If you have started an eCommerce business then Facebook advertising is a must for you. As of now, Facebook advertising is the most effective way to grow your business, create customers and increase sales and ultimately business. In addition, Facebook is seven times cheaper than the next social media ads channel Twitter. You can spend a little $5 per day on advertising and see significant results.
How to reach website visitors with Facebook re-targeting Ads?
- Make audience relevant ads
- The target audience that landed over your page
- Reach Facebook’s look like the audience
1. Make audience relevant ads
Facebook’s remarketing system emphasizes on the demographic data of the user that is most reliable and broad-based. But demography alone is not going to work for you is a relevant scale. Considering the interest of the audience is where you can make your specific target and save expenses on irrelevant ads and promotions.
You should always create a separate advertising campaign to post ads that are relevant to that field that targets a specific audience with a common interest. For instance, if you start an advertising campaign for football or basketball, you must categorize it under “sports” that targets a specific audience of similar interest.
Although it is evident that Facebook audience has varying interests and that can not be met in random or unplanned practice, all you need a strategy reaches various goals and solutions.
2. The target audience that landed over your page
“Generic retargeting”- a term used to target your website visitors or past audience otherwise known as the “custom audience” that landed over your webpage before. For instance, when a visitor enters your website and chooses a product, but abandons the cart and bounces back from your home page without purchasing it due to trustability factor or any other reason, the custom audience term” Generic Retargeting” comes to play.
With this custom audience setting, Facebook won’t care what those visitors did while they were on your site. In practice, Facebook will start retargeting these audiences by displaying ads of the product they abandoned in your eCommerce store.
“Behavioral retargeting”- a term used to denote the past website visitors into different audiences based on the actions they performed while they were on your website and which stage purchase channel they abandoned they abandoned the product. Behavioral Retargeting is a lot more granular in its targeting. This allows you to get
creative with the ads to target each audience segment.
For instance, a customer chooses the “add to cart” option in your eCommerce store but abandons the purchase. Here the Behavioural retargeting comes to force. Facebook uses the events filter to create a custom audience to isolate visitors based on their leftover actions. Then these visitors are targeted through displaying “add to cart” ads to exaggerate them to return and purchase the product. The biggest drawback to the plain Behavioral Retargeting is the repetition in the ads which may repel customers. Depending on how long of a retargeting window you set, your audience may be seeing the same ad over and again for weeks or even months after they leave your website. The repetition of your ad will cause them to ignore your content.
“Sequential retargeting” is when your visitors go through a sequence of ad experiences after they leave your website. Instead of seeing the same repetitive retargeting ad, they will see a variety of ads as they move through the sequence.
3. Reach Facebook’s look-like audience
After targeting your custom audience you may reach a step ahead by finding to create a look like an audience. Facebook find users that have similar attributes to that of your base audience. Your Facebook Custom Audience settings filter out the audience otherwise known as “look like audience” that possess similar interests other than your regular visitors.
For instance, if you get a list of visitors who have purchased your product to create a custom audience list, Facebook can generate a similar list of look like the audience that has similar characteristics and interests with your existing data.
Moreover, the look like the audience filter mainly focuses on similar interests, that be relevant or familiar with your brand or product. However, the audience that is brought into your advertising circle is likely to convert into customers although initially, they may have no interest in your business or industry.
The look-like audience is a great way to brand and expand your business so that you can reach a broader scale of potential customers.
4. Know the timing
The advantages of retargeting ads on Facebook is to keep your item and brand new in your mind of the audience. You can customize the timing of your campaign and should be focused on your customers. Facebook suggests retargeting your website visitors in a cycle of 15 to 30 days. More than half of the conversion rate happens in the 12 to 30 days of the initial marketing campaign.
Avoid posting excessive ads. It does not give your customers a good option to come back for more purchases. In this process, you would be wasting money by spending on ads.
Setup your Facebook campaign to leave out those users that had recent purchases from your store for about one or two weeks.
The reasons why Facebook retargeting ads are powerful:
- Fights ad fatigue: Keeps the content fresh as visitors go through your sequence so your audience is more likely to engage with your ads.
- Nurture prospects: Your sequence can address the various objections a prospect may have about buying from your brand. E.g. talk about your generous return policy, share positive reviews from other customers, etc.
- Stands out by blending in: Each time your prospect scrolls through their social feed they expect to see new and interesting content. Stand out from other boring ads by blending into the dynamic nature of the social feed.
The Facebook retargeting ads can maximize your brand and product value by increasing its presence within the audience, offering incentives to convert and reduce cart abandonment. Hence follow the steps above to ensure and direct the practice of your marketing ads successful.
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