FB Ads retargeting is a must for all the e-commerce stores out there. Of course, who would love it when a buyer gets too close to convert but does an about-face and then easily leaves your site?
Well, to avoid such situations, retargeting is said to be the highest ROI tactics that help marketers to tap onto the shopper's behavior and then deliver ads with appropriate products to the potential customers who are most likely to buy that particular product.
But instead of blindly retargeting all the site visitors with that same offer, again and again, we have to think of something more strategic. And that's the reason why we came up with this article. Given below are the 06 most advanced Facebook retargeting tactics to help marketers boost their sales and grab more profit.
Before that, let us know:
Why Is There A Need For Facebook Retargeting For E-Commerce?
The biggest challenge that every e-commerce retailer faces is getting a higher number of sales. With a normal e-commerce conversion rate of about 1.85%, if marketers are not re-targeting, then they are surely leaving thousands of money on the board.
Because only a few customers end up purchasing during their very first visit! And here, re-targeting people who left their cart empty or did not complete the checkout will definitely bring them sales that they might otherwise lose.
If you have developed a robust Facebook or Google ads funnel, then you know that before they become consumers, shoppers need many touchpoints.
Given below is an example of an actual ad campaigns performance:
- 86,453 Reactions
- 4,956 Taps
- 2,810 Views On Product Page
- 479 Added to Cart
- 144 Initiated The Checkout Option
- 49 Successful Purchase
So, out of 5K visitors, only 01% of them actually purchased anything! But here, we are missing out on something.
About 3,000 customers have higher buying intent who have viewed the product pages. And almost 500 hot buyers have an interest in buying something(Added to cart).
Thus, re-targeting such audiences will be highly effective in driving more sales and profit to the business. Definitely, it could double or triple the sales.
06 Advanced FB Retargeting Tactics To Drive More Sales
Advanced re-targeting of Facebook Ads for e-commerce involves running campaigns associated with the desires, behavior, and likeliness of shoppers to buy.
Marketers can track and re-target users based on events or experiences with their online store by using Facebook Pixel. Typical examples of an e-commerce event are:
- Page View - It's the default event action for all the website pages.
- View Content - The event caused by a consumer landing on a product page
- Add To Cart - Activates when a customer adds a product to the cart.
- Initiates Checkout - Rangs up when a potential buyer starts completing the checkout process.
- Purchase - As per the name, this event action gets activated when a particular gets completed.
Anyways, now we are going to list down the most advanced Facebook ads re-targeting strategies that marketers can utilize to increase their sales.
1. Shopping funnel Retargeting
Dividing audiences based on the funnel process is one of the most efficient Facebook retargeting techniques. And shopping funnel re-targeting refers to the strategy of dividing campaigns according to the shopping behavior of the customers that could indicate where they all are in the buying journey.
So you have to present various deals based on the engagement of shoppers with your website to motivate them to conclude the order. Let us take an example marketers can divide their retargeting campaigns into 03 particular segments:
- Total Visitors
- Visitants Who Added Products To Cart
- Finally, The Customers Who Initiated the Checkout Process
2. Time Funnel Retargeting
Time funnel retargeting on FB helps marketers to set up a series of ads according to the time window for every Custom Audience. The purpose is to imitate the funnel phases that form a customer journey using time intervals.
In the case of time funnel only, an instant visit is a vital indicator that helps us to know whether the visitor is going to convert into a loyal customer or not.
And most of the time, this type of time funnel retargeting works really well. For instance, when users can not be re-targeted based on their behavior or for goods with a long-lasting sales period. For subscription-based goods, time funnel retargeting is exceptionally useful.
3. Themed Seasonal Retargeting
It is one of the excellent re-targeting tactics that utilize themed advertisements that completely match the seasons and holidays to get customers back to your website with a happy buying mood.
The other two strategies from earlier, the Shopping and Time funnel, work amazingly. So, users enter and drop-off from those re-targeting audiences. Sometimes, visitors successfully qualify all the re-targeting series, but after 14 or 28 days, they simply exit from the website instead of converting into a loyal customer.
Calm Down!
Here, marketers can take the help of seasonal retargeting on Instagram and Facebook. Create advertisements throughout holidays, like, Canada Day, Labor Day, International Dog Day, Christmas, Easter, etc. Apart from that, you can also think of themed advertisements for seasonal events, such as Winter Sale, Back To School Sale, December Sale, etc.
4. Retargeting Email Custom Audiences
Again, a robust re-targeting strategy involves taking the help of the most valuable audiences, i.e., Email Custom Audience. Well, this is a list of the leads and existing shoppers.
The main benefit of using this strategy is that marketers can re-target users almost forever. And this is the only reason that makes it a perfect option for seasonal re-targeting as discussed earlier.
Marketers can take advantage of Email custom audience not only to boost first-time buying but also to ensure repeat buyings to increase the lifetime value of the customers.
5. Dynamic Retargeting On Facebook
On Facebook, Dynamic Product Advertising (DPA) helps marketers to re-target users who view potential ads featuring items browsed or added to the cart by a shopper. And this robust re-targeting strategy is highly efficient in bringing customers back to their cart or checkout phase to complete their purchase.
So, when a customer visits your website, checks various products, or even adds some to his/her cart without making any purchase, the next time they will be on FB or IG, they will get to see ads highlighting those specific products.
Note : Dynamic Product Ads are highly effective for all the e-commerce websites that owe a large inventory with a distinct product variety.
6. Retargeting Based On Instagram/Facebook Shops
Last but not least, re-targeting strategy based on Instagram/Facebook shops. Well, here, marketers need to re-engage users who have interacted with their FB or IG shop.
Well, this is a whole new feature that can definitely help improve your retargeting pool and offer a variety of options to get customers deeper into their sales funnel. A few months ago, Facebook launched its new shopping feature that helps marketers to create an additional shop online on their FB and IG pages.
With the ability for users to browse goods and even add things to the cart and checkout, you can create a storefront on your sites.
Summing It Up
Re-targeting on Facebook has been the most excellent strategy for all the marketers out there to grab more sales towards their e-commerce website. Hopefully, this article can end all your worries with the excellent Facebook Retargeting strategies this 2021.
