The ideal expected lifecycle of a lead includes purchasing a product or service as soon as they land on your website. But this is far away from the truth. A very small amount of your traffic will convert into customers.
This brings in the need for a retargeting strategy that reminds your leads about your brand, the product or service which they are looking for. Retargeting, often referred to as Remarketing is one of the most effective ways to reach your warm leads.
In 2021, Facebook had 2.7 billion active users every month which makes it unbeaten while making cost-effective advertising.
Before we begin with tips, let us understand what Facebook retargeting is and how it helps.
What is Facebook Retargeting?
It is a pay-per-click strategy that allows you to target users who have interacted with your brand through your website, Facebook, or Instagram.
In other words Facebook retargeting allows you to display ads to people who already know you.
Facebook ads allow targeting audience not only through your website traffic but also through the following platforms:
- Subscribers: Customers who filled in their email details or subscribed to blogs.
- App users: Target customers who downloaded and surfed specific products on the application.
- Offline: People who interacted with your brand in events. Calls, stores, etc.
- Engaged with your brand: Users who follow your social media handles and engage with your posts.
How does it help?
- It helps in improving the conversion rate.
- Helps in increasing awareness of your brand and creating more leads by targeting a similar audience.
- Also It helps in building customized ads for people according to their interests.
- It helps in reaching out to loyal customers for your new products.
- Provides data about customer choices and most liked products.
Types of Facebook Retargeting:
The two types of Facebook retargeting are Pixel-based and List-based.
As soon as a user lands on your website the pixel added on your website sends an anonymous cookie on the user’s browser.
This cookie helps in targeting these visitors.
- List-Based Retargeting: This is used for targeting pre-listed people. This list can be your email list or your subscriber list.
List-based retargeting can be done by simply uploading these email addresses and displaying ads to them.
Who Should be in my Retarget Audience?
- Visitors who landed on the website within the past 30 days.
- Also Visitors who stayed on the website for more than 30 seconds.
- Moved to the contact page but not to the conversion page.
- Customers who have purchased earlier from your website.
- Audience which has similar qualities as your audience. This segment is often termed as a lookalike audience.
- People who added the product to their cart but abandoned it.
- Also People who viewed your product videos.
- People who are your Subscribers and in your email list.
As we understood what is facebook retargeting, why we need it, the types of retargeting, and who should come under your retargeting list, here are some tips that can help you in converting your warm leads.
13 Facebook Retargeting Tips for converting Leads:
1. Begin by defining your audience
To convert a lead into a customer you must know everything you need for him to make that decision.
Incomplete or half-knowledge can cost you the advertising cost with no results.
Retarget customers who are likeliest to be converted.
Syncing Google Analytics while you target your warm leads can help you gain a better understanding of customers’ mindsets.
2. Install the Facebook Pixel Correctly:
For creating ads you need to integrate your Website with Facebook Pixel. It is a small code that tracks the activities of your website and sends this data to Facebook Ads Manager.
The information collected by Facebook Pixel helps in creating your Retarget audience and also in finding your lookalike audience.
To add Facebook Pixel you will need a Facebook Business page.
On your Facebook business page, you can create a pixel in the Facebook Ad Manager section. To create a pixel you must have access to your Website’s code.
3. Move-in a Backward Pattern:
While producing ads, start targeting people with a higher probability to convert.
This can be understood better when said, start targeting people whose cart got abandoned.
Further targeting the ones who moved to the product page and then the ones who landed on the home page and so on.
By following this pattern you can easily prioritize your ad campaigns.
This strategy can help you target the customers who are most likely convertible
4. Make sure that the ad is similar to the landing page:
Facebook ads need to match the exact web page on which the product is available.
The images used and the product displayed should be the same as that with which the customer interacted
This also drives attention to the optimization of the website. Make sure the redirected link pages are not broken, have a smaller loading time, and are well optimized for a smoother customer experience.
Before running ads, make sure you figure out why the customer didn’t complete the order on the first go.
5. Don’t Choose a Specific Goal:
While creating a Facebook campaign it can be optimized for specific predefined goals which are Conversions, Link click, and Impressions.
Going for a specific goal might not turn into a good ad.
Choosing one goal filters some potential customers and shrinks your lead base from even seeing the campaign.
Rather than choosing one goal, it can be kept open-ended to attract more warm leads and convert them into customers.
6. Personalizing the ads for a specific customer base:
Rather than running a generic ad, customize it to solve individual problems.
This can be done by categorizing your customers into different labels or groups and targeting these groups specifically.
These groups can be made on customers’ behavior or the step on which they left the website.
This step of personalization can include offering special discount codes or early bird discounts. Also, you can provide some free similar sources of readings that can match the user’s previous choice.
7. Set up your Budget and Stick to it:
These campaigns are never a one-day process. To attract more and more customers Facebook Campaign needs continuous execution.,
You can continue it for as long as you want when they bring you the desired results.
Facebook ads allow you to manage daily budgets for your Campaign.
Keep a track of the cost-to-benefit ratio of your ads to figure out what works best for you and what needs to be fixed.
8. Remove the undesirable users from your ad:
This list of irrelevant users can include people who spent very little time on your website.
Also for people who didn’t even read about your product or accidentally landed on your page.
This can save a lot of time, effort, and money.
Some people can never become your customer no matter how hard you try. You can exclude the ones who came to your website just to know who you are or how your system works.
9. Target based on recent activity:
Keep a track of time while displaying the ad. Make sure the time between the user’s visit to your website and the ad is ideal.
Make sure that your audience knows that you are retargeting them rather than making them look like general ads.
These reminders can prove to be of great impact if designed in a catchy and attractive way. If time increases the chances are the lead has forgotten the product.
The less time the ad takes the more customers are recalled with your product.
10. Retargeting based on purchasing category:
With the analytical factors, psychological factors must also be considered while retargeting a customer.
Customers can be the ones creating routine responses, restrictive decision-makers, extensive decision-makers, or impulsive buyers.
To understand this, an impulsive buyer might look for a discount code to buy the product while the extensive decision-maker needs some good reviews to influence his mindset.
11. Regulate your CTA:
The Retarget audience is already aware of your brand and product so they don’t seek that basic information.
Using different CTA’s for different products is necessary.
For example, a blog website CTA can be Read more, Learn more, continue reading.
This doesn’t work in the case of eCommerce that needs a Shop now or buy now to complete the purpose of the ad.
12. Use lack of products in your ad:
It is a myth that using urgency in Facebook ads creates more leads. The data suggest that using scarcity rather than urgency has given better results.
Amazon, Flipkart, and other big eCommerce giants use the same strategy as they display the number of items left in stock.
Shortage of products can influence the mindset of how we see the product.
13. Add appealing and attractive creatives:
Adding attractive creatives with recently trending content can attract potential customers.
To create such ads use Facebook’s thumb-stopping content rule. This means as you scroll through will you stop scrolling and look at it If it appeared on your feed?
Don’t overuse any one i.e text or graphics. Make the best use of both.
Retargeting warm leads through Facebook is a tested and proven way to convert leads into customers when used properly.
This guide will help you learn and implement retargeting in real-time. Also, increase your brand awareness and bring back potential customers to your website.