Facebook Advertising is an incredible tool marketers have at their disposal but are you using it to its full potential?
Any business with a Facebook page knows that while organic growth is possible if you truly want to get more visits to your website, you need to dabble with ad sets and spend some money to find potential customers.
And the conversation is so heavily focused on potential customers that a lot of businesses tend to forget about the people who already know their brand, and even visited their website.
What do we do with them?
It’s what we’d like to focus on in this very article.
What Is Remarketing?
Remarketing allows businesses to target people who already have a connection with their website or products. For instance, if someone visits your site through social media, looks through your catalog and adds a product to the shopping cart, only to then change their mind, you’d think that is a lost shopper, right?
Well, not necessarily. Just because a user did not complete a purchase doesn’t automatically mean they suddenly decided they did not want the product anymore. A ton of other things could have happened. Maybe their phone rang just before they were about to make a payment, and then forgot. Maybe they needed to double check their balance.
Either way, remarketing lists allow you to reach out to those users and kindly remind them they have some very cool products waiting in their shopping cart and get them to re-visit your website and boost traffic.
Why Is Remarketing Important?
The fact that you have an established connection with a particular user is very important. It’s a lot easier to convince a person to visit a website they’ve heard about before, or seen before than it is to get a new user to do it.
Plus, you don’t want to let your marketing efforts go to waste. Remarketing methods are an incredible opportunity to maximise the impact of your promotional endeavours, which in the end can help you get closer to your business goals.
Letting these visitors go would just be a shame, particularly since you have the right tools to get them back on your website.
How Does Remarketing Work on Facebook?
Facebook remarketing isn’t all that different from remarketing on other channels. Let’s imagine that you created an ad to reach potential customers. Some of them will click on your link, end up on your landing page, and take a look around.
If they do not complete the task you want them to, which in this case is buying one of your products, Facebook gives you the option of getting in their news feed again, but this time not with the initial ad, but with one crafted just for those specific types of users.
And the way to do that is through Custom Audiences.
What Is the Custom Audience Option?
A Custom Audience is a Facebook targeting option that lets you seek out the users who already have a connection with you. There are several different types of Custom Audiences you can create:
- From a Customer List
If you already have a contact list of your customers, you can edit it to fit the Facebook format and upload it to create a Custom Audience targeting option that would take your ad campaigns directly to these contacts. This is a great tool for sending personalised ads to people already in your contact list (like special discounts).
- Engagement Custom Audiences
This lets you target users who have previously engaged with your content on Facebook and its family of platforms and services. So, if a user watched a video you posted, you can target them later with your ads.
- Website Custom Audiences
This is the option for targeting people who have visited your website, either because you want to remind them to complete an action or to boost your traffic.
- Mobile App Custom Audiences
It’s useful if you have an App and want to get people to perform a certain action inside the app, or other actions.
Custom Audiences leverage an already-established connection a Facebook user has with your Facebook page or brand in general. This information, as you can imagine, can be quite beneficial for marketers. They essentially already have a link to their target audience and don’t have to create one from scratch.
Now, because we are interested in increasing website traffic, we will now focus on the Website Custom Audiences options.
Creating a Custom Audience for Your Website
You need to make sure that the Facebook pixel is working before you can create the Custom Audience. It’s an analytics tool that allows you to measure the effectiveness of all marketing means you have running on the Facebook platform and a key component for creating a Website Custom Audience.
If you don’t have a pixel yet, go to the Pixels tab in the Event Manager and choose “Create Pixel.” You will get a piece of code that you need to install into the website. If you update your website yourself, Facebook will give you the code and you can handle the job. Or, you can choose to email the code to a developer to do it for you.
After placing the code on the website, you have to click on “Send Test Traffic, ” and when it says “Active,” then you’re good to go – it may take a few minutes, so be patient. Now, you have to go to the Audiences section in your Business Manager and follow these steps to create the Custom Audience.
1. Choose the Create Audience Dropdown and Select Custom Audience.
Once you arrive at this stage, you have to select a pixel. If you only have the one, things are pretty straightforward. Many advertisers have to handle several pixels at a time, so if this is the case for you, remember to give each pixel a unique name so that you can identify them easily.
2. Select a Rule Section
This instructs Facebook on the “how” part of the equation. You have to start with a more inclusive rule section at first, and then you get more specific when you combine them.
There are two types of rules: standard, and pixel events.
a. Standard Rules
- Target all website visitors – this option can either include or exclude all the users that visit the website where the pixel is installed.
- People who visit specific pages – if you want to target only users who reach the landing page of the ad, or exclude them, this is the option you need.
- Visitors by time spent – target or exclude those users that spend the most time on your website.
b. Pixel Events
- Content view – someone looked at a specific product;
- Add to cart – someone added a certain product to their shopping cart;
- Purchase – someone bought a specific product from you.
- Facebook lets you combine up to 5 rule sections, but at least one must include people in the audience. The rest can either include or exclude customers, it depends on what you need.
3. Name Your Audience
You can also add a description of your audience, which can help you stay organized and not confuse them if you are creating multiple ones. After that, click on “Create audience” and you’re all set!
How to Use the Custom Audience
You probably already know Facebook has many different types of ads available, but for remarketing purposes, you’ll need to create Dynamic Ads. While they look exactly like other ads, the big difference here is that instead of creating an ad for every single thing you want to promote, you can just create a larger ad template that will automatically use images and descriptions from your catalogue.
This way, you can show relevant ads to people not just on Facebook, but on the Audience Network, Messenger, and Instagram too.
To create this type of ad, go you the ad creation section and select the “Dynamic As” option. After that, you’ll need to decide on a goal for retargeting:
- Viewed or Added to Cart But not Purchased;
- Added to Cart But Not Purchased;
- Upsell Products;
- Custom Combination – using the Custom Audience to promote products based on how people interact with your products.
After that, select the number of days you want the ad to run, and select the desired Custom Audience.
Remarketing Is Essential for Your Business
Without remarketing your website traffic, you are essentially just traveling news feed to news feed hoping people pay attention to you and click on the link you provide. But what about those who get there, but still need a small push?
We can help you get those people back and convert them into recurring visitors. For the best Facebook Remarketing Campaigns, contact Australian Internet Advertising today!