When I first heard about Facebook re-marketing, I took it to be the same as Google Adwords re-marketing.
Boy! How Wrong Was I
Re-marketing with Google Adwords will require you to have an ongoing Google advertising campaign, and it is targeted at anyone who clicks on your ads. If you didn’t know, having a re-marketing campaign alongside your Google advertising is vital for higher conversion rates. Let’s go into more details.
What Is A Re-Marketing Campaign?
You may have come across the phrase “re-marketing campaign” but do you really know what it is? Let me give you a simple explanation. When you go on the internet to look for a product, say, best portable generator under $1,000 and after looking through the google search results, without making up your mind, you’ll suddenly notice generator adverts popping up everywhere on google. Have you been wondering how the generator sellers were able to follow you around? It is because they have a re-marketing campaign. Re-marketing campaigns are used to directly advertise to people who have previously visited your website or used your app. These campaigns also allow you target a previously defined audience who have links to your site visitors.
Why Should You Set-up A Re-Marketing Campaign?
A re-marketing campaign has a lot to do with the dynamics of sales conversion and marketing strategies. But let’s save the tech stuff for another day. The simple reason is that most people don’t buy anything on the initial touch. A “touch” is a connection – an initial contact, like when you first visit a website.
When you’re are searching for a product, you usually visit lots of sites and most times you wouldn’t even remember the sites you visited or what you saw there. Sounds familiar? You may also be overwhelmed by the sheer number of available choices and do not make a buying decision right away. There are so many reasons you’re most likely not to buy at first touch.
Re-marketing lets you specifically target the prospects who have visited your website without committing to anything and increase their touches. Research has it that it usually takes up to 7 touches for you to make a sale. There, you can now see the amazing power of a re-marketing campaign and the dramatic way it boosts conversions rates
So What Makes Facebook Re-Marketing Different And Even More Powerful?
Facebook Re-marketing is far more effective. Interestingly, you don’t need to have a running Facebook advertising campaign before you can create a re-marketing campaign. Instead, you can add a Facebook tracking pixel – an excellent analytical tool, to your website.
Facebook then starts tracking your site visitors and you can set-up your re-marketing campaign to target those people. These people, who are warm leads, may have:
- Visited your website but were distracted
- Been to a competitors site without buying.
- got blocked at the shopping cart or your quote form
- other reasons they didn’t contact you after checking out your site which doesn’t necessarily mean they aren’t interested in buying your product.
Using a re-marketing campaign, you can design an advert to specifically target those people who visit your site without making a purchase. To try and persuade these prospects to contact you, you could offer them some of the following:
- additional valuable information on your product
- any ongoing special offers
- A special offer for those who left without buying or calling
- Links to enthusiastic testimonials from satisfied customers
- A story of your company and products
Creating Audiences With Facebook Re-marketing
To get the best Return on Investment for your Facebook advertising budget, you need to direct your adverts so that the most relevant and qualified audiences see them. So how do you find the best audiences for your business type?
The second great thing Facebook re-marketing helps with is creating an actual audience on Facebook using the tracking information on your website. Once you create the audience, you can then crafts messages that will resonate with that audience. Some of the audiences you can create are:
- People who landed on your sales pages
- People who landed on your website’s homepage
- People who clicked on your Quote Page but didn’t fill in the form
- Everyone who came to the entire website
You can reach out to more people by creating audiences from each of the audiences above. You can further create audiences for the following:
- Friends and Family of people who have been to your website
- People who have the same interests as people who arrived on your website
- People who live in the same location
- Only female friends or male friends
- And on and on.
So How Does Facebook Re-Marketing Triple Your Conversions?
The power of a Facebook re-marketing campaign is that you are now directly targeting people who have already shown some interest in your business. They are very warm leads who can be more readily converted. As we stated earlier, it takes about 7 “touches” to get a conversion and re-marketing serves to increase the number of those “touches.”
It gets even better; you can also market friends and families of these warm leads, and even people who share the same interest as them. You can also target people geographically close to you if your business is local.
Facebook re-marketing offers the best value for money of any targeted advertising you can do.