GeneralHow To Make The Most Out Of Facebook Retargeting Ads

So you’ve already got customers who have made a purchase or you might be faced with the challenge that you’re getting traffic to your website but aren’t seeing these potential customers purchase from your business. This is where the power of digital marketing can help you reach out to those customers through the power of Facebook retargeting ads.

Facebook retargeting is often overlooked and in most cases, it is never executed correctly. You should never cut corners when it comes to communicating with potential customers. In order to effectively scale your remarketing ads, you need to change how you communicate with customers throughout the funnel, from cold, warm and hot.

So let’s dive into the top tactics to succeed with your next Facebook retargeting campaigns.

Tip 1: It’s Already Getting Warm – Retarget Website Visitors

The first stage of the funnel that you are able to remarket to potentially interested customers is the warm stage. At this level, customers have visited your website but not yet taken the next step in adding a product to the cart or making a purchase. They will have likely visited numerous web pages, and each potential customer will have a different reason for what attracted them to visit a page. So why show them all the same generic ad?

Instead, segment your retargeting audiences by the different types of pages and the visitors. Then, show them an ad that is tailored to their behaviour on your website to ensure it is relevant and more compelling, giving you a higher chance of getting that potential customer to take the desired action.

Tip: 2 Time To Take Action

When it comes to retargeting, time is often overlooked, yet can be one of the most powerful tactics to use. You want to ensure you aren’t wasting your budget on trying to attract potential customers back to your website or take action which they no longer qualify for. With this approach, you want to spend more of your retargeting budget on the “hot” visitors and spend less on the customers who have “got cold” because they either haven’t visited your website for a while or they haven’t taken action. To ensure you see the highest amount of success from this approach it is best to tailor your messaging and creatives so it is different at each different target time frame.

Still not seeing success? Wondering why potential customers just aren’t biting? You’ll likely need to consider the incentive used at each stage. By targeting each level separately it doubles up to allow you to test at the same time to see which incentive resonates best with the audience. This learning can then be rolled out to different campaigns to help in converting more customers and potentially quicker!

But remember don’t have a mixture of incentives at each stage. Stick with one such as a discount and increase the amount off in each stage.

TIP 3: Refine With Exclusions

You shouldn’t always target everyone because you can, this can often be less effective and waste unnecessary ad spend. When targeting your chosen audience, consider excluding the irrelevant audiences with a much lower chance to convert.

Just because they visited your website doesn’t mean they are interested in what you are offering, or they might not have the same interests as others who visited. You shouldn’t treat all potential visitors the same. Considering having separate ad sets targeting different interests or behaviours.

You’ll likely have noticed some website visitors spend less time on your site than others. Those who spent just a few seconds on your site and bounced often have a much lower chance to convert, so you might want to consider excluding them from your remarketing lists. Depending on your budget and overall strategy you could consider putting these visitors into their own targeting campaign and combining with testing different ad copy, creatives and types of incentives to see what winning combination removes the barrier to entry, or consider testing a dedicated landing page.

TIP 4: Still Looking? Dynamic Ads Are Key

Ever been served an ad that has no relevance to you? Of course, we all have. Are you going to feel valued? No. So why would you do the same to your customers? Dynamic Facebook ads are personalised to a visitor’s behaviour based on what they have viewed or interacted with on your website. Showing products they have already looked at (even if they haven’t put anything in their cart) creates a unique experience when being served the ad. Personalisation is key in any strategy when it comes to increasing conversions.

TIP 5: Engage With Abandoned Carts

With the average abandoned cart rate constantly increasing and getting higher in the e-commerce space. It is likely you already have a pool of high-intent customers who just need a little persuasion to encourage them to convert.

With how fast-paced everyone’s lives are getting, website visitors will add items to their cart, get distracted, find a better offer or something else will crop up and so they will never successfully make it to the checkout.

If you’ve got Facebook Pixel set up, you can use the data captured to take advantage of retargeting those customers who have been added to the cart. Combine this with the dynamic ads we covered in tip 4. You can then show them the products they added to their cart and then abandon and entice them back to revisit your site.

This is a great tactic to remind those customers who are forgetful or got distracted and convert them into potential purchasing customers. This tactic won’t always be achievable without including some form of incentive such as a discount to encourage them to come back and purchase. The reason they abandoned their potential purchase in the first place could be because they saw the total price. A little bit of encouragement can go a long way in winning over the customer.

 Conclusion – They’re Waiting!

These five tactics will help you succeed with Facebook retargeting ads. Whether used individually or in combination, you’ll be amazed by the improvements these make to your digital marketing results. Not got time to focus on your Facebook strategy or just need a helping hand? Getting a digital marketing agency on board can give you the support you need while you focus on the importance of running your business.

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