What it Actually Means to Retarget Your Audience with Facebook Ads
You’ve probably heard the phrase “retarget your audience with your Facebook ads,” but you may be wondering what that means.
Before we jump in, you must understand a certain statistic about marketing. It takes an average of 8 messages about an offer to make a sale.
Fact is — people don’t like to be sold to. We’re in the modern era where dated and slimy sales tactics no longer work. At least, not for a long-term plan. Because of this, we have to approach marketing differently this is where retargeting is helpful.
Because it takes an average of 8 touch-points for each lead to turn into a customer, we can’t run one Facebook ad and expect the ad to generate a sale on the first try. Instead, we have to have a strategic plan and that plan needs to include retargeting.
Need help deciding whether you’re Facebook ad ready? Click here to find out.
When you “retarget” an audience, you’re putting an ad in front of an audience who is already familiar with you. They may have heard about your brand, visited your website or engaged with a post on Facebook or Instagram.
You can retarget your audience with the following types of ads:
- Video ads that create a warm audience
- Ads that lead to a websites, landing page, sales funnels
- Ads that go to people you who engage with your posts or send you a message through the Facebook Messenger App or Instagram direct messages
Retargeting an Audience Video Views
When you run a video ad, the intention is to gain video views from an audience who would be interested in your offer.
The video is used to warm up the audience so you can retarget an audience who watched a certain percentage of your video. You can create this audience under the “audience” tab in the Ads Manager and setup a custom audience from specific videos.
Retargeting an Audience that Lands on Your Website, Landing Page or Sales Funnel
Did you know on average only 25% of people who visit a website purchase on the first visit?
This is why you want to retarget your audience and remind them of your offer.
You can setup Facebook ads that retarget all people who visit your website within a certain timeframe, people who land on specific pages, people who view a specific product, and people who take an action on your website such as adding to cart but not checking out.
Just make sure you install the Facebook Pixel so you can track your website traffic and trigger the Facebook ads.
You can also retarget people who do purchase to remind them of a similar product or another product they may be interested in.
You can create this audience under the “audience” tab in the Ads Manager and setup a custom audience from website visit.
Retargeting an Audience that Engages With Your Social Media Posts and Messages your Social Media Pages
You can run a Facebook ad to an audience that has already engaged or sent a message to your Facebook or Instagram page and therefore, already has basic knowledge about your brand. Create this audience under the “audience” tab in the Ads Manager and setup a custom audience from your Instagram profile or Facebook page. You can also set the duration of your choice to be a recently engaged audience or a longer duration.
Retargeting is essential to a successful Facebook ads strategy and help you reach your marketing goals . Which ads are you going to run to retarget your audience with Facebook ads? Tell me in the comments.
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