Most people usually assume Facebook re-marketing is similar to Google Adwords re-marketing. But that is far from the truth.
Google Adwords Re-marketing is directed at anyone who has previously clicked on your ads and will require you to have a Google advertising campaign. Running a re-marketing campaign together with your Google advertising has been shown to be very effective in boosting conversion rates.
What Is A Re-Marketing Campaign?
I'm sure you must have come across the term “re-marketing campaign,” and in case you never bordered to find out what it means, I will explain with a little illustration. While shopping for a product or service on the web, for example, you want a fancy bunk bed for your kid’s bedroom. After checking through the google search results without deciding on which of the thousand of bunk beds to buy, your browser suddenly starts featuring bunk bed adverts. Ever wondered how the bunk bed sellers managed to follow you around? It is because they are running a re-marketing campaign. Re-marketing campaigns are used to reach out to those people that have previously visited your website, app or social media without committing. The re-marketing campaign can also be used to reach out to an audience defined by their association to those your site visitors.
Why You Need A Re-Marketing Campaign
A re-marketing campaign is the best way to get back visitors to your site. You’ll want to reach out with more sales messages to people who have visited your site and due to some reasons, didn’t convert to a paying customer. The simple reason a re-marketing campaign is important is that very few people (roughly 2%) buy at their first “touch.” A touch is that initial visit to a website.
While looking for a product or services to buy on the internet, you will probably check out tons of sites and most times you might not even remember what site you visited or what you saw there. Does that sound like you? The number of choices can be overwhelming, and you put off buying for another time. There is so many reasons you do not buy at the first touch.
Re-marketing gives you another shot at converting those visitors who showed initial interest in your brand and products by increasing their touches. Studies have indicated that it takes an average of 7 touches to convert a visitor. This goes to highlight the remarkable power of a re-marketing campaign and why it dramatically increases conversion.
Why is Facebook Re-Marketing Different And Even More Powerful?
Facebook Re-marketing is more powerful. Remarkably, you can run a Facebook re-marketing campaign without having a Facebook advertising campaign. All you need to do is to add a Facebook tracking pixel to your website.
Facebook can then begin tracking your site visitors and you can set-up your re-marketing campaign to target these prospects. These are warm leads, and may have:
- Visited your website but were sidetracked
- Been to a similar site and didn’t make any purchase.
- Been unable to get past your shopping cart or your quote form
- other reasons they didn’t contact you after checking out your site which doesn’t necessarily show an unwillingness to buy your product or service.
With a facebook re-marketing campaign, you can create adverts to target those people who have previously visited your site and show them what they have been missing. Your re-marketing message should be persuasive and should offer the following:
- more helpful information on your product
- special offers
- A special offer for those who left without buying or calling
- Links to positive testimonials from customers
- A story about your company and products
You Can Create Audiences With Facebook Re-marketing
The next best thing that makes facebook re-marketing so effective is the ability to create an actual audience on Facebook using the tracking information on your website. For you to make the most out of your Facebook advertising budget, your adverts should target the most relevant and qualified audiences. That brings us to the next question- how to find the est audiences for your business type.
Once you have created the audience, you can then design adverts that they can relate to. 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 complete the form
- Everyone who came to the entire website
You can considerably increase the reach of your facebook advert by creating audiences from the audiences listed above. These sub-audiences could include the following:
- Friends and Family of people who have visited your website
- People who share similar interests with people who arrived on your website
- People who live in a particular location
- Only female or male friends.
- And on and on.
In What Way Does Facebook Re-Marketing Triple Your Conversions?
A Facebook re-marketing campaign is powerful simply because it specifically targets people who have already indicated interest in your offerings. These people are known as warm leads, and you have more chances of converting them since they have already shown a high intent in purchasing your products.
We already know that it takes up to 7 “touches” to get a conversion and Facebook re-marketing is great for increasing the number and frequency of these touches.
Better still, you can reach friends and families of these warm leads with your marketing messages, and also people who share the same interest as them. You can also target people based on their proximity if your business is local.