How to do Facebook Remarketing - without a big budget
Bring customers back to your website and grow sales.
What’s the best way to bring your customers (or potential customers) back to your website again?
Telepathy? Cloud writing? Mass advertising?
The smart way is to use a retargeting ads funnel. There are many ways to do this, but the most common place to start is with Facebook ads.
What is Facebook Remarketing?
Have you ever visited a website then seen ads from the same brand follow you around on social media and the web? You’ve experienced remarketing.
Facebook remarketing (also known as retargeting) is the process of finding people who’ve visited your website, matching their Facebook profiles, then running ads to target said people and convince them return to your website to follow through with an action (i.e buying a product left in cart).
Is remarketing effective?
Is it effective? The data we have amongst marketers is a resounding YES. Remarketing is a great idea for many reasons:
Lower CPC/CPM
Better conversion rates
Improved return on investment
Cost effective branding
More precise targeting
According to a ReTargeter study: only 2% of website visitors convert during their first visit. That means 98% are in need of some type of follow up. Remarketing helps bring some of these 98% of visitors back to your site to continue their customer journey.
Latest Remarketing Statistics:
The average CTR (Click Through Rate) for retargeting ads is 10X that of display ads (InvespCRO)
Retargeting has the ability to increase conversion rates by almost 150%. (DataXu)
Visitors who see remarketing ads are 70% more likely to convert on a website compared to those who don’t (Softwareadvice)
In summary, remarketing should be included in your business marketing roadmap/strategy.
What can you use Remarketing for?
Remarketing is a great way to motivate customers along your sales funnel.
Run targeted ads to visitors who bounced.
Reinforce your message to visitors who viewed specific pages
Sell new items to past customers
Encourage visitors to complete a purchase
and more!
How to set up a remarketing campaign
It’s fairly simple to create a basic remarketing campaign with Facebook.
1. Install a Facebook Pixel on your website
Using the Facebook Business platform, navigate to the Events Manager section and select Pixels. Create a new ‘Data Source’ (Pixel) and follow the prompts to embed the pixel code to your website.
To take it one step further, you can use the Pixel to record specific actions:
View content (most common)
Add to cart
Initiate checkout
Purchase complete
2. Create a custom audience
Next up we need to gather the pixel users into an audience so we can deliver campaigns to them later. Navigate to the Audience section in Business Manager, select New Audience -> Custom Audience -> Source: Website.
Here we have some options to choose from:
Capturing ALL page visitors
or
Capturing SPECIFIC page visitors (by adding in page URLs)
+
Selecting a time period (i.e past 30 days)
&
Excluding specific pages (i.e /checkout)
To keep things simple, start with creating a ALL visitor audience in the past 30 days. Give your audience a relevant name: <Website > All Visitors • 30 Days
3. Create your campaign
Under the Ads Manager section, press Create and select a new campaign objective. Your Objective will depend on the type of ad strategy you are running, but for general reach I suggest ‘Brand Awareness’ with a Frequency cap set to 1.5.
Under Ad Set, you can now select the Custom Audience you’ve just created to run your campaign to and retarget.
Once your audience is set, follow the process of setting up your schedule, budget and ad placements.
How much do I need to spend? Facebook remarketing works best on a strict budget that scales with your audience size. If you only have a 1 or 2 thousand visitors to your website each month, you can start with as little as $2 a day per Ad Set and grow it over time.
I recommend at-least 2–3 Ads within each Ad Set, using different copy and creative. Facebook will automatically prioritise the best-performing ads as the campaign matures.
Tip: If you’re running an aggressive ad spend on a campaign, it’s worth using the audience EXCLUDE feature to exclude your customer database. This will stop customers who’ve bought from you receiving ads again and again, potentially annoying them.
How easy was that!
In summary, Facebook Remarketing is affordable, effective and very easy to set up and maintain. I encourage every small business to make remarketing part of their online marketing strategy.
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