I want to start this blog by making sure that you know what Retargeting with Facebook actually is. Do you know?
Re-Targeting is the ability to track your website audience and showcase additional adverts to that audience, based on their behaviour or other criteria.
Does That Sound Too Fancy? Not Convinced?
Have you ever looked at a product on Amazon? When you didn’t buy that product, did you suddenly start seeing adverts for the product, be it on another website, or even on Facebook?
What about Booking.com? Ever looked at a hotel, whilst considering a quick escape, only to find that suddenly, everywhere you go online, you’re seeing an advert for Booking.com, specifically about the location or hotel you were looking at?
Is This Starting to Sound Familiar?
For the hardcore shoppers amongst you. When you looked at that awesome pair of shoes online recently and you then decided it might not be a good idea to buy them straight away. Maybe it’s best to wait till payday? Have you then been “haunted” by those shoes, following you around the corridors of the internet, trying desperately to convince you that right now is the best time to buy them? Can you hear them crying out, “buy me, buy me”?
We all fall into some company’s retargeting campaign, the truth is, a lot of the time, we don’t even realise it.
According to “internet experts” we are becoming unfazed by online advertising. Apparently it’s like it wasn’t there any more.
I Couldn’t Disagree More!
If you look at the stats, online advertising is still on the rise and believe it or not, the more targeted and retargeted it is, the more we pay attention.
Too often we’re in a hurry, we’ll look for something and then get distracted. Without a gentle reminder, we probably wouldn’t ever go back. After all, the internet is a big place, we get lost out there most of the time.
Google & Facebook
The two main platforms that use and take advantage of retargeting are Google and Facebook.
So what’s the difference?
A big one! Google has adverts that are slipped into different parts of various websites. Often that annoys us as they split an article in half, or even more annoyingly, pop up somewhere during the article, for no apparent reason.
Why Does Retargeting with Facebook Have the Edge?
Simple. It allows us to choose placements for our ads and by using the re-targeting capabilities of the platform, we can then push native content to that audience.
What Do I Mean by Native Content?
You’ve seen it before. It looks like every other post on your Facebook page, except for the fact that it has the word Sponsored next to it.
Chances are if it’s in your news feed, you’ll be interested in it in some way. The targeting and re-targeting on Facebook is simply astounding (when used correctly).
Done cleverly, most users can’t even tell that it’s not something that was custom made just for them!
How Can You Use Retargeting with Facebook for Your Business?
About time we got to the juicy stuff!
Let’s say you’re selling jumpers online. Cute jumpers, with penguins on it. (I like to have a vivid image in my head).
You’ve started to get people visiting your site, they look at all the different jumpers. They pick one, they put it in their cart, go to the view cart page and BOOM! They leave and don’t buy!
There are lots of different reasons why this can happen, and that’s a totally different post for another day, but answer me this.
What if you could simply advertise to the person that selected a penguin jumper, put it in their basket and then didn’t complete the transaction?
Surely you would consider that a “more than warm” lead, wouldn’t you?
These are people that were just about to buy, but for whatever reason, didn’t. That’s as close as it comes to a customer.
So How About This?
Using retargeting with Facebook, you can now set up an advert, that only shows to people that arrived at the checkout, but that never completed the purchase.
Hit that person up with an even more detailed advert based on which penguin jumper they put in their cart, and then re-advertise that jumper to them, again and again, till they remember to buy it!
Re-targeting still has a huge success rate today, which is why the big guns ALL use it as a great tactic, and as a major part of their marketing plan.
Imagine being able to re-establish connection with ALL your website visitors.
Being able to push the exact product someone nearly bought, through their Facebook feed.
Imagine being able to target people who didn’t quite finish their transaction with an offer! Limited time offer, 15% off that penguin jumper anyone?
What Do You Need to Do Next?
There’s a lot to advertising on social media. Sometimes it can be hard to get your head around it all. Well don’t worry, that’s why we’re here. Retargeting with Facebook only makes up a small part of your overall social media strategy.
If you want to understand how you can achieve real results online. How to consistently create great content that encourages your users to engage with you. If you want to understand the art of distribution, you’ll want to check out our newest coaching course.
We created the Post Like Share Accelerator for those that want to achieve more. They just need help to recognise what works and what doesn’t. During the 8-week course, you’ll get access to the full digital marketing agency team from Social INK.