Finding it hard to convert your visitors into buyers? With the ‘shopping cart abandonment’ rate on the rise and people leaving your website to never return, it’s quickly becoming imperative for businesses to find a way around this problem. What’s going on with your advertising? Is it something you said in the copy that ruffled their feathers? Or maybe it’s the pricing of the services or products. You can never be careful enough how you set up and manage your marketing campaign. Because digital marketers stand to lose lots of users if a campaign doesn’t strike quite the right mark, it has become all the more important to use Facebook Remarketing to win back people who may otherwise never return to your business of their own accord.
Statistics show that retargeting users who left your landing page without taking the desired action, are more likely to convert when they see you again on their Facebook feed. Whether you’re just starting out with Facebook ads or trying to improve your conversion rate, you should explore retargeting to achieve the best effects.
So let’s find out how you incorporate the Facebook Retargeting technique into your marketing strategy.
So what’s retargeting on Facebook?
Your campaign is generating steady traffic but it keeps falling short of converting users into real customers. Facebook Retargeting is basically the process of creating and managing ad campaigns targeting past visitors to your website. With a tracking pixel, you can track down and retarget on Facebook the users who left your website. You get another opportunity to persuade users into taking a profitable action.
Now, contrary to popular belief, retargeting isn’t about putting your stalking skills into action or trying to convert the reluctant visitor. Rather, it’s about understanding the true needs and tastes of your audience so that you can reach out to them more effectively. Before you can get down to doing that, you need to make sense of the custom audience and Facebook pixel.
Understanding your Custom Audience and Facebook pixel
The best part about Facebook Retargeting ads is that you can target your audience based on a variety of layered behavioural metrics of visitors.
- Visitors who spend a certain amount of time on a landing page
- People who haven’t visited your site in a while
- Users who visited a particular page on your website
Yes, you can define your target audience using all types of metrics and reconnect with people who have previously shown some interest in your products or services. This is the sole purpose of creating a Custom Audience as it will help you figure out who you are targeting.
You can create a Custom Audience through various options like customer files, website traffic, app activity and engagement.
We will be specifically exploring the website traffic option as it will let you use a pixel.
Now, a pixel is essentially a tracking code that helps you track visitor behaviour and subsequently retarget them on their Facebook feed. To start tracking, all you need to do is copy and paste the pixel code on your website. If you’re a website owner, you may already be familiar with installing analytics code and, aside from a few tweaks here and there. It’s basically very similar to that process.
Select the website traffic option where you want to tailor your targeting.
Let’s say you want to target people who visited a specific product page on your website, you can include the webpage URL and retarget anyone who landed on it. Make sure to give a name to your audience and write a description of the task.
Once your audience is populated, you can either integrate your pixel through a third-party platform such as Shopify or you can manually copy and paste the pixel code onto your website. Facebook offers an easy guide for installing its pixel and testing its functionality.
Facebook allows marketers to track specific user actions on their website by using event codes. By implementing event codes you can monitor actions like visitors clicking on tabs or adding products to the shopping cart.
Note that Facebook says that the pixel activation may take up to 20 minutes.
Of course, you can work with a host of variables and make many technical tweaks to Facebook campaigns. Such unmatched freedom to experiment is part of the reason why marketers love advertising on Facebook. It essentially enables them to target exactly who they want, at the budget of their choice and, more importantly, get the best out of their ad spend.
Getting the best out of retargeting campaigns
You have probably stumbled upon an ad that felt like it was specifically designed for you, haven’t you?
You checked out an online store and clicked on an item before leaving the website. A few hours later you find an ad in your Facebook feed about the same product you were looking at on the website before. Most Facebook users have the same story to share.
So what happens next? Upon seeing the ad, some return to the site and end up buying the product while others simply get irked by seeing the product again. Your job as a marketer is to identify their desires and target them with ads that can rekindle their interest and potentially turn them into buyers. This is what makes Facebook ads so unique, in that they let you fine-tune your campaigns. However, the success of your Facebook campaign is by and large determined by how well you define your Custom Audience.
Once you properly identify and define your audience you will be better equipped to connect with them. If you are an online store that makes hip t-shirts for teenagers, you want to create your ads with copy and design that really connect with your target audience.
For instance, your chic t-shirts intended for teenagers wouldn’t perform well with middle-aged men. So, while creating copy and creatives for your Facebook ad, research as much as possible about your Custom Audience. The better your understanding of their demographics, interests, likes/dislikes and trends, the more relevant your ads will be..
Even if you have no detailed plans about segregating your website traffic, you can still tap into retargeting techniques and drive sales. After all, you can use remarketing to measure results and understand what’s working and what isn’t.
Why you should invest your time and money in FB Retargeting
Irrespective of the size of the business they are trying to promote, marketers see Facebook as the ultimate platform to attain desired results in a short span of time. The infinite possibilities and functionalities of Facebook ads make it instantly preferable to most other marketing platforms. Running an FB Retargeting campaign based on the real needs and tastes of a Custom Audience goes a long way in improving the conversion rate of visitors into customers.
Of course, you shouldn’t simply funnel money into Facebook without conducting proper research or defining your Custom Audience.
When deployed by experienced and certified specialists, retargeting campaigns can help to turn all your bounced traffic into buyers and loyal customers. The certified Facebook marketers at Mr Digital have helped businesses grow way beyond their owners’ expectations.