Remarketing Strategies with Facebook Custom Audiences
In my last post, I talked about how to set up Facebook Custom Audiences and why it can be incredibly beneficial to your marketing. This week, I’m going to look at some specific remarketing strategies that you can use to reach relevant audiences and increase your sales once you’ve gotten the hang of Custom Audiences. (You can review how to create Custom Audiences here.)
Remarketing Strategy #1: Web Users Who Visited Your Site but Didn’t Convert
Have you noticed that your website has been getting a lot of hits but not a lot of conversions? This could be because web users are visiting your site to learn more about your products but are not yet ready to buy. It’s very common for web users to spend some time researching before making an online purchasing decision, and Custom Audience Targeting can help remind those people about your products when they are closer to making that purchasing decision.
You can use this remarketing strategy by creating a Custom Audience that targets people who have visited a specific landing page, such as the product page for a floral print suitcase, and then create an ad featuring that same product in order to further entice them. Include a call-to-action or a special deal that might convince a web user who hesitated before to buy your product now.
Remarketing Strategy #2: Mobile Users on Desktop Computers
Why would you want to remarket to people who viewed your website on a mobile device later on when they’re at a desktop computer? For one thing, many people will browse and research on their smartphones but feel uncomfortable making bigger purchases on these devices, especially because they may be using their phone when they’re on-the-go and can’t dedicate all their attention to the potential purchase.
Let’s say that you own a resort. A web user might start looking at their vacation options on their phone, but they might not come to the decision to make a purchase until they’re at home on their desktop computer. By remarketing to people who viewed your site on their mobile devices, you’re encouraging them to take more time to look at your products and services—when they have the time to spare.
Remarketing Strategy #3: Desktop Users on Mobile Devices
This remarketing strategy is most useful for businesses that have brick-and-mortar locations. You can create a Custom Audience of people who visited your website on their computers and create geo-specific ad campaigns to target them when they’re using their mobile devices and may be near one of your brick-and-mortar locations. Again, you’re trying to reach them at time when it’s more convenient to give your business a try.
Remarketing Strategy #4: Target Existing Customers
As a business owner, you should already know that retaining existing customers is significantly less expensive than finding new ones, so why not use Custom Audience Targeting to keep current customers engaged? There are several approaches you can take to engaging these loyal customers.
In some cases, you may wish to upsell or cross-sell customers on a product similar to something they already purchased. If they bought a laptop from your website, why not encourage them to buy a laptop case? You may also use data from your existing customers to create a Customer Loyalty list, so you can offer these customers special deals if they shop with you again.
Another good way to target loyal customers is to create a Custom Audience of your Facebook Fans. Your fans can already see content you post on your business page, but because your fans’ Newsfeeds may be crowded, you may want to create targeted ads so fans are more likely to see special deals and other valuable information they may have missed earlier.
Remarketing Strategy #5: Newsletter Subscribers
Improve your newsletter open rate and increase conversions by creating custom ads for your newsletter subscribers. Since you already have their emails on file, you can easily create a new Custom Audience based on this data by either uploading the emails in a one-column .CSV Excel file or importing an email list from MailChimp.
As with your current customers, you could offer special deals to your newsletter subscribers or create an ad letting them know about all the great deals they’ll find in the next newsletter.
Remarketing Strategy #6: Using Lookalike Audiences
One other strategy you may find useful is to market to audiences that are similar to a Custom Audience you’ve already set up. This allows you to get your ads in front of new people who may be interested in your products or services. To do this, go to ‘Audience’ under your Ads Manager and select the Custom Audience you’d like to use. Click ‘Create Lookalike Audience’ at the bottom of the page, and then select the country you want to target and the level of similarity between the new audience and your current one. You can try this with different Custom Audiences and compare performance to see what converts best for you.
No matter whom you’re targeting, Custom Audiences on Facebook allow you to remind relevant web users about your brand and products, making them more likely to convert into paying customers in the future.