5 Facebook Retargeting Best Practices Every Marketer Must Follow

Choosing Facebook as a platform to air your marketing campaign is considered as among the smartest moves for your business. This is because Facebook has over 1.8 billion active users and the numbers only keep on getting higher with 5 new profiles created each second. Facebook marketing is one of the most powerful strategies you can use to market your products.

Facebook’s re-targeting is a strategy that involves creating a marketing campaign targeted at people who have already interacted with your brand before. Facebook re-targeting is also involved with targeting consumers who already know your brand and have previously visited your website.

Re-targeting is an effective way of engaging potential customers.

Digital marketing agencies these days rely on re-engaging strategy because it leads to sales when you target the people who visited your site before by offering something, for example, a discount, they are very likely to make a purchase.

Facebook retargeting is an effective marketing tool that targets your marketing adverts to people who have already been to your site. You get a second chance to remind them how great your product is and why making a purchase will be a great option.

Why you need to use Facebook Retargeting

A large percentage of online shoppers abandon shopping done online. Statistics show that 69% of people shopping online abandon their carts. This explains it why many e-businesses need to retarget their potential customers.

Personalized ads targeted at each specific shopper. E-businesses can employ the Facebook retargeting strategy to win back the consumer and reduce the chances of a customer abandoning their carts. One of the best tools to help you do this is the Facebook pixel.

Facebook pixel gives you the ability to target shoppers who added your products to their carts but abandoned the carts. With Facebook’s pixel’s code, you are able to retarget these shoppers by creating personalized ads based on their interests.

This code can be used on every page you would like to remarket your products. Most importantly, retargeting is aimed at increasing visitors to lead and lead to customer conversion rates.

1. Target all visitors visiting your website

Targeting all visitors that visit your website is the most widely used method. Target all the traffic received by your site. This involves visitors who have visited you in the recent past. This method works especially if your brand is new. This is because you will be having new visitors visiting you on a daily basis. If this is the case, you need to do market segmentation.

Market segmentation is the process where you categorize your market audience into various segments depending on for example their age, incomes, gender, and interests. This helps you to be more specific with your retargeting strategy.

When retargeting visitors who have been to your website before, you need to pay more attention to your Facebook ad’s design. Ensure it matches with your website’s content. This is because these people are more likely to click on the ad if they recognize the language they have interacted with before.

Retargeting your past visitors is important because:

• You get to see which offer between different unique value proposition offers makes the consumers click on the ad.
• You can drive additional traffic to your website by offering helpful content.
• You can get to re-engage your potential customers and convert them to existing customers.

In considering your retarget your website visitors, it is advisable to target visitors who have been to your site in the past 15 to 30 days but no longer than that.

2. Targeting your blog readers

Your blog readers are visitors who come across your website by searching using search engines. These could also be people who have referred to your site using email newsletters, referrals, and paid promotions.

This could be a lot of traffic in a month. This poses a challenge for retargeting because of the high numbers unless you have set aside lots of money for marketing. 

The question is: how can you target a specific audience within the crowd that has the highest potential of leading to sales?

Here are a few tips to help you do that:

• Retarget the audience that visits both the blog site and the landing page
• Retarget the audience that has visited your blog more than one blog page.
• Retarget the audience that visited the blog site and then clicked on the prices. This indicates interest.

Filter out your traffic and sort it out to find out the most engaged blog visitors. This way you will be able to have a higher return on an investment made.

To engage the visitors to your blog, share rich content. After filtering your traffic, you can then retarget and convince the customers to buy your products.

3. Retarget based on how the user interacted with your content on Facebook

There are many ways to create custom audiences depending on the content the audience interacted with. For example, you can create a Facebook customized audience by categorizing people for instance people who interacted with your Ads, Facebook posts, videos and canvas ads.

For people who have already interacted with your content:

• Retarget the shoppers who clicked on your lead ads but did not go on to complete the purchase. You can use a different unique value proposition.
• Retarget people who watch 75% and above of your video. Watching more than 75 % shows interest.

4. Retarget people who have installed your app

Retargeting people who have installed your app is a smart move. This is because it helps you increase app sales. You also get to help your customers become more engaged in the app. Retargeting can be done by offering discounts.

This is done by first setting up a Facebook advert to encourage more people to download and install your app. Here are some of the best tips on retargeting people who have already installed your app.

• Keep your app downloaders engaged by sharing rich content.
• Segment your app downloaders to various categories of audiences.
• Ensure your links are all compatible with smartphones.

5. Retargeting visitors who visit your landing page

Getting people to your landing page can be very costly for example when using the pay per click platform. Statistics show that a big percentage of your website visitors leave within 8 seconds.

Careful retargeting of these visitors with customized adverts can help you bring them back. Use a sales-oriented approach for example by offering a free product trial. Here are a few tips on how to retarget your landing page visitors.

• Exclude visitors who have already used your offers
• Try different offers if the visitor did not convert the first offer.
• Make offers that are specific to particular landing pages.

Using Facebook’s retargeting tips named above will increase the number of purchases. It will also make the customers understand the true value of your products. This is because Facebook combines its ads with other tools for a great marketing impact.