Facebook Retargeting: The untapped gold mine of digital marketing
With a population of 1.8 billion and growing, Facebook has evolved into a major channel for marketers to interact with customers for retargeting , both existing and potential ones.
It’s no surprise that the top brands are already on board the bandwagon. They are investing time and money into coming up with social media strategies that align closely and fit in seamlessly within their overall marketing campaigns.
Here are some relevant numbers to back this claim up.
i) With 1.79 billion active users, Facebook’s population has gone up nearly 16% from last year.
ii) The recorded daily active login is 1.18 billion.
iii) 1.66 billion people use the Facebook app on their mobile phones, making retargeting a strategy that marketers just cannot afford to gloss over
These are just the broad statistics and need more filtering and categorization to gain finer insight into the activity of billions of Facebook users that brands are looking to appeal to.
It is an age that is experiencing the advent of digital profiles and personas on an unprecedented level. Thus, unsurprisingly, the best marketers are picking up the trails to map a detailed segmentation strategy for it.
Now, they can groups the users neatly based on their browsing behavior, including purchases, interests and general traits.
Vizury has put together a comprehensive report consisting of the key things marketers need to keep in mind to stay ahead of the pack. Here’s a glimpse at some of the key areas the report will talk about.
Facebook Retargeting and Display: Widen the net
In many ways, Facebook is a double-barrelled gun when it comes to user retargeting. It’s a great place to mine useful data owing to its enormous user base. Additionally, it is also a great medium to serve ads based on the aforementioned data.
You can combine useful information from your own eCommerce website to retarget your website drop-offs and remarket your products using facebook retargeting.
While data collected from your website may be limited in terms of relative product preferences. Moreover, tracking the user on Facebook widens the net in terms of their absolute likes, traits, and preferences.
These parameters may range from hours spent online to something as straightforward as likes and shares. Each of these is a vital cog in building a complete customer profile. This helps prioritize users who are most likely to react to your ad, as well as identify others with similar characteristics.
This key to building custom audiences is using the parameters to map out accurate user personas. It can aid you when it comes to personalizing the user’s shopping experience on your website.
An ideal ad comes complete with a crisp message, and a relevant CTA button placed strategically on the page. Deep linked images are a must to make sure the ad charts out a quick workflow when the user clicks on it.
In addition to this, it is necessary to determine the timing and placement of the final ad. You must make sure it resonates with the user and integrates seamlessly into his routine browsing activity.
Placing relevant ads in an integrated leisure browsing news feed makes the user experience pleasant and non-intrusive. Also, it maximizes the chances of the user acting on the intended CTA, the ultimate goal of any marketing campaign.
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