Did you know that a customer needs 7-10 touch points before converting? Retargeting your potential buyers is what allows you to unlock those opportunities.
How Does Retargeting Work?
It is relatively simple, when a customer comes to your website, they drop cookies. These little droplets allows your ads to have a big impact. The source that captures this form of insight is your FaceBook pixel (be sure it is installed properly, by installing the Google Chrome plugin – click here). Once the pixel is installed, it’ll read back that useful data to FaceBook which will then allow you to target individuals who took specific actions.
Now, let’s jump into the common mistakes we see people making.
Not Setting Up Exclusions
When a brand comes to us with existing ads, the first thing we look at is how effective their retargeting ads are. Why? This allows us to get an understanding of engagement, customer intent and more. We find more often than not, that the audiences are not set up properly.
If you are running a social retargeting ad, be sure to exclude website visitors.
If you are running an ad thanking your customer for their recent purchase, only include those who purchased within that desired window.
Not Creating Tailor-Made Assets
When retargeting customers, it is important to note that you are essentially building customer relationships through a digital medium. Take the extra step to cater specific ads to where the individual is throughout the funnel.
If Joe added to cart but did not purchase, show him an offer that he didn’t see previously.
If Joe engaged with your socials, but never visited your site, show him something that will get him to click.
If Joe purchased from you one month ago, don’t cut him out! Show him an ad that compliments what he just purchased.
Not Combining Email & Ads
Linking your email software with FaceBook is essential! Not only does this allow you to create killer lookalike audiences, it also keeps your brands story concise.
If you are sending out a promotion via email, why not showcase that creative to that list through ads as well? It works like a charm.