Picture this, you’re on Facebook at 8pm checking out your friend’s photos when you see something similar in the corner of the screen? It’s that pair of shoes you were looking at on Amazon advertising them back to you on Facebook…coincidence? Nope!
Those adverts that reflect your online shopping habits are deliberate in purpose and effective in gaining sales and awareness for your brand/cause.
Check out this example of something you may have just clicked on…
How do they work?
Facebook & Google for example, there are other providers just none as big, provide things called pixels, which are little bits of code for web developers to add to their website.
The codes are placed in the head section of the website code and track events and customers across all web pages within the domain. The website owner or marketer for can then track those people who have visited their websites, using a system called custom audiences, and deliver adverts into their facebook newsfeed relevant to the overall page or specific web pages.
What’s a real life example of someone doing it successfully?
One of my customers, a brand in Australia gets around 4,000 visits to the website per week. Out of those 4,000, about 5% conversion is a normal amount. With an evergreen retargeting campaign set up this customer increases conversation rate by 2% which is worth around $15,000, weekly.
So is that the only type of retargeting?
No, there is another method where you can upload your email lists into Facebook/Google and deliver adverts into your current customer’s newsfeed.
Something additional to note about remarketing…lookalikes.
When you have gathered your custom audience, you can actually make it bigger. This method is called creating a lookalike audience. Facebook will look at your current customer list and increase it with other people who are similar in terms of metrics like interest, age & location.
What do we think of retargeting?
It’s creepy and cool at the same time. The logic and practice is as relevancy increases so do clicks and purchases.
It’s one part of an overall, successful marketing plan.
What’s the future of remarketing?
Creative retargeting is key. Humour is an example of something to reduce the “ugh stop following me” thought process on the consumer side.
Good luck following your customers around the internet you creepers! 😂