What if we told you that with just one of our products, we created a Facebook advertising campaign that saw almost 300% ROI? Does this sound a little too good to be true?
While this may sound like marketing folklore, the truth is that we regularly see these results.
How do we do it?
If you haven’t heard of retargeting yet, then this is the article for you. If you’re already familiar with what we’re talking about, then reflect on your current campaigns as you read on.
Facebook Retargeting: Focus in on Lost Sales
Facebook retargeting is one of the newer forms of social media marketing when it comes to recapturing your lost sales. Many know of it, but few know how to do it well.
The goal here is to advertise to folks who have already entered your sales funnel but have failed to make the purchase or have abandoned their cart at some point along the way.
The purpose of retargeting is conversion.
That means converting customers to:
- A subscriber
- A sale
- A lead
- A free trial
Or whatever it is that you’re aiming to bring these customers back to. These are the folks who have already been inclined to visit your site, so now it’s the retargeting that will keep your brand at the top of their minds for when they’re ready to BUY.
How to Setup Your Retargeting Audience
Setting up a retargeting campaign is fairly simple, so if you’re new to the game, here’s how to do it.
Step 1: Manage Your Campaign Center
You must have the Facebook pixel embedded in the code for your site so that Facebook can track users as they visit.
When a customer visits your site, they’re then added to your retargeting audience.
Go to your Facebook Manage Ads area, which is located at Facebook.com/advertising. Then look in the top left menu for “Pixel”.
Copy and Paste your Facebook pixel to your pages that you want to track.
Step 2: Create Custom Audience.
In the top menu, select Audiences. From this page, you will see “Create Audience”. Click that.
We’re selecting ‘Create Custom Audience’ so that we can build an audience of anyone who visits our site or specific page that we have the Facebook Pixel installed on.
Step 3: Choose Website Visitors.
After clicking “create a custom audience” tab, you’ll see a pop-up that says “custom audience for your website.” In this example, we are creating a pixel for our website so we can Capture website users and market to them on Facebook.
You can choose to create an audience of all of your website visitors during the past one to 180 days.
Here’s an example:
Click Create Audience.
Step 4: Create Your Ad.
Go to Power Editor (in Chrome).
From here, you will want to create a Retargeting Campaign, Ad set, and Ad.
Under the “Ad Set” , you can select the Custom Audience that you just started building. In our case: “EasyVSL Visitors”.
Then, Create the Ad. And you’re all set. It will start to target only visitors to your site (i.e. that custom audience).
Our EasyVSL Custom Audiences
When we set up our retargeting for EasyVSL, we set up retargeting audiences based on the pages they visited. We had four different ads based off of where people left off in our sales funnel.
Our ads differed for each audience we created, but the most effective retargeting campaigns honed in on those who got to our shopping cart but then abandoned it. And yours may be different (although you’ll need to look at the lifetime value of your customers to really know, like Mark at GetMaineLobster.com did).
The best way to find which audiences are most engaged and which ads work best for whom, you’ll need to do some A/B testing. Different pictures, different words, different audiences — it can make a huge difference in your CTAs and Conversions.
A good rule of thumb is to start off broad and narrow down your campaign based off of what’s hitting the mark. This is often times called the “shotgun” approach. Just pull the trigger and see what hits the target.
As you can see from our EasyVSL campaign, we set up a total of four ads. While we already narrowed down what worked for our audiences, we’ve had to do a little trial-and-error first. That means using different text, different images, and different CTAs too.
Bonus Tip: Look-Alike Audiences
You can even take it a step further and create a ‘look-alike’ audience (LAL) where Facebook mimics what your current audience looks like – but with new people. Through Facebook’s algorithm, Facebook compiles this aggregated data, which allows you to target and reach people that aren’t currently visiting your site but have a high likelihood that they will enjoy your product offerings and want to purchase from you.
The best way to know if a LAL will work well is if you’re already having success with a custom audience and campaign. That means that you’ve narrowed down your target audience and really honed in on what’s ‘selling’ them, so to speak. If it works well for them, then it’s likely to also work well for a mimic audience/LAL.
And that’s how we did it!