We’ve all seen those ads before that seem to follow us around the internet and while it can be a little creepy at times, it’s also really effective. So how exactly does it work? Basically, you’re retargeting people who have already visited your site. This takes a little bit of tech, but when a user visits your site you begin tracking them with a cookie and a list is built. Then when that user goes to another channel where you have a remarketing campaign running, they’ll see your ad. Basically you are reengaging these users who have already shown interest in your organization by showing them your social ad again.
Social media remarketing, on average, can boost engagement 3x and increase conversion rates 2x, all while cutting your costs by a third. Remarketing is especially effective for promoting hard offers or conversions, such as sign-ups, information requests, and downloads. Use these tips to keep your remarketing non-creepy and effective:
- Set frequency caps to 5-7 impressions. You don’t want to wear out your potential buyer. This is a guideline more than a rule: you may want to increase spend and decrease capping on your highest-converting landing pages.
- Segment audiences based on funnel stages. Which stage of the buyer’s journey your audience is in will determine the tone of your ad and the call to action. Don’t rely on a one-size-fits-all solution.
- Cover all the size and format options. Remarketing platforms like Facebook allow you to submit ads in multiple formats for a variety of placements. Don’t leave potential impressions on the table – use all the options available.