Retargeting visitors allows you to keep your brand in front of your potential customers after they have left your website — persuading them to reconsider your offer when they need it.
Retargeting is an extremely valuable tool in the digital marketer’s toolbox. It can impact the bottom line of any business if done correctly.
Most of your website visitors won’t convert after browsing it for the first time. And retargeting is your way to make these people return and become your customers.
Retargeting allows you to remind users of products or pages they viewed and encourages them to proceed further through the purchase funnel.
Facebook re-targeting tends to advertise to people who already showed interest in your product/service and just need a reminder to come back.
Over-targeting existing visitors.
Retargeting campaigns allow you to target specific visitors with specific ads to convince them to convert to your offer. These campaigns work because they enable you to show those visitors ads who’ve already expressed an interest in your product. With the help of search engines and social media channels, you can remind them they wanted to solve a problem and why your product offers the best solution.
Retargeting Campaign Made Simple
There are two primary aims you can set for your remarketing campaigns:
Awareness: Awareness campaigns are used to inform visitors about your product features and other announcements. Awareness retargeting is a less targeted goal because it’s directed at visitors who haven’t interacted a lot with your business. You can run awareness campaigns as a forerunner for your conversion campaigns.
Conversion: Conversion campaigns are used for visitors who are more familiar with your brand and its products or services. However, they still haven’t committed to an offer, so you want them to click on the ad, direct them to a post-click landing page, and convince them to convert.
Retargeting provides you incredible opportunities to target precisely the customer you want by giving you another chance to display your brand and message to users who have already shown interest. Don’t waste it by directing visitors to a page that won’t get you immediate conversions for a specific offer — like a cluttered homepage.
When Google ads effectively capture someone as they’re searching for you or information you have published, they register as a visitor with the Facebook pixel. Suppose Facebook recognizes them as a user and you are running a remarketing campaign that includes someone like them. In that case, you can layer brand-awareness or added-benefit advertising on Facebook or Instagram, which will potentially be seen by someone who was already demonstrating search intent and is familiar with your brand.