When it comes to successful retargeting ads on Facebook, there are some tactics that certainly can work, and some tactics that have been proven to work less. Of course, Facebook operates as a fantastic place for business and site owners to reach a massive audience.
That being said, there are definitely mistakes to discover that marketers make with Facebook retargeting. So, if you are interested in learning about the power that Facebook retargeting holds, continue reading!
Why Facebook Retargeting Is So Valuable
The amount of purchases that take place online each and every day is somewhat staggering. In fact, just two years ago, an estimated 1.8 purchases were made worldwide for an approximate sales amount of about $2.8 trillion. By next year, that number is expected to grow to nearly $5 trillion. That being said, customers rarely go to a website and purchase after their very first visit.
It is even more rare for a customer to convert after clicking on just a single ad. That rarity becomes even less common if they are unfamiliar with your brand or if the price point for your product or service is relatively high. Typically, there is a fairly long and arduous process from getting a customer to be aware of your business and products to actually getting them to convert.
What makes Facebook so valuable is that they are uniquely positioned to steer a buyer towards converting along each step in a way that every other social media channel simply isn’t.
Facebook retargeting campaigns do tend to be more expensive compared to targeting a cold audience, but the reasons for that are fairly clear. Primarily, Facebook retargeting campaigns tend to actually reach an audience that tends to be more responsive than the typical audience. Facebook not only offers a variety of retargeting options and ad units that are both immersive and not found on other platforms, but also Facebook is able to bring their higher audience inventory and lower conversion costs to the table as well.
In the end, retargeting brings undeniable value to your business. Still, there are mistakes that can be made that can dramatically impact the value and success of your retargeting campaign.
Facebook Retargeting Mistakes to Be Aware Of
When it comes to Facebook retargeting ad campaigns, there are two primary mistakes that you should absolutely be aware of. The first common mistakes to be aware of and avoid is relying on the default options of setting website custom audiences to last 30 days of visitors and then failing to think about the specific buying and lead acquisition patterns for your specific brand.
The reason why this is such a serious and such a common mistake is because there is far greater complexity to the buying habits of the typical customer and actions than just what sites that they have visited within the last month. The best way to approach this aspect of Facebook retargeting ads is to study the buying and lead acquisitions for your specific brand. If you then find that most of your customers tend to convert within a few days of visiting your site, then you would be paying for 30 days’ worth of Facebook impressions that are actually no longer relevant to your situation.
On the other side of the spectrum, if your product requires a somewhat lengthy education period or comes with a higher relative price tag, your customers will take longer to convert. Because of that, potential customers’ opinions will likely change and evolve along each step of the retargeting process.
For that reason, when it comes to creating a successful Facebook remarketing strategy, it is important that you are able to break your audience down into smaller groups so that you can make different ads available based on their different and specific needs.
For example, you would approach those who visited your site within the last three or four days differently to someone who visited your site just under 30 days ago. Visitors become less of a likely prospect the further they get from having visited your site. For that reason, you will have to entice and interest them more or make sure that your message is more tailored to meet their specific needs at this specific step of the buying process.
While lumping all of your past site visitors into a single Facebook custom audience does indeed create a larger overall audience, showing them all the exact same retargeted ad will often miss the mark and could even negatively impact your Facebook ad relevance score. So while lumping them in may seem like less work and may seem more efficient, it can actually end up hurting your overall conversion rate!
How to Create a Successful Remarketing Method
One of the best ways to improve the success of your Facebook remarketing campaign is to look for patterns in how the majority of conversions take place on your site. After that, it is wise to segment your audiences into custom and separate, smaller ad sets that are based on parameters. Make the audiences as small and specific as possible and then experiment with each one.
One great way to do this is to create as many custom audience groups in Facebook as you can think of during a brainstorming process and then allow them to start organically populating. Not all of them are going to perform and some of them may certainly take some time to fill. You may even have to make some adjustments as you go along.
Remember, the smallest group of people that you can run a Facebook ad for is 1,000. That means that you may have ultimately start grouping groups together to meet that threshold.
Consider Google Analytics to Time your Retargeting
One great way to improve success is set up your remarketing ads based on the site’s traffic from Google Analytics. Then use that information to determine when to serve the right ad to the right audience.
Time Retargeting by Seasonal Interest
Timing can absolutely be seasonal. Being aware of when interest in your product will be highest can definitely be important when it comes to setting up Facebook retargeting ads. Beyond that, holiday seasons are of course important. Knowing that traffic for a specific piece of content (say around Mother’s Day or Valentine’s Day) is going to be driven by people who are not shopping for themselves can allow you to retarget an audience during that specific time of year.
Retarget Leads with Specialized Content
One final way to improve the success of your Facebook retargeting campaign is to consider the flow and the content that people are primarily drawn to on your website and to build an audience along those points of conversation. This is particularly useful for sites that have a lot of content on them or for products that are heavily researched and typically require longer sales cyclers. In a longer sales cycle, you can expect more emotion and authority building to make sure that they are involved along the way.
As you now know, the value of Facebook retargeting ads is clear. That being said, it is not a plug and place resolution. In order to make the most of your campaign, you have to be prepared and take much into consideration!