So, are you looking for real examples of remarketing on Facebook to give your ads a boost?
I’m going to share with you three examples where businesses are just killing it using remarketing ads on the Facebook platform.
So just before I dive in, if you want the best Facebook strategies going around, subscribe to my YouTube channel at Steve Fitz and you’ll get weekly updates on how you can improve your Facebook campaigns for your business.
So these Facebook remarketing strategies that I’m about to share is how we’ve been able to;
- Generate over $130,000 in sales revenue for an eCommerce client of just $29,000 in media spend.
- Generate over a thousand leads for a new home building company using Facebook ads and remarketing strategies where those thousand leads have converted into over $25 million worth of home building contracts.
- Generated over $750,000 in sales commission revenue for a real estate agent
It’s been my experience in working with lots of different business owners and entrepreneurs and marketing managers that sometimes they’re just unaware of different ways remarketing works. When I give them ideas that they could employ in order to get the best results from remarketing on Facebook – their eyes light up!
So, what I wanted to do first of all was to address some of the different ideas about Facebook remarketing. The things that you can do, the things that you can’t do, and the ways that different businesses are employing Facebook remarketing so that these ideas can sink in.
It’s my hope that you might think of new remarketing opportunities for your business.
What is Facebook remarketing and how does it work?
Well, most people are familiar with remarketing even if they don’t know the terminology. And by that I mean most people would have visited a website and then left and then somewhere on the internet they then see an ad for that business.
Well, that’s remarketing.
Remarketing can be done on Google ads, it can be done on Facebook ads, it can be done on a bunch of different platforms as well.
With Facebook remarketing, you’re generally going to see the ad when you’re on Facebook or when you’re on Instagram or Facebook Messenger. Even on websites that use what’s called the audience network on Facebook, you can see their ads showing to you because you’ve visited the website.
Now, that’s the simplest form of remarketing.
I’m going to dive into three examples that’s going to show you that form of remarketing, but also some more advanced techniques.
Okay, so the first example I’m going to share with you is eCommerce remarketing.
So, when we have eCommerce clients in our agency, we always like to set up multiple remarketing campaigns and the reason for that is, is that generally speaking, your remarketing dollars are going to be far more successful than if you’re just advertising to an audience that’s never heard of you before.
So, if someone’s come and seen your website, you’ve often paid money for them to come and see it.
Whether that’s in search engine optimization or in advertising in some way, or by having an event or being at an expo and handing out business cards or networking, for example, at your local chamber of commerce.
Whatever the way you’ve invested time and money to get them there in the first place is often quite high in relation to then showing those people who visited your website, who know a little bit more about you, who have experienced your brand and what you stand for and what you sell.
Those people are really easy to reach through in marketing and it’s really inexpensive when compared to normal advertising.
So if you are spending money on getting people to your website, these are the three remarketing strategies we suggest you employ.
Add to cart remarketing
The first one is generally if someone goes to your eCommerce store and they start the checkout process, so they like a product, they then add it to their cart and they’re about to check it out, but they stop for some reason.
The best remarketing ad is often a catalog ad to show them that item again the next time they’re on Facebook or Instagram.
What this does is it simply reminds them that, “Hey, they liked this item.” And for whatever reason life got in way, their boss walked up, they’ve got distracted, their computer shut down, whatever the reason. They see the ad and then they’re enticed back again to come and complete the purchase.
That’s an add to cart remarketing strategy that is really, really powerful.
And in fact, if you use a Shopify website for your eCommerce store, it’s really easy to set up and to add your catalog of products into Facebook so that you can run an add to cart remarketing campaign.
Website visitor remarketing
Now, let’s say some people have visited your website and they haven’t actually gone to add anything into their cart.
So they didn’t start the checkout process at all, but they just saw your website, should you remarket to them?
The answer is yes, absolutely.
So, we see regularly that remarketing to people who visited the website, even if they didn’t go through the checkout process as still worth remarketing to because there’s a good chance that they’re actually going to make a purchase from you in the future.
So, we typically set up a campaign that looks a little like this.
We target people who visited the website, but we add some rules to it.
And the rules are show an ad to these people, except if they’ve added something into their shopping cart.
Because we already know the people who’ve added something into their shopping cart are going to be remarketed to with a different campaign.
So, in this campaign, we’re simply saying anyone who’s visited the website, and generally it’s somewhere between 14 and 30 days, we say show them an ad to get them back to the website.
And for these kinds of ads, we typically optimise or tