If You Run Google Ads You Need To Be Remarketing On Facebook
If you’re running Google ads but haven’t set up any Facebook retargeting campaigns, you’ve missed out on a massive goldmine!
Well just imagine all the people visiting your website after clicking one of your ads on Google, only to leave without making a purchase or leaving their details.
Why let them go that easy?
Facebook can help by retargeting those website visitors that left without converting. In fact, in one study it was found that retargeted users are 70% more likely to convert compared to a cold audience.
If you’re interested in learning about what retargeting is, how it works on Facebook and why your business needs to be doing it then keep reading to learn more.
What is Facebook Retargeting?
First, let’s take a look at the basics — what actually is Facebook retargeting?
Facebook retargeting involves showing your ads to people who are already aware of your brand. This is because they’ve either previously visited your website or they’ve interacted with your Facebook or Instagram account.
In other words, retargeting involves showing your ads to people who already know about your brand. The purpose of this is to encourage them to act.
To get a better understanding of how retargeting works, let’s take a look at the traditional marketing funnel.
A successful Facebook ads strategy does a lot more than just promote the same ads and offers to everyone. Instead, campaigns should be crafted for each step in the funnel. Specifically:
Awareness: This stage of the funnel includes people who are unfamiliar with your brand. The goal here is to educate and make them aware of your offering.
Consideration: This stage includes people that are already engaged with your brand. Retargeting audiences at this stage is often very effective.
Decision: This stage involves very warm leads or people that shop online; for example, a person that added something to their shopping cart but didn’t actually make a purchase. Retargeting people like this with unique ads can increase conversion rates considerably.
Retention: This stage involves existing and past customers. Here it’s important to continue to engage and delight this group. This is the perfect stage to show them unique ads that up-sell and promote new offerings.
While it’s definitely worth crafting Facebook ad campaigns for each stage of the funnel, it’s important to approach the set up for each stage type differently.
For instance, when a brand appears in your feed that you’ve never heard of, you’re unlikely to click on their ad and pull out your wallet.
How Does Facebook Retargeting Work?
Facebook retargeting helps you reach past website visitors (or other custom audiences) with ads. More specifically, with ads across Facebook’s ad network. This also includes Instagram.
Below is a simple explanation on how you could integrate Facebook retargeting with your existing Google ads.
Step 1: A person clicks on one of your ads on Google.
Step 2: That person then navigates throughout your website.
Step 3: Facebook algorithms identify that person’s Facebook account.
Step 4: The person will then start to see your ads on Facebook.
Why Should You Use Facebook Retargeting?
Apart from reaching all the different audiences in your marketing funnel, there’s also a much more pragmatic reason to running retargeting campaigns on Facebook – they have an extremely high ROI!
For every dollar that you invest in your retargeting campaigns, you can earn back two or more.
Here are some more impressive statistics on retargeting:
- Retargeting decreases cart abandonment by 6.5%.
- 68% of marketing agencies have an entire budget just for remarketing.
- Retargeting beats all other ad placement strategies boasting a 1,046% efficiency rate.
Advertising with Google is a fantastic way to get noticed by your target audience.
But what happens when someone clicks on one of your ads and visits your website but doesn’t convert?
If you’re not actively remarketing to them then you’re leaving money on the table, and this is where Facebook comes in. Facebook ads allow advertisers you retarget people that have previously visited their website, which makes people statistically more likely to convert. This can turn wasted traffic to your website into a goldmine for converting leads into paying customers.
So if you’ve never tried running a retargeting campaign on Facebook, it’s time to start asking yourself – why not?