Retargeting people coming to your website is still one of the best tried-and-true methods for converting prospects into customers. In fact, Facebook remarketing ads convert 70% higher than normal Facebook ads. Chances are, if you are using Facebook ads, you are already using the Facebook pixel to retarget and convert your bottom-of-the-funnel prospects. You’ve probably even made “cart abandon” audiences and run dynamic ads that show shoppers what they were considering but left behind. But did you know there are several ways to retarget engaged users that don’t even involve your website? We’re sharing five Facebook retargeting strategies you should be using.
1. Retarget event responses
If you’re looking to sell tickets or increase attendance for an event, first create a Facebook event page. Then make an ad using event responses as the objective. This is a cheap way for you to get people to mark “Interested” or “Going” to your event. Not to mention that whenever someone marks “Interested” or “Going,” it shows up in their friends’ News Feeds (we love free micro-influencer marketing!)
Here’s where the retargeting comes in: make an audience that targets people who marked “Interested” or “Going” to your event. Create another ad using this audience with an image and copy that emphasizes selling tickets. This will be a great reminder for people about the event they are already interested in and make it easy for them to click through and purchase tickets.
2. Retarget people in a Facebook group
Facebook groups are a great way to access a large number of people who are all interested in the same thing. And if that thing is something that you happen to be selling, wouldn’t it be great to serve your ad to those people? This one is a little tricky to do since Facebook currently does not have a feature that targets specific groups, but we’re going to let you in on a little hack that we use for our clients.
Post a video to your Facebook business page and then immediately hide it (click the 3 dots at the top right of your video and then click hide from timeline). The video should not be sales-y nor should it advertise your product. Make it something that the target Facebook group would find interesting. Then, become a member of the Facebook group if you are not already. Now share that hidden video to the Facebook group as a regular post within the group. The goal here is to get as many views on your video as possible. Respond to their comments and ask them follow-up questions in the comments for more engagement. Now you can make an audience in Ads Manager that targets people who have watched your video. Create an ad using this audience and now you’re retargeting people in that Facebook group!
3. Retarget people with sessions longer than 30 seconds
Back to the tried-and-true method of targeting people who have been to your website, but with a twist. As an advertiser, one of your main goals is to spend your ad dollars as efficiently as possible, so why waste money on people who didn’t spend a significant amount of time on your website? Check analytics, and create an audience based on the people who visited your website and had sessions longer than 30 seconds. This will make your ad dollars go a lot farther by getting your ads in front of the right group of people.
4. Retarget segments of your CRM list
Having a CRM list is as good as gold when it comes to Facebook targeting. Of course, you want to serve ads to people on your email list, maybe even create a lookalike list of these people. Now think about all the ways you can slice and dice your current email list and the corresponding ads that you can create. You can focus on people who bought a certain product, people who have not purchased in the past six months, people with the highest average order value; the opportunities are endless. Now create ads with specific messages directed toward these segmented groups. The more targeted the messaging, the better!
5. Retarget your social media followers
You’ve created a sizable social media following, but don’t have a robust email list or much site traffic yet. Good news! You can create an Ads Manager audience of people who interacted with your Facebook or Instagram accounts. This includes people who viewed or followed your Facebook page or Instagram profile, people who commented or liked your posts and also people who saw or clicked on your sponsored ads. This is a great way to retarget people for whom you lack information or may not have bought your product yet, but they know who you are through your social media.
We hope that you find these Facebook retargeting strategies useful and that they inspire creative ways to target your customers. If you want more helpful tactics for converting your audience, reach out and we can begin discussing strategies for your organization.