Marketing with Facebook and all about retargeting
Here Peter Hanley looks at Marketing with Facebook all about retargeting to showcase your business and drive new customers to your website.
Where else can you Retarget?
Here we are going to look at Facebook but you can also set up programmes for;
What’s retargeting about?
The most common remarketing tactic is targeting relevant ads at people who have already visited your website (usually a specific landing page). … You can include those visitors (and the custom audience they’re part of) as a target audience in a Facebook ad retargeting campaign.
Retargeter.com expressed this really well:
Retargeting is a highly effective marketing tool that targets your ads to people who have already expressed interest in your site.
It allows you to focus on the people who are in-market and remind them how great your product is or why going with your service is the right decision.
When run correctly, retargeting can perform incredibly well and result in the amazing ROI and brand lift you may have heard about.
Despite the fact that retargeting has become an established part of the digital marketing vocabulary, many misconceptions still exist surrounding the technology.
It’s like magic to most people
You see something on a webpage and all of a sudden Adverts keep popping up. You wonder what sort of magic did that. It’s actually not all that hard.
Using Facebook’s Custom Audiences feature, you’ll install a snippet of code on your website. This will place a cookie on the computers of those who visit your site. With this installed on your site, the code will send information back to Facebook about which pages were viewed on your site by a specific visitor.
You’ll then use your Custom Audience preferences to retarget to different segments.
For example, you might retarget people who visited a certain page or even people who got to your shopping cart, but then didn’t make a purchase.
Is Retargeting only for retail or can it be used in B2B
Retargeter states that it works as well or even better especially when a free trial or an offer is on a page.
In addition, it is as effective for small business as well as Big Business and in fact, elevates your small business up to the level of the big guys.
Furthermore, it is not just for direct response marketing it is equally effective for the Brand building.
You will see , in one comScore study, it found a
1046% increase in brand awareness using retargeting.
What about Privacy with retargeting?
Setting up a campaign on Facebook.
First of all, you need a current Facebook ad Account.
Click into this and select audience.
Then you can create an audience and customise it.
Here we are looking for Website traffic.
- Anyone who visits your website
- People who visit specific pages
- Those visiting specific web pages but not others
- People who haven’t visited in a certain amount of time
- Custom combination
Create your audience and gather your Pixel code that is then placed into a selected area of your website.
Make an Advert.
First of all, always plan your activity around specific ideas you want to achieve, Is it selling or brand Building.
Design a nice Advertisement using a guide from Facebook.
Particularly relevant is that you pay per click or per view so the cost is not
We asked the cost question and got the following response.
“In just the USA, the average cost per click (CPC) of Facebook Ads in Q3 2016 was 27.29 cents (and 27.40 cents for ALL objectives). The cost per 1000 impressions (CPM) based on Q3 was $7.19 (and $7.34 CPM for ALL objectives). posted on May 22, 2018″
You should decide on a cost per click basis or cost per 1000 impressions. This will depend, of course, on what you are trying to achieve.
There is also cost per acquisition but the expense is far greater and controls far less.
On top of this, you need to control frequency as well as Bid optimisation.
Certain web pages will get a greater response so it is natural that you will only use the best ones thus increasing your return.
Frequency is another area that must be considered.
If you are shown to a prospect a dozen or so times and not got a response the chances of ever getting one are extremely rare.
For example, if you are researching a product for something you are writing or studying and get retargeted you are never going to buy.
You were never an interested buyer so bombarding you with adds is hissing upwind.
This is not intended to be a how-to on retargeting
If you want to move further down this track do some more research and training before you start throwing valuable dollars at your plan.
Is Facebook the best media for you or one of the other Social channels an optimum profile.
Retargeting is, however, a valuable tool for every business and one that should get serious attention in your marketing budget.
A survey of top uses showed that most companies contributed under 20% of their marketing budget to retargeting. On the other hand, most used it as a tool of the trade.
Consider how many times you get retargeted and consider why. look at the advertisements and think about what they are trying to achieve.
Is it good marketing or a waste of space. Even try some of them out and follow the dotted ball as they target you. How many times, how often and would they get you as a buyer.
Use a retail site and a B2B site to get comparisons and consider the performance against your own desire.
Do Your research on retargeting
It is your hard earned dosh you are throwing around so you need to see a return on investment (ROI) for every penny spent.
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