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Why Facebook Remarketing Should Be Part of Your Online Strategy

27 Apr 2017
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A few weeks ago I was thinking of taking a weekend getaway, so started looking at a few relaxing hotel options nearby. Unable to make a decision, I closed my computer and promised myself that I’d give it more thought later. Distracted with a busy work week, I forgot about my getaway plans. Later in the week when catching up on Facebook, I noticed an enticing advert for one of the hotels I had looked at previously. A shot of the beautiful swimming pool and charming gardens reminded me how much I wanted that getaway, so I went to the site and booked my stay.

This got me thinking about how powerful remarketing is on Facebook. Working in the industry, I am very aware of how digital marketers use techniques like remarketing to turn a warm lead into a customer. Despite this, I am not repelled by remarketing – quite the opposite in fact! I think it’s one of the best ways to stay connected with someone who has already demonstrated an interest in your product. Today I’m going to talk about the benefits of remarketing on the Facebook platform and discuss the service offering we have created to help you run an effective Facebook remarketing campaign.

What is Facebook Remarketing?
Remarketing is a digital marketing technique that lets website owners present ads to people who have already visited their website. When visitors arrive on the site, they are tagged (or “cookied”). Once tagged, the ads follow the visitor around as they browse other websites. In the case of Facebook Remarketing, the ads are presented when the person is using Facebook on their computer or via the Facebook mobile app. 

 

Remarketing on Facebook works in a similar manner to Google AdWords Remarketing, but it presents a unique set of benefits. The goal of Facebook Remarketing is to re-engage a prospect who has shown interest in your product or service, but has not yet converted. Since you’re driving traffic from Facebook back to your website, you don’t need a strong social media presence to benefit from this channel.

Benefits of remarketing on Facebook
There are many reasons why running a remarketing campaign on Facebook is a smart idea. Here are a few: 

  1. Huge audience: There are over 1.8 billion people using Facebook each month and over 22 billion ad clicks per year. 71% of adult internet users are on Facebook. This means that you have a potentially massive audience for your ads.
  2. Encourage higher conversions: Remarketing to website visitors that did not convert, but did show interest, increases the likelihood that the person will convert in the future. People leave your website for a variety of reasons – to compare prices on other sites, distraction, out of time, etc. A gentle reminder about your company that appears in their newsfeed may be all that’s needed to draw them back to your site and drive your conversion rates higher.
  3. Leverage social proof: Thanks to Facebook’s commenting and liking functionality, potential customers are exposed to comments from existing customers. The social aspect of the platform allows prospects to view feedback and ask questions before they make a purchase. If you’re lucky, you’ll be able to sit back and let your enthusiastic user base do the work for you.
  4. Improve brand awareness: Each time a prospect sees your remarketing ads they are further exposed to your brand, which promotes brand recognition, trust and familiarity. They may not convert this time, but improved brand awareness is an important factor in the conversion cycle.
  5. Cost effective: Generally speaking, remarketing on Facebook has a lower cost per click than remarketing campaigns run through search engines, such as Google AdWords. The logic behind the price difference is that Facebook users are not actually looking for your product or service in the same way they are when using search engines. That being said, Facebook allows you to target very specific groups of people who have already visited your website. In most cases, you’ll experience a much higher click-through rate than you do with general Facebook campaigns. The lower cost point results in a lower cost per acquisition. As an added value, Facebook Remarketing campaigns tend to have higher user engagement.

Setting up a remarketing campaign on Facebook
If you’ve done any advertising on Facebook, you know that the platform has a very user-friendly interface that makes it easy for anyone to get started with Facebook ads. The same is true for remarketing – you can set up a campaign for yourself in a matter of minutes. From your Facebook Ads Manager Account, you can define your audience and customer list. In order to target website traffic, you or your webmaster will need to install a Facebook pixel on all pages of your website. Once this is done and your ad is designed, you’ll be able to run a remarketing campaign.

While anyone CAN run a remarking campaign on Facebook, the campaign is not likely to offer a good ROI if it is not carefully customised for your unique offering and audience. Over the years, we’ve worked with clients who have lost substantial portions of their marketing budget on the Facebook platform because they did not segment their audiences appropriately or create compelling ads and didn’t continually monitor and manage them.

Limelight Online’s Facebook Remarketing Service
If you’re new to remarketing and/or Facebook Ads, we strongly recommend that you work with a professional on your Facebook remarketing campaigns. At Limelight Online, our comprehensive service is designed to ensure your money will be spent wisely and provide you with higher conversion rates. To ensure the success of your Facebook remarketing campaign, we set up and actively manage all remarketing campaigns.

Set up your Facebook remarketing campaign

First, we take the time to set up a solid campaign, by doing the following:

  • We create your Facebook tracking pixel and add it to all pages of your website.
  • We analyse your prospective customers to define your remarketing audience. We then build this audience in the Facebook Ads Manager.
  • We work with you to design the ad and ensure it offers an enticing message to your prospects.
  • We help you determine an effective budget and timeframe for your campaign.

Actively manage your Facebook remarketing campaign

Our job doesn’t end once your campaign is up and running. We actively monitor the performance of your campaign and make changes as needed. Our work includes:

  • Identifying and applying new remarking audiences
  • Managing campaign settings, including frequency settings
  • Identify lookalike audiences
  • Preparing monthly reports so you remain informed about your campaign


Ready to get started?

We love to help you run your first (or 10th!) Facebook remarketing campaign. Whether you’re new to the game or a seasoned Facebook pro, we are confident that our approach to remarketing will greatly benefit your business. If you’re ready to get started, please get in touch. A member of our team will discuss next steps and provide a timeline for getting your remarketing campaign off the ground.

Written by
Mark is our Senior Manager of Online Marketing and has worked in the online marketing space since 2005. Before joining us he plied his trade in various traditional marketing roles abroad and in New Zealand, yet nowadays much prefers the highly measurable and transparent nature of online marketing.

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