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Remarketing Strategies That Work

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Remarketing Makes The Most Of Your Marketing Efforts

As content and social media strategies continue to evolve, it’s important to implement remarketing techniques that will ensure your efforts are not wasted. By using these proven remarketing strategies, you can maximize the reach and impact of your campaigns. Read on for remarketing strategies that work.

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Remarketing To Website Traffic Or Website Events

There are a few different ways to go about remarketing, but targeting your website traffic or those who have completed certain events on your site is usually the best route for businesses. One of the main advantages of this method is that it’s relatively easy to get started – all you need to do is install the Facebook pixel on your site and set up optional events (which I would recommend for conversion tracking). Once the pixel is in place, it will start collecting data on users with Facebook profiles who visit your site or complete events. However, keep in mind that not every user will have a Facebook profile, which means you may see slightly fewer unique users in your remarketing audience than what’s reported in Google Analytics.

Once the pixel is set up, creating the Facebook remarketing audience doesn’t require much work. Simply navigate to the Audiences portion of your Ads manager > click Create Audience > then Custom Audience. This is where you will see all of the sources for creating audiences from either your own sources or from Facebook sources. Since we’re creating it from your own website traffic, you can click on the Website source to get started. Now you will see the pixel that is connected to the Ads Manager account, along with the rules you can set up for this audience.

There are a few things to keep in mind when setting up your remarketing rules for remarketing strategies that work. First, you want to make sure that your audience is large enough to be effective. You can do this by targeting website visitors as a whole or by targeting specific pages. Secondly, you’ll need to think about how long you want to keep people in your audience. You can set a maximum of 180 days. And finally, when building your audience from users who visited certain pages, be sure to exclude any pages or events that show that they converted. By following these simple tips, you’ll be sure to create an effective remarketing strategy.

You also can build remarketing audiences based on the percentile of how long the user stayed on the site. For instance, if you want to make sure you’re staying in front of the users who were on the site the longest, you could choose the top 5% when it comes to the amount of time they stayed on the site. This can be combined with pages and events as well, so you can be as granular as possible.

‍Remarketing To Users Who Watched Your Videos

One way to remarket to users is by building an audience based on certain videos they watched or the amount of certain videos they’ve watched. The first step is to figure out the audience according to how long of a video they watched, and then choose the videos. This is something you can still utilize even if you didn’t set the Facebook pixel up until recently because since it is a Facebook source, they’re tracking this for you. Unlike your sources, this source can go back to 365 days, so think strategically about the amount of time, the videos, and how far into the past you’d like to go back.

This way of building audiences is great to move people from the awareness stage to the consideration stage based on whether or not they watched a video. For instance, if they watch a certain video and you build a remarketing audience, then you can use that audience with a landing page views objective to show only those users the ads that will get them to your site.

Remarketing To Users On A Customer List

Different businesses have different ways of keeping track of their purchasers, potential purchasers, and top spenders. Some use CRM programs or e-commerce platforms that allow them to export this data easily, while others keep manual lists. Regardless of how the data is stored, it is important for businesses to segment their buyers in order to better target their marketing efforts.

You will need to upload the CSV file or set up the integration with Mailchimp. The only thing you need to do before uploading the file is to make sure the column headers within the CSV file are set up with the ones Facebook states. This is where more data means more accuracy! I often make sure I include the user’s email, first name, last name, city, state, and country, if possible.

Once you upload the list, it will take some time to match it against the users on Facebook and Instagram.

Remarketing Based On Your Lead Forms

The lead form is a tool that allows companies to generate leads by letting users fill out a form without ever leaving the platform. Facebook can build audiences based on users who opened your lead form, opened them but didn’t submit them, or opened them and submitted them. This simplifies the process and fills in certain information automatically based on the user’s profile information.

Building audiences based on these users is a great way to communicate certain messages to users according to what they did on certain forms.

Remarketing To Users Of Your Instagram Business Profile Or Facebook Page

More often than not, companies set up their Instagram profile or Facebook page before they set up their Facebook pixel. This is when you can utilize your Instagram Business Profile or Facebook page to build audiences and remarket to users based on what they did while on your profile or page. Since this is a Facebook source, you can go back as far as 365 days to build a larger audience.

The ways in which you build this audience are just as simple as the ways of building the others. The choices can be as broad as everyone who engaged with the profile or page or as granular as people who saved a post or an ad. You can exclude users within this audience as well to get the audience as exact as you would like.

The Bottom Line‍

There are many ways to build an audience and create successful remarketing strategies. By taking advantage of Facebook and Instagram, you can keep your brand front of mind and move your audience closer to your goals. With a little creativity, you can make sure that your marketing efforts stand out from the crowd and implement remarketing strategies that work.