Retargeting is a key marketing strategy that allows you to advertise to people who have already visited your website. There are many different types of retargeting ads, but the most effective ones are based on user behavior.
How to Retarget on Facebook 2020 is a blog post that discusses 3 effective retargeting strategies that actually work. The article includes examples of how the strategies work and what they look like.
One of the most effective methods to complete purchases that didn’t go through is to use retargeting.
Furthermore, retargeting efforts are very inexpensive in comparison to other forms of advertising.
How do you go about doing it? What retargeting strategies should you try?
Here are three instances of effective retargeting, along with instructions on how to replicate them and what you should know about the future of retargeting.
1. Retarget Visits to Specific URLs
Retargeting may go awry in a variety of ways.
Some marketers use Facebook or Google Ads to launch a retargeting campaign based on recent website visits.
Although this may work, it isn’t very successful. As you may know, I believe in working smarter rather than harder.
I like to spend as little time as possible on a job while yet reaping the same advantages as someone who spends hours upon hours on the same work.
I used to utilize Facebook’s Business Manager tool to conduct retargeting campaigns (now referred to as the Facebook Business Suite).
I’d just send out retargeting emails to everyone who visited my website.
That didn’t work out so well. My conversion rates were poor, much like my website.
People weren’t ready to make a purchase just yet. Why? I threw a net that was much too broad.
On an audience of millions, you can’t realistically anticipate a 50% conversion rate.
Let’s pretend that visitor X came to your website and only read one blog article before leaving.
Let’s suppose visitor Y visited to your site and not only read the same blog article, but also filled out a lead-magnet form and looked at your product and price pages.
What is your typical retargeting offer for website visitors now?
If you give a lead magnet, visitor Y will be confused. Visitors X will not be eligible for a free trial if you provide one.
You run the danger of delivering the incorrect offer to the wrong individual at the wrong time in their buying process.
So, what do I suggest? Users may be targeted based on their activities on your website.
Take, for example, this retargeting ad I received:
Notice how narrowly targeted the message, targeting, and content are?
The advertisement is focused on a particular product.
I looked over their goods, and they saw how much time and frequency I spent on their pie crust page. After all, who doesn’t like a slice of pie?
Then they utilized that information to send me an ad on how to use their pie crusts.
They demonstrated how their goods might be beneficial in my life.
That is one of the most effective retargeting strategies I’ve ever seen.
Why? Because customers who don’t convert on your goods often go through two stages:
- They haven’t yet agreed to pay you.
- They have no idea how your product can assist them.
The second issue was successfully addressed by Jasper’s Market.
They explained how I could get the most out of the product I was already considering.
Here’s another retargeting ad example:
Take note of how specific the targeting is in this ad.
Rather of retargeting all site visitors, it was sent to everyone who arrived on a particular web page URL.
The business was able to tailor its ad to a specific set of interested prospective customers and drive them back to their website as a result.
After failing to convert on their webinar-training landing page, I was instantly retargeted.
Consider the following Marketo example:
To learn about low-cost content production techniques, I went to their content marketing e-book website.
They drew me in with a particular, CTA-oriented retargeting ad based on the same page I viewed only a few days later, when I hadn’t returned or converted.
So here’s the deal:
The use of retargeting based on particular URL visits is effective. It’s one of the most effective retargeting strategies I’ve seen.
So, how do you go about doing it?
Google Ads and Facebook are the two platforms I suggest.
We’ll use Facebook as an example since it’s one of the most common places to run retargeting advertisements.
Plus, I have a lot more success with Facebook advertising than I do with GoogleAds display ads.
However, to each his or her own.
Open the Facebook Business Suite and create a new custom audience to get started. Currently, you’ll go to “More Tools” and then “Ad Manager,” however their platform is updated on a frequent basis.
Create a new ad campaign, then fill in the blanks with your information until you reach the target demographic. Choose “create a new custom audience” from the drop-down menu.
Facebook custom audiences should be your primary remarketing approach.
They provide some of the most flexible customisation possibilities available to marketers.
From the drop-down menu, you can create a new custom audience.
We wish to choose website traffic as our marketing objective from the menu of bespoke audience choices.
You may use this audience type to generate lists of individuals who visited particular URLs.
Make sure you choose “People who viewed particular web sites” for the following stage.
You may go as in-depth as you like from here.
