By David Berry: In February, we gave you a blog on the basics of Facebook Web Retargeting; what it is, how it works, and how powerful it can be when supporting bottom line business goals.
Today, let's dig a little deeper. One thing to note is that web retargeting isn't a magic fix-all. Some brands might see it that way, though. They'll set-up a basic web retargeting pixel and say "wow, we're seeing higher click-throughs and traffic. This thing works!" But below are three ways to get even more out of the pixel.
(Note: There are other types of retargeting that we'll touch on in other blog posts, such as engagement retargeting)
1. Retarget Off of Individual Pages on Your Site: If you're an ecommerce retailer with a wide variety of products/target users (think Party City), then retargeting off of all your site traffic may not be the best use of your time. Instead, retarget off of specific pages. The Disney movie, Frozen, has been huge in recent years, and the target user for the products there are likely the mothers of young daughters. So, Party City would get the most bang for its buck by retargeting off of the Frozen page and serving other Frozen content to those users, knowing they've already expressed an interest in Frozen-related products. The odds of conversion/sale increase dramatically when you're retargeting users with content that is specifically relevant to what they already clicked on.
2. Use Retargeting Audiences to Market Similar Product Lines: Let's go back to the Party City/Frozen example. If I have a user who has already clicked on an Elsa costume, for example, then she may be an ideal target for ad content that I'm about to promote for Beauty and the Beast products (not gonna lie, I really can't wait to see it). This is likely to lead to higher click-throughs than simple interest targeting.
3. Use Retargeting Audiences to Create Lookalike Audiences: Facebook has extensive data on its users, everything from age, gender, school and family status down to past purchasing behavior and web activity. Which means that when they say they can find users who look and behave like you do on the web, you know they mean it. So a great way to get extra mileage out of your retargeting audiences is to build lookalike audiences off of them. If I'm selling a ton of Frozen products, and I know that there are other users who look just like the ones who are buying my stuff, well, I'm going after them too.
Got any tips of your own? Share them here.