Retargeting campaigns often cost less, having lower CPCs, and convert at a higher degree, making them the ultimate advantageous process for advertisers.
Since consumers are more likely to interact with ads from brands they already know and trust, it’s pretty much a win-win situation.
Yes, engaging users in cold audiences is crucial, because you need to be attracting people to survive churn rates and grow.
Still, you need to connect with the existing audience to reduce churn rates. So, it is both more affordable and more accessible to support customer relationships instead of having to go out and find a new one.
That’s where the advantage of retargeting comes in handy.
It allows you to reach out to users with whom you already have a relationship, and try to get them to purchase or re-engage with your brand.
This can require establishing complex sales funnels. However, you can also use these five easy Facebook ad retargeting strategies to build those relationships and get conversions quickly.
These five retargeting strategies are all wonderful ways to connect with users placed at different stages of the funnel, so try them out and see what suits best for your business.
1. The “I Want To Win You Back” Strategy
There’s a lot of opportunity for audience growth with re-engagement campaigns.
All businesses have clients who seem to have drifted off, but, actually, they are almost waiting for you to make the first move, ready for you to swoop them off their feet. It’s just up to you when you want to win them back.
Retargeting campaigns specifically created to connect with consumers who haven’t purchased from you or engaged with you during a set period of time is the approach to adopt for this particular strategy.
You can use a custom audience of users from your email list who haven’t responded or opened your emails recently. This is data that many CRMs and email service providers can deliver to you, and you can leverage it to retarget your audiences.
This is not the time to be subtle.
A friendly, big headline of “We miss you!” can be particularly efficient for this strategy. Try combining it with a tempting offer that’s good enough to turn disengaged users back into enthusiastic customers.
2. The “If It Ain’t Broke Don’t Fix It” Strategy
Some retargeting campaigns will include specific funnels that involve offers based on particular entry touchpoints or audience features.
For large businesses, however, evergreen retargeting campaigns may already be in place.
Dynamic ad campaigns are an excellent exemplification of this sort of evergreen campaign. You can keep running as long as the metrics are in good shape, and the campaigns are profitable.
The reason behind this concept is that some of these evergreen campaigns are created to generate a broad appeal, and they’ll be shown to consumers who interact at certain stages of the funnel.
Based on their behavior, the ad campaigns may be triggered by specific actions. Hence, they’ll be relevant to the new user, even if the same campaign has been running for a short period.
This is particularly true for dynamic ad campaigns. By nature, it will feel exceptionally personalized to the user even though it’s nothing more than an auto-generated template.
3. The “Did You Forget Something?” Strategy
If online customers have added something to their shopping cart and then left the shop without converting, there may be several reasons for this.
It’s possible that they forgot. It’s also likely that they needed to check out other options or consult what the full price would be when they include shipping and processing before purchasing.
Sometimes, though, there’s a little bit more of a tricky answer: some are pondering, but want to wait to see if you’ll extend a coupon code their way.
No matter what the reason is behind their action, abandoned cart shoppers are high-intent prospects, and you don’t want to let them slip away.
The cart abandonment rate is currently around 75%. Imagine if you could win even a third of them to go ahead and convert.
Once you have the “view cart” option on your site, this is a simple custom audience to set up.
You can set up inclusionary and exclusionary targeting. Ensure that people who have seen your “View Cart” pages, but have not seen your order confirmation page, will see your ad.
Add an introductory offer to these Facebook ads. You can opt for either a hefty discount of 15-20% or the offer of free shipping.
This can persuade users to become first time buyers and help you to produce conversions that you would have lost otherwise.
4. The “Achievement Unlocked” Strategy
An increasing number of businesses, large and small, are investing in mobile apps. These apps keep businesses relevant, making brand engagement accessible to customers or leads anytime.
Apps can produce everything that creates value to make it easier for users to purchase.
Make use of the in-app activity to build retargeting campaigns that will prompt users to the next step of the digital sales funnel.
One fantastic use of this strategy is whenever someone looked at the “upgrade” page in the app, they were hit with a retargeting campaign explaining why they needed the next level of app service.
You can also choose to target your most active users or those who purchased the most. Add high-value exclusive offers, like first access to sales or new release products.
If a user has seen a product but not converted, try presenting them the products again.
7. The “Perfect Timing” Ads
In some cases, a single follow up ad just isn’t going to suffice. For example, a consumer may need to be shown multiple ad campaigns in a series. Once they are exposed enough to your business and your products or service, they are comfortable enough to move to the next stage of the funnel.
If you consider this is the case for you, you need to look into sequencing ads.
This retargeting approach operates by establishing specific time windows on each ad in a multi-ad series. Make sure that users within your target audience are more likely to notice those Facebook ads in the order you intended to get them to convert.
Decide what occasions work for you, and what your most relevant offers are. Next, design a retargeting campaign from website traffic, and set up several personalized ads for different timelines.
Conclusion
Retargeting can generate higher ad engagement, business brand ad lift and awareness, higher click-through rates, and increased conversions. All at a cheaper CPC than the preponderance of campaigns targeting cold audiences.
This is an incredible chance for businesses to spend more time focusing on their current audiences instead of exclusively trying to create brand new ad campaigns for cold audiences.
Here at EyeUniversal, we’re happy to help you do that, especially with retargeting-friendly methods.
Do you want to learn more about how to advertise to your engaged audiences to create powerful retargeting campaigns? Contact Us today.
