We live in a big, big world, but the Internet and social media have made it seem smaller and more accessible. It has become easier to reach people across the globe, and this has made marketing a much easier feat than it used to be.
The challenge is in creating new ways to attract our audience, who have probably already seen much through their use of social media. Ads need to be tailor-made to fit the target audience’s needs, interests, and demographic based on their browsing history and search engine entries.
Luckily for us, the problem posed by the Internet can also be solved via the Internet.
There are several reasons why remarketing campaigns, specifically on Facebook, work. Here are a few of them:
- Remarketing campaigns allow you to target your ads to specific groups of people based on their behavior. This allows you to show them what they need and elicit a response you want from them.
- The people you target are no longer cold leads—they are likely to have already seen your ad before and just need that little extra nudge to lead them in the right direction.
- You’ll have a smaller audience, which ultimately means each person you reach will be more likely to convert into an actual customer.
All of these benefits come from remarketing strategies done right. Here are proven and tested strategies to re-engage prospects and customers on Facebook that will help your re-marketing efforts.
1. Determine a reliable way to track your campaign
Before launching any remarketing campaign, it is important to figure out a way to efficiently track it. You can do this by creating Facebook Custom Audiences in two ways: use the plugin Pixel Caffeine in WordPress to create remarketing audiences or add Facebook Pixel to your site. To check that you have correctly configured the Facebook Pixel, you can use the Facebook Pixel Helper Chrome Extension.
Facebook Pixel has three major features: custom audience, custom conversions, and custom and standard events. Using a piece of code that you put on your website, Facebook is able to track the users who have visited or taken any action on your site and show your ads to them.
This means that Facebook automatically identifies which ads users need to see based on their previous activities on your website. If they have merely browsed, Facebook can show your ads with a call to action, whereas if they’ve made a past purchase, Facebook can then show them a different set of ads with offers.
Once you’re done with this step, you can begin reaching out to new audiences with fresh remarketing content.
2. Narrow down and categorize your audience
Audiences have different interests and expectations, so it is important to cater to each individual group.
For example, you will need dedicated ads for your readers, for visitors who put items in their cart yet abandoned it, and for customers who have purchased from you. You will need to categorize your audience in order to better understand them. By doing this, you will know how to communicate with them better.
It would be ideal to create several segments for your audiences, the number depending on your website traffic. It can be anywhere between 3 and 10.
3. Match your content with your audience
Once you have finished segmenting your audience according to their behavior, interests, and intent, you’ll be able to create content that is most appropriate for them.
For instance, first-time visitors to your website will need more attention-grabbing content to attract their interest. Show them something they will potentially want, but in a way that won’t intimidate them.
Your regular customers or clients are more likely to be familiar with what you have to offer and will be looking for better deals. For example, those who added several items to their cart but didn’t proceed with their purchase will want to see similar deals.
It’s becoming easier to track what your audience wants, which in turn also makes it easier to give them what they want. Generic ads are important when used on cold leads, but the warmer your leads get, the more important it is to handle them with care.
4. Create highly-relevant ads that are landing-page specific
Once a visitor arrives at a landing page, you will gain an insight into what they are interested in. This is valuable information as it will allow you to remarket to that person according to their interest.
For example, if they land on a page with vacation deals to Morocco, showing ads about vacations in general will be useless. Instead, this person needs to be shown ads on the best hotel deals and destinations in Morocco.
In this way, remarketing is a more personalized way of connecting with your audience.
5. Avoid being redundant
A major consideration needs to be given to the group of people who have already purchased your product or used your service before.
Showing them the same generic ads will most likely just annoy them. No one wants to keep seeing an ad every day when they’ve already responded to it. Make sure to exclude people once they have clicked on your remarketing ad.
6. Set up a laddered conversion system
In relation to the previous point, a remarketing campaign needs to have a laddered system to lead your target audience.
What is the first thing you want them to do? Once they have done that, what’s next? There needs to be a clear path to where you want them to go or what you want them to do.
This needs to be a system that will remove them from one campaign and move them to the next. This way, one person won’t be shown the same ad over and over again even after they have done what you wanted them to do.
7. Bid more to reach audiences who are more likely to convert
People will have varying degrees of interest in what you offer. Make the distinction and target those people who are expressing more interest. There is no use bidding high for everyone when only a few specific people are really interested.
How will you distinguish these people from the others? Those leads who have visited your pricing page, or those who have abandoned their cart—these people have at the very least contemplated trying your offer. Give them that extra push.
8. Bid less on audiences who are less likely to convert
In the same way, manage your resources and bid less on audiences who are less likely to try your product or service. These are the people who clicked on informational pages or blogs—the landing pages that are non-converting.
You see, when people are not interested, it will cost more to convince them that they need or want your offer. The point is simply to allocate your marketing budget accordingly so that it yields better results for less.
9. The more views, the better—but not all the time
While it is true that the number of views is important, that is not all there is to it.
The more an individual sees your ad, the more likely they are to convert. This is especially true when your particular remarketing campaign is dedicated to warm leads—pretty soon they will give in.
Track these campaigns and pause them when it is costing you too much per conversion.
10. Test the effectiveness of each element of your campaign
A single campaign will have several elements—design, copy, value offer, bidding methods, ad placements, etc. The success of an ad campaign depends on these elements.
Sometimes, no matter how good it sounds or looks within the four walls of your office, you simply can’t predict how the audience will respond. This is why it is recommended to test several elements of your campaign live. For example, you may opt to publish two different calls to action (CTAs) or offers and see which one people respond more to.
An effective way to test your ad is by using A/B testing rules, which are as follows:
- Test one element at a time and never simultaneously
- Test ad variables that are highly distinguishable—3 to 5 ad variables are ideal
- Observe which elements have the least, and most, impact on users
- Distribute these variables in individual ad sets
- Double check and make sure the results are valid statistically
Whether you are an expert or a beginner, remarketing is an important part of any ad campaign. People are becoming more and more indecisive and distracted. More importantly, people are consciously looking for better deals.
It is rare for anybody to directly purchase a product or try an offer before checking to see if they can find a better deal. Hence, today marketing is about reminding them what they want or need, or perhaps showing them what they may not even realize they need.
Remarketing is our online, automated version of the sales associate who follows you around as you browse through the stalls. You look with genuine interest at first, you get the generic sales pitch, you reevaluate, and maybe change your mind. Or maybe you go ahead and buy what you came for.
Just like the sales associate, a remarketing campaign is meant to be helpful and attentive. Except, of course, in remarketing, the sales associate knows exactly what you are looking for and what you will need, because you are remembered.