As you know, remarketing is a great new technique that allows you to convert your visitors who have not purchased from you in their first visit. Remarketing is a great strategy to remind them about your brand and products. If you do it right, you will get great results. You need to retarget the right people to maximize your brand exposure. Here are some dos’ and don’ts to help remarket your brand effectively.
- Create product-specific ad groups: You want to remarket your product, so you have to identify your most visited product page and segment the page visitors. You can pick several top products and create product-specific ad groups according to your segmentation. These ads can be used to remarket your segmented visitors. This will increase your click through rate, brand awareness and sales.
- Remarket email subscriber list: Email brings the highest return on investment of each dollar spent. You can use Facebook to remarket your subscriber email list by uploading it to custom audiences. This technique is extremely effective because these people are more familiar with, engaged with, and already aware of your brand and services. For each email list, you need to create a unique ad with some creativity and a focused call to action to bring more conversions from your email list.
- Creativity with ads: You should measure the success of your remarketing campaign. You can track your success and find out which ad is working well for you. Such as news feed ads, domain ads, video ads, page post image ads, etc. Once you find the best converted ads, you can repeat those ads. Other ads you can be tested by changing the title and image, the call to action and the ad copy to make them more interactive.
- Product recommendation: If someone has purchased from you, you can provide them with product recommendations. Your recommendations should be related to the specific product your customer bought. For example, if you have purchased a pair of shoes from amazon.com, Amazon will recommend related products. You can also use data concerning previous purchases by your customers to remarket them.
- Retargeting current customers: If you are retargeting your current converted customers with the same ad, it will annoy your converted customers, and next time they may not buy from you. In addition, retargeting current buying customers doesn’t make sense because the product ad you are showing to them concerns something have already purchased, and your ad spending is wasted. You need to exclude those customers who have converted in your buying process. You want to retarget your buying customers for some special offers, which you can promote with other ads.
- Repetitive ad copy: You are retargeting your potential customers with the same ad that you have used to target the other audiences. This can also annoy your potential customers. Your Facebook ad copy and messages should vary according to audience, as you are retargeting. Your ad copy for the existing customers should be different and from your prospective customers, and it should be highly targeted. You can personalize with names to retarget your potential customers, and this will encourage them to purchase from you.
- Poor targeting: Running a remarketing campaign and displaying ad to your ideal customers who do not has any intention of purchase your products can be the biggest mistake of your remarketing strategy. In this type of remarketing, you need to monitor your audience and find what they like to read and what will work for them. You need to create a highly targeted remarketing ads with a clear call to action in order to grab your potential customers’ attention.
- Unrestricted geographic targeting: If you want to build your brand awareness, then it becomes important to target everyone who comes to your website. But if you are running a local business, it will not work for you and it costs you a great deal with no return. Geo-targeting is key for local businesses, and with it you will be able to target your customers within specific locations.
Like this article and want more? Check out my Free Facebook Remarketing Report here!