8 Facebook Remarketing Strategies You Should Adopt
Are you struggling to maximize your Facebook ads' effectiveness? If so, Facebook remarketing could be the missing piece to boost your campaign performance. In this article, we'll explore eight straightforward and practical Facebook remarketing strategies that can help you engage your audience effectively and drive better results for your business. Let's dive in!
What Is Facebook Remarketing?
Facebook remarketing operates similarly to Google Ads remarketing, but instead of displaying ads across websites within the Display Network, your ads appear on Facebook. Facebook commonly refers to this as “Custom Audiences.”
The principle remains the same: when someone visits your site or engages with your brand, they're tagged with a code for tracking.
Later, as they scroll through their Facebook feed, your ad pops up, reminding them of your offerings.
However, Facebook remarketing comes in various forms, including customer lists, website traffic, and app activity.
- Customer lists:
One of Facebook's most potent tools is the ability to deliver personalized ads to a list of contacts you've already acquired. With customer lists, Facebook ads resemble email marketing, targeting specific individuals with personalized messages.
- Website traffic:
This is likely the most familiar type of remarketing, where ads are shown to individuals who have visited your site within a defined time frame. By placing a Facebook pixel on all pages of your site, you can create specific audiences with filters based on the pages they've viewed.
For instance, if you specialize in running gear and want to target users searching for sneakers, you can set up an audience that displays ads to those who visited pages containing "sneakers" in the URL.
- App activity:
Lastly, you can target users based on app activity. This option is ideal for businesses with established apps, offering multiple ways to display relevant ads to the right audience based on user behavior.
For example, you could target users who abandoned a shopping cart within your app with the same product and a special discount code.
You can reach users who recently opened your app, completed a purchase (for upselling), or reached a certain level in a game.
Should You Use Facebook Remarketing?
If you're still wondering, "Should I use Facebook remarketing?" The answer is yes! Retargeting ads are 76% more likely to receive clicks than prospecting ads. While clicks aren't always the sole measure of campaign success, they're crucial because conversions don't occur unless people first visit your landing pages.
Now that you grasp why Facebook Remarketing is valuable, let's delve into how you can begin crafting a Facebook remarketing campaign.
8 Facebook Remarketing Strategies You Should Try
So, below are the best Facebook remarketing practices that you should test. Why "test"? Because a practice may work wonders for some businesses but may not apply well to others due to different business goals and budgets.
So, test each to figure out which fit your business best!
Remarket page/website visitors
The simplest and most straightforward remarketing strategy involves creating remarketing lists based on page visitors.
In some cases, especially with a small audience, it's best to start by remarketing to all visitors. Additional segmentation might result in lists too small to exit the learning phase.
However, if your audience size allows, it's ideal to create audiences based on visits to pages indicating intent—like those who visited a page to sign up for a free trial or request a demo but didn't complete the action.
- Creating audiences using URL parameters
Taking page visitor remarketing a step further, you can generate audiences based on any part of the URL string, even if it's not part of the page itself.
In simpler terms, you can create audiences from URL parameters and subfolders. This comes in handy if you want to remarket visitors from a specific source separately from your other audiences.
For instance, if you're running a LinkedIn campaign targeting specific LinkedIn groups or skills, you might leverage Facebook as an additional remarketing source for cost efficiency.
You can then use UTM tags to create an audience comprising only individuals from that specific campaign. This allows you to directly address those interests in your ads.
- Segmenting visitors by time spent
You can further segment your URL-driven audiences by selecting specific time spent thresholds, such as the top 25%, top 10%, or top 5% of time spent.
This approach can help you focus on individuals with the highest engagement levels.
Remarket online activities
You also have the opportunity to engage with your audience by remarketing their Facebook engagement, offering various ways to interact and reconnect as they progress through the customer journey.
1. Remarketing engagement on Facebook or Instagram
A straightforward method to create audiences based on engagement is to remarket individuals who have interacted with your brand on Facebook or Instagram. While you can't target specific posts directly, you can select from several engagement categories:
- Users who engaged with your content.
- Visitors to your page.
- Clickers on a CTA (Facebook only).
- Message senders.
- Page or post savers.
- Anyone who interacted with your page (encompassing all of the above).
2. Video view remarketing
Another approach to focus on engagement audiences is through video view remarketing. While you can't precisely pinpoint specific posts, you can create audiences based on particular videos or all videos.
You can specify the minimum duration for video views, like 3 seconds, 10 seconds, 15 seconds (or through-play if less than 15s). Alternatively, you can target viewers who watched at least 20%, 50%, 75%, or 90% of the video.
