When people land on your website, it’s because they’re curious about your business and the products or services you offer. However, many visitors are just browsing, get easily distracted, and click away quickly. Even with the most attention-grabbing website and highly compelling content, it’s not likely you’ll land a buyer who’s just stopping by for the first time.
Even if you’ve piqued their interest or enticed them to join your email list, the first website visit is only the beginning of a developing relationship with each website visitor. But once someone has shown interest by visiting your site, wouldn’t it be great if you could remind them why they should return? Well, thanks to remarketing (a.k.a retargeting) ad campaigns, you can do that.
If this is news to you, I can assure you that you’re already familiar with remarketing and you encounter it every day. Have you ever noticed how when you’re shopping for a new pair of boots online or researching that gadget you’ve been geeking out over, you suddenly start seeing ads for that exact item everywhere you go on the web? That’s remarketing at work.
Remarketing isn’t new. It’s been going on for years. However, in the past few years the tactic has become far more prevalent, and we’ve all come to expect and even welcome it. At one point, you might have thought remarketing was an odd coincidence until you eventually recognized it for what it was — a clever technology-driven marketing tactic. The company whose ads keep popping up wants to make it easy for you to buy something that already caught your attention.
You might think to yourself, ”Oh, yeah. I haven’t registered for that conference yet and I’m about to miss the early bird special. I’m glad this ad reminded me.” Or you might think, “That’s right! I do deserve that massage I’ve been putting off. I’m going to go ahead and make an appointment now.”
So rather than getting bombarded with ads that are of no interest to you, remarketing campaigns serve as helpful reminders. Which is why, from a marketer’s perspective, you want to look at setting up your campaign that way.
Retargeting is a powerful digital marketing technique, and Facebook (as well, as Google AdWords, but we’ll save that for another time) has made it accessible and affordable for savvy small business advertisers like you. Stay tuned, and I’ll give you 5 tips on how best to take advantage of what they offer:
Start on the right track
Before setting up a remarketing campaign, you first have to track and create the audiences you’ll be targeting with your ads. You can get started by putting the foundational pieces in place. First make sure you have a Facebook Ads account set up. Then install the Facebook tracking pixel code on your website, keeping in mind that you may want to install separate pixels on various pages within your website. The pixels are the code that will create your custom audiences and trigger the display of your ads. Be sure that the pixels are installed correctly, in the proper locations, and that they are actively tracking.
Add your peeps
Facebook also allows you to upload your email marketing list data into your Facebook advertising account to create custom audiences. This feature allows you to implement campaigns that target people who, for example, opted in for your newsletter or free offer and to create ads that target your customers. Showing your Facebook ads to people who have already already indicated a strong interest in your business will help you to stay top of mind, increase your conversions, and improve your marketing ROI. Rather than spend dollars on strangers, you’re spending more of your marketing budget gaining exposure with people who already like you.
Segment your audience
Remember the new hiking boots you’ve been eyeing at your favorite big box sporting goods store? Why would that store suddenly start showing you ads for soccer cleats, when they only know you’re interested in hiking? Big retailers are using third party tools or they have a team to work on this. Think carefully about how to best segment your audience. Place separate tracking pixels on various pages and create campaigns that specifically target people who have landed on those pages. If they are checking out your center’s pre-marital counseling services, don’t show them an ad about post-divorce counseling. If they checked out your corporate meeting planning page, why show them an ad about your wedding planning services?
Timing is on your side
Want your ad to show up for people who read your blog post or peeked at the program you’re launching within the past 24 hours? Would you like to re-engage people who visited your site three months ago, but they haven’t been back since? Want to remain top-of-mind with people who have visited your site within the past 30 days? Your retargeting campaign can be customized to fit any of these objectives if you adjust the duration setting. Think strategically about how you can adjust and use timing to your advantage.
Upsell and Cross-promote
Would someone who purchased your eBook benefit from joining your membership program? Would a member of your program benefit from a one-on-one strategy session from you? Your remarketing campaign can target those people using an email list you’ve uploaded as well as customers tracked using a pixel on your “thank you” page. Conversely, you can use those custom audiences to exclude people who have already purchased something, so as not to annoy customers and to use your budget efficiently.
Facebook remarketing campaigns can be simple and straightforward or they can be highly complex and laser-targeted. To be most successful, stay focused on best serving your most interested prospects and customers. Think of the remarketing campaign ads as an opportunity to remind people how you can help them get what they want and need.
Need help setting up your Facebook remarketing campaign? Give us a shout!