Facebook Remarketing, How to Improve Your ROI

What Is Remarketing?

Remarketing is a tactic that lets you advertise to people who have visited your website and shown interest in your product or service. The way it works is relatively straightforward: Visitors come to your website, you segment your website visitors and create custom ads and then show those ads to those website visitors via Facebook.

#1: Lower Cost per Click

Remarketing on Facebook usually has a lower cost per click when compared to remarketing on search engines. The reason for the lower cost is that Facebook traffic is supposed to be less targeted than search engine traffic.

On search engines, users are looking for a given product or service, and therefore they are asking for your service (pull marketing). On social media, you are exposing users to an ad while they are doing something else, and therefore they might not be as likely to convert (push marketing).

The result is that Facebook ads have a lower price point than search engine ads, because technically, Facebook users aren’t looking for your product or service right now.

#2: Drive Higher Conversions

Converting first-time visitors into buyers takes time. If your industry is competitive, people are more likely to browse multiple sites before completing a purchase.

In most cases, people visit your site, and then click away so they can compare your prices with someone else’s. When they’ve gone, some visitors may forget your name and you end up losing a sale because they can’t find their way back to your site. Or maybe they missed that one selling point that could have made the difference.

Remarketing to your website visitors who didn’t convert works to remedy those situations. When those visitors see your ad on another site (e.g., Facebook), you become more recognizable and that boosts your chances of completing the purchase cycle.

#3: Capitalize on Social Proof

You don’t have to limit your remarketing to potential customers. Showing ads to a wider audience—like those who have already bought from you—allows current customers to interact with potential ones. Happy customers often share positive comments and engage with your content.

When a potential customer sees those comments via remarketing, he’s likely to have a more positive impression of your brand and that can maximize your chances of conversion.

That connection also increases brand loyalty—and loyal customers are worth more than new customers, because they’ll continue to buy from you at no additional (or at least minimal) cost per acquisition.

#4: Expand Market Reach

I’ve talked about remarketing to potential and existing customers, but you can also broaden your remarketing audience to those who share characteristics with those groups.

You can do that by using an offsite pixel to create a custom audience in your Facebook Ads Manager that includes people who have visited a particular page on your website. As discussed, those lists can include potential and existing customers.

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