Guess what – you’ve been retargeted. Feel like a shower? Nah was not that bad…
But that puppy is looking for a home…
See, maybe you got distracted, or a car honked and presto you came back to the real world.
Either way you left before you signed up, register or splashed the cash…happens to all of us and worse it happens to your potentials customers and clients…
Because smart people know people get distracted retargeting was invented…
You see, business owners got tired of bringing 100 people to the shop and 99 would leave without buying.
Retargeting engages those ‘lost visitors’…And retargeting works, really really well.
The tldr version: install the Facebook Pixel, build website custom audience of visitors, place ads to reengage these lost visitors, check back account for flood of money, wash, rinse and repeat.
What is Facebook Ads Retargeting
…the vast majority of website visitors don’t convert on their first visit (or at all)…
Firstly, Google, Twitter, LinkedIn, Facebook, Adroll plus others offer retargeting. It is not a Facebook specific *thing*.
Retargeting is possible because an http *cookie* is installed on the browser of people when they visit a website. This cookie is used to retarget people. The Facebook pixel inserts this cookie on visitors browsers.
I won’t dive into specifics of *cookies* in this post.
But, let’s dig deeper into ‘the why’ of retargeting.
To be clear retargeting is one small part of your marketing and sales funnel
Selling on Facebook: Warping past the Facebook Distraction Paradigm
Facebook Ads Manager – The Beginner Advertisers Beyond the Boost button guide to pull more leads
How-To Turn Ice-Cold Fans Into Cash-In-Hand Buyers — Layering Facebook Ads + Content Marketing
Facebook Ads Spend Calculator + Free download
Problem Solved – Friendly reminder – Retarget Website visitors
The problem…*The BIG Problem* is people, lots of people, land on your website and leave without ‘splashing the cash’. Right?
As the chart shows new visitors are the 12%ers (and much worse only 1% of the whole pie converts…)
Think of the money, time and effort you spent to get the 87.1% to visit in the first place…
Factor in the time writing blog posts, SEO efforts, promotion, chatting, time in FB groups helping, don’t forget the hosting SMM tools, email service provider…add all those cost up for your average month and divide by total number of new visitors.
What number did your calculator spit out? €0.10 /visitor? €1.50, or maybe it was €0.001 per visitor.
What matters is they left never to return and buy…
Unless you take action.
…what if, what if, you could reach out, tap those 87%ers on the shoulder and say (politely) ‘hey I get it, life gets in the way, kids are screaming, dinner to cook, coffee break is up…but, FB thinks you visited my website…can I help with answering a shipping question or give a free shipping or 10% off coupon?
Right? Retargeting is simply the act of continuing the conversation.
Why use Facebook Retargeting?
Because as a Facebook marketer most of your visitors come from Facebook…
But, don’t take my word as gospel. Go to Google Analytics look for visitor’s sources and see where most of your visitors are arriving from. This answer guide you towards what retargeting platform to use.
If Facebook is the main source then read on…
How do you Facebook Retarget?
Then read the 2 ways to retarget:
Two ways to retarget on Facebook
a) ‘Pixeling’ a person when they arrive on your website – done ‘automatically’ by the pixel, and/or
b) Build audiences of people who engaged with your ads, videos and content on Facebook
Both tactics require nuanced messaging as people are in different stages of your funnel.
How to set up Facebook Retargeting to Stop the rot and get a Second Bite at the Sales apple
Right? Retarget website visitors or retarget people who engaged with your content on Facebook
A) WCA – Website Custom Audience to the Rescue
As said earlier, when a person lands on your website, and is logging in to Facebook, they get cookied and tracked by the Facebook pixel.
The Facebook Pixel notes every page people visit, how many, how often, the length of time spend on the website, and how frequently they visit your website and keeps these record for 180 days.
So, what good is all this information?
It is good and useful because not all visitors are created equal.
Right? The intent of website visitors differs. Some people are ready to ‘splash the cash’, some maybe tomorrow, and some people are window shoppers.
In order to cater for each of these group you create different audiences.
These are called Website Custom Audience. which is only a fancy name for a bucket.
A Facebook website custom audience is a bucket and people enter and leave.
Because Facebook knows ‘not all website visitors are created equally’ they give us tools (or rules) to segment these visitors. See image
2) Rule includes or excludes people who visited specific web pages – choose by URL that ‘contains’, ‘doesn’t contain’, or ‘equals’ keywords.
3) Audience by ‘visits by time spent’ the options are ‘top 25%’ of people who spent the most time, top 10% or top 5% of your visitors.
4) or from events and page view
This is overview of the website custom audiences and further option exists to refine combine and exclude.
Website visitors – People flow through the ‘buckets’ over time.
Think of people moving through your ‘website custom audiences’ as if they are on a river going through gates, with each gate an ‘audience’.
It works like this: if you set up 1, 2, and 3 day website custom audiences, then the people who visited your website yesterday are in the 1 day audience. Tomorrow the ‘1 day audience’ moves into the ‘2 day audience’ and the day after tomorrow the ‘1 day audience’ are in the 3 day audience, so on and so forth…
Out of one audience into another. Important because the messages to send to day 1 audience is different to message you send to day 5 or day 10 audience.
Begin by creating these audiences:
- WCA-90, 180
- WCA – people who landed on your Thank You page.
Why these 6 or 7?
Simple answer – the overall strategy remains: reengage the people who left your website without registering, signing up, or purchasing.
Further, the philosophies of reengage visitors is a different as there are business models – mine is only one suggestion.
1 day audience – Think about it… people who visited yesterday have you freshest in their mind…so message all them with gift of a e.g. a report, pdf, discount code, or a strategy session call.
What is known is that brand awareness of the most ‘recent’ visitors, the 1 day audience, is highest and the likelihood of converting them is greatest. So make your advert saying:
“hey, looks like you left without taking your free gift”
…link to your download ‘free lead magnet page’. This WCA-1 advert will be seen by people for one day – frequency of seeing ad will be about once.
Advertise to the WCA-5 people, minus the WCA-1 audience, and offer more articles:
“hey, here is another article about (the subject they were reading)”
Link to the article. This ad will be seen by people for 4 days, with an ad frequency of >=4. Once a day, right?
This retargeting process continues ad infinitum, or until a person becomes a customer.
And when they become a customer the real work begins.
What do you do if you don’t have many website visitors:
Retarget peeps on Facebook!
B) Facebook Page Engagement Custom Audience
Facebook knows people read and interact with content on your website and on Facebook.
So they give us tools to create custom audience of people on Facebook.
See the six options, inside the big red box, going back one full year.
e.g. use #3 and create an audience of people who engaged with any FB post or ad. Which is useful if people comment or share your post or advert but, do not click through to visit your website.
Moreover, the people who do interact with your page, posts, ads, click the CTA button or save your page are interested in your business.
Maybe not ready to ‘splash the cash today’ but, at some time in the future they will be. Have a funnel set up and nurture them along until they are ready to buy.
Use these audience and reengage and make offers.
Remember nothing happens…unless you take action.
Install the Facebook Pixel
build the 6 WCA
Retarget people with Facebook Ads
Wash, rinse, repeat.