Facebook is much more than the most popular social media platform worldwide; it’s also where 86.8 percent of U.S. marketers create and distribute quality content, strengthen their online presence, and generate qualified leads. However, as Facebook’s advertising capabilities have become increasingly robust and versatile in nature, many businesses have said that the platform often feels overwhelming or confusing. Between a wide range of audience parameters, 11 advertising objectives, and five ad formats, it’s easy to see why some brands are struggling to wrap their minds around running a successful ad campaign. To remove some of the guesswork from this process and provide insight into what’s worked for us here at LEVERAGE, this article will explore one of the most effective Facebook advertising tactics you can implement: Retargeting.
Reconnect With Interested Customers Via Retargeting
Retargeting is an online advertising tactic that enables you to keep your brand front and center with prospective customers who have shown an interest in your products or services previously, based on their online activity. This could be visiting your website, adding something to their cart, or simply leaving a like on your Facebook page. This form of advertising is one of the most effective tactics in terms of supercharging your marketing ROI because you’re only showing advertisements to people who have already shown an interest in your business and, thus, are more likely to convert.
Since only a small percentage of website visitors are likely to make a purchase or inquire about a service on their first visit, retargeting greatly increases the probability that they will return to your website to complete the process. With Facebook’s advertising platform, you can accomplish this by either installing a piece of code that helps track conversions and optimize ads on your website (Facebook Pixel) or by uploading a list of existing contacts from your database.
Attract New Customers Likely to Be Interested in Your Brand with Lookalike Audiences
Once you’ve established an audience of interested customers who have previously interacted with your brand, you can use a Lookalike Audience to reach new people who are likely to be interested because they’re similar to those who have already expressed interest. Essentially, you’re identifying common qualities of the people in your source audience and delivering your advertisement to those consumers to generate a wider, new audience. The better data you provide and the more information you have about your source audience, the better your results will be.
With these two advertising tactics, strong messaging, and a compelling offer, you’re bound to recapture previously lost opportunities and attract new leads likely to convert in the future.