How to increase conversion rates with Facebook Ad Remarketing
Talk about Facebook's remarketing.WeWhy do Facebook ads remarket?
First of all, you need to know the fact that 96% of the audience, even if they visit our website, will not buy things.
And, the vast majority of users, after they've browsed a loop, can say that they've forgotten us while closing their browser.。
If you don't believe it, think back to your situation, how many websites have you visited in total? How many actually made the order? How many do you remember now?
Ad remarketing is about advertising for those who have visited our site to promote conversion.
So next, let's talk about Facebook ad remarketing.
The main content of the article is as follows:
First of all, to do retargeting, you must know how to customize the audience, this should be known. If I don't know, I'll simply show it to you.
First, how does Facebook customize your ad audience?
To target your audience, Facebook pixel is a must.
1. Get pixel codes and put them on the website
If you don't have a pixel (tracking) code on your site, put it in now, because if you don't have a pixel code, there's no way to track users. This is not much to say, I believe we all know.
Here's how to get the code:Ad Management Center" - "Audience" - "campaign"”
Then click Actions to select The View Panel in the drop-down menu:
Then put the acquired pixel code into the website, if everyone can not, you can ask the programmer small partner to come.
Well, once the pixel code is in place, you're ready to start selecting your audience.
2. Custom Audiences
The first step, go to Facebook Ad Management Center to select your audience
Step 2, click "audience" and select custom audience "custom audience"
Step 3, select website traffic "website traffic"
Step 4, select your target audience from the drop-down options
The main options are the following:
Anyone who visits your website - everyone who has visited the website
People people visiting pages - people who have visited a particular page
People visit ing en web pages not others - only one specific page has been visited and no other pages have been visited
Who People have have to visit in a certain time - page stay slots up to a certain value
Custom cambination - Custom combinations
Now this ad drop-down can't show all the options, so you can't find what you can enter yourself
If you have a little requirement for your audience's access time, you can comment directly on the following, such as the one you want to visit for the last seven days:
Custom audience is basically the above steps, now we know how to customize the audience, the following mainly to tell you about the ad remarketing of some strategies and methods.
Before we start creating ads, there's some information we need to know.
Before advertising and remarketing, some information must be clearly understood. First of all, where do you actually buy? On the computer? Or on the move?
So where do your customers buy through? It's really simple.Google AnalyticsYou can see it.
If your customers have more access to your website through the mobile side, but they have never purchased it on the mobile device, they are all on the computer side, then you should consider only advertising on the computer side.
This is the main attention to conversion rate and total revenue, do not pay too much attention to the number of visits.
In fact, people are more inclined to interact with familiar things, the interaction of new things will be less.
That is, in a more familiar ad and a bunch of ads you've never seen before,People's attention is generally focused on what they are more familiar with.。
That is, by showing users products that they were previously interested in, we can more easily attract their attention.
Facebook remarketing ads automatically show products that users have seen before, making them particularly relevant and more likely to convert.
Before you create a product remarketing ad, there's one last step -- Upload a catalog
The first step, go to Facebook Ad Management Center and click on "ads manager"
Step 2: Find the Product Catalog under "assets" and click Create Catalog
Step 3, click Create Directory "Create catalog"
Step 4After the product is uploaded, select Dynamicads "DynamicAds"
Well, this dynamic ad is also set.
Let's start talking about strategy.
1 Product ongoing display
If a user has visited a different product page on our website, this indicates that the user has a strong interest in our products and purchase intentions.
After all, if they're not interested in the product, they're sure to take a look and quit. Not buying it may be due to budget or other reasons.
So this situation uses Facebook ad remarketing to keep our products in front of them, which may greatly increase the likely conversion.
To maximize the effectiveness of this strategy, it is best to locate the page for a certain amount of time, as well as the user who has visited a particular page.But be sure to exclude those who have already purchased it.
This exclusion page is best to select the "Confirm Order" page, do not simply browse the shopping cart to exclude. Because many users don't actually buy even if they browse their shopping carts.
But this abandoned shopping cart users are the ideal remarketing audience, because their desire to buy is arguably the strongest, just because for some personal reason to give up the shopping cart.
2. Remarketing for users who abandon their shopping carts
Some people give up their shopping cart shopping simply because they suddenly don't want to buy it, or want to see if there's anything cheaper.
More than a quarter of online shoppers said they would suddenly change their mind after adding a shopping cart, according to a Statista survey. And 36 percent said they quit when they went to the computing page because they found a better deal.
So, in order to get these customers back, it's about making them realize that buying our products is the best deal.
Some stores may choose to offer a limited-time discount code to redeem such customers, a strategy that works well - if there is a discount, 54% of people will choose to come back and continue to buy.
Although offering discounts is useful to save customers, we can't make a profit if we keep using this method. So there are other ways we can use it besides offering discounts.
