Is Facebook the Top Remarketing Platform?
First let’s get this right -> What is Remarketing?
Remarketing, also referred to as “retargeting” in some instances, is an online advertising method that allows advertisers to stay relevant to bounced traffic. In other words, retargeting is an advertising strategy that will allow you to reach your leads long after they have clicked through your ads or visited your website.
How Does retargeting Work?
Retargeting works on the basic principle of following your potential audience across the internet. It “follows” your audience because, unlike traditional advertising, which advertisers use to show adverts to users on fixed channels, it tracks visitors and shows them adverts wherever they go.
Ok, but how can you track and follow visitors with retargeting? Easy enough: You insert a code on your website which function it is to save a cookie on your visitors’ browsers.
This code is provided by the retargeting network, and the cookie that it inserts on the visitor’s browsers will allow the retargeting provider to know when to serve ads to said visitors.
As you can see, what retargeting will allow you to do in turn is to serve ads to people that have already visited your website, which means that they’re more likely to respond to those ads because they have already demonstrated interest.
Retargeting is used by many online marketers as a complimentary advertising strategy, because they can send people to the business website that they are promoting through a common advert unit and then to retarget those same users through retargeted adverts.
What Makes Facebook The Top Retargeting Platform? Let’s discuss the Benefits
- There are a lot of different retargeting platforms out there, but Facebook is the only one that will allow you to retarget a unique custom audience, and to also reach its wide user base of more than 2 billion active people a month.
- One of the most powerful retargeting features offered by Facebook is that it will also reach out to Facebook users that are similar to your retargeted audience.
Also, retargeted Facebook ads will be served to users right on their Facebook feeds on desktop and on mobile devices, making its retargeted ads less intrusive and easier for users to engage with. - Drive more conversions
Creating custom audiences to target website visitors who didn’t convert is an amazing way to stay in contact with them. They already have an idea about you, but converting first-time visitors into buyers takes time.
With promotions and interactive ads on Facebook, you can change that! Maybe not all of them, but Facebook opens the door for you to convert anyone, even exclude those that have already converted. - Flexible Budget
Compared to search engines, Facebook remarketing has a lower cost per click. Facebook is social media, you’ll expose your ad to users while they’re seeing friends on shares, and you choose how much you want to pay for this service.
You can invest a low cost per click and grow your bidding, while you’re getting results and growing your business. - Increase your reaching opportunities
With Retargeting, you can reach those who behave like the audience you have already focus upon, and you know can give you the results you want depending on their actions. Do this when creating a lookalike audience to reach potential customers a lot quicker. - Always test
You have to always test your ad remarketing campaigns in real time and ask yourself questions such as: is this ad copy attractive? Should I make it more attractive and see if it converts better? For how long has this ad been running? Does it make sense to keep it running? Or should I pause it and see if conversion increases or decreases by adding a slightly different one?
Testing will give you the keys to successful remarketing because it will teach you to identify what is that people find valuable after they have made a purchase!