Bottom of the Funnel initiatives are key tactics for any company looking to maximize their online advertising efforts. Incorporating remarketing strategies, bottom of the funnel actions when performed correctly can make or break a companies digital marketing performance. On Facebook alone, remarketing advertisements see an average of 3x more engagement than prospecting advertisements.
With that being said, identifying the best tactics for remarketing can vary. Everybody has their own opinion based off what they’ve read about or applied to their own company, but just because something worked for one company doesn’t mean it will work for everybody. No 2 companies are the same, and no 2 industries are the same. Keeping that in mind, identifying a starting point is important, thus the point of this article.
Build an Audience
Before you jump into any sort of remarketing tactics, you need data. Creating prospecting campaigns on Facebook is a great way to start, but you need an audience to target. This is a critical step, as a major portion of Facebook’s Ad Relevance Score is based on how relatable the content is to the audience it is being promoted to. An advertisement for Canon cameras that is targeting Nikon enthusiasts isn’t going to score well, thus increasing cost per click, thus costing more money versus matching the content to the audience. Having the right audience targeted lowers your ads cost per click, and will generate better overall results.
Prospecting audiences come in handy in multiple ways. One, it exposes your brand to new people, and two, is a great way to collect a large amount of profile data to use later on. But for simplicity sakes, here are some easy conversions to set in prospecting campaigns to build remarkable audiences without any prior brand exposure.
- Campaigns that drive users to like your Facebook page
- Newsletter sign ups
- Video Engagement
- Drive Traffic to a website or web-page
- Drive Post Engagement
Let Facebook Work for You
If you have access to a large portion of emails, or can track down all of the people who have visited your website in the last 30, 60, or 90 days, no need to read any further. But for the rest of you, installing conversion tracking on your site via Facebook Pixels is one of the most efficient tools available on the platform. (If you have a WordPress site, check out Pixel Caffeine) Facebook’s Pixel will allow for conversion tracking of essentially any action you wish for people to take on your site, and quickly takes the data collected from your prospecting campaign and reforms it into a re-marketable audience.
For an eCommerce site for example, with a general marketing campaign, you have the option once your pixel is established to track site visits, purchases, etc. It’s easy to assume that you’d want to track.
purchases in your prospecting campaign, but this is where the remarketing aspect comes into play. Running a conversion that tracks users who added a product to a shopping cart or visit your pages storefront will allow Facebook to identify all of those users who did that. Purchases will still be visible for the campaign, but the data acquired through tracking add to cart actions allows you to create remarketing campaigns by creating a new audience based off that exact data. But that would also expose to users who actually made purchases. Instead, utilize the ‘narrow audience’ option to exclude those visitors who made purchases. Thus, an ‘Add to Cart – Purchase’ audience is made. Combine it with a 20% off discount code than sit back and watch the money roll in.
To those companies trying to simply increase traffic, fear not, remarketing tactics can be applied to those who engage in you posts, watch a percentage of a video, like your Facebook page, generally visit your website or a specific page, and more.
Create Engaging Advertisements
All that being said, if your content isn’t engaging none of the previous steps you took matter. Creating content is all about matching your ads to what you are trying to promote and who you are targeting. The better relevance your ad has to its target audience and goal, the better it will perform. It will drive more conversions, show higher engagement, and overall perform better. Still, much of how you design or set up an ad depends on your business and established goals, that being said, there are best practices established in order to maximize your ads performance. For an in-depth look at how to structure you ad, check out AdEspresso’s breakdown here. But to keep it simple: