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Facebook Ads For eCommerce Part 3:
Mastering Retargeting

What is Retargeting or Remarketing?

One of the lowest hanging fruit that you’ll want to make sure to do is create a retargeting campaign.  According to Kenshoo Consumers 70% more likely to convert with retargeting.”  Retargeting, also known as remarketing, is the strategy where you show ads to people who have already shown interest in your product or service by previously taking an action like visiting your website.  This means they are already familiar with your brand and might just need another reminder, or maybe a better offer to convert.  

Retargeting is essential for bringing your costs down and getting more sales and profit.  This is also a conversion campaign with purchase objective, but instead of new, cold audiences that have never heard of you like an interest or a lookalike audience, you target custom audiences of people that have already shown intent in your brand or product.  

Retargeting Ads Funnel

You will want to create ad sets for each different retargeting audience, rather than lumping them all together, this way they go through your sales funnel in distinct ways.  

Some very common audiences to create will be an audience targeting people who have already bought, another for those who added to cart, one for people have visited the site, another for people who have engaged with your social media pages, and another one for people who have engaged with your ads.  

These are all different audiences who have entered different stages of your funnel, with varying degrees of intent.  Your site and goals may vary, so just use that as a jumping off point.  Since these are different audiences with their own ad set, you will have greater control over your ads and funnel.  This will allow you to view the metrics on each stage of the funnel, and create ads specific to these people in your different funnel stages, encouraging them to buy.  For example, a discount code in the ad is a great way to increase that conversion rate from a user who added to their cart.  

In the other ads higher up in the funnel like ad engagers, you’ll want to eliminate any objections people have, like quality, return policy, free shipping, etc.  Retargeting ads are also a great place for testimonial ads, which always seem to perform great for eCommerce.  Watching someone talk about how much they love your product or brand is invaluable, just make sure it feels real and organic, not forced or fake.  You can also use testimonial quotes in the copy if you don’t have video.  

Retargeting Audiences: Audience Exclusions

You will want to make sure to exclude each audience that is lower in the sales funnel, from your higher up audiences.  This means that your add to cart audience should exclude buyers, so that you aren’t showing them the same ads, and to keep each ad set clean.  If you don’t exclude buyers, then your add to cart audience will also include all buyers, since they had to add it to their cart before buying.  This also means you won’t be able to speak to them differently, and will be wasting money on people who already bought.  This also applies to excluding add to cart users from website visitors, and so on.  There are many other types of audiences you can make once you get going, so just get creative and think about what audience segments would be beneficial to retarget.  

Retargeting Budget

As a rule of thumb, you don’t want to spend nearly as much on retargeting as you do on prospecting, because your audiences will most likely be much much smaller and your ads will show over and over again to the same people, who may get tired of seeing them.  Try starting out with 20% of your prospecting spend for retargeting, and you can adjust from there.

Retargeting Past Buyers

Don’t forget your past buyers!  Retarget your past buyers with new offers.  If your product can be rebought over and over, keep reminding them why they need to rebuy.  If your product isn’t one that people need to rebuy, retarget them with complimentary offers or products.  Things that go with the current product they already bought, or perhaps tell them about a new product line you are launching.  Make them feel special and keep them coming back to your site.

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