Do you have a webinar coming up? Do you have a landing page with a particular purpose that you’re directing visitors to?
Have you noticed that a large number of individuals read about your product but never buy it?
This is your chance to reclaim them.
Remember the case of Jasper’s Market? They saw that I was often visiting a particular product on their website but never purchased it.
You may accomplish this by adding URL pages with that particular term in them.
You may fine-tune your Facebook retargeting advertisements even further by:
- gadget that was utilized
- frequency
This will reveal one important fact:
High-frequency visitors to this product need a little push to convert.
Utilize a commercial that demonstrates how to use the product. Demonstrate the worth or advantage of purchasing it.
You know they’re nearly ready to purchase since they’ve seen the product numerous times.
One of the most efficient methods to convert visitors is to use this kind of remarketing.
2. Remarketing to Existing Clients
“Why on Earth would I want to retarget current customers?” you may wonder.
I’ll tell you why: to revive unresponsive email subscribers who haven’t bought in a long time.
One of the most significant issues with email lists is that the majority of your subscribers will become inattentive at some time.
The list will “churn,” with new visitors joining and old ones becoming inactive.
This implies that your email upsells aren’t even getting to the right people.
So, how do you go about it? Begin retargeting your current clients.
This approach appeals to me since it is very cost effective due to the relevance of the advertisements, which ensures a high CTR.
Take, for example, this AT&T Small Business ad I received:
They’re already aware that I’m an existing client who uses their goods and services.
Nonetheless, they retargeted me.
Why? Because I was growing inattentive to their corporate email list, they tried to upsell me on new goods.
Consider this American Express commercial:
They wanted me to convert by obtaining another credit card with them, even though I was already a client.
Is there a trend emerging from these examples?
They concentrate on retargeting visitors who have converted or are now clients.
ModCloth is one of my favorite retargeting instances of this technique.
We miss you terribly!
This advertisement’s targeting assumption is self-evident.
They’re retargeting old consumers who haven’t bought in a long time.
This is the kind of stuff that works.
Why? Because consumers have already purchased your goods and services, you are taking no chances by asking them to return.
It’s also very simple to set up.
This may be done on either AdWords or Facebook, and it takes just a few minutes to set up.
To get started, go to Facebook’s Ads Manager and select Create an Audience under the audience area.
Create a new Custom Audience and choose Customer List from the drop-down menu.
You may submit your audience list there. If you see a green check mark, you’re good to go. If a yellow exclamation point appears, you may need to manually change certain identifiers.
This will enable us to easily import contacts from MailChimp or upload an exported list of current or previous clients.
Sort your customer file or email list by how elderly or unresponsive your clients are.
If you have clients that purchase from you on a regular basis, don’t spend money on advertising to them.
Concentrate your efforts on consumers who haven’t converted in a long time or haven’t replied to marketing communications.
This will offer you a second chance to entice them back to your goods.
3. Page Engagement-Based Lead-Gen Ads
If your website-based retargeting attempts aren’t yielding results, this may be your best option.
“Lead Ads” is a strong lead generating tool available on Facebook.
These are basically form-based advertisements that provide lead magnets in return for consumer information such as email address and job type.
It’s the same concept as having an e-book lead magnet on your website’s landing page, but on Facebook.
They’re one of the most natural-looking and intuitive shapes you can make.
Here’s an example of how they seem and function:
They’re attractive, well-integrated advertisements that serve as a lead magnet for customers.
And utilizing Facebook page engagement as a retargeting setting is one of the greatest methods to run these advertisements.
Let’s take a look at a couple of these instances and see how successful they may be before we get into the how-to specifics.
Here’s an AdEspresso lead generating ad:
When I click on the ad, I’m brought to a Facebook lead-generation form.
Because it does not require individuals to quit Facebook, this method is very successful in converting them.
People don’t go to Facebook every day to look at advertisements.
They use it to communicate with friends and family, as well as to read news items.
Taking someone offline, on the other hand, is a huge risk that may squander your ad budget and result in fewer conversions.
That is why lead advertisements are so popular. They don’t get in the way of a normal Facebook user’s routine or habit while still allowing them to receive the lead magnet.
I’ve used similar advertisements in the past.
They’re excellent for delivering a clear call to action that encourages individuals to take action.
So, why should you retarget individuals depending on how active their Facebook pages are?
