Acquiring new clients or customers can come at a high price. Introducing them to the goods or services you offer takes time and money. Once there is a strategy in place for first-time buyers, there should be another for retargeting an existing audience. It may be easier to convert potential customers, rather than creating one. To successfully re-target audiences, you will need to develop relevant ads for previous visitors who have engaged online. This will remind potential customers of your brand and serve as a convenient way to bring them back.
When someone visits your site and does not complete a desired call-to-action, there are ways to entice another return. Retargeting is effective because it prioritizes ad spending on those who have already shown interest in your brand.The first step in retargeting audiences is segmentation. Using social media analytics such as Facebook Pixel to track your online visitors is recommended to retarget audiences for more profit via sponsored posts. Now, you can share relevant content to specific markets on a more efficient budget.
As Facebook Pixel stores “events” by online visitors, their information is collected and organized to deliver insightful marketing information. A few types of segmented audiences to use via Facebook include:
Specific Page Visitors
These visitors landed on a product or service page that could tell you what type of campaign to generate. Facebook can define visitors based on specific URLs. If you want to run a promotion on specific items or create more awareness, you can retarget the audience for higher success rates.
For eCommerce sites, there will always be visitors who add products to the cart without completing a purchase. Retargeting ads through Facebook can send those specific items back to the customer’s browser as a reminder. This a great way to prompt a return visit.
This segment refers to those who take a certain action on the website, such as clicks or entering submissions through clickfunnels. This audience may serve as a great investment for retargeting as they have already demonstrated interest.
Total Site Visitors
The most generic retargeting campaign will come from an audience made up of every individual who has landed on your site. When it comes to developing display ads for this list, do not focus on specific products or services. Instead, feature broad information such as a sitewide sale or new arrivals.
Retargeting on Facebook is done through a few, easy steps with pixel.
- Find and click Audiences tab
- Create Audience
- Click “Custom Audience” from a drop-down
- For retargeting previous visitors, select “Website Traffic” option
- Then, enter the URL of the page visited by those in your audience (for example, a product page)
Each list can set off its own campaign with unique creative specific to the customer’s interest or actions.Typically, these lists can also sourced from email marketing tools. When readers open, click or discard newsletters, the tool can track and segment these users. There are a variety of options available to split and sort customer data. Google AdWords is also capable of maintaining a retargeting campaign.
Data shows Facebook produces the most ROI over other social platforms, according to almost all social media marketers. Maximize your budget and social tools with Unstoppable Marketing Solutions. Our mission is to garner higher conversions with quality content specifically made for your audience. Give us a call or schedule an in-person consultation today!