How to Use Facebook Retargeting to Drive Amazon Sales
Not every customer who lands on your site will end up buying something.
They search, they land on your site, they look around, and they leave. It happens.
That used to be the end of the story — but Facebook retargeting has flipped the script.
Facebook retargeting ads have changed advertising because now you can advertise to people who’ve spent time on your site but didn’t buy anything before leaving. Retargeting ads are more than just showing ads to people who’ve visited your site.
These ads are most powerful when you know which stage of the buying cycle potential customers are in because you can narrow the focus of your ads to highlight specific benefits and encourage people to buy.
Let’s look at how to create a Facebook retargeting ad campaign and review strategies you can use to improve your returns.
The power of Facebook retargeting ads
Facebook retargeting ads are powerful for two reasons:
They give you more chances to engage prospective customers who’ve already shown an interest in your product or service.
They let you target prospective customers in the place they spend the most time — their Facebook News Feed — and remind them that you have something they want.
Facebook retargeting ads are meant to focus on people in the Information Search and Evaluating Alternatives stages of the buying cycle.
Let’s say a prospective customer wants to buy a camera. In the Information Search stage, they visit your site and a few others to see what camera options are available to them. In the Evaluating Alternatives stage, prospective customers have narrowed down their choices to a few options that closely match their needs. For example, after doing their research, they might decide that they need a high-speed camera to capture action shots.
It’s at these points in the buying cycle that retargeting is the most effective because prospects haven’t made a purchase decision yet. You still have a chance to restate your product’s value and rehash the features that are the most important to this audience. The result of Facebook retargeting ads is higher returns because instead of losing a potential customer forever when they leave your site, they see your ad and are reminded of the options you offer.
Here’s the thing though, successful retargeting is more than showing ads to people who’ve spent some time on your site. It’s more strategic than that. You have to differentiate between the
of people visiting your site to find the ones most likely to buy something after they see your retargeting ad.
“Facebook retargeting is hands-down the most lucrative Facebook ads strategy you can master.
While other kinds of Facebook ads require you to study your target market in detail to turn strangers into customers, retargeting ads do most of that work for you.
With retargeting audiences, you already know exactly who you’re showing your ads to. It’s either people who visited a certain page (like a blog post) and left, people who abandoned their cart, or people who have already bought and just haven’t come around in a while.
You can use that data to quickly create a hyper-targeted ad, showing the Facebook users exactly what they want to see – be it the product they were considering buying or products related to what they were reading about on your blog.
It’s So easy and So lucrative, you’d be crazy not to give it a shot!”
Three strategies to maximize conversions
As you set up your ads, it’s important to think about the strategy. Think about who you’re targeting — remember people browsing your site are at different stages of the buying cycle — and make sure that your ads speak to the specific need or pain point potential customers have.
Depending on the buying-cycle stage potential customers are at and the reasons they don’t convert right away, here are three strategies that you can use to make sure your retargeting ads are as effective as possible.
Retargeting prospects who visited specific pages but didn’t buy
This group is in the Information Search stage and is considering different product options. They’ve spent time on your product pages or they’ve browsed product feature pages. To get these prospects to convert, you have to speak to their need for information as a way to pique their interest and choose you when they’re ready to buy.
Do this by offering an incentive, like a free trial if you have a service or a discount if you have a product.