Generally speaking, effective advertising isn’t strictly about reaching a wide audience. It’s about reaching the right audience at the right time. Sure, you can cast out a wide net and hope something lands, but that tends to be quite a resource-heavy strategy. Fortunately, though, Facebook remarketing services can come into play here to offer a slightly smarter approach. This allows you to make the most out of your advertising budget.
Put simply, remarketing essentially allows businesses like yours to re-engage with users who have already shown some form of interest in your products or services. It ultimately helps you increase brand awareness and the likelihood of conversions.
There are two main methods when it comes to Facebook remarketing. In this article, we’ll be taking a look at them – as well as what benefits you can expect to enjoy from both of these strategies.
Pixel-based Remarketing: Reconnecting with Anonymous Site Visitors
Facebook uses something known as a tracking pixel. It is basically a piece of code placed on your website that quietly observes user behavior without being too obtrusive.
Once a tracking pixel is attached to the users’ browser through their cookies, it collects data based on what pages they’re visiting, what products they’re viewing, and, ultimately, what actions they are or aren’t taking.
Tracking pixels also allow you to establish more detailed custom audience preferences based on your user’s behaviors. For example, if someone visits your website and abandons their shopping cart, Facebook will try to entice them back when they’re using their platform. It does so by showing them dynamic ads of your website with the exact products they left behind.
This data can also help you determine which of your products has generated the highest interest even if they haven’t generated the most sales.
Alternatively, you can also tailor these ads to anyone who’s visited specific sections of your site. Then, you can present them with relevant promotions. This is a great digital marketing strategy to use for seasonal sales that may be relevant to your target audience (i.e. Mother’s Day, Black Friday, Easter sales, etc.).
The Importance of Pixel-Based Remarketing
While this is already a pretty effective strategy, pixel-based remarketing doesn’t stop at simply reminding people about your products or abandoned carts.
What really sets this strategy apart is how you can fine-tune your ad content and bidding strategy with user behavior analytics. It enables you to prioritize the people who are most likely to buy your product.
These consumers are the ones who spend more time exploring your offerings than others. Or if they’re engaged with multiple pages, for example. In other words, pixel-based Facebook remarketing can help you convert more customers.
This way, you’re able to use your ad budget to entice these more aware and motivated consumers rather than splashing out on ads for people who might not even be interested in your product.
List-based Remarketing: Engaging Your Existing Contacts
Naturally, your email subscriber list is a goldmine when it comes to boosting your conversions. List-based remarketing gives you a chance to tap into that potential.
Similarly to pixel-based remarketing, this particular strategy helps you directly target people who already have some experience or have had interactions with your brand and website.
It’s not just about getting a ‘second chance’ with these consumers. It’s about nurturing and building on your brand’s existing relationship with them.
In order to experience the benefits of list-based Facebook remarketing for your own business, you need to upload your email list to Facebook. After that, you can create a custom audience that specifically targets these contacts.
This is easy enough to do, as Facebook Business provides menu options that are solely for remarketing based on your existing business contact list.
Whether you’re tailoring ads to reward loyal customers, offer exclusive deals, or even just give them updates on new products or services, the general aim here is to keep your brand’s name fresh in their minds and encourage them to take the next step.
So in essence, list-based remarketing is all about building brand loyalty and encouraging repeat business – not just the initial conversion. As a result, your list-based remarketing efforts can be regarded as an investment in your company’s customer retention strategizing.
The Benefits of Facebook Remarketing
Now that we’ve outlined the two different methods of Facebook remarketing, let’s explore some of the advantages of this kind of marketing strategy in a bit more detail:
#1 Precise Targeting of Buyer Personas and Demographics
As touched on earlier, precision is key when you’re working with a limited ad budget. It is exactly why a strategically developed campaign that zeroes in on people who align with your target demographics is so crucial.
Both methods of Facebook remarketing let you display ads to people who already have an interest in your company’s offerings. They allow you to find potential customers through ad retargeting. This means you can create segments of users that are based on their actual interests and past interactions.
As an example, imagine having a fashion brand that specializes in athletic wear specifically. With Facebook remarketing, you’re able to show off a new line of workout clothes to people who’ve checked out your activewear collection already. It guarantees that your advertising efforts are reaching people who are already primed for this type of clothing.
Ultimately, this minimizes ad wastage since your promotions are showcased to users with a higher likelihood of conversion.