Because you already know these people are on Facebook, your retargeting efforts will be considerably more effective.
These hyper-aware consumers are likely to be on the lookout for new businesses on social media at all times.
It’s only natural to use Facebook Ads to reach out to them.
To begin running a lead-generation ad, we must first build an audience based on page interaction.
Create a custom audience, then choose “Facebook Page” from the drop-down menu of options:
Depending on how precise you want your retargeting to be, you have a number of choices to select from.
You may retarget anybody who interacted with a post or ad, previously clicked on a CTA, or bookmarked your page or post, for example.
You may save this audience and go to the Facebook Ads Manager to build a new lead-gen ad after you’ve chosen a retargeting measure.
Choose “lead generation” as your marketing goal.
After that, choose an ad format.
I suggest utilizing a single picture, video, or slideshow for this.
Carousels are often too complicated for a basic lead generating campaign.
After that, you must modify the ad’s content and lead magnet.
This is when you begin to develop an offer or incentive for these retargeted consumers to provide you with their email address.
Are you planning to give away an e-book, a white paper, a coupon, or anything else?
You must offer them a compelling cause to fill out your form and respond to your call to action.
Make careful to update your form fields and tailor them to your audience’s requirements.
In the following stage, be sure to restrict your form questions so that you only get the most essential information.
You don’t want to be overly intrusive or take up too much of your guests’ time.
The aim is to gather leads in a simple and painless manner.
One of my favorite methods to bring visitors back to my site or convert on lead magnets and goods is to utilize Facebook’s page-based retargeting.
They’re often highly engaged audiences who use Facebook in a different way than the majority of users.
They actively seek out companies on the network, rather than just utilizing it to connect with family and friends.
Use this as a chance to convert visitors who have shown interest in your pages but haven’t converted on your site.
Retargeting Strategies: Frequently Asked Questions
What are some of the most effective retargeting techniques?
Retarget particular URL visitors, current customers, and prospects depending on interaction on the page.
What is a retargeting example?
Displaying Facebook advertisements to someone who has already visited your website on a mobile device.
Is it worthwhile to remarket?
Yes, if you can execute a good campaign, remarketing is worth the work. You have a higher chance of generating a sale if you target people who have engaged with your brand and come close to buying than if you target those who have never heard of or connected with your brand before.
In other words, you’re engaging with your leads later in the conversion funnel.
Is it possible to conduct marketing and remarketing campaigns simultaneously?
Yes, you may conduct several campaigns at the same time.
Conclusion on Retargeting Strategies
The majority of your website visitors will not convert on their first visit. They have no idea who you are, what you do, or how you can assist them.
So they just aren’t ready or willing to purchase your goods or service at this time.
Retargeting advertisements help attract those users back when they’re on the verge of making a purchase.
Despite the phenomenon of “banner blindness,” there are a few methods to retarget visitors without driving them insane.
Begin by retargeting visitors to particular URLs. This is one of the most precise retargeting strategies for converting consumers.
It’s all over my Facebook page, and I’m continuously converting on it.
After that, try retargeting inactive consumers.
Send a couple advertisements to someone who hasn’t converted in the last six months, for example, to increase sales.
Finally, run lead-generation advertisements that correlate to your site’s activity.
This will assist you in attracting people who are already engaged and therefore more inclined to respond to advertisements.
Remember that in order to generate conversions, your retargeting efforts must be precise and hyper-focused.
What retargeting strategies have yielded the greatest results for you?
- Unlock huge quantities of SEO traffic using SEO. Take a look at the outcomes.
- Content Marketing – Our team produces incredible content that is shared, linked to, and drives traffic.
- Paid Media – successful paid tactics with a measurable return on investment.
Remarketing is a tactic that allows marketers to target ads to users who have previously visited their website. This is an effective tool, but it can be difficult for companies to find the right strategy. Reference: remarketing examples.
Frequently Asked Questions
What are retargeting strategies?
Retargeting strategies are a set of techniques that marketers use to reach new audiences.
What are the different types of retargeting?
There are two types of retargeting, first is where you have a specific target audience and the second is where you have a broad audience.
How do you create a retargeting strategy?
A retargeting strategy is a technique used to improve the conversion rate of your ads. This is done by targeting people who are more likely to convert, and then showing them ads that they might be interested in.
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