work in three easy steps:
- A person engages with your brand via your website or social pages, specifically Facebook or Instagram.
- Facebook algorithms identify that person’s Facebook account.
- The person will see your Facebook ads if they’re part of your retargeting audience.
For example, you can customise your retargeting campaign to reach all past website visitors.
Why should you use Facebook Retargeting Ads?
It’s clear why retargeting is one of the most effective marketing strategies. People are much more likely to purchase from a company that they know rather than from a random company.
They also have a very high ROI. It’s a remarkably cheap way to run advertising and it has a very high impact. People seeing the ads are generally very warm already.
Why Facebook?
Facebook has a very wide reach: it has 2.76 billion active monthly users. Most likely, people who visit your website also have a Facebook account which half of them log in to every day.
And it’s a similar story over at Instagram. By combining Facebook and Instagram ads, you can also reach a younger audience.
Understanding Facebook Custom Audiences
A key component of Facebook Retargeting Ads that we’re yet to mention, is Facebook Custom Audiences. This is a crucial part of any Facebook ad strategy. You will get better results and lower your Facebook ads cost.
Most of your Facebook advertising success depends on setting your audiences correctly, right from the start.
The most used remarketing audience is “past 30 days’ website visitors”, but there are plenty of other settings that bring great results.
You will need to insert the Facebook Pixel Code into your website first, then you can create your retargeting audiences. (To learn more about the Facebook Pixel Code, contact us at info@future-marketing.co.uk and we can guide you.)
Targeting 2-3 audiences at once is best, however if your website has high traffic volume, you can consider segmenting your audiences further.
Here are some audience segments you can create:
- The past 30, 60, and 90 days’ website visitors
- People who visited your pricing page in the past 30 days
- Repeat visitors to your blog
- Visitors of some specific landing pages and blog articles
- The past purchasers of your online store (remember the Retention stage of the funnel!)
- Online shoppers who added items to their shopping cart but didn’t complete their purchase
- Online shoppers who looked up specific products or product categories
Facebook Retargeting Ads help
Hopefully, Facebook Retargeting Ads seems less of a mystery now. Facebook retargeting campaigns can lead to an uplifting boost in the number and quality of your leads.
If you need help and guidance with your Facebook Retargeting Ads campaign, or getting started with Facebook Ads, Marketing Funnels, or understanding your target audience, contact us at info@future-marketing.co.uk. Let us know your vision and we can help.
