With nearly 2.8 billion monthly active users & growing, Facebook is the most popular social media platform to date. Beyond its massive audience reach, the social media giant has engaging ad types and provides laser-focused targeting options to businesses to get in touch with the relevant audience. The Facebook Ad Manager tool offers a maze of options to improve the performance of your PPC ads and one of them is working on Facebook remarketing. With great customization options available to manifest the users to choose your brand name, let us see ahead in the blog how implementing the Facebook remarketing strategies increases traffic to the landing page, lowers the cost per click and boosts conversion rate.
Digital marketers had to work on marketing plans during the Coronavirus pandemic to attract new users and keep the engaged users' interest intact. With Facebook changing its name to Meta, digital advertisers must revisit their PPC plan & strategy to get in touch with the target audience. When marketing in the metaverse, you need to focus on creating a better user experience so that the users choose your brand name over competitors. When running holiday ads, you focus on e-commerce trends, travel locations in demand, etc., to lure visitors into choosing your brand name depending on the type of business you run. In the same way, to get in touch with the Facebook audiences in your Facebook remarketing strategy, you need to focus on PPC trends that sync with the marketing trends to achieve your advertising goals and make the users move down the marketing funnel. With white label Facebook Ads services, you can hire PPC professionals that run remarketing ads to attract the relevant users to take the desired action.
The world of paid advertising requires money to be paid to the search engines for every click made on the ad. Facebook Ads are also a type of PPC ad in which advertisers pay money to Facebook for every single click received on their ad. So, even minor ad fatigue could lead to the entire ad campaign being flawed and you may even see your ad budget getting drained in quick time. However, with proper Facebook remarketing strategies, you can see an increase in impression share, lower cost per acquisition and much more adequate results within a defined Facebook Ads budget. Outsource remarketing ads services so that the Facebook Ads experts perform complete campaign analysis to highlight the changes that must be focused on to improve the ad's performance.
What is Facebook remarketing?
Facebook remarketing is the process of getting in touch with the target audience who already know your brand name or have interacted with your Facebook Ad. As these users have already interacted with your business, they have prior knowledge of offerings. You can focus on preparing a PPC report and examine who the Facebook audiences that need to be remarketed are. You can then run Facebook Ads focusing on buyer persona so that the users feel that they are getting the products or services they were looking for. You can consider adding offers or discounts that create an urgency among the users to take the intended action.
Just as we perform remarketing in Google Ads, similarly Facebook remarketing can also be performed. With a slight difference in remarketing and retargeting, an adequately implemented Facebook remarketing strategy would boost the traffic to your landing page, improve click-through rate, increase quality score, etc. To perform Facebook remarketing, you should consider conducting keyword research to choose the high-traffic relevant keywords. The relevant keywords help your Facebook Ads to appear to the most pertinent Facebook audience and avoid irrelevant clicks. With various ad formats and ad groups that you can create in Google Ads, you can perform remarketing in Google Ads with email marketing, content marketing, etc. Unlike Google Ads, where you can perform remarketing at various Google Display Network, Facebook remarketing can be performed at Messenger, Instagram and other platforms supported by Facebook. Facebook remarketing ads are run by businesses of all size to reach their relevant target audience. So, you can avail of white label local services ads from a digital marketing company to increase clicks on your ad and reach the prospects locally..
The Facebook advertising cost can be adjusted per the bid amount you wish to spend. It depends on the Facebook campaign that you wish to run. With a proper bidding strategy, you can make the most of your Facebook campaign in the Facebook Ad Manager and analyze whether the ad format you are running yields the desired advertising goals or needs to be updated. When working on Facebook remarketing strategy, having a clear insight into the user’s activity would help you know what points you need to consider so that the Facebook audience can engage with your ad. When remarketing Facebook Ads, you can reach the Facebook audience by creating a ‘custom audiences’ list.
The concept of Facebook remarketing is when a user visits your site or interacts with your business, they leave behind traces of their interests. With Facebook artificial intelligence, you can track the users’ interests. Next time they scroll through the news feed, stories, etc., your Facebook Ads pop up to remind them what they are missing. This helps to build brand awareness as when a user interacts with your Facebook Ad multiple times, the user’s mind subconsciously remembers the brand name. This time you need to focus on optimizing images, making user navigation on the landing page easy, increasing ad relevance, etc., to increase the chances of the user to take the intended action.
Remarketing strategies to focus on Facebook
1. Target users who liked your page - When remarketing Facebook Ads, you need to target users that have already interacted with your business. These users have some idea about your products or services. As they have already interacted with your business, so with the use of cookies, you get to know their traces of interest. The next time you display your ads to these audiences, you can create ads as per the users' interests.
