Facebook retargeting (AKA Facebook remarketing) is a form
of marketing that involves using Facebook ads to re-target
people who are already somewhat engaged with your
Brand. You do this by placing cookies on their computers
And that way tracking the things that they’re interested in.
For example, if someone spends a bit of time on the
checkout page of your website, with a specific product (or
category of product) in their shopping cart, you can then
Subsequently, show them that same product or a similar one.
This significantly increases their likelihood of buying. But
even if they don’t buy, it can still have numerous benefits for
Your strategy in the long term.
Over the rest of this short report, we’ll be taking a look at the
reasons for this – the reasons that Facebook remarketing is
so extremely beneficial for anyone who is looking to sell a
Product or grow their business online.
And by understanding this, you’ll not only be fired up and
raring to start Facebook remarketing, but you’ll also have a
a better understanding of how to use this incredible tool and
turn it to your advantage.
1 Targeting
Targeting in advertising is one of the most important
Concepts to understand. It basically means showing your
ads to the right people, rather than just as many people as
Possible. That means defining your ‘buyer persona’ who is
Most likely to buy from you and then show them the ads.
To give an example, imagine that you have a wedding dress
shop that is located in Santa Monica, USA. Chances are,
that you want to show your products to women who are
currently engaged, living in that area (seeing as you really
Need to try on a wedding dress before you buy one).
The dresses are quite expensive, so you probably want to
Aim at people with big disposable incomes. And they are all
Plus sizes. Plus they are Disney-themed.
So, if your ad is showing to skinny, broke, married men, who
hate Disney, living in France… then you’re not going to get
Many purchases. And the money you spent on those ads is
Wasted.
That’s where targeting comes in: trying to market only to the
Right people. Problem is, that even an engaged, wealthy,
woman, in Santa Monica, may not ensure you get a
Purchase. Some women might have their dresses made for
them, inherit them from their Mothers, or perhaps not want a
Traditional wedding dress at all. That’s still wasted money.
Or they may simply not have shared their relationship status
With Facebook.
So instead, the best way to ensure you show your dresses
to the right people is to show them to people who are
Looking at wedding dresses. Better yet, show them to people
looking at your wedding dresses!
2 Brand Engagement
One of the most important things when it comes to making a
successful business online is to create lots of brands
Engagement.
That means you want your audience regularly visit your
the site, regularly buying things, regularly commenting and
Talking about you.
You want them to be constantly excited about your brand. The
worst thing they could possibly do is to forget all about you,
at which point they might not even notice your advertising.
But how do you ensure brand engagement stays high? This
is where remarketing comes in: you can keep showing your
Ads to the same people. This way, even if they don’t buy
From you, they will be ‘followed’ by your brand. They will
watch your video on YouTube, read your blog post, then go
On Facebook, only to see an ad for one of your products.
If they don’t click the ad, then that display hasn’t cost you
Anything. But the fact is that you’re still in their mind, and
they’re still more likely to buy from you the next time as a
Result.
Big businesses recognize the absolutely crucial importance of
this is why they are constantly showing their ads on
TV – even though the conversion rate for something like
The toilet roll is minuscule!
3 The Power of the Customer
List
There’s more than one type of Facebook remarketing. The
another type that often gets overlooked is something called the
customer list. This is a list of already established contacts
that you have built somewhere other than on Facebook –
perhaps by generating a mailing list for instance, or maybe
through a registration form.
So, there are no cookies involved this time, but the basic
the concept is the same: you’re still reaching out to people once
again who have already made some kind of contact with
your brand and shown an interest.
And by doing this, you are still able to hopefully push them
into clicking buy when previously they might have just been
‘window shopping’.
The customer list is extremely powerful though, because
chances are that you have already been in discussion with
them through the mailing list.
Chances are that engagement was high if they were willing
to sign up in the first place! The issue is that a lot of people
simply forget to check their mail and that this is a far less
multi-media platform.
So if someone signs up to your mailing list to get their free
ebook (or what-have-you), then forgets all about you,
Facebook gives you a way to wake them back up to your
brand and remind them you exist – with a product very
similar to the thing they had already shown an interest in!
This gives you FAR greater value for your mailing list, by
allowing you to reach them in a way that lets you use video,
social commenting, big bold images… This can all make a
huge difference to the kind of interactions you see with that
audience and is actually one of the biggest ‘secret weapons’
in the arsenal of any marketer.
4 Familiarity
Familiarity is another extremely beneficial reason to use
remarketing that often goes overlooked.
Simply: using Facebook remarketing allows you to show ads
for things people already have some familiarity with, and
thereby increasing that familiarity further.
And this is the other reason companies are willing to spend
so much on those TV and magazine ads consistent.
Think of it this way: if a stranger comes to you and tries
selling you a computer you've never heard of for $ 1K, you
you will probably say no thank you and keep going.
IMMEDIATELY
But if a friend or manager comes to you and gives you i
Apple Mac computer for the same price - YOU CAN
consider it if you are in the market for that kind of thing.
Simply put: we place even greater trust in things
we are familiar with. And it's not just true
that we know the reputation of iPads. Say it literally
only acquaintanceship makes a big difference.
Did you know that one of the biggest obstacles Marvel had was
while marketing the film Ant-Man, it was a fact that people
did you think the word was stupid?
But they found that when they repeated the word, then
it sounded a little silly. After all, how exactly any sillier than
'Bat Man' or 'Spider-Man'?
The same thing happens with your product. If a person
you see it once on Facebook, they may think it is nothing
Disposal, or cheap rubbish.
But the more they look at it, the more stable it becomes
in their minds - in the end, they will look at you as such
'official' and have plenty of opportunities to buy it!
5 Welcome
Accepting basically how well a person does
Receive your marketing message at any time. Not at all
about message content, or delivery:
Equally important is how well that message is organized.
So, when you send someone an ad when they are out
at a party with friends, they are more likely to just hang out
He ignored them and continued.
But if you send them that ad when they are at home
in the evening, you feel a little tired (which reduces our
Impulse control) more likely to buy.
This is how re-marketing can help you find a deal. See
You've been looking for your product, so you know
They are interested. They may have added to their own
Cart!
But if they had left the site, it could have been because they were
feeling a little saving at that moment - or literally because
They are upset, or they do not want to take their wallet out in public.
So, if you are re-marketing - show them the same product again
a time when they feel welcome - and then you
May find that the planets are aligned and make a sale.
And if you can give them a special deal or an offer - one
is only available through this marketing campaign - and then you
It may make that transaction even more enjoyable.
If they were already on the phone, and now they have it
The option to get it for a small fee only if they do it quickly. Well, it's hard
Resistance!
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