Take Facebook Retargeting to the Next Level
Leverage customer and purchase data to change which ads your contacts see.
What is Retargeting?
The standard definition of retargeting (sometimes called remarketing) is a method of advertising whereby you track site visitors who don’t take a desired action (such as filling out a form, requesting a consultation, or purchasing a product) and continue to show them ads on Facebook in an effort to get them to come back to your website and complete the action.
The idea is that someone who’s already shown interest in your business is more likely to become a customer than someone who’s never heard of you (sometimes called a cold audience), thus giving you a better return on your marketing efforts.
The idea is that someone who’s already shown interest in your business is more likely to become a customer than someone who’s never heard of you (sometimes called a cold audience), thus giving you a better return on your marketing efforts.
We conducted a small test where we advertised an offer to a cold audience. Then we promoted the exact same offer to a retargeting audience. Here are the results:
How does Retargeting work?
There are three ways a person can be added to a Facebook Custom Audience:
1. They visit one of your pages that contains the Facebook pixel on it (this is basic retargeting).
2. They interact with your mobile app (if you have one).
3. You can upload a contact’s email address or phone number.
We’re going to be focusing on the third option. The way this works is that you would export a contact’s email address or phone number from your contact management system into a spreadsheet. Then you would take that spreadsheet and upload it to Facebook and they match that email address or phone number with any Facebook accounts with matching information. If they find a match, they’ll add this contact to your custom audience. This is a great feature for a multitude of reasons:
· You can collect leads offline, but still retarget them online.
· You can engage in a partnership where you don’t control the Facebook pixel on the page(s) being used, but still get a list and add them to your custom audiences.
· You can retarget prospects, leads and clients based on an infinitely wider range of criteria than just simply ‘visiting a page’.
· And many more...
1. They visit one of your pages that contains the Facebook pixel on it (this is basic retargeting).
2. They interact with your mobile app (if you have one).
3. You can upload a contact’s email address or phone number.
We’re going to be focusing on the third option. The way this works is that you would export a contact’s email address or phone number from your contact management system into a spreadsheet. Then you would take that spreadsheet and upload it to Facebook and they match that email address or phone number with any Facebook accounts with matching information. If they find a match, they’ll add this contact to your custom audience. This is a great feature for a multitude of reasons:
· You can collect leads offline, but still retarget them online.
· You can engage in a partnership where you don’t control the Facebook pixel on the page(s) being used, but still get a list and add them to your custom audiences.
· You can retarget prospects, leads and clients based on an infinitely wider range of criteria than just simply ‘visiting a page’.
· And many more...
If you aren’t already familiar with Facebook ads, Facebook’s pixel, or Facebook Custom Audiences, you’ll want to read this article and then come back to this case study.
Where Does ONTRAPORT Fit in with Retargeting?
The retargeting concept above is very basic, but with ONTRAPORT you can take Facebook retargeting to a whole new level. You’re able to connect your ONTRAPORT and Facebook accounts together and automatically add and remove your contacts to and from Facebook custom audiences based on Rules. For example, you might want prospects to see one ad on Facebook, while new customers might see a different set of ads. There are two main benefits to this type of automation:
It saves you time
We know first hand how time consuming this process can be. Initially it can seem pretty simple to export and import a list once a day, but as you begin to use Facebook Custom Audiences for more advanced campaigns it becomes more and more time consuming.
We know first hand how time consuming this process can be. Initially it can seem pretty simple to export and import a list once a day, but as you begin to use Facebook Custom Audiences for more advanced campaigns it becomes more and more time consuming.
Allows you to leverage contact data stored in ONTRAPORT
You could add/remove contacts from Custom Audiences based on things such as lead score, opened or clicked emails, birthday, and a ton more. This allows you to craft extremely targeted display ads to your existing leads.
You could add/remove contacts from Custom Audiences based on things such as lead score, opened or clicked emails, birthday, and a ton more. This allows you to craft extremely targeted display ads to your existing leads.
The idea here is to really leverage ONTRAPORT’s features to get the most out of your retargeting efforts. If you’re already doing retargeting campaigns, this will only help to strengthen your audiences. If you haven’t started using retargeting in your marketing, there’s no better time or place to start!
“Remarketing is an essential component for paid search, social media and content marketers alike. It just makes everything work better.”
Larry Kim, Founder and CTO
Larry Kim, Founder and CTO
Examples of Retargeting using ONTRAPORT
Learn how ONTRAPORT and Retargeting can grow your business. Schedule your demo today.
