Do you ever feel like Facebook is reading your mind? Those shoes or that watch you wanted seems to be following you around the internet. So much so, you feel it might be fate. It’s as if your Facebook knows you! That’s called retargeting and it’s a brilliant way to establish deeper brand relevancy with your audience.
What is Retargeting?
Also referred to as “remarketing,” this concept is exactly how it sounds. It’s the opportunity to remarket your brand to people that have already shown prior interest. One might consider them a “hot lead” and midway through the buyer funnel. This is the make-or-break-it stage and sometimes retargeting is the last push people need to purchase.
The way retargeting works is by studying the behavior of consumers and then using marketing automation to provide them with offers that are best suited to their wants and needs. This is done through “cookies.” A cookie is a small piece of HTTP data from a website that is stored in your computer whenever you visit a page. Marketers can then use these cookies to target a user throughout the web and advertise accordingly.
So, when you see ads on banners and sideboards that seem to mimic your earlier Google or Facebook search, that’s retargeting in action. And it’s more effective than you may think. In fact, 3 out of 4 people state they now notice retargeted ads.
Remarketing comes in many shapes and sizes but some of the most effective techniques can be found on Facebook. Here are a few Facebook retargeting strategies to get you started:
#1 Target Specific Pages
Your website is comprised of various pages that can each tell a story about your visitors. If consumers are on your pricing page, chances are they want to know the cost. If they are on your sign-up page, it is highly likely they are at the bottom of the funnel and seriously considering your product/service. Is your Feature page getting hits? They probably want to know more about your brand.
This is why showing visitors a matching ad that corresponds to the page they were is an effective way to retarget. It creates relevancy rather than spouting a generic message across the land. “You want to sign up? Here’s an offer particular to your decision-making process.” “Concerned about pricing? Here’s a breakdown of our costs.” It’s easier to speak about specific things to a small group of people, than general things to a broad audience.
#2 Search Ads
If you are running Google or Bing ads in your growth strategy, there’s a neat way to retarget with Facebook. This employs the search term people use to show them relevant ads on Facebook. It examines the question “what are people looking for?”
For example, if a visitor ended up on your site from a search ad, you can use Facebook to present them with exactly what they were searching for. If someone searched “Etsy listings,” the next time they logged into Facebook, their feed would contain an ad specific to working with Etsy listings. It’s a brilliant way to use two separate systems to retarget. Just remember, you must also be running paid search ads (which every modern marketer should be doing anyway).
#3 Exclude Irrelevancy
Retargeted ads are 76% more likely to get clicks than regular display ads. That’s because you are whispering in their ear what they want to hear, not a cacophony of irrelevant offers. Sometimes, the best marketing is not marketing at all. In other words, knowing where to spend your efforts and when to spare them.
Excluding people with a much lower chance of conversion is simply another smart way to segment your audience. After all, you don’t want to talk at people; you wish to start a dialogue. When you are offering things to consumers that do not care, you are indeed, speaking at them. No one likes that. In fact, it can be harmful to your brand.
Staying relevant is therefore not only important for business, it makes for happy customers. Use Facebook to remove users from your list for offers you know won’t apply. That allows room for a more hyper-focused strategy that leads to deeper insight.
In the past, retargeting was not looked upon highly. People felt it may be intrusive. Tracking methods and perception of privacy affect opinions about ads. As strategies for retargeting have grown, brands have been able to market to individuals in a more authentic and helpful way.
This isn’t about chasing people all over the internet, it’s about creating support in your marketing. If consumers only need to scroll their social media to find that perfect product, then you have done them a great service…and anyone can appreciate the convenience in that!