How to Use Retargeting on Social Media for Higher Conversions
The majority of customers need multiple “touches” before deciding to purchase. Retargeting helps companies reconnect with potential consumers over and over again, giving them a gentle nudge along the sales funnel until they decide to convert.
Retargeting ads use data collected by a pixel installed on your website to target specific audiences on platforms like Facebook or Instagram, LinkedIn, and Pinterest. This allows you to show relevant ads to those who have already shown interest in your business.
Increase Conversions
Retargeting keeps your brand in front of potential customers and helps them recall the value of your product. It also increases the likelihood that they will convert and make a repeat purchase. Retargeting can be used to target users who have already visited your app or website, or it can be used to re-engage lapsed users.
Pixel-based retargeting places an unobtrusive piece of JavaScript on your site or landing page to track users and enables you to create ads for specific products or pages they have viewed. It also allows you to use cross-device retargeting, enabling you to serve ad content that is tailored to each user across desktop and mobile devices.
It’s important to remember that retargeting can lead to ad fatigue, so you need to balance frequency and duration carefully. Experiment with ad creative, messaging and audience segments to identify what works best for your dis-engaged audience. You should also regularly test your campaign audience sizes, settings and timing to optimize results.
Retarget Your Audience
Retargeting is one of the best ways to re-engage with potential customers who visited your website but didn’t convert. It’s a digital marketing technique that’s also known as remarketing and is used on paid search, social media and email marketing channels.
The concept behind retargeting is that it’s much easier to convert returning visitors than new ones. And that’s because users are more familiar with your brand and can recall the details of what they saw on your site.
Social media platforms like Facebook, Instagram, TikTok and LinkedIn offer retargeting tools that allow you to show ads to those who have visited your page or product. This is called pixel-based retargeting. You can also use list-based retargeting, which requires you to share a list of emails with the platform and then serve targeted ads to those on that list. This option tends to have lower match rates but can still be effective.
Personalize Your Ads
The success of a retargeting campaign hinges on the data you collect from visitors. This information comes from cookies, which are JavaScript code that record a visitor’s browsing history. When they click on a page of your site or landing page, the cookie identifies the visitor and sends the data back to providers like Facebook or Google.
To maximize your ROI, use the data you’ve collected to personalize and optimize your ads. You can do this in a few different ways.
For example, if a user left your website without buying, you can retarget them with an ad that reminds them about the specific product they looked at. This will help overcome any obstacles that may have prevented them from making a purchase.
To avoid ad fatigue, it’s important to use creative and engaging content in your retargeting ads. Using eye-catching visuals and a compelling call to action can help you draw in users and keep them engaged. You can also reduce ad fatigue by setting frequency caps and using ad sequencing to reach users performance marketing platforms at optimal times.
Track Your Results
Once you've implemented a retargeting campaign, it's important to track and analyze your results. This allows you to optimize your efforts and ensure that they're delivering the value that you expect.
For example, if someone is interested in your product but hasn't made a purchase, social media retargeting lets you show them ads on Facebook or Instagram that offer discounts and encourage them to return to your website. This approach leverages the "rule of seven" marketing principle, which states that it takes an average of 7 impressions before a potential customer becomes a lead or a sale is made.
Social retargeting is also a great way to improve your brand's credibility by using it to promote positive user reviews and testimonials. These can help consumers trust that your products and services are top-notch, which can lead to higher conversion rates. In fact, almost half of all e-commerce sales come from repeat customers rather than first-time visitors.