A secret recipe for Facebook Ad retargeting. If you’re reading this article, you’ve probably heard all sorts of things about Facebook’s ad retargeting technology. Let me tell you, most of the things you’ve read are correct.
Perhaps you’ve heard that ad retargeting enables merchants to bring customers back to their shopping carts so they can buy something. That is true. It doesn’t work 100% of the time, but it works enough to make quite a bit of a difference.
Similarly, ad retargeting also enables merchants to drive people back to content pages that eventually convert customers into paying ones. So that part is correct as well.
However, despite all the excitement about ad retargeting technology, there is a secret recipe that you cannot ignore. Seriously. If you understand how the secret recipe works, you will know how to craft a more effective ad retargeting campaign.
On the other hand, if you remain oblivious regarding this element, chances are your campaign would probably be hit or miss. Often, it’s more of a miss than a hit.
What secret recipe am I talking about? Proven interest. That’s right. When people come to your website, they have demonstrated interest. Ad regarding essentially gives you a tool to bring those people back to your website.
However, here’s the problem. If you’re going to direct your visitors to the home page, you’re wasting your time. Real proven interest boils down to your website’s internal pages. When a visitor goes deeper into your website is when you know that this person is serious. When you see this person is engaged enough with your content, they will go to internal pages.
I’m not just talking about one main page. I’m talking about secondary pages or other internal pages. In fact, the deeper you get them into your website, the better the results. This means they have looked through different content, they’ve somehow figured out how everything works, and they’re more likely to convert later.
Therefore, if you’re running an ad retargeting campaign, it’s essential to focus on bringing back people who have gone into an internal page and not just the home page.
Secret Recipe for Facebook Ad Re-targeting.
Two ways to retarget
Now that you fully understand that ad retargeting is all about getting people who have gone to an internal page to return, there are two ways to retarget.
You can remind them to go back to where they left off. Maybe this is a purchase page. Perhaps it’s an article that goes into a conversion page with one click. Whatever the case may be, you remind people to go back to your website, and they end up where they left off.
The other way you can retarget is to pull them deeper into your website. This is an often-neglected strategy when it comes to ad retargeting, but this is quite powerful. You must understand that not everybody’s going to interact with your content the same way. Some people will find themselves very deep into your site. Others will find themselves on a shallow or standard secondary page.
The key here is to pull them deeper from that page but not necessarily drive them to a sales page. In other words, you’re just going to be pulling them deeper into your content, but not necessarily dumping them into a shopping cart, sales page, or any other type of conversion page.
This is how you get better sales. First, you condition the visitors’ minds, so they voluntarily drill deeper into your site until they eventually convert.
Maximize ad retargeting results
How do you take your results to the next level? It’s effortless. Instead of pushing sales with your content re-targeting, push your squeeze page. This is the page that recruits people to your mailing list. It will be your mailing list that will do the heavy lifting of converting that visitor into a buyer.
Of course, if you already have people showing up at your shopping cart, then your ad re-targeting should focus on bringing them back to the shopping cart. But outside of that, if you’re dealing with people who stop short at content pages, push them to sign up to your squeeze page and let your mailing list convert them eventually.
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