Now that traffic is flowing on a consistent basis, the need for a long-term strategy is very apparent. Every successful marketing strategy incorporates the power of remarketing, so why shouldn’t yours? Remarketing is a smart, inexpensive, and highly effective way of showcasing targeted ads to a defined audience that has previously visited your website.
In this guide, we’ll go over what remarketing is, how it works, why it works, and how to set it up for your business immediately.
What is Remarketing?
To start remarketing, you need to know what it is, and what you need to set it up!
Remarketing is a smart way to connect with visitors to your website who may not have made an immediate purchase or inquiry.
What’s needed to start remarketing?
● Facebook Business Manager account
● Back-end access to your website (or a developer that has access)
● Facebook pixel code
● Someone that can install the code (preferably your developer or webmaster)
There are different methods to the remarketing madness. Uploading customer lists (emails, or phone numbers), website traffic, and previous interaction with ads are compelling and advantageous examples. Use each technique in different situations, with the end goal staying the same. The objective is to retain existing customers and acquire new customers who have expressed interest in your services!
Method 1: Uploading Email Lists/Phone Numbers
The most common, and arguably most effective method of remarketing on Facebook is uploading a customer email list. Acquiring a person’s email or phone number isn’t an easy task, so the fact that you have it means they’re interested in your services or have even been customers.
When you upload a customer list, Facebook immediately finds each individual’s account and adds them as your target audience. Your ads will only show those that appear on that list. If you have a list of 10,000 customer emails; Facebook will typically connect 8,500 of them with a Facebook account.
Appearing in front of visitors who are already familiar with your services increases your chances of getting their business. Studies have shown that it’s ten times cheaper to have a customer return than it is to acquire a new one! Now, how do we upload a customer/email list on Facebook?
Step 1: Log into your Facebook Business Manager account
Step 2: Click on the drop-down menu in the top left corner and choose “Audiences”
Step 3: Click on the “Create Audience” drop-down and choose “Custom Audience.”
Step 4: Choose the first option (shown below)
Step 5: Choose the option that applies to you (shown below)
Step 6: Upload your list.
Method 2: Website Traffic
This approach will serve ads to those who have visited your website within a set time frame. After you’ve placed a Facebook pixel on all pages of your site, you can set up specific audiences with filters based on pages they’ve visited, and how long they stayed on those said pages.
For instance, if you’re actively promoting your carpet cleaning services and you want your Facebook ads to target people who have visited carpet cleaning pages, you create a filter that lets Facebook know that you want to focus on that audience. To set it all up:
Step 1: Log into your Facebook Business Manager account
Step 2: Click on the drop-down menu in the top left corner and choose “Audiences”
Step 3: Click on the “Create Audience” drop-down and choose “Custom Audience.”
Step 4: Click on “Website Traffic” (Shown below)
Step 5: Decide whether you want to target all website visitors (all pages), or if you want to focus on those who visited a particular page.
Step 6: If you choose to target all website visitors leave this option, and select your desired timeframe
Step 7: If you’d like to target those who visited a particular page click on the drop-down arrow next to the words “All website visitors,” and click “People who visited specific web pages.”
Step 8: Here you will add the keyword that appears in the URL of your website for your desired service, i.e., “carpet-cleaning.”
Method 3: Engaged With Lead Form
The engaged method targets those who have engaged with your content on either Facebook or Instagram. Engagement ads can yield excellent results, but they’re a bit tricky. First, your initial ad had to get clicked on, and the form opened. Whether the user filled it out or not will come into play very shortly. This option is often used after a campaign with another remarketing audience has run its course.
How to create an engaged audience:
Step 1: Log into your Facebook Business Manager account
Step 2: Click on the drop-down menu in the top left corner and choose “Audiences”
Step 3: Click on the “Create Audience” drop-down and choose “Custom Audience.”
Step 4: Click on the “Engagement” option.
Step 5: Click on “Lead Form”
Step 6: Here you will choose which group of people you want to target, and the time frame.
Keeping Your Momentum
Now that you understand the value, and how to set up Facebook remarketing; it’s essential to ensure that you’re regularly using it. Remarketing is a great way to retain your current customers, while at the same time acquiring new ones. Never again will prospects walk away or forget about you. Remarketing will save the day!