Advertising works…when campaigns are aimed at the right people, and that’s what makes Facebook re-targeting ads so effective. Follow these 6 tips to get the most out of your Facebook re-targeting campaign.
1. Utilize what you have
First-party data can be accumulated as a result of users visiting your site, a database of email addresses, offline marketing lists, CRM systems, offline transaction history, etc. This data provides an accurate glimpse into current customers as well as future prospects. By utilizing this data, you can leverage all the hard work you’ve already done…therefore minimizing your costs.
2. Segment Your Audience
Audience segmentation allows for you to tailor ad messages to users in different stages of the purchase funnel. The process is simple: you place different re-targeting pixels on different pages of your site, and then tailor ad creatives based on the browsing history/ conversion action of each user.
3. Exclude Converted Customers
Have you ever made a purchase online only to find you’re still seeing ads for that company or product? By continuing to serve ads to converted customers, companies will annoy customers AND spend money trying to convert people that have already converted. What a waste!
4. Target by Demographics, Geography and more
Targeting gives you the opportunity to fine-tune your ad placements, ensuring greater relevancy and increased ad performance. Advertisements can be targeted based on demographic information, like age or gender, contextual factors like subject matter of the website, or geographic data.
5. Rotate Your Creatives
After seeing the same ads again and again, a user’s interest is no longer piqued and the ads are more likely to blend into the background. By rotating your ad creative every few months, you can easily avoid experiencing these dips in performance. According to a ReTargeter study, click through rates decrease by almost 50% after five months of running the same set of ads
6. Keep it simple
Marketers often try to cram as much information as possible into the space allotted. Creating memorable ads is best achieved by keeping copy/ design minimal. Use bold colors, concise copy, and clear calls to action with big, clickable buttons.
Are you running Facebook Re-targeting campaigns? What tips would you like to add to this list?