Those ads are commonly referred to as remarketing or retargeting ads. These ads essentially give brands the opportunity to follow their website visitors around on the internet after visiting their site. This means that if a user has gotten distracted in the middle of a purchase and didn’t finish converting to a sale, businesses can show an ad with that particular product on another page, reminding the customer to come back and complete the purchase. And companies won’t be stopping this practice anytime soon, since it works extremely well!
So how could you use this advertising technique on Facebook?
Use custom audiences to track customers who don’t convert.
Facebook allows you to create custom audiences for people who visit specific web pages. You may be familiar with Facebook Custom Audiences already. But had you considered that you could advertise to people who hit specific pages but NOT others? In other words, you can advertise to people who visited a specific product or service page but never made it to your Thank You page.
Now, it’s possible that the person just wasn’t interested in buying…but it’s also possible that they had 5 web browsers open and that they were multi-tasking and got distracted (trust me, this happens to me daily).
Make sure you don’t miss out on those selling opportunities by setting up some remarketing ads for custom audiences who didn’t convert.
Remarket to people who visited specific pages.
You can create ads for your website visitors who visited specific pages on your site. A great option, here, is to offer them something for free that is related to the product or service they were looking at. This provides a great opportunity to try to move them from casual shopper to an email subscriber. And hey, they were looking at that product or service for a reason, right? Perhaps if they opted in to a related free offer they would learn more about you and what you have to offer…and THEN become a customer.
Remarket to people who visited your website in general.
If you’re intimidated by the idea of creating all of these specific Facebook remarketing ads, you may want to consider creating a custom audience for anyone who has visited your site recently and showing them a general ad. A good option, at this point, is to try to get them to like your Facebook page. They will be more likely to convert to a Facebook follower since they are already familiar with who you are (which also means these “likes” will cost less money). It’s also just a great way to continue to stay in front of these warm leads. However, another great option is to offer them something very enticing for free to move them from Facebook to your list – which, naturally, is the end goal.
Are you going any remarketing on Facebook? What about off of Facebook?