Visitors who browse your site and then fill their shopping carts and abandon without purchasing anything are all too frequent. In reality, 98% of people who visit your website don’t buy anything on their first visit to a site.
However, why is this? Potential leads are curious about what you can offer; however, they weren’t able to purchase for whatever reason. So how do you keep them engaged in your offering even when they’re no more on your sales team?
Retargeting is the place where it comes into play. This technique of digital marketing assists businesses in turning interested customers into customers who pay. But first, let’s look at how it is used.
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What is Retargeting ?
Retargeting is a method of promoting to users who have stopped using the app and who have already installed an app long before the app’s conversion. Sometimes referred to as remarketing, this method is very popular due to an individual’s previous intention increasing their likelihood to convert than new users.
For instance, suppose your mobile analytics reveal that a customer has expressed an interest in a particular product and is still using your e-commerce application running on their phone; however, they haven’t purchased it for more than a month. It is possible to retarget the user with a particular incentive or promotion to convince them to return to your app and complete the purchase.
How does retargeting work?
Retargeting works through ” cookies,” small bits of data created by a web browser that can be used to remember the users who have visited your ad or web page. Marketing teams then use the information from cookies to deliver ads to customers again to remind them about what they were looking to purchase. When you display relevant, targeted advertisements to interested customers, it increases the brand’s visibility and, in most cases, conversions.
Retargeting comes in a variety of shapes and types. For example, these touchpoints may appear in emails, SMS, display, or social ads.
How many types of retargeting ads are there?
If you’re involved in the digital world of marketing, there are myriad kinds of retargeting advertisements available, and your creativity and imagination are the only limits. For example, suppose you’re interested in the launch of email marketing or Google advertisements or contemplating making use of social media platforms for purposes of retargeting. In that case, there are numerous options for targeting marketing. The most well-known kinds of retargeting advertisements employed today are:
- Segmented users of sales funnels You can target users by the type of product or pages they’ve viewed using direct sales funnels. It is also possible to use directly-sales funnels for insights into the content or items users search for on your website or online store.
- Buyer persona: Targeting particular buyer personas is one the most sought-after methods for targeting marketing to retarget regardless of the target market you are aiming to target. Focusing on specific demographics based on gender, age, geographic locations, interests, or even prior purchases online will help you focus on the right audience that is genuinely curious about your company’s brand.
- Custom audiences on social media: Social media offers excellent ways to manage and launch advertising campaigns that target retargeting, specifically using Facebook audience customization. Facebook custom audiences offer the possibility of uploading contact information records and emails to be included in any campaign(s) created using the platform.
- Cross-channel marketing: If you want to reach out to users on multiple websites and social media platforms they visit simultaneously, it is possible to do this by employing cross-channel marketing strategies in your next retargeting campaign. Cross-channel marketing can effectively promote brand awareness and increase brand recognition across multiple websites and social media platforms.
What is Facebook retargeting?
Retargeting on Facebook uses data from the audience to display ads and target users visiting your site to bring them back to your site and turn them into customers.
Facebook technology makes use of data from various profiles to allow you to reach out to the right audience. Similar to web-based behavior, the data can be used to display your ads on the appropriate news feeds.
When you advertise on Facebook, you’ll have the advantage of its massive user base. In addition to the volume of information Facebook gathers on their users, it’s likely that leads that you didn’t get our viewing your ads. This is because Facebook looks over previous users’ search history and displays ads pertinent to the user.
How to Retarget on Facebook
1. Create a list of your existing contacts, or create groups of contacts from your site.
In the beginning, you’ll need some leads that you can target. First, utilizing the marketing software of your choice, create an inventory of leads based on two criteria, such as lifecycle stage and interests in relation to the subject of the most recently downloaded. If the list is vast, you can proceed to the following step. If it’s not, you must review your segmentation settings and/or the retargeting you’re using.
2. Upload that list to Facebook’s Manager.
After our list has been completed after which, we can download this. CSV file and then import the data to the Custom Audience manager to associate email addresses to Facebook Profiles. (There exist third-party platforms that can also connect these lists to social media platforms, therefore, feel free to choose the one that works best for your business.)
Choose “Manage Your Ads” on Facebook’s home page for advertising and then click “Audiences” from the right side of the toolbar. This will let you make a customer list by uploading the .CSV or .TXT file and a choice to sort it by user ID, telephone number, and email address.
Make sure you give your list a suitable name so that it is easy to locate later. In addition, you should allow at the very least a few hours for it to fill. If you attempt to make an advertisement immediately, it is possible that the audience won’t be completely filled.
3. Determine your destination URL.
To launch an account on Facebook, Click “Create Ad” in the bottom right corner “Create Ad” button in the upper right corner of the ad platform’s home screen. You will be asked to select an objective for your campaign. No matter what you decide to do, you should include a UTM tracking number and a tiny piece of text at the bottom of your URL to aid in tracking your success and track the number of clicks and conversions generated by your campaigns. For instance, we’d create a campaign titled “Retargeting,” and our URL for the trial version could look like this:
http://offers.hubspotm/free-trial?utm_campaign=retargeting&utm_medium=social&utm_source=facebook
After you have created your URL, you must give your campaign the name. Use the same name for your campaigns, making it easier to keep track of when you have several campaigns running.
4. Segment your ads.
Choose the audience you want to target and select the area you wish to focus on. The place will be an “AND” setting, meaning when your database contains leads from all over the world, and you select only “United States,” some individuals won’t see your advertisements.
Based on the characteristics of your buyers’ personas as well as your buyer personas, you can sort your audience by interests, behavior, or age. You can also use other demographics that can make ads more relevant. In the case of conversion campaigns, you’re targeting a particular set of people who are already keen on your products; therefore, adding different Facebook categories may not be appropriate.
5. Set your budget.
Before you even begin the campaign, make sure you have an established budget for paid strategies and break it down into channels. If you are running Facebook campaigns, you should set an annual budget for the time period of the campaign and then track and adjust it as necessary. For beginners, it is best to change the bidding for “Optimize for Website Click.”
6. Creating your ad.
Each ad may have as many as six pictures with it, which means you can determine which works best. Make sure to be precise and clear in your location, and add relevant call-to-action buttons like Shop Now and Learn More or Download. In the lower right corner of the advertisement.
As a default, advertisements are displayed in mobile newsfeeds, on one side of desktops, as well as in the mobile apps of partner companies. Depending on where you’d prefer your customers to view the advertisements, you may prefer to switch one or more of these options off so that they only show in the Desktop News Feed.
After you’ve set everything up, you can hit on the “Publish” button in the lower right corner of the screen.
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