Remarketing is the process of showing custom ads to visitors who have engaged with your brand online. When a user visits a social media page, landing page, or website, a pixel/cookie is added to their browser. Cookies and pixels allow ads to follow these users to other digital spaces that contain content based on the info of the cookie. Facebook remarketing is a proven tactic for enticing customers who previously escaped your sales funnel to return and convert.
Understanding How Facebook Remarketing Works
Facebook remarketing provides pixels for business owners to zero in on specific visitors who perform a certain action on their websites. For example, a visitor may have viewed a product or added items into their carts without completing the purchase. With a pixel, businesses can encourage visitors to learn more about a product/service, purchase a product, cross-sell and upsell new items, serve targeted ads to visitors who bounced, and reinforce their brand message.
Although other social networks are gaining substantial traction, Facebook remains the standard for digital marketing success. If you are planning to use targeted advertising strategies to increase sales, Facebook is undoubtedly one of the best places to start.
How Does Remarketing Help Business Owners?
This form of PPC marketing helps reduce cart abandonment. Business owners can remind visitors that they may still want a certain product and it is still not too late to grab them while stocks last. In order to capture the attention of cart abandoners, one can utilize Facebook’s tracking pixel to show targeted ads based on the visitor’s behavior. For example, you can reach users based on the activities they have completed or via the device they used. All of these solutions help keep your products and brand fresh in their minds as your target audience continues browsing the web.
How to Maximize Facebook Remarketing Opportunities
Firstly, you must know who to target. For example, visitors who are most likely to buy, visitors who viewed a landing page, visitors who viewed one or more blog posts, or visitors who viewed your pricing/fees page (a huge indicator that they are interested in your offerings).
Secondly, you will need to make sure that your ads are relevant to the target audience. Although demographic data is the most broad and reliable information available, this type of data alone won’t place you in front of your target audience. In some cases, business owners might need to create separate advertising campaigns for every stage of their Facebook marketing funnel. This allows businesses to cater to their Facebook audiences’ varying expectations and interests.
Thirdly, the timing of one’s Facebook remarketing campaign matters. In addition to keeping your brand, product, or service fresh in a potential lead’s mind, ads should be customized according to your customers’ needs and wants. If your sales cycle is short, consider remarketing to website visitors from the past 15 – 30 days.
Facebook remarketing campaigns can help maximize one’s paid advertising efforts by reducing cart abandonment, offering incentives to drive conversions, and keeping the brand fresh in leads’ minds. To get the most out of it, remember to refine your targeting and ensure that you only serve ads to relevant users.