What is retargeting?
In digital marketing, retargeting consists of creating personalized ads focused on an audience that has already visited a specific website. This is one of the practices most used today by companies to find new potential clients, increase engagement and improve their sales and results. Thanks to retargeting, you have the possibility to create an ad and direct it to people who have entered your eCommerce and who, for example, have not completed their purchase process. These types of ads remind them that you are still there and that they can finalize their purchase.
Advantages of retargeting on Facebook
Retargeting campaigns on Facebook have many benefits:
Nothing makes a business waste more money than targeting your campaigns to an audience that is not interested in what you sell. The average conversion rate that eCommerce in Spain usually has is between 1% and 2%. This means that out of every 100 people who visit our website, at least 98 leave without buying. These people who have already visited your website, saw your products, and, in some cases, added them to the cart of our online store, are potential customers who, by knowing your business, are more likely to end up buying. Thanks to retargeting you can impact them with your ads and they may end up completing their purchase process.
Various studies have shown that before customers decide to buy something in our online store, multiple interactions with a new or unknown brand are required, sometimes up to seven, before finalizing the purchase. With Facebook retargeting, the amount of time and cost generated by potential customers before buying is reduced since it only impacts those users who already know us and have shown a previous interest in our brand.
Create ads geared to customer needs
With retargeting campaigns on Facebook, we can create ads focused on those people who, for example, have added an item to the shopping cart of our online store, but have not finished making the purchase. We can create targeted ads for these people, with discounts or special offers to finish "hooking" them.
What do you need before doing retargeting campaigns on Facebook?
Have a business page on Facebook
In order to carry out this type of campaign, you must have a company page or fan page on Facebook. If you don't know how to create it, don't worry, in this article, we will tell you how to create and optimize your page in a few simple steps: Go from a personal profile to a Facebook fan page.
Another fundamental thing is to have the Facebook pixel installed on our website. Thanks to this pixel, we will be able to:
Create a custom audience
To carry out this type of campaign, we must create a personalized audience on Facebook to which our ads can be directed. For it:
For example, if we want to impact those users who have visited our prices page during the last month, we will have to follow the following rule as shown in the image:
Types of retargeting on Facebook Ads to increase your sales
Next, we will talk about 5 types of retargeting that you can do with Facebook Ads to improve the sales of your business.
Facebook has 2.4 billion active users per month and generates an average of 8 billion daily visits to content in video format. On Facebook, 76% of users discover videos through its Latest News section. Knowing the great trend of this format in this social network, joining our efforts to make a quality video that promotes the products or services of our company will be very profitable for us. What we will do is make Facebook retargeting to people who have seen our video. For example, we can target our campaigns to those users who have seen at least the first 3 seconds of it. To do that:
As I point out we will say that for our video to attract, it must:
Retargeting for those who have abandoned the shopping cart
If you have eCommerce, surely you have come across abandoned carts many times. Retargeting can become your great ally to be able to reach these users who left the cart halfway and offer them some incentive so that they finally decide to complete their purchase. For example, you can remind them that you have a half cart and give them a discount to encourage them to close the purchase.
Retargeting for those who interact with our Facebook page
If you have a large and active community of users on your Facebook page who follow you, comment on your publications, and give "likes" but have not just bought, this type of retargeting ad is ideal for you. With retargeting ads based on interaction with a Facebook page, you can reach a wide variety of people who are already familiar with your brand. With these announcements, you can go to:
To make this type of announcement, we just have to choose the option "Facebook Page" within "Facebook Origins".
Retargeting for those people who have already bought from us
The traditional sales funnel can make us believe that the sales process ends when a person has bought in our online store. This is a mistake, when we get someone to buy from us, what we have to do is include them in a new "sales process" so that they buy from us again. As these users already know you, surely this tactic will be much more effective than another campaign directed at someone who does not know who you are. Create a retargeting campaign with:
Dynamic retargeting is the most profitable option for any eCommerce. It allows the creation of multiple dynamic ads, starting from a wide product catalog. These ads will appear in the Latest News section of users who have already visited your website. One tip to make these ads work better can be to launch special offers like "X% discount on…." We will use them if:
To make this type of announcement, we must have the Facebook pixel installed on our website and we must have, or if we do not have it, we must already create a product catalog.
As you have seen, doing Facebook Ads Retargeting involves a series of complexities but it has many advantages. But the first thing you have to do to start is deciding which of all the options that we have told you is the most suitable for your business. Go ahead and create your first retargeting campaign on Facebook and get a higher conversion rate and a better ROI in your advertising campaigns. We leave you here our: Mini guide on retargeting in Facebook Ads, where you will learn and have at hand everything you need to know to create your first Facebook Ads Retargeting campaign. And if you want more information about Facebook ads, don't miss our Guide on how to advertise on Facebook Ads for SMEs and freelancers, in which you will learn the keys to having successful advertising campaigns, getting more clients for your business, and selling more.