Identifying the interest of users helps you work on buyer persona. Different users have different interests, so you cannot run separate ads for every user. Facebook is an online platform where users express themselves more openly. You can also analyze the Facebook account of users (if not private) to gain insights into the users' activity. This would give you a much better idea of the users’ interests.
Targeting the users who have already interacted with your ad gives you a higher chance of taking the intended action. You can provide them with great product choices or offer a discount on services, luring them to take the intended action. As you prepare an attribution report to identify which paths users follow to reach the landing page, similarly, you can determine which sections on the Facebook page drive more clicks with the Facebook Ad Manager tool. The clicks may be in the news feed section, stories, business page ads, etc.
2. Perform a/b testing - Another point that you need to focus on when remarketing Facebook Ads is performing a/b testing. A/b testing is the process of running two versions of a Facebook campaign to identify which version best suits achieving the desired advertising goals. You need to optimize your ads for mobile devices so that none of the Facebook audience is left untouched.
This technique helps you to work different ad copies, descriptions, etc. So, you can identify whether you need to utilize full ad space or not. As you first make changes in Google Ads Editor and then implement it finally in the Google Ads account, in the same way, it would be best to make changes offline and then implement it finally in the Facebook campaign.
After you have worked on a/b testing and identified which ad versions work the best, you can implement the same in your Facebook Ads. In your Facebook remarketing strategy, you can then make the best version of your ad live. However, you need to monitor the performance of your ad regularly so that if you wish to include any marketing trend, you can update it accordingly.
3. Provide discount & offers - Another essential point that you need to focus on in your Facebook remarketing strategy is offering discounts and offers. It's hard to find users who do not like discounts. The offers not only provide you with the opportunity to make the target audience click on your ad but also entail them in the list of long-lasting customers. The reason behind saying this is that users who take the intended action once or twice and do not visit again are not so good compared to those who tend to stay longer when any discount is offered. It can well be understood by businesses dealing in the e-commerce field, gaming industry, etc.
When you provide discounts or offers on your product or services, it creates a sense of urgency among the users to make a click on the ad. After the user has made a click on the ad, there are high chances that the visitor would take the intended action, as at the back of the user’s mind, they feel that they are getting the products or services at a lower rate compared to other business offerings.
Not only do discounts lure the visitors into making a click, but it also impacts the Facebook advertising cost. When you offer discounts and see that the number of users on your landing page increases, you can work on bid adjustments. You can raise or lower the bid amount depending on your advertising goals. When you see these Facebook audiences that you have performed remarketing on reaching your landing page, you can adjust your bid amount. So, this helps to cut down the Facebook advertising cost and saves a huge amount of money for your business.
4. Focus on buyers journey - Another point to focus on in your Facebook remarketing strategy is following buyers' journey. Facebook is a social media platform for friends and family. Every user follows a different path after logging in to their Facebook account. So, you need to focus on customer touchpoints to have an idea of which types of ads to run that help achieve the desired goals.
Following the buyers' journey helps to have a framework to draw prospects to your ads and convert them into customers. You can also prepare a detailed report and work on audience targeting. You can create different ad groups and write separate ad descriptions for each group. After you have divided the ad group, another point that you can work on is performing ad scheduling. Each user has different timings of using Facebook. So, preparing a custom report and analyzing which timings are used most by the users would help you show the ads at a proper time. After you have worked on ad scheduling, your ads appear to the users when they are most active.
As different users use Facebook (mostly being friends and family), there are high chances that if a user is satisfied with your product or services, they will discuss it with their near and dear ones, thus helping in peer-to-peer marketing. You can also find users on your Facebook platform from different partner platforms. The users from other platforms have various buying activities like many users, after reaching the landing page, do not take any action for the first time but complete it on the second occasion. Many users add the product to the cart and complete the action later. So, following the users’ activity helps to design your ads as per the users' intent, ultimately boosting the conversion rate and saving time & money spent on the ad campaign.
5. Promote your Facebook page - The next important point to focus on Facebook remarketing is promoting your Facebook page. There are many users who just like your page but do not visit the page very often. The users may have liked your Facebook page or just visited your page to know more about your business offerings. So, it becomes essential to promote your Facebook page and get in touch with the relevant audience with very high chances of taking the intended action.
At times you may see that your Facebook page does not drive traffic as intended. This may be due to several reasons like your page is not so adequately active, you post business stuff but do not perform many edits, etc. So, to increase your online presence on the online platform, you need to focus on improving the content on the business page, optimize images, include short, engaging videos, etc. Your consistent updates on the business page make the user have a feeling that the business is always active and provides the users' products or services with the latest marketing trends.
