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Are you planning to do remarketing on Facebook? If yes, here are five things that you need to be careful about while performing this activity.
According to statistics, Facebook is the most popular social media platform in the world. Usually, people don’t miss checking out what is happening in the virtual world called Facebook. In India, we have 300 million internet users out of which 40% uses Facebook. From those Indian Facebook users, 76% are male and 24% are female users. Maharashtra has the maximum users (1,78,00,0000)
According to buffer, overall 76% of Facebook users check their feeds daily and 55% of them visit Facebook a few times a day.
People use Facebook for advertising, gossiping, talking, branding, promoting and marketing.
These numbers clearly show that you can target and track your potential customers through Facebook remarketing.
1. What is Facebook Remarketing?
Facebook remarketing, also known as Facebook Retargeting is the process of following your customers throughout Facebook and the internet with similar offers and deals. This is done by inserting cookies in the users’ system whenever the user visits the website for the first time.
Consider a scenario where I recently searched about the kitchen containers of brand ‘A’ on amazon but did not make the purchase and engaged in some other online activities. Now, the actual game begins!
After some time, whenever I will surf internet/Facebook again, I will see the kitchen containers’ ads on my Facebook or other online feeds. I will be shown the same products of the website for which I did not make the purchase earlier.
This practice is known as remarketing. Here, Amazon has targeted its recent customers (i.e. Me) by Facebook Remarketing.
2. Make smart use of custom audience :
“Custom Audience” is a unified functionality to target only those people who have visited your website, or who have performed specific events in an app or a list of individuals who had engaged with your content on the Facebook.
There are three ways of creating a custom audience.
A) Customer list:
It can be similar to email marketing and also the most personalized and advanced marketing flavors that Facebook can offer. With the help of this, you can contact list of users or customers through their Facebook username or a list generated from your personal system or other storage channels.
B) Website Traffic:
This is mostly used where your ads will show to only those people who have visited your website in a given period.
C) App activity:
This can be the best options for the enterprises that have an app. Based their users’ behavior and engagements with the app they can target and show ads.
These ways can help you target those people who are likely to become your customers or have visited you earlier.
3. Continuously monitor the metrics which are valuable to you :
Remarketing is a way of achieving more results while targeting only those people who were previously not converted. Hence, it has a higher success rate than other types of campaigns. It is mandatory to know which metrics to monitor while judging your remarketing campaigns.
Metrics listed below must be observed regularly to drive maximum results.
- Relevance score:
This metric is calculated out of 10. Based on the engagement, your ad gets from your targeted audience, Facebook calculates how relevant and helpful your ad to your viewers.
- Click through Rate:
With CTR, you can determine the rate of people who are clicking your ad on the impressions. Hence, how many people have responded to the remarketing campaign? CTR can answer that.
This metric tells how successful the campaign is, or how many times we have achieved our objectives.
4. Nudge them to buy :
In remarketing, the main aim is to target only those customers who have earlier visited and left without making any purchase or a conversion. This particular behavior shows that they might have liked the product but did not buy because they might find it costly, or not convincing or not trustworthy.
Here, based on your product, business, and market you have to decide smartly on the best way to nudge them into making the purchase. This can be by convincing them more about the product or by showing them attractive deals through remarketing.
Hence, our next job is to gain their trust. You can offer some discounts on the products they had seen or show similar products with lesser price in case they have a second thought of purchasing. You can also show legal or government’s certified symbol to gain their trust. Either way, they will find your product appealing and they would be reluctant to buy it.
You can also try giving extra benefits by giving them a free voucher or some additional products to attract their interest.
5. Pixel can clear the picture of success :
Pixel will be now targeting everything for you.
- Determine cross-device conversions.
- It also inevitably sets the audience for retargeting.
- Based on the data, it automatically optimizes the delivery and impression of the ad for better conversion.
- It gives the best audience insights to measure their actions.
6. Size matters :
In marketing, strategy and style for one brand will be different from another. You have got to know which platform, type and flow of campaign would be better for a particular product. That’s when the experience comes into the picture.
Most of the times, advertisers have the question of
- Which type of audience should I create?
- What should I do if my audience is narrow?
Well, to clear your doubts, first of all, be specific about targeting and size of the audience. You can target all those people who have visited major landing pages of your website. You can also try reaching out individuals who have reached but exited on the checkout page.
You can experiment with individuals who have reached shopping cart page but haven't added anything to the cart. Here, you can give them exciting offers.
If your audience is narrow, you should take maximum benefits of holidays, events and festivals and give them relevant offers and vouchers. This way, the conversion rate would improve.
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