Remarketing — also known as retargeting — involves using personalized content that appeals to people who have visited your site before. You can use remarketing techniques catering to people who use search engines, such as Google, but here, we’ll focus on social media remarketing.
1. Catch visitors’ interest and hold it
Social media contains numerous distractions that could theoretically make users never notice your ad or not pay attention to it long enough to cause conversions. When people do Google searches and see remarketing tactics used there, they’re only looking at a text-based list of links and descriptions. However, social media contains images, videos, updates from friends and more.
One essential factor of making social media remarketing work for you is to figure out a way to grab attention and get people interested enough where they want to take further action.
2. Limit the frequency of remarketed ads
A 2018 survey from the Pew Research Center found that the majority of Facebook, Instagram and Snapchat users visit those sites at least daily. The frequent use is why it’s important not to flood people with remarketed advertisements.
When setting up a campaign, tweak the frequency at which ads appear. The goal is for people to see them often enough to maintain brand visibility but not so much that they’re annoying.
3. Utilize burn pixels to remove converted leads from your remarketing list
Any remarketing strategy aims to get users who have visited your site before to take a desirable action, such as buying a product or signing up for a subscription. However, you just learned that showing people content too often could backfire. That’s also true if you keep showing people social media ads after they’ve already engaged by giving the response you want.
It’s crucial to use burn pixels to ensure converted leads don’t keep seeing the ads over and over. They track who sees the ad and whether or not those people interact with the associated sites in meaningful ways. You can also depend on burn pixels to take people off a list of remarketing targets once they hit the frequency cap for an ad.
4. Think about complementing products when creating ad content
People who sell things over the phone quickly become familiar with many useful marketing strategies like bundling and upselling to get individuals to purchase additional items when they’re already in the mood to buy. For example, a person who just bought a tent for an upcoming camping trip might also be willing to buy a camp stove and a solar-powered flashlight.
As you come up with ad copy for remarketing ads on social media, try to put yourself in the shoes of your users and think about the products or services you offer that have the most value for them.
Consider how your ads could inform them of items they didn’t otherwise know existed within your inventory. When appropriate, stimulate a sense of urgency with limited-time offers or coupon codes.
5. Create offers for visitors to specific landing pages
You’ve already learned why it’s crucial to make ads that are sufficiently interesting for your social media audience. In addition to the previously mentioned distractions, you’ll have trouble getting people to take action if what you’re offering doesn’t seem relevant.
One Facebook remarketing tactic that works particularly well involves ads for people who visited specific landing pages on your site. For example, if one of your landing pages addresses team communications, you could show advertisements to the people who went to that section of your website.
Write these ads so they make sense for those who have already demonstrated their interest in helping their teams communicate better.
6. Segment your audience
It’s not enough to split your users into two groups whereby one primarily uses social media and the other does not. An effective social media remarketing campaign requires using segmentation to increase the likelihood of people seeing ads that resonate with them.
You might create a custom audience comprised of those who use social media and also read your blog and another group of social media followers that visited your website on mobile devices. Social media remarketing does not work well with a universal approach. Fortunately, social media sites have advertising options that let you show specific ads only to particular groups.
Improve your remarketing strategy without guesswork
These tips make it possible to take practical approaches to reaching as many past site visitors as you can and urging them to come back. When trying any of the suggestions above, spend time studying metrics to determine what’s working well and which methods fall short. Then, you’ll be well-informed while running marketing campaigns and not merely guessing and hoping for the best outcomes.