Today’s blog discusses remarketing ads or retargeting ads. Specifically, we’re going to be focusing on Facebook, however, this also applies to Google or any other ad network that you’re on, as long as you have that tracking code on your website, that then tracks what people have been doing with either the ads, or with your website once they get there.
First of all, why should you have retargeting ads for your marketing?
There are five main reasons that I think of when it comes to remarketing ads. These include:
- Brand Awareness
- Create more qualified leads
- Show Your Audience Compelling Content that Aligns with Their Interests
- Automate and Streamline Upsells and Sales
- Increase ROI with Retargeting Ads
Listen to the Digital Marketing Podcast
Read the Transcript
Hi there, Caitlin McDonald here with the Social Speak Network, and today we’re going to be talking about remarketing ads, or retargeting ads. Specifically, we’re going to be focusing on Facebook, however, this also applies to Google or any other ad network that you’re on, as long as you have that tracking code on your website, that then tracks what people have been doing with either the ads, or with your website once they get there.
First of all, why should you have retargeting ads for your marketing?
There are five main reasons that I think of when it comes to remarketing ads.
Raise Brand Awareness
The first is to raise brand awareness. It often takes people between seven and 12 touches in order to make that purchasing decision with your company, and so by having retargeting ads you are really building that brand awareness. The second reason is to increase the marketing efforts from your other platforms. So let’s say you have an email campaign, or you’re working with another company that drives a lot of traffic to the site, you’re paying money to get people there the first time, you might as well make sure that they are then converting into clients of yours, or customers of yours. So remarketing really helps to make sure that people who are being driven to the site through other efforts, then are growing with that brand awareness and learning to know, like, and trust your business.
Create more qualified leads
Next, it helps you create more qualified leads. And the reason why this is, is because you can actually utilise retargeting ads to track somebody and to drive somebody through your sales funnel. So what we sometimes do, is we’ll show ads to somebody who’s been to a landing page, but not a thank you page, or we’ll show ads to somebody who has been to a thank you page, or looking very high top of the funnel, maybe somebody has just been to the home page of your website, but never drilled down to specific content. Having the retargeting ads really helps to drive more qualified leads, because we are progressively getting somebody to interact more and more with your content, with your website, with your services, so that when you actually get on the phone with them, or they actually get to the sales page, they’re ready to say, “Sign me up now.”
Show Your Audience Compelling Content that Aligns with Their Interests
Next, number four. Is that through using retargeting, you can actually show people more compelling content. If you know what pages of the website, or what products, or services, people have viewed you can actually create a whole campaign to show them more similar content, or similar products, related products, or even the same product, over and over again through different media and through different links, so that you really are showing them that you understand what they are looking for and interested in. If we’re talking about a website let’s say, that has both books and products on it, and somebody keeps on going to the book section of the website, they’re probably not as interested in the product services of the website, so you want to make sure that they’re seeing more and more information about potential books that they could be interested in. If you notice that somebody never goes to the book section of the website and only looks at the products, then they probably are going to be more interested in there.
You can also think about the same way with videos. Let’s say somebody watches part of a video, Facebook allows you to target people who have only watched three seconds let’s say of a video. You can show them content that’s related to that first three seconds of the video, and show somebody who’s watched more of the video more advanced content, so that you are really helping them move through that sales funnel, without them having to remember to come back and go to your website, or check you out.
Automate and Streamline Upsells and Sales
Now, the fifth reason is to help automate and streamline some of the upsells and sales moving forward after somebody has purchased that initial product. So if you know somebody has gotten to the thank you page after checking out, then you can show them more advanced products, or related products and services that are going to help them even more with whatever journey they’re on with your business. And so this is a great way to help get repeat customers, or help them share your offer with other people. Imagine having a Refer a Friend ad pop-up after you’ve made a purchase for a website, this would be a great way, an easy touch, to get them to interact with your business more and to engage their family and friends with your business as well. And so we highly recommend creating multiple different types of retargeting campaigns on Facebook and testing out linking to things like blog posts, product pages, posting videos, boosting posts, and diving in deeper with webinars or more advanced pieces of training.
So by doing this, again, really you’re working to build that brand awareness, working to drive people down through that sales cycle at lower cost than just showing somebody one ad and forgetting about them, and also making sure that people don’t get bored seeing the same thing over and over again. You want to make sure that you’re showing them related content that is very interesting to them, but not the same offer over and over again, especially if they’ve already clicked to learn more and decided not to move forward.
I hope that this has been helpful, about the reasons why you should make sure to include remarketing or retargeting in your ads on Facebook. It is pretty easy to set this up. You need to make sure that you have the Pixel installed on every page of your website, and that you’ve created audiences for either specific pages on your website, or categories of blog posts, or things like thank you pages, or landing pages about specific topics. You can group these together in different audiences and then just select that audience as you are creating the ad campaign. Additionally, if you have an email list, let’s say one of the things that you’re working on is growing an email list, you can then re-target to these individuals, or create a lookalike audience to continue growing your email list at a lower cost. We’ve done this for a few clients where their big goal is growing that email list with qualified candidates. And so we take the list that’s already built of qualified candidates, we load it as an audience and then we create a look-alike audience, so that we’re sure we’re targeting similar people to the folks who have already pushed forward and moved forward. And so this is a great way, again, using remarketing and re-targeting tools, to drive the cost of your marketing down.
Increase ROI with Retargeting Ads
If you can squeeze a few more conversions out of each person who sees the ad, or each campaign, excuse me, then it’s definitely well worth your effort to spend the time to create the remarketing campaigns. Of course, pay attention to what website, or what pages people are going to on your site, how they’re interacting with the content, and from there you’ll be able to drive your business forward with Facebook ads.
Now, if you have any questions about how to run these ads on Facebook, or get your account all set up, we’d love to have a conversation with you. Head on over to socialspeaknetwork.com, click that Free Consultation link and we can hop on a 30-minute phone call just to get acquainted. If this has been beneficial for you, click that Subscribe button and of course follow us for more information. Thanks so much and I’ll see you next time.
Also published on Medium.