For instance, if you ran a top-of-funnel campaign promoting videos, you could then remarket to viewers who watched at least 50% of the video.
3. Remarketing lead gen forms
With lead generation form remarketing, you have the option to target users who opened a form, opened but didn’t submit it, or opened and submitted it. You can select which form(s) you want to base the audience on.
For instance, if someone filled out a lead gen form to access content, and you aim to encourage them to schedule a demo, you could build an audience of form submissions for that specific content.
Or, if you were testing two different forms for the same action, you might exclude submissions from the other form in the test to avoid unnecessary visibility or costs from users who have already submitted the form.
Moreover, if you wish to target users who opened the form but didn’t submit it, you have that option too. Since opening the form indicates intent, this audience segment can provide valuable signals.
Remarket offline activities
You can extend your remarketing efforts to include individuals from your offline event sets if you're tracking offline events.
For example, if you're importing events for text messages, you can use remarketing to guide them to the next stage in the funnel, such as informing them about a sale on specific products.
Also, if you have access to store visit tracking and have at least 10 measurable stores set up, you can create audiences based on store visits. This capability presents numerous opportunities for brick-and-mortar businesses.
Remarket conversion events
If remarketing based on page views doesn't give you the audience you're looking for, Facebook provides another option: building audiences from the events you've set up for conversion tracking.
This feature is useful not only for targeting your audience to guide them to the next stage of the funnel but also for exclusions. It ensures that you avoid targeting individuals who have already taken a specific action, even if Facebook wasn't the source that led them to it.
Remarket those who engaged with/joined your events
When you create events on Facebook, you open up a variety of remarketing options.
You can target people who have:
- Indicated they are planning to attend.
- Shown interest in attending.
- Visited or engaged with the event page (even if they didn't RSVP).
- Started the ticket purchase process but didn't finish.
- Completed the ticket purchase process.
For instance, if you're planning another event in the future, you might want to remarket to those who RSVP'd or only to those who purchased tickets. Alternatively, you could create these lists and use them as a basis for lookalike audiences!
Remarket those who liked/followed your Facebook page
Now that you've amassed followers, it's crucial to ensure they see and engage with your posts. Take tip #1 to the next level by remarketing your boosted posts to your Facebook followers.
This strategy is foolproof because these individuals have not only engaged with your brand before, but they've done so on the same platform you're remarketing on - Facebook.
If a user has taken the step of liking your page, it's evident they've developed some degree of brand loyalty, increasing the likelihood of them engaging with your posts. This, in turn, leads to higher relevance scores and organic reach.
Dynamic remarketing
With the catalog objective, you can set up some really exciting remarketing campaigns with a variety of options.
One popular approach is remarketing to people who viewed your products but didn't make a purchase, showing them ads featuring the exact products they showed interest in.
You can refine this audience further by targeting those who added items to their cart but didn't complete the purchase.
Alternatively, you could target buyers but exclude those who made a purchase within a certain time frame, such as targeting those who made a purchase 30 days ago but haven't returned since.
This is particularly valuable for businesses selling products that are frequently replenished, such as consumables. You can customize which products to include or exclude from your product set.
For instance, if you're a shoe company that also sells shoelaces, you might opt not to remarket to those who were browsing laces, as the return on ad spend (ROAS) might be low.
You might also consider creating separate ad sets for different types of shoes to ensure the ad copy is highly relevant. For instance, if someone was looking at both tennis shoes and dress shoes, you could tailor the ad copy to emphasize the unique benefits of each type without being too generic.
If your audience segments are small, you could group them together to gather more data effectively.
SpeedX Agency understands the challenges of running successful Facebook ads, especially for those new to advertising.
Besides offering reliable Facebook agency account for rent, our expertise and tailored solutions are here to support businesses navigating the complexities of Facebook advertising.
Whether you're looking to enhance your current campaigns or scale up your efforts, our team can help you achieve your goals. Don't hesitate to reach out with any questions or for personalized advice on your projects!
- Dynamic cross-selling & up-selling
The catalog objective is also ideal for up-selling and cross-selling opportunities. You can target customers who bought specific items with complementary accessories or related products they might be interested in.
For example, one of my clients sells a popular food product. We remarket recent buyers with their cookbook if they didn't purchase it alongside the food product initially.
Final Words
As we wrap up, remember that Facebook remarketing is a powerful tool that can significantly enhance your advertising efforts.
Keep experimenting, refining, and optimizing your campaigns, and you'll unlock even greater success in reaching and converting your target audience on Facebook. Cheers to your continued success in the world of digital advertising!
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