Facebook Re-Targeting campaigns are the hidden gem of the advertising world. Looking for a way to re-engage past customers and prospects on Facebook?
Re-targeting on Facebook is a super-powerful way to turn your site visitors into converted users who sign up, subscribe, download an eBook, make a purchase, or whatever it is you are trying to achieve with your website and Marketing efforts.
If you’re looking to build successful re-marketing funnels on Facebook, you’ll need to deliver unique ads to custom audiences segmented according to their browsing history and interests.
In case you’re wondering why re-targeting campaigns work, here are the top reasons:
- With re-marketing, people are already familiar with your brand and product – they’re not 100% cold leads anymore.
- Re-marketing campaigns allow you to segment your audience based on their behaviors – you can create more tailored and relevant ads.
- Re-marketing campaigns have smaller audiences, and every member of those audiences is a potential customer – there will be less guesswork of whom to target.
1. Re-market to Specific Landing Page Visitors
Once people have visited one of your landing pages, you know two things: they’re interested in a particular product or feature and they’re already familiar with your business.
Your website and blog consist of different web pages with different topics, and each of them attracts different visitors. So why show them all the same generic ad?
An important thing to remember is that you can segment your re-targeting audiences by the different topics of your pages and their visitors. Basically, this means that you can show your visitors the specific ads that will more likely be compelling to them.
Targeting this warm audience with a generic offer would be a waste of time. Instead, create landing page-specific Facebook ads that are highly relevant to your audience.
For example, at Hardikmangroliya we segment our blog readers by the topics of the articles they read. So anyone who read one of the articles about how to increase their eBay sales will get a matching re-targeting ad about how they can increase their sales with hardikmangroliya. The visitors who read about eBay templates will get an ad about, you guessed it – eBay templates. And this can go on and on, depending on the number of topics your blog has. It seems like a hassle, but it’s actually quite simple, and in the long term, definitely worth the effort.
Of course, the same tactic can be used on your site’s product pages and landing pages.
2. Segment your Facebook Re-marketing Audiences
One of the biggest mistakes we see companies doing is creating a single Facebook Custom Audience of all past website visitors and showing them all the same re-targeting ad.
There are many types of remarketing audiences that you can create:
- Specific landing page visitors
- Your blog readers
- People who have visited the Pricing page
- People who abandoned their shopping cart
- Customers who have already purchased from you
Instead of bundling all your high-ROI Facebook re-targeting audiences into one bucket and showing them the same ads and offers, create 3-10 re-marketing audience segments, depending on the size of your website traffic.
Next, make sure that your ad offers match with the expectations and interests of the new re-marketing segments.
Example: you can create a custom audience of your website traffic in the last 180 days, 15 days, 10 days, 7 days and 3 days.
3. Re-market to Your Blog Readers
Blog visitors find your site via search engines, paid promotions, email newsletters, referrals, and many more channels. For most blog readers, the first visit will also be the last; they’ll soon forget about your blog and move on to read the next one.
Re-marketing to these readers is a great way to recapture their attention, eventually turning them into returning readers. One of the best ways to warm up cold leads is to share free high-quality content. For instance, use Facebook boosted posts to reach more readers with your blog articles.
Or step up your game and offer a signup or call now.
If your blog covers several topics, you can segment your Facebook custom audiences by topic to ensure your ads reach a highly relevant audience.
To re-target blog readers, create a custom audience of people who have visited your blog’s home page or read specific articles
Keep these best practices in mind when re-marketing to blog readers:
- Start with soft sells to increase brand awareness.
- Don’t ask people to buy something right away.
- Make sure your ads are relevant to a specific article’s readers.
- Use Facebook boosted posts to amplify your blog’s reach.
- Exclude people who have already read/downloaded your promoted content.
4. Create a Facebook Re-marketing Funnel
Successful re-marketing happens in multiple stages.
A person who started as a one-time blog reader can be turned into a warm lead and then a customer. But only if you’re targeting them with the right offer at the right time.
Which is exactly why you need to set up a re-marketing funnel.
The traditional conversion funnel has five stages:
- Awareness – people know your product exists
- Interest – people get curious about your product
- Desire – people start to want what you’re offering
- Conversion – people buy your product
- Re-engage – people buy additional products
There are different ways to interpret these stages, but the core idea remains the same throughout all the theories.
Every conversion stage demands a different set of offers and ads.
Once a person has converted in one stage, you can exclude them from the audience and include them in the next-stage re-marketing audience.
5. Re-Target the Visitors who almost Signed Up
With this tactic, we actually continue what we did in the previous ones, but this time we segment the visitors who were even closer to converting, by targeting the visitors who visited your sign-up page but didn’t actually sign up.
It’s not always obvious why anyone who clicked a “signup” button on your site wouldn’t actually sign up, but in fact, it happens a lot, for various reasons. All that’s left for you is to give them that one last push, and remove any remaining concerns or insecurity to make them finally sign up.
How to Create such an Audience
Well, I guess that by now you get the point. Simply create a custom audience with the URL of your sign-up page, and exclude the users who already signed up.
6. Increase your Bids for High-ROI Audiences
As you’ve learned by now, not all your re-marketing audiences are equal.
Some audiences include lukewarm leads while others target people highly interested in your product and offers.
Depending on the buying potential of a re-marketing audience, you can bid more aggressively to reach the audiences most likely to make a purchase.
For example,Score could increase their Facebook ad bids when re-marketing to warm leads who have already visited their Pricing page.
You’ll know a visitor is more interested in your business and products when they’ve visited particular landing pages or repeatedly returned to your website.
7. A/B test Different Facebook Ad Elements
Facebook ad A/B testing is a constant process that you can apply to every single Facebook campaign.
Among other things, you can test your:
- Ad design
- Unique value offer
- Ad placements
- Call-to-action buttons
- Bidding methods
- Campaign objectives
We recommend that you start by testing your Facebook Re-Targeting ads value proposition, creating different variations of call-to-actions and discount offers to see what makes people return to your website and make a purchase.
To create successful ad tests, you must know these five A/B testing rules:
- Increased Website Traffic
- Place each variable in a separate ad set
- Ensure your A/B test results are statistically valid
- Lower Bounce Rate
- Lower Cart Abandonment