Turning your Visitors into Customers with Facebook & Google Retargeting
In today's scenario, businesses are trying to convert visitors into customers. In reality, it is harder to make a visitor purchase your product especially when you have a different marketing strategy for each platform.
Let's say you are browsing for some products when you wind up on a website and search for them you may or may not go through with the order. Later, when scrolling through your social media and search engines like Google, Bing, you will see the browsed products from those brands displayed as ads. This is a strategy followed by brands to target their audiences, it is called Retargeting. Retargeting with remarketing strategies helps you to convert visitors into leads. Here let's discuss how Google and Facebook retargeting methods help you to achieve your goal ie., to convert viewers into customers.
Google and Facebook Retargeting
Google and Facebook retargeting works alike, but the strategies and platform vary. Both platforms display recently browsed items from your store & run them as respective ads. This constant provoking appeals to the visitor & goes through with the purchase eventually.
Google Retargeting
Retargeting comes in many forms, an example of Google retargeting is through Google Ads which allows you to run ads across the web. Display ads are a type of advertisement that shows what you are missing from specific sites. You can easily create a Google retargeting list to target your website visitors or specific page visitors. Google will trigger your ads and show them to the visitors on the websites integrated with Google Ads.
Setup Display Marketing Campaign with Google Ads
You may need to invest in creating Google ad banners a.k.a banner ads or sidebar ads. This helps you to retarget your visitors who clicked away from your site without making any purchases or brought products earlier. Google retargeting is an effective way to create brand awareness that your brand identity is at the front of your potential users. To create a Google Ad campaign follow the three steps which are given below.
Configure Google Ads
Once you log in to your Google Ads account, click on "Campaigns" and then tap "Display Network Only". Select your "Marketing objectives" and "Buy on your website" to view your ads on Google.
Set your Budget Range
Choose how much you want to spend on display advertising. For a small business $500- $1000 per month is recommended. This low-level payment helps you to learn performance and customer patterns. Also, it lets you decide whether you have to invest more in Google retargeting or not.
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Retargeting and Measuring
Tap "Choose how to target your ads" then "Interest and remarketing", a drop-down menu appears to select a category, choose the "Remarketing list" option. Then "save and continue". You can view your ads insights in Google Ads and also measure the Google ad campaign traffic in Google Analytics using the campaign URL.
Facebook Remarketing
Recently, Facebook is the most popular social media platform in existence. It has more users than other platforms, that's why entrepreneurs prefer Facebook to promote their business. The main advantage of creating Facebook ads is nothing but ad blockers can't hide the ads from your target audiences. Since the Facebook ads are displayed as a post in the news feed. So it is an easy way to attract and convert the audience to purchase your products.
How to set up Retargeting Campaign for Facebook
Create a new Facebook business page for your company. If you have a Facebook business page already you can login. After that, login to Facebook ads manager, click Business Manager which is on the top left side of your screen, and tap "Audiences". Then click "create an audience", then custom Audience, and then select, "Website Traffic" navigate to a page where you have to choose your target.
Customize Your Target Audience
In Facebook ads manager, you can specify your targeted audience based on your business requirements. In the Facebook Ads manager, you have to pay for every advertisement and you have to mention the view count. If you are publishing an ad without any targeted people or industry, the ads will be displayed to everyone who is not relevant to your business. It is always better to invest money in the targeted ones than in everyone. With Facebook Ads Manager, you can customize the ads: all website visitors, people who visited specific web pages, and the visitors by time spent.
Measure FB Ads Conversion
Once your campaign is launched, it is important to analyze and optimize your Facebook retargeting techniques to understand FB ads performance. There are many factors to consider for your next Facebook Retargeting campaign. Some of them are Cost-Per-Click, Frequency, Relevance Diagnostics, Conversions, and Conversion Value. Now you have to measure the performance using "Facebook Pixel", which shows all the traffic and other insights from your Facebook. In your Facebook Ads Manager, click on "Actions" then view the panel to analyze the insight.
Final Thoughts
The ultimate goal of retargeting is to transform the views into clients or customers. Analyze, Observe, Change, and Optimize your ads for your targeted audience. Retargeting your targeted audience will bring back your users to purchase products they searched for before. Google Ads and Facebook Ads are the most familiar ads platform and it's easy to create and display advertisements. Retarget your audience and grow your business to the next level.