Retargeting, also known as remarketing, allows businesses to reconnect with users who have previously interacted with their brand. This interaction can take many forms, such as visiting a web page, abandoning the cart, or anything else that can be captured.
Facebook retargeting/remarketing is one of the best things available with Facebook ads. It’s definitely one of the best ways to get more conversions and boost the brand image. It’s because, as an advertiser, you get a chance to reconnect with your website visitors and show them an advertisement with a tailored message/creative.
What are the benefits of Retargeting/Remarketing in Facebook Ads?
There are several benefits of Facebook ads retargeting/remarketing that can help businesses increase their ROI. However, we have shared some significant reasons for using retargeting/remarketing for your Facebook ads.
#1 More conversions
Compared to the cold audience, showing ads to users who have already visited your website is more profitable. Your campaign is likely to generate more conversions when advertisements are repeatedly displayed to the same users with different messages.
#2 Enhanced band image
It is natural that when the same users see your ads multiple times, they will remember your brand name. So, when your ad appears next time, they will immediately recall who you are and what you do. Big brands use remarketing/retargeting advertisements on Facebook for their brand building.
#3 Audience segmentation
To retarget or remarket users, your advertiser must add a specific audience to different “custom audiences” sets. These sets help segment your audience according to their behavior on your website. This further improves ad relevancy because users only see ads appropriate for their buying journey.
#4 Cost-effective
With different sets of custom audiences, you or your advertiser can control the budget spent on each custom audience. According to the importance of the stage of the buying funnel, you can increase or decrease the advertising costs. For example, suppose you are retargeting a user who abandoned the cart on your website for any reason. In that case, you will be willing to pay more to serve your ads to them through retargeting/remarketing because they are more likely to purchase from you.
#5 Customized ads
As mentioned, Facebook advertisers can show tailored messages to their audience based on their previous interaction with the brand. For example, ads with similar products can be shown to users who didn’t add them to their cart yet. For users who added a product to their cart but never checked out, a different message can be shown, perhaps with a discount code or something similar.
#6 Funnel segmentation
Facebook ads retargeting allows advertisers to create different campaigns for different stages of sales funnels. For example, a user who has not visited your website yet can see an ad discussing their problem. The next time, they can see an ad discussing the solution to their problem. In the next ad, they can learn more about the brand and how it can solve their problem.
In which cases should you do Facebook Ads Retargeting/Remarketing?
Below are some of the common situations where most Facebook advertisers use leverage retargeting:
- Abandoned carts
Facebook ads retargeting is used to show advertisements to users who added some products to their carts but didn’t check out. When they repeatedly see the ads asking them to resume their cart, checkout, and pay for the product(s), they are more likely to take action. - Content engagement
If you want to engage users with your website’s content, you can use retargeting/remarketing. This technique shows users different content based on their previous behavior or interests. - Non-converted users
Retargeting can help show the ads to users who did visit the website but didn’t fill out a form or subscribe to the newsletter. With the help of Facebook ads retargeting, you can encourage users to take desired action on your website. - Seasonal offers
Most e-commerce websites use Facebook ads retargeting for this. Professional e-commerce advertisers leverage their existing audience data to pitch seasonal offers on their products.
