Here is the truth: 96% of visitors that land upon your site is not prepared to buy. They come to your site, wander around for a while, then leave. The worst component? Most of them probably forget about your site since soon as they close the tab. Therefore, just how do you remind your website visitors about your e-commerce store and keep in touch with them until they’re ready to become your customers? That’s right – you utilize Facebook retargeting advertisements.
Retargeting is a form of online advertising that brings back again website visitors who haven’t converted on their initial visit to an online store. Every time a person lands on your online shop, a ”cookie” is put on their browser. The cookie lets you recognize and follow your store’s visitors when they visit other sites and display ads to these people.
Facebook is usually a great channel to get retargeting. It’s an easy task to established up and there’s a great chance your website’s guests are among the two billion people actively using Facebook, which gives you the opportunity to be exactly where your potential customers already are.
Many brands use retargeting. A few brands utilize it to its full potential. Therefore, today I’ll reveal one of my retargeting strategies that’s advanced enough to be incredibly effective, whilst basic enough that anyone can copy-paste it to get their business.
This 3-step strategy outlines a procedure through which each of your visitors is retargeted intended for 14 days, using a constantly changing message as time goes on.
Before we begin, with this article to be useful for you, you require a Facebook Ad accounts to be set up and running. That is, you ought to have your Facebook -pixel installed and tracking your website traffic and basic website events, like purchases. View this video to see how it’s done:
Now, once your Facebook account is ready and the tracking code is installed, you can start retargeting your visitors.
How to Implement Facebook Retargeting Ads: Step 1
Remind Your Visitors to Finish Their Purchase
Many visitors will come to your web site and, even though they may be considering making a purchase, they will leave empty-handed. Sometimes they will get disrupted, sometimes timing is bad, but the majority is because all of us still prefer desktop purchasing over mobile shopping.
Allow me to explain: For many websites, mobile phone users generate almost half of the traffic, though on average only 1 in 5 online shoppers actually complete transactions on smartphones.
That means that, while mobile shopping is definitely growing, the percentage of users who buy something via their phones is usually still drastically lower when compared to computers.
In other words, we frequently discover something we’re enthusiastic about while browsing through our cell phones, then leave to arrive back later when we are at our computers. Yet then life happens, and unless we’re seriously highly motivated to get something, all of us never actually return.
Therefore, within the first days, your Facebook retargeting adverts should serve as reminders to complete the purchase.
Here’s how to do it:
STEP 1: REACH PEOPLE WHERE THEY’RE MOST LIKELY TO BUY
If you see that individuals often visit your internet site from their smart-phones, yet never purchase from their mobile gadgets, then consider showing your retargeting advertising on desktop only.
Here’s how to determine which devices people make use of to visit your shop and complete their purchases:
Visit your Google Analytics, then look under Viewers → Mobile → Overview. Focus on your mobile conversion rate, and how much of your total earnings mobile visitors make. In the event that desktop users substantially outshine your mobile visitors, consider switching off your advertisements on mobile devices.
Here’s a typical example where showing ads on mobile does not make much sense:
For this online shop, mobile users generate over a half of their monthly traffic, yet less than 18% of all conversions come from smartphone users. In the meantime, desktop users generate 41% of the traffic, but those visitors are responsible for 64% of their revenue.
STEP 2: CATCH ATTENTION & REMIND VISITORS OF THE PRODUCTS THEY WERE INTERESTED IN
A single study found that men and women are more likely to interact with something familiar than something completely new. That implies that in a crowd of unknown advertisements and other types of articles, people’s attention is captured and automatically drawn to things they already identify.
That said, by displaying advertisements with products guests were previously interested in, you have the possibility of grabbing their attention. Facebook dynamic retargeting advertising is a type of advertisement that automatically shows items men and women have previously seen, which makes these adverts especially relevant and effective.
To run Facebook powerful retargeting ads, you must first upload your item catalog. Here’s how to do that step-by-step:
Step 1: Go to your Facebook Ads account Step 2: Click on ☰ Step 3: Under ”Assets” find ”Product Catalogue” & click ”Create a Catalog” Step 4: Once you’ve created your catalog, click ”Ad Products” & download the .CSV template Step 5: Fill out the template & upload it to Facebook Step 6: Wait for the template to upload, then you’re all set for your first dynamic ad campaign!
STEP 3: GIVE PEOPLE A COMPELLING REASON TO RETURN & FINISH THEIR PURCHASE
Some people abandon their carts simply because they change their minds or want to see if there’s a much better offer around.
In fact, a survey by Statista shows that over a quarter of online shoppers admit they have left their shopping cart because of a change of mind. Meanwhile, 36% have got dropped from the checkout mainly because they’ve found a much better offer elsewhere.