For example, parcels, small gifts, or even free product samples. Because people like free stuff, especially if they're already more interested in our brand, they'll be more active.
3 Email reminders
I do not know whether we have the kind of shop that we have only purchased once, such a shop, in fact, we are very interested. But I don't know how to forget later.
So our stores certainly have a lot of this kind of buy once to forget our customers.
So customers like this one-time customer who have converted there is actually a lot of room for growth.
Customers like this type of customers seem to have completely forgotten our existence, haven't interacted with us for a long time, and haven't continued to buy.
So this customer is best suited to use email alert marketing.
But how long does it take for customers to start using this strategy? This is not fixed,It depends on factors such as the life of your product.。
If the product you are making is a quick consumer, it is usually about three months. Of course, the time is not too short, this will appear to be urging them to buy again, easy to retaste.
In short, no matter how long you decide, you can record a custom user base that hasn't interacted with us recently, or that hasn't even opened our email.
This information is available to us by many CRM and email service providers.
The title of this type of message can be slightly more subtle, in short, in any case, the purpose is to ask the customer to open the mail. For example, this one, I haven't logged on to Tumblr for a long time, and they sent it.
This title is actually very effective for this strategy, especially if you will also give a very good discount, or discount, the two combined, is sure to save a large number of customers.
4 Catching undecided customers
The indecisive customers here mean that some customers may be interested in our products, but they are very entangled.
May be a little uncertain about the product, some problems, but they are not willing to take the initiative to seek customer service help, so they are entangled to go.
So like this situation, want to convert this type of customer, will need to be more proactive customer service, actively find this kind of customer, give them a problem.
So how do we target undecided customers?
One of the downsin is that Facebook's ad audience is not good enough to select only a few types of customers preselected by the platform, such as those who have visited the site within a specified period of time (last 7 days, 30 days, etc.), but you can't choose to repeat the audience who visited our site, but still didn't complete the purchase.
So undecided customers don't have the option to target directly.
To find such customers, you have to lock them in with other signs. For example, we can target the longest-running audience on our site, which means they're definitely hesitating.
In addition, we can add people who have visited specific pages on our website, such as "FAQs, Terms and Conditions" or pricing pages.
Although these customers are hesitant, but they are a high lying concern for our products, so we give them some help, conversion rate is very high.
How do I convert a customer who is hesitant?
Sometimes there's a way to get our potential buyers back to buy, in addition to discounts and gifts. Customer。
Statistics show that 83% of people will need customer service help when buying online, but only half will actively seek customer service for help, if they do not seek help, they will eventually give up the purchase directly.
Is there any way we can help these customers on our own initiative? How can I help them get their order done?
One way is to useFacebook messengeradvertising, or rather - Messenger destinationAdvertising. This kind of advertising is primarily to get the audience to connect with the brand, and can directly let customers go to the Facebook Messenger page, that is, compared with email and phone customer service, this way of customer service is more convenient, but also to make customers more proactive.
Other wordsFacebook messenger ads areBrand and customer one-on-one conversation, you can get more personal information from your customers (as you've said before when talking about chatbot marketing, you should know), and answer customer questions to increase final sales.
5. Stay in touch with audiences who aren't ready to buy
Some marketers say that if a user doesn't buy within seven days, he won't buy it.
So if a user really didn't buy for 7 days, should we give up the user? I don't think so.
First of all, let's remember, "Not buying "doesn't mean" is not interested"。 Some users may not have intended to buy our products yet, but that doesn't mean they'll never buy anything in the future.
But that doesn't mean that as long as the users who have visited our website, we can't give up?
Nor, after a week of remarketing, if the user is still not converted, this time we can stop focusing on the immediate transformation, this time to focus on with this audience to establish a long-term relationship.
That is, the focus of this time is not to persuade them to buy things, but to keep in touch with them so that they don't forget us.
When they're ready to buy, we're their first choice. At that time, this is not to say never let go of any user, if the duration is too long, or no response, or give up.
What's the best way to keep in touch with them?
Give them a reason to keep an eye on our products.
The previously mentioned visitors to these unconverted websites who have visited our site, that is, some of them are definitely interested in our brand, so we don't have to do brand/product introductions or anything like that.
At this point - our ads should be dedicated to telling their audience, why do they keep an eye on our products?
But we don't really have much time to tell them, because people brush Facebook don't spend much time reading anything, and the finger slips past.
That is, we only have about 2 seconds to tell the audience why we're in touch. To do this, we must know our target audience well.
For example, if our audience is very price sensitive, then we can add special discounts and other offers to our ads, which will make them more attractive to them.
The best way to stay in touch with users is to get to know them, grab the pain points, and then show them what they're interested in。
Well, just share it here with you about Facebook ad remarketing. In short, this is certainly not all methods, if you have any good ideas, can be shared.
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