So, you've got a successful business that offers a great service or product, and you're getting lots of traffic coming to your website from your Meta ad campaigns. Clearly, this means that you're doing something right, and your brand is getting seen by customers.
It's something that every marketer aspires to, but unfortunately, site visits don't necessarily equate to conversions. There are a number of reasons why browsers leave a website without making a purchase, such as still being in the research phase or simply being undecided.
Averagely speaking, website conversions range from 1.8%-3.7%, so that's a huge amount of business that's getting away from most eCommerce sites. Meta ad retargeting can help you get them back.
Retargeting on Meta Boosts Campaign Performance
Retargeting on Meta can help you reach audiences that already know about you by advertising to anyone who's visited you online. Leveraging highly-personalized Meta Advantage+ ads (formerly known as Display Ads), you can show potential customers precisely what they're looking for - thereby boosting your Meta ad campaign performance.
These types of retargeting campaigns are proven to increase conversions and brand awareness in those who've shown buying intent for your products - i.e. anyone showing a direct interest in your eCommerce website, app or Facebook page.
Not only that but retargeting your most loyal customers helps to build brand loyalty, as it offers a seamless way to introduce new products and services. Let's examine the step-by-step process involved in making the most of all these benefits.
Step #1 - Identifying Past Site Visitors
Retargeting those who've interacted with you starts with creating a list. This includes people who've visited your website, your Facebook page, and customer contact info that's gained via a CRM. These are the people you're going to reach out to with new ads.
A customer audience list can be put together manually (although very laborious) or gained by adding a small snippet of code called a Meta Pixel. Ideally, this needs to be added by someone with some technical expertise, such as your website developer, as coding can be complex.
A Meta pixel tracks a range of different events, such as:
- Items added to shopping carts
- Time spent on page
- Scroll depth
- Page views
Meta Pixel helps online retailers optimize their ads to ensure they're shown to the most relevant audiences. In short, it allows you to get a better grasp of the impact of your ads by allowing you to understand the actions people take after seeing them.
Meta SDK For Tracking App Activity
On the other hand, if you're looking to run a retargeting campaign centered around app activity, then you'll need to take a look at Meta SDK - a set of software components placed inside mobile apps to help you understand how people use those apps.
In the same way that Meta Pixel offers in-depth insight into who's visiting websites and the actions they're taking while they're doing so, Meta SDK does the same for app users. For example, when someone doesn't complete an in-app purchase, you'll know.
Step #2 - Determining Precisely Who to Target
The next step is to take your site visitor data - from Meta Pixel/Meta SDK data or your compiled list - and create a custom audience to whom you're looking to reach with your remarketing campaign.
A useful aspect of Meta SDK and Meta Pixel is that it's possible to get them to automatically add people based on the particular actions you're most interested in retargeting, such as:
- People who view products once but fail to buy
- Those who regularly visit to browse but do not purchase
- Customers who abandoned their shopping carts
This allows you to create uber-personalized ads and display them at the most opportune time along the customer journey. The type of ads you use is your call.
Step #3 - Deciding on the Best Ad Type
The ad type you employ is up to you, although Meta Advantage+ ads are often the best option. Meta Advantage+ ads are set up to automatically display the most relevant ad creatives across Facebook Messenger, Instagram, Facebook and Facebook's Audience Network.
Based on the previous actions each customer has taken on your app or site, customers get a highly-curated ad selection featuring relevant new product recommendations and items they may have abandoned in their shopping carts.
Other ad options to consider on Meta include:
- Carousel ads
- Collection ads
- Image ads
- Video ads
Another choice that can be used to great effect is sponsored ads that appear in Messenger - allowing for highly-targeted promotions, offers and updates. Customers who've connected with your through live chat support or via a bot can also be retargeted in this way.
Step #4 - Running Your Meta Retargeting Campaign & Monitoring Performance
Now that you know who you're retargeting and how, the last step in the process is putting your Meta ad campaign into action. Using Meta Measurement, you can get insight into whether the ad type and platform used for your retargeting campaign are achieving the desired level of engagement.
The practice of measuring your retargeting ad campaign success is crucial for any business, as you need to know that you're spending your advertising dollars wisely. As such, assessing the incremental impact of your efforts requires a methodical approach.
In an ideal world, all of your retargeting decisions will bear fruit. However, that's not the reality. Moreover, failures can also be very helpful, as they offer the opportunity to learn and refine.
Reclaim Customers & Drive Revenue With Meta Ad Retargeting
The fact that over 96% of site browsers leave without making a purchase can be seen as a negative. However, another way to view the situation is that it's a great opportunity to tap into a vast resource of additional clientele - as well as ensure you spend your marketing budget efficiently.
The statistics show that people seeing retargeted ads five or six times become twice as likely to turn into paying customers. Music is indeed to the ears of Meta marketers everywhere.