To promote your Facebook page, you can work on conducting webinars, organizing giveaways, providing offers, etc. There are myths regarding PPC advertising that spending more to acquire leads is not a good marketing strategy. However, this is not always true, as if you get users to your landing page spending a bit more and the user takes the intended action, then there is no loss in spending more. To keep these users from choosing your business every time they see your products or services, you need to design a tremendous post-click landing page. You can also have your sub-sections divided on the navigation bar to guide the users to relevant pages.
Why perform Facebook remarketing?
Nearly 98% of users do not make a purchase when they first interact with your Facebook campaign. Also, Facebook is the social media site where people spend most of their leisure time in this digital era. This is where you can target people who have previously shown interest in your business. With search a large number of users, you also get the option to target the users that look similar to the ones that have interacted with your ad. As a very high percentage of users do not take any action the first time they interact with your Facebook Ads, you need to work on a PPC plan & strategy and make changes in your Facebook campaign. Implementing these changes increases the chances of the user to click on your Facebook Ad.
Facebook has users from multiple countries across the globe. Even within a given continent or country, the users' interests vary. So, you need to run the appropriate Facebook campaign to get in touch with the relevant audience. You need to perform demographic targeting so that you can target the users based on their age, income, location, etc. To make the most of your Facebook advertising cost, you need to analyze various competitive metrics' performance to see the advertising difference between the competitors and you.
With Meta Pixel, you have the most compelling option to target the users who interact with your Facebook Ad. Whether you have been in business for a long time or just getting started with Facebook advertising, you need to analyze the Facebook campaign on a regular basis. It would help you know whether you are meeting your advertising goals or any further changes are required. Depending on your goal, like form fill up, lead generation, brand awareness, etc., you need to see the performance of your ads. If you do not get the desired results, you need to perform Facebook remarketing.
Just as in e-commerce PPC, you focus on e-commerce trends and then implement the same in your ad campaign. In the same way, you need to write great content, focus on user-generated content, excellent product page descriptions, enticing ad copies, etc. to make the visitors click on your ad. Remarketing Facebook Ads is one of the smart ways to re-engage with visitors that leave your website before converting by showing them a customized ad convincing them to take the intended action. Some points to focus on in remarketing Facebook Ads are mentioned below.
a. App activity - When remarketing Facebook Ads, you can target users based on app activity. If you already have an app, it becomes easy to target the users. With the help of Facebook artificial intelligence, you can easily identify what the users are looking for. E.g., when a user abandons your app, you get to know the reasons why they left the app. You can then work on remarketing activity with content marketing, email marketing, etc. With the launch of mobile-first indexing, it becomes crucial to have a mobile website. Also, Facebook is mainly used by users on mobile devices, so you need to have an app that enhances the chances of the user taking the intended action on the relevant page after being redirected from the Facebook Ad.
b. Traffic on the landing page - With the Facebook Ad Manager tool, you need to analyze the number of users that click on your Facebook Ad. The traffic you receive on your landing page gives you an idea of whether users are finding your ad relevant or not, are they engaged with your product or services and much more. To make the relevant Facebook audience click on your ad, you need to choose the relevant keyword type. With proper keyword type in your ad description, ad headlines, etc., you can get in touch with the relevant audience. The unique content you write focusing on the PPC trends improves the chances of driving traffic to the landing page. With better lead generation, the chances of the users to take the intended action scales high. With the Facebook Ad manager tool, you can analyze whether the traffic that comes to your landing page takes any action or just perform window shopping.
c. User list - The most interesting option that Facebook provides is to serve personalized ads with dynamic ads. With the Facebook Ad Manager tool, you can create a user list and strategize accordingly to which Facebook audience you wish your ads to appear. You can even work on audience segmentation and creating a list. In this list, you can add sections like emails, phone numbers, Facebook Ids, etc. In Google Ads, as you run display ads on the various network to get in touch with the relevant audience, similarly, with this user list, you get to show your ads to the relevant audience and make them move down the marketing funnel on the landing page.
Closing thoughts
Any digital advertiser that works on social media marketing focuses on Facebook advertising. Facebook is one of the most reliable platforms, with a large number of online advertisers running an ad campaign and capitalizing on the benefits that Facebook advertising provides. Avoiding mistakes with Facebook advertising, you can make the most of your ad spend and achieve the desired marketing goals.
With the remarketing tactics discussed in the blog, you can build brand awareness on the social media platform and retain your brand name in the user’s mind so that they choose your brand every time for the keywords or search terms entered into your business offerings. You can refine your targeting options to let only relevant audiences to see your ads, maximize user interests and much more.Find performing remarketing for your Facebook Ads a tough task. You can get in touch with a digital marketing company that has professionals providing white label search ads, white label video ads, white label mobile ads, social media marketing, competition analysis, backlink analysis, etc., and skyrocket your online sales.
Reference
• 14 Facebook remarketing strategies to test
• 3 Effective retargeting strategies that actually work (with examples)