Have You Ever Used Facebook Ads Retargeting For Your Local Business?

Facebook Retargeting is the practise of displaying adverts to potential customers who have previously interacted with your ads or website, indicating a buyer's interest in your goods and services There's a very good probability that you're losing out on up to 50% of possible sales if you're running adverts pointing to your website without the retargeting functionality.

Facebook Retargeting is the practise of displaying adverts to potential customers who have previously interacted with your ads or website, indicating a buyer’s interest in your goods and services.

There’s a very good probability that you’re losing out on up to 50% of possible sales if you’re running adverts pointing to your website without the retargeting functionality.

Facebook retargeting is for you if: 

a)     You want to remind someone that they left a product in their basket before checking out. 

b)    Contact former customers again.

c)     Show existing consumers a new product.

It mainly entails displaying advertisements to a familiar audience with warm rather than cold leads. It comes after brand recognition has been created and is the second stage of advertising.

The Facebook Pixel is used in Facebook retargeting. The pixel is used to “cookie” a person, just like your standard Facebook ads. You can track their movements throughout your website, see what pages they’ve visited, and see the products they’ve viewed. In fact having your Facebook Pixel installed on your website allows you to track all your website visitors and their actions regardless of how they arrived.

A Facebook retargeting scenario example 

Let’s imagine that your business is all about lady’s boots and footwear fashion company. You run your first advert to promote your new line of outdoor walking boots and to drive traffic to your website. You do well, the conversion rate from click to sale is 3%. Very good. However, you might also discover while reviewing your website analytics that an additional 5% of visitors added the walking boots to their shopping cart for checkout but for whatever reason, did not complete the transaction. This indicates that even though you had a conversion rate of the typical 3%, there were an additional 5% of almost-converts and an additional 92% of website visitors who did not make a purchase.

Let the magic of retargeting work

In physical businesses, unless you had a truly strong offer to entice customers back, you would have to be content with a conversion rate of just 3% of your marketing budget. Retargeting allows you to run a fresh round of advertisements for your new target markets. You would run an advertisement to entice the 5% of people who left your website without purchasing something back, you would also run another advertisement to them, perhaps offering free shipping on the item they had in their shopping cart. For the 92% of visitors who came to your website but didn’t make a purchase, You can run a different advert possibly an incentive to get them to come back and think twice. 

As you can see from the example, you are now in a position to hyper-target the same audience that you had worked so hard to bring to your website for the first time.

In addition to the people who came to your website as a result of your initial advertising campaign, you can now create “lookalike” audiences so that additional adverts can be shown to people who have very similar interests to the people who came to your website as a result of clicking your ads. This is the true power of using the data and that Facebook holds on its users. 

Who can and should be retargeted?

If you have the Pixel installed you can target anyone that has visited your website.  For best results, segment and tailor your retargeting dependent on their engagement and actions. You can retarget visitors that have watched one of your video and even segment that further depending on the watch time. 

With the above in mind, we keep your current clients out of any campaign that focuses largely on awareness and acquisition; you don’t need to retarget them as you already have their contact information.

Why retargeting works so well

Retargeting works so well because there is a greater probability of bringing them back to your website with a renewed desire to make a purchase from you because you are addressing the same audience with a different message. 

Retargeting that works well, will lower your cost per sale, making it an essential tool in your entire marketing toolbox.

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Are you ready to find out how Facebook retargeting can work for your business at a great price?  Book a free consultation with one of our team and let’s see how we can work together to get you the results you’re after. Call us 01252 751646 for a free consultation today or check out our marketing services here.

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Have You Ever Used Facebook Ads Retargeting For Your Local Business?

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