#2 Tailored Engagement for Users in the Buying Stage
Naturally, not everyone who’s engaging with your brand is going to be at the same point in their buying journey. Some people might just be checking out their options. But others, the people you’re most interested in, could be on the verge of making a purchase.
For anyone who’s at the bottom of the funnel – people who are ready to actually buy something – you can advertise things like exclusive offers and call-to-actions (CTAs).
In practice, this kind of advertising is usually things like time-limited discounts or free shipping. I effectively acknowledge their intent and nudge them further towards conversion.
Put simply, remarketing on Facebook gives you a chance to distinguish and cater to all the different stages within your sales funnel.
#3 Tackling Cart Abandonment Head-On
For any eCommerce business, cart abandonment is a recurring theme that is, at best, frustrating. But, it can also put a sizable dent in your potential revenue.
Fortunately, Facebook remarketing lets you create ads for people that showcase the exact products they left behind in their cart. It does so with the aim of reigniting their interest and hopefully making them reconsider their decision.
Let’s walk through another example to demonstrate how this kind of thing works. Someone adds a pair of trainers to their cart but leaves before they make a purchase.
Now, with Facebook remarketing, they could see an ad that features those trainers, along with a reminder of some of their benefits and maybe even a limited-time offer.
#4 Guaranteed Visibility on Facebook Feeds
Digital advertising is a landscape that evolves fairly frequently. Being able to capture and, most importantly, retain consumer attention is a constant challenge.
However, because Facebook places your ads directly on the user’s Facebook feed, they’re able to combat this since it’s capitalizing on a huge factor: user engagement.
When users are logging into their Facebook accounts, they’re typically already in a mindset of exploration and curiosity. This isn’t to say that they’re actively looking to consume advertisements all day. It does generally make them more receptive to content that aligns with their interests, whether that’s an advert or a short video.
So by placing remarketing ads in a space where the users are actively seeking updates, news, and entertainment, you’re able to tap in on pre-established opportunities. It is something you can’t usually guarantee with traditional advertising methodologies.
#5 Immunity to Ad Blockers
Naturally, ad-blocking software is a common source of concern for digital advertisers across the world. If you’re unfamiliar, these are tools that are designed to filter out ads. It often results in missed opportunities to engage what could be a potential customer – so much so that many sites have ad-blocking detection software that prevents the user from visiting their site without temporarily disabling it first.
Facebook, on the other hand, offers a workaround to this issue. It ensures that all your ads will bypass ad blockers. This ultimately makes them immune to filters that can hinder visibility on other platforms.
Since advertisements on Facebook are actually quite an integral part of the platform, it means your ads would seamlessly blend in with organic content. No pop-ups or random windows opening; it’s built-in to their platform.
As a result, Facebook’s remarketing potential is a game changer for any e-commerce business. Especially for those who want to guarantee that their messages reach their intended audience, regardless of any ad-blocking software they might have installed.
#6 Harnessing Facebook’s Advanced Advertising Tools and Metrics
Naturally, it would be fairly hard to gauge the success of an advertising campaign. That is if you can’t measure and analyze the impact it’s having. That’s part of the reason that makes
Facebook remarketing so effective – Facebook itself offers you an array of advanced tools and metrics that you can use to gain insights into how your campaign is performing.
Whether it’s conducting A/B (commonly referred to as split) testing or analyzing click-through rates, conversion, and other important social media metrics, you’re receiving a great opportunity to make data-driven decisions for your company.
In addition, Facebook provides you with fairly extensive reports to demonstrate different kinds of user interactions. It gives you a chance to understand which strategies resonate with your audience and which may need some adjusting.
So by tapping into some of Facebook’s advertising tools, you’re not only able to refine your campaigns to ensure they’re having the right impact, but you also gain a much deeper understanding of your audience’s needs. This helps massively when you want to tailor your remarketing strategies.
All things considered, it’s worth making the point that Facebook remarketing isn’t solely about reaching your audience. It’s more about redefining the way in which you’re reaching them.
In this regard, Facebook remarketing is a transformative approach. Not only will it bring users back into the fold, but it will also convince them to become loyal advocates of your brand.
Sure, your advertising strategy could be throwing significant amounts of money at the wall and hoping something sticks. But the real way you’re going to connect with an individual is by reaching the people who have a genuine interest in what you’re selling.
And it’s undeniable that remarketing is the best way to do this. That’s what’s going to let you run digital ad campaigns on a budget in the long term, and maintain faith that you’re targeting the right people.