EN Podcast #8: How Facebook Retargeting Can Squeeze Profit From Visitors That Don’t Buy The First Time

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Any time you’re driving traffic to your website, most of your visitors will not buy. Whether your conversion rate is 1% or 25%, you’re still losing *most* people.

But just because they’ve left, it doesn’t mean that they’re not qualified. Driving those visitors BACK to your site for a second look can be very profitable, and in fact a returning visitor is 43% more likely to turn into a customer.

In this episode, we’ll look at how to use Facebook retargeting effectively to maximise the ROI of the visitors who leave your site without converting. We’ll look at how to segment them according to their interests (to make sure you’re sending them back to the pages that they are most likely to buy from), some strategies that different businesses can use, and how to make sure your ads don’t come across as ‘creepy’.

Whether you’re an eCommerce business, service or SAAS company, this episode will show you how to use Facebook retargeting effectively to drive sales and growth.

What Is Facebook Retargeting?

If you have the Facebook Pixel code installed on your website, each time a visitor lands on your site Facebook will ‘recognise’ that person and log their view. You can then run Facebook ads to people who have visited your site, and even target those who have visited certain pages but not others. This means you have an opportunity to get these lost visitors back to your site who have not bought, filled in a form or otherwise contacted you.

Why Is Retargeting So Powerful?

If we examine a typical web user’s journey, we will see how retargeting can contribute significantly to the bottom line:

Imagine that I’m looking to buy my cats Ninja and Samurai a new luxury cat bed. I head straight to Google and search “luxury cat bed”:

Google search results for luxury cat bed. Listen to our podcast on Facebook retargeting

I decide to click on a few of the Shopping Ads (PLAs) and open them in new tabs, and I also choose some of the organic results. I spend some time looking at a few different options, then head back to Google to look at some more and compare prices. After a few minutes and a little bit overwhelmed by the choice, I decide to leave it and come back to this task later.

Later that night I’m on Facebook checking out my friends’ cats, when I see an ad for one of the beds that I viewed earlier. I decide to have another look, and I show my wife. She likes it, so we immediately must buy it.

Why was retargeting the correct marketing decision in this situation?

  • That business had already paid to get me onto their website originally – whether through the shopping ads or through doing SEO to get the organic ranking
  • Just because I left didn’t mean I wasn’t qualified. In fact, I still had a need
  • Because the ad showed up away from the crowd, I was more receptive. In the initial research session, I was looking at lots of cat beds so it was quite crowded. Later, on Facebook, I wasn’t seeig any of their competitors, so they had my undivided attention
  • The fact that I had already been on their site and looked at that specific cat bed meant that I was far more likely to buy than cold traffic. The irony is that the company likely paid far less to get me back on that page than they paid to bring me in originally, despite the fact that I’m so qualified

How Can Businesses Use Retargeting?

You can either use retargeting to encourage first purchase or a repeat purchase, and it works whether you are selling physical products, services or generating leads.

The example above shows how retargeting can bring visitors back who are contemplating their first purchase on an eCommerce site. Obviously, the closer the match between the advert you show someone and the product or service that they’re interested in, the more likely you are to get them to click on it. So it makes sense to target people according to the specific product or service page they visit.

Let’s say for example that you offer business accountancy services, including VAT returns. On your VAT returns page, you might have a call to action for a free VAT return consultation, during which you sell the prospect on your VAT returns service.

In your retargeting ads, you might choose to advertise this free consultation to people who have been on your VAT returns page, without visiting your contact form thank you page. You might also target them with a blog post guide to some key considerations when choosing a VAT returns provider, with a CTA at the end of the post to request the free consultation.

Using Retargeting To Stimulate Repeat Purchases

If you know that the average customer in your market purchases every 6 weeks, by timing your retargeting ads to show to purchasers after 4-5 weeks, you increase the likelihood of converting them because you are showing your ads to them right at the point when they are beginning to consider their next purchase. In this way, retargeting becomes like an extension of your email follow-up stream, but with the advantage that your ads aren’t fighting a crowded inbox, Promotions filters and the ever-present threat of an inbox cleanse.

In the podcast episode, Lozz discusses how sellers of consumable products such as razors could be using this to motivate repeat purchases.

What Next?

If you’d like to see how Facebook Retargeting could fit into your digital marketing campaign, request a free website and marketing review. We’ll show you how to increase your visibility and sales, including angles that will be effective on Facebook and other paid ad channels. The review is completely free, comes with no obligation to use our services, and is, I genuinely believe, the World’s most useful website and marketing review.

Besides, if you don’t request yours, we’ll run retargeting ads on Facebook to you until you do!

 


About the Author

Tim is Head Ninja at Exposure Ninja and Europe's bestselling online marketing author.When he's not Ninja-ing he's playing in his band, going to the gym with his wife or fixing the destruction caused by their three fur babies, Ninja, Samurai and Shinobi.