As digital marketers, you probably spend a lot of time acquiring traffic, hoping visitors will quickly convert and drive customer acquisition.
You know, however, that real life is often different. Most people come to your website, read some articles and never come back. The traffic you took so much time to acquire is wasted. Your results and investment are undermined.
That’s where retargeting comes in. I’m going to give you a quick head start into retargeting, on Facebook specifically, and what it can do for your bottom line.
The Lowdown on Retargeting
Bringing traffic costs a lot of money. Often, this traffic leaves you nothing but a spike on your Analytics. That’s where retargeting comes into play.
Retargeting allows you to target these people on other networks such as Facebook or the Google Display Network with ads.
To sum it up, you target unconverted visitors with ads and send them to a landing page where they can undertake an action.
The main goal here is to get them to take action and to give us some information (e.g. email) so we can contact them afterward (preferably for free).
If you spend time on Facebook, you probably see a lot of ads. These ads can be very powerful to target prospective customers.
Although you’ll often hear that no one clicks on Facebook Ads, this is completely wrong. People do click on the ads and make a purchase. Even in the B2B world.
The main Facebook’s strength is their Targeting options. You can target people with a lot of various options and find the appropriate audience to reach. Advertising on Facebook is also very cost-effective. You can acquire customers with significantly less money than on AdWords or Perfect Audience.
To give you an example, I acquired free trials for a SaaS company for less than $0.80.
Although Facebook is very cost-effective and allows you to target users, you should start with a significant budget.
If you’re launching a new venture with $100, you’re probably better off using some other ways to reach your first customers.
Why? Advertising online is all about experimenting different things and measures their effectiveness. If you only have a few bucks you’ll soon get stuck and managing a positive ROI will be tough.
The required budget is a difficult question: you need enough money to start and optimize your ads. I generally advise customers to start with at least $500.
To start retargeting with Facebook, you need to install two different tracking codes on your website.
The Custom Audience Pixel will record how visitors are navigating through your website, and enables you to target them. You’ll then be able to create an audience on Facebook and target them directly.
The Conversion Tracking Pixel will allow you to track whenever a visitor undertakes an action on your website (e.g. sign up). This second pixel allows you to measure conversions on Facebook. Their algorithm will then help you to optimize your budget.
Pass all of this information onto your developers and they’ll install the code; it only takes a few minutes. If you use Segment, you can install them by yourself.
In this preparation step, you’re trying to better understand your users by looking at bottlenecks. Where do your users get stuck? You want to understand your funnel so you can retarget the right visitors.
Get into the shoes of your visitors. If a user bounces on your website after looking at one of your articles, they’re less likely to convert than the one who visits your pricing page.
At the end of this step, you should be able to create a few Custom Audiences based on your visitors’ behaviors.
Here are some audiences you could create:
- Signed up for the newsletter
- Viewed our blog
- Viewed our pricing page
The options are endless. You could even retarget people who didn’t convert after clicking on your first ad.
Pay attention to the retention parameter (“In the last 30 days”). You can adjust it up to 180 days. However, think about it in terms of your visitors: are they likely to remember you if they visited your website 180 days ago? Probably not.
Try to be smart of the audience you’re creating; it’s probably the most important factor. Think in terms of your funnel: Where do they stand now? What do they want to do next?
You can now create your ads targeting your website’s visitors. Create ads that are eye-catching and add value to your users.
You can find plenty of articles online about how to create your ads and how to write compelling copy so I won’t get into much detail here.
Don’t forget to include tracking parameters so that you can also monitor this traffic through Google Analytics or other analytics platform.
Never send people to your homepage. You want to clearly convey your value proposition and entice them to sign up (to your product or newsletter).
If you have a high-involvement product, use an opt-in form and ask visitors for their email address. You’ll convert them later via email marketing or Lead Nurturing.
Facebook gives advertisers a great option: Lookalike audience. Based on an audience’ characteristics, Facebook can find other people who are likely to be interested in your offerings.
Lookalike audiences are great as you can target new people who are likely to be interested in your services.
One thing that works great is to use lookalike audiences along interests. You could, for instance, target a lookalike along with another interest (such as “PPC”). By doing so, you’re refining the audience and increasing the likelihood that they’ll be interested.
This article is only a quick introduction to Facebook advertising. You can go much further and produce greater results.
One important thing is to use A/B testing in order to create better ads. You can test different headlines, images and descriptions … The more people click on your ads and convert, the more your budget will be effective.
Note that you can also upload your data to create Custom Audiences. You could target your customers or create lookalikes.
Make sure you’ll be able to measure your results on your Analytics platform. You need specific attribution models to correctly attribute sales. What if the campaign is at the middle of their experience (e.g. Search > Ad > Direct)? In the main attribution models (first/last interaction), the ad will have no credit at all.
Facebook Retargeting works great and is a very nice way to grow your business further. You’ll increase your conversion rate and avoid wasting money on traffic acquisition. Start right now in order to take advantage of low-cost conversion and to get your business to the next level before everyone else does.
It’s your turn now: Have you successfully implemented retargeting on your website? Did you use some of the techniques above? If yes, with what kind of result? Any other questions are welcome.