To win this kind of customer back, give these types of cart abandoners something that makes them see their purchase as a great deal. Some online shops offer limited-time discount codes, and stats show this tactic works – 54% of individuals will come back and purchase the product they’ve forgotten if they’ve been offered a discount.
Even though discounts work like a charm, there are various other ways for making your consumers come back without reducing prices. For example, you are able to highlight your free shipping, offer a present or even a free product test for each purchase. People like free things, especially if they will come from the brand they’re interested in.
Create a Facebook Retargeting Ads Campaign for Your Recent Visitors
STEP 1: PREPARE YOUR AUDIENCES
Create an audience of the last 7 day’s visitors by going to ☰ → Audience → Create Audience → Custom Audience → Website traffic → choose All website visitors in the past 7 days.
Additionally, create an audience of your recent purchasers by ☰ → Audience → Create Audience → Custom Audience → Website traffic → choose the event that tracks purchases under From your events.
Note: Different recommended lookback windows are recommended for different products. It depends on whether you’re selling everyday products (like clothing), or something more long-lasting (like yearly subscriptions).
STEP 2: CREATE YOUR CAMPAIGN
Go to your Ads Manager → Create Campaign → choose ”Product Catalog Sales” as your marketing objective (if you have previously created your product catalog on Facebook; alternatively, choose ”Conversions” as your marketing objective.)
STEP 3: DEFINE WHO YOU WANT TO SEE YOUR ADS
Under the Audience section, choose to include your last 7-days visitors and exclude your recent purchasers.
After setting the rest of your targeting parameters, such as location, sex and age, continue on and create your ads.
How to Implement Facebook Retargeting Ads: Step 2
Provide Customer Service to Visitors Who Hesitate
Occasionally, there are other issues than timing and the type of device they’re shopping on that holds your potential buyers back. Stats display that 83% of online shoppers need support to complete their purchase, however, less than half, in fact, try to get their particular questions answered.
How perform you provide support to customers not actively searching for it?
One method to do it is to use the Facebook messenger advertisements, or more precisely – Facebook Messenger Destination Ads. These advertisements inspire folks to make contact with the brand and take the capsules directly to Fb Messenger, which makes this kind of customer service more proactive when compared to email and phone support.
In other words, Facebook messenger adverts are your possibility to start a one-on-one conversation with your customer, get more personal, answer his/her concerns or questions, and eventually, sell your product.
That said, two days into your retargeting campaign that targets your last 7 day’s website visitors, you should add an extra campaign that targets visitors who hesitate to make their buying decision. Capture them while they scroll their feed and provide them customer support.
How to Find & Target Shoppers Who Hesitate
The tricky part with Fb is that it only lets you operate within predefined targeting options. You can, for example, focus on those who have visited your website within a defined period of time (the last 7 days, 30 days, etc. ), however, there’s still no option to target repeat visitors who have been to your website several times but haven’t finished their purchase yet.
To find such visitors who might need some help with their purchase, you must look at other signs that signal doubt. For example, you can specifically target visitors who’ve spent the most time browsing your website. Additionally, you can also add people who’ve visited specific webpages on your websites such as your FAQs, Terms & Conditions or Prices pages.
By targeting people who’ve spent excessive time on your website and those whose activity directly indicate the need for support, you’ll get an audience of men and women that may be highly considering your product, but need some help from your support team.
Here’s how to create a retargeting campaign for your visitors who hesitate:
STEP 1: PREPARE YOUR AUDIENCE
In addition to the audiences we created in Step 1 of this article, make an audience of the last 7 day’s visitors who’ve visited specific support web pages (such as your FAQs, Terms & Conditions or Pricing Pages), as well as your top visitors by time spent on your website.
Go to ☰ → Audience → Create Audience → Custom Audience → Website traffic → then follow the instructions as seen in this video:
STEP 2: CREATE YOUR CAMPAIGN
Go to your Ads Manager → click Create Campaign → choose Traffic as your marketing objective, then on the next step, choose ”Messenger” as your destination.
STEP 3: DEFINE WHO YOU WANT TO SEE YOUR ADS
Under the section Audience, choose to include your predefined audience of people who visited specific web pages, plus your top visitors by time. Then, click Exclude and choose your recent purchasers.
After setting the rest of your targeting parameters, such as location, sex, and age, continue on and create your ads.
How to Implement Facebook Retargeting Ads: Step 3
Stay in Touch with Visitors Who Aren’t Ready to Buy (Yet)
Some marketers say that visitors who haven’t purchased anything after 7 days won’t buy from you at all.
So, should we give up now?
The answer is: Not quite.
Remember that ”not buying” doesn’t immediately mean ”not interested”. Several visitors might not exactly be prepared to convert right now, however, it doesn’t suggest they’re not interested to acquire something in the upcoming future.
What stands true, even though, is that after a week of retargeting, you may want to stop concentrating on immediate purchases and strive for longer-term relationships with your website’s visitors. That is, you should attempt to maintain in contact with your prospective customers until they’re prepared to convert as opposed to attempting to convince them to convert and then giving up when they don’t.
So what’s the easiest method to get it done? Provide them the possibility to sign up to your email list through Facebook lead advertisements. These types of advertisements allow individuals to fill out a form and subscribe to your email list so you can keep in contact with them there as well as the best part is they don’t have to leave Facebook to sign up – they may subscribe right from their particular newsfeed.
Like your visitors, these individuals have previously demonstrated an interest in your brand so they might also be enthusiastic about hearing from you in the sort of your email publication. Besides, these ads are optimized for leads which means Facebook can find folks with the highest interest in your product and show all of them your ad. By turning these visitors into email list subscribers you can stay in touch with your potential customers, build relationships and convert all of them sometime in the upcoming future.
So, in the final component of your Facebook retargeting lead advertisements campaign, your adverts should:
TELL PEOPLE WHY IT’S WORTH STAYING IN TOUCH WITH YOU
With all the thousands of promotions and spam delivered our way, men and women today have become cautious with whom they trust their particular information with.
That said, you have just about 2 seconds to inform men and women why it’s really worth keeping touching you – that’s the average attention span of folks scrolling through their particular Facebook feed – therefore it’s critical that you’re very clear and convincing with your message. In order to do that, you actually need to know your customers well.
For example, if you’re selling first-class luxury products, your viewers may rather opt-in to your email newsletter to get exclusive news and something only they as users (read: email subscribers) may get. On the other hand, if your audience is more price-sensitive, promising special discounts and other deals in your email newsletters may be a more appealing advertisement for them.
Tip: Don’t annoy people who’ve given your email newsletter a chance – whatever it is that you promise in your Facebook retargeting ad, make sure you can deliver on it.
MAKE IT EASY TO GET ON YOUR LIST
Bear in mind that folks are not big fans of long forms, especially when they want to subscribe to your email list from their mobile devices. That implies that the fewer fields people need to fill in, the better.
The Facebook leads generation form that opens when the user clicks on the ”Subscribe” button from the ad is, by default, quite minimalistic with two fields – email and name. In the meantime, there are advanced choices that let you add more fields to your forms, such as country, time of birth, and other fields.
Whilst getting to know more regarding your prospective customers and requesting them plenty of questions might sound tempting, keep in mind that anytime you decide to add another field it may decrease your email opt-in rate by up to 50%.
Simply put, do not ask people to provide you the information you won’t be using. For example, if you sell apparel online, you probably don’t need to know the person’s job title or relationship status. Keep your type simple to attract more subscribers, or add extra fields if you’re okay with fewer email subscribers but more qualified prospects with higher interest.
Create a Facebook Retargeting Campaign that Invites People to Stay in Touch with Your Brand
STEP 1: PREPARE YOUR AUDIENCE
Besides the audiences created in Steps 1 & 2, create an audience of the last 14 day’s visitors. Go to ☰ → Audience → Create Audience → Custom Audience → Website traffic → choose All website visitors in the past 14 days.
STEP 2: CREATE YOUR CAMPAIGN
To grow your email list, go to your Ads Manager → Create campaign → and choose ”Lead Generation” as your marketing objective.
STEP 3: DEFINE WHO YOU WANT TO SEE YOUR ADS
Under the section Audience, choose to include your last 14 day’s visitors, and exclude your last 7 day’s visitors and recent purchasers.
Finish with setting regions, countries, cities, etc. to show your ads to people in these locations and then you’re all done! You’re ready to continue creating your ads.
Once this campaign is up and running, make sure you regularly send updates to your email subscribers and/or Facebook page followers. Let them know about your store’s news, latest products, and special deals. You’ll see that sometimes all people need is new product design or a small discount like the one last push to become your loyal customer.
Everybody knows that annoying brand that just keeps showing the same Facebook retargeting advertising again and again intended for weeks. It is not only annoying; it is also extremely ineffective. And expensive. Do not be that brand.
By showing the same Facebook retargeting advertising to many weeks you risk becoming uninteresting and even annoying your visitors; it’s known because of ad fatigue. As a result, folks can commence to actively hide or maybe block your ads. Facebook takes that as an indication of low-quality and unimportant content and raises your cost of reaching people. On the other hand, by sending your visitors through an ever-changing campaign, they will won’t get irritated at the Facebook retargeting efforts and you won’t overpay for your Facebook retargeting campaigns.
Chronologically and thoughtfully structured Fb retargeting ad campaigns be sure that you’re giving your guests the actual need the most when they require it most while meeting your company goals in a much better way.