9 Prominent Tips You Should Consider For Facebook Retargeting Ads
Posted by Himanshu Pataria
In today’s era, where practically every business is online, just having an online presence is not enough. Studies have shown that roughly 96 percent of the visitors on your site are not even ready to buy a product.
This is where retargeting can help. It just ties up the loose ends of an online strategy and helps the customers move deeper into the sales funnel towards successful conversion. Facebook is a platform that is brimming with customers. It is that one spot where the whole world is logged in, at some point in time or another.
Cashing in on this sea of customers will definitely fetch your business a lot of revenue. If not anything, you will end up generating leads which will come in handy in the long run. All you got to actually get down to doing is just offer what they like.
But for that to happen, you have to cater to a whole different spectrum of consumers. Only then you can get some interesting bids to go for. You have to retarget accordingly, in order to actually benefit from your retargeting tactics.
There are many companies out there using retargeting strategies and benefiting from it. These companies use the right bait, and lure in the customers who have not paid heed in the first attempt. If you are inclined enough to get only the best of services for your business, consider hiring our team of expert social media consultants who carve to provide awesome social retargeting solutions.
Just because something did not work out once, does not mean it won’t work for you again. A calculated attempt carries a higher chance of working out for you.
But to put effective retargeting in action, you need to properly understand what Retargeting on Facebook is.
What Is Retargeting?
Retargeting on Facebook basically is you, as a brand, attempting to place relevant ads before website visitors who did not convert on their initial visit to your site. What helps in doing this is this marvellous little thing called “cookies”.
Delicious as they may sound, they are informational tidbits that are placed on customer’s browsers when they visit a site. This cookie, quite like its literal self, lures in businesses to virtually follow a customer even when they visit other sites.
If you, as a customer, have seen an ad of a product your previously checked online popping up on a different site, then it is the doing of a cookie; not a ghastly endeavor.
Targeting therefore, helps brands loop back their customers if they could not convert them in the first attempt. It is like a second attempt, and a calculated attempt, the odds of it working out are still higher than the first attempt you make.
If you are interested in getting some tips regarding retargeting your Facebook ads, here’s what may help.
Essential tips for retargeting Facebook ads
1) Specific visitors, specific ads
There is diversity in content consumers as well. You might have a wide range of content consumers consuming different content on your site itself. Knowing that there exists so much of diversity, why would you show everyone the same, generic ad?
The obvious course of events to satiate content needs of a diverse group of consumers is to segment your content. You can do this based on the topics of the pages your visitors most often visit.
Basically, it is showing your audiences just what they would like seeing. An example of this would be CrazyLister that segments its readers on the basis of the topic they choose to read.
If they choose a topic about how to increase sales on eBay, they may even get directed to a page that speaks more about eBay sales and more insights on those.
2) Retarget those visitors who showed interest in learning
There are various types of visitors on your site. While some visit for some seconds and leave, there are some that browse through your site for a while, and make no purchase.
These are the kinds of visitors who visited wanting to learn more. And technically, those are worth a bid.
To lure in such “learners” you can have dedicated pages that may help them gain access to information faster. A lucid “about us” page, or “more information” tab goes down a long way in satiating their hunger for more information.
When you have a lot to offer, you should put it out to those consume that sort of content. It basically goes as per the ideology “giving them what they want.” Once your customer is happy and knows that you offer what they are exactly looking for, chances are they might actually convert into potent customers who opt for your services.
3) Fetch back those visitors who enquired about prices
You may have noticed that a certain sect of your visitors have visited your pricing page. There may not be as many conversions as the number of visitors on that page. However, these are the customers you can retarget.
The central idea behind this is that people, who are visiting your site to check out pricing, are most likely to be potential customers. You have to ensure that such people do not miss out on being retargeted.
The fact is, people who check out prices are almost willing to buy something, but maybe the affordability was an issue. If you retarget them, preferably with an offer or discount, you might just effectively win them over. You would generate a lot of users even from outside of your intended domain.
4) Reach out to customers who almost signed up, but did not eventually
There also happens to be a bunch of customers who sometimes almost sign up for a service, but then turn back at the last moment. The very fact that the customers almost hit “sign up” means that they just need one small push this time around.
The good thing about retargeting these customers is that you would not have to try all that hard. Trying to coax them into signing up for you would be easy. Using hints like, “Haven’t signed up yet? Do it now” go a long way in pushing customers to buy or signing up for what you offer.
Creative ads are better than just visually appeasing ads. If you could not convert customers to sign up for your services before, try something a bit more creative this time around, and the charm might just work.
5) Get back to those who searched for your product
Customers are sometimes intrigued by the products you offer, but sometimes they don’t end up buying it. It may appear to be tricky, but then all you have to do is just segment your visitors based on the products the customers are frequently searching for.
If they see an ad that is relevant they are likely to be reminded of their prior experience they had with you. And with that, they might just be pushed to finally buy the product they were ideally aiming for.
6) Don’t be pushy. Timing is everything
Quite often, people overlook the time aspect. It is easy to focus on where people visited site. But it also matters when people visited your site. Bearing that in mind, you have to keep an eye out for “hot” visitors – ideally, they are customers who have recently visited your site.
if you spend too much of your resources gaining back “cold” customers, who have been on your site a long time ago, chances are, you might be starting from scratch.
Keeping a track of these hot visitors will go a long way, as your prior attempts to win them over would still be fresh in their minds. Frequency is important. How often you get in front of your customers without appearing too pushy is the key here. There is no point in wasting resources over some people who have long forgotten your site.
7) Don’t pay heed to irrelevant users
Retargeting people who are not going to surmount to much of your sales is actually a loss endeavour. You got to exclude those irrelevant audiences who hold a very chance of converting into something profitable.
The hard truth of websites is that not everyone is going to like what you offer. Wasting your resources on people who are adamant on not signing up for your services is a waste of time and efforts. This time and effort could be invested into something more productive, like getting more customers who are actually interested.
No matter how hard you try, people who don’t want your services will not opt for it. Another pointer to keep in mind is to not retarget those people who spent very little time on your site. That is because they would not like the products.
So your efforts are misplaced if you keep trying to win over someone who just does not like what you are offering.
8) Retarget within a short span of time
Time is of the essence when you are looking to retarget Facebook audiences. If you spend too much time waiting, then you might end up losing the recall factor among the audience, which would not go so well in your favour.
Retargeting through Facebook ads should ideally happen within 10-15 days after someone visited your site. During that period, there has to be several small and subtle rebuttals, so that a regular reminder is provided.
You cannot afford to be pushy. This will work negatively for you, and the customer might just grow sick of it. An important tip here is though about half of all web traffic is generated through mobile devices; only 20 percent of transactions take place on mobile devices.
It is not aggressive and pushy if you go about it subtly. You have to drop subtle hints, or even reach out with a quick discount or offer.
9) Retarget on the basis of Google or Bing searches
You got to set your hook in the seas that matter. Going for the big fishes would only happen if you search for them in the right place. Mostly, people log onto Facebook through Google or Bing as they are the most popular search engines currently.
Retargeting through these search engines will help you garner a good amount of conversion. You got to retarget on popular search engines that will actually offer you something in return.
Other smaller search engines are easier to run analytics on, but they won’t be as productive. In the end, you have to direct your time and resources to something that counts.
When you have searched for a product online on only one browser, you will find ads of it on the next website you visit. That is because the cookies are stored on specific browsers, and that is usually what businesses usually re-target.
Retargeting is effective only if it is done right. These above tips are not all-comprehensive. But they are still enough to help you get your act right. When you re-target with the right strategy on Facebook, the chances of it working out in your favor are more.
Businesses make more progress when most of the audiences convert into potential buyers. Retargeting helps increase conversion rates, and consequently even increase sales. This is ideally what contributes to businesses doing well.
Statistics suggest that retargeting ads are 76 percent more likely to be clicked on than regular old displays. Sticking to generic ads time and again won’t get you anything new. In order to get more people, you have to offer newer ads that impress a wider range of people.
The right strategy is to go about it in a calculated manner. And to not be disheartened if it did not work out in the first try. Be creative, try newer things, post out newer and more creative ads, and you will see a greater number of people reaching out to you.
Sales will exponentially increase and isn’t it the whole point of an online business overall? When the sales go higher, in the end, you have more space to let out creativity. This will eventually help you gain more customers, and the business will thrive more than you expected it to. Such are the perks of retargeting on Facebook.