Use Facebook Retargeting to Bring Your Subscribers Back
Are you not getting enough website subscribers from your Facebook ads?
You might be missing out on their retargeting feature, which was launched January 1, 2015.
According to Retargeter, this is a very effective way to customize your ads because it allows your business to focus directly on your target market by placing your product or service at the forefront of their minds.
Here’s a simple illustration of how the company uses retargeting:
When you do a search for “dentist” for example – the goal now is to return posts from your network of connections based on the keyword.
So if you did a search for a movie you wanted to watch on Netflix, you might be able to find friends who have mentioned it already on Facebook.
It brings up more than just posts too.
This is why if you ignore Facebook as a marketing channel you do so at your on peril. It’s not just what’s going on today – it’s what it will be in the future.
Dig your well now.
Of all the things we use Facebook for right now – the most powerful is retargeting.
You will discover as you continue reading that Facebook wants businesses to advertise in order to be noticed.
We know that there are three basic kinds of marketing:
1. Mass Marketing
Think of a billboard in you city and the number of people driving past it daily. It’s a shotgun approach that based on sheer numbers, the advertisers will reach enough people.
2. Niche Marketing
Think of a niche like ‘dog owners’. That’s more specific that pet owners. Not as specific as Yorkshire Terrier owners. Is this more effective than Mass Marketing? While mass marketing is surprisingly successful, yes – niche marketing is even more effective.
3. Hyper-Targeted Niche Marketing
This is an even more precise drill down to a specific niche. Example: Females, aged 20 – 40 who are Yorkshire Terrier owners. Is this even more effective than the first two on the list. Yes, it is.
Usually we stop here – but there is a fourth option that has been difficult in the past but highly effective – retargeting. In other words — someone who has raised their hand by looking at something online that they are interested in that product or service. I’m sure you’ve noticed that if you looked at something on Amazon, it doesn’t matter where you go — Facebook, other websites, etc. You see that same item being placed in front of you like this example from ROARlocal:
How to Get Started With Facebook Remarketing Ads
Now that you have an understanding of what remarketing is it’s time to put this into practice for your business. Just like in Google AdWords you will use their targeting features, which place your ads in front of your audience as they log into their profiles.
Facebook refers to this feature as Custom Audiences and with the addition of a snippet of code to your website with the help of a developer if needed you can start driving more traffic from your ads.
Once you begin the process Facebook allows you to customize from several areas:
- Customer List – These are your subscribers emails, phone numbers, and the IDs of your audience on Facebook.
- Website Traffic – You can create a list of your website visitors.
- App Activity – If your business has created an app or game to interact with you can create a list of those specific users.
Outside of being able to gain more leads from your subscribers your ability to drive traffic from every page on your website is invaluable as you add code to your website. The Custom Audience feature then captures people who have visited your site and reminds them about your business once they see your targeted ad on Facebook.
These can also translate into Lookalike Audiences — these are new potential customers similar to your website leads who share the same interests.
If your business has been not able to retain visitors this can help bring them back.
The key to success in capturing your website visitors with retargeting on Facebook is to create eye-catching ads that include specific information about your audience that captures their attention as it appeals to their needs and desires.
Here’s a good example from MailChimp and how they put together their custom ads:
Once you begin your first ad campaign you will want to track and test your results and adjust where necessary. As you fine tune what your audience is after you will be able to reach them more effectively and encourage them to return to your website where they can make a purchase or enroll in your services.
This could mean shorter text and more catchy images or videos. It also helps to create headlines that they can’t resist that is not too lengthy and describes what you are offering right away.
The general rule of thumb as your ads are running is to have at least 500 to 1,000 impressions with a couple of different versions to find out which format is working best. Facebook allows for custom sizes through its grid tool and a preview of your ad before it goes out.
Once the code is installed on your website your business can spend as little as $5 a day to get the ball rolling and track your website subscriber progress. This is one of the best ways to turn your lost website leads back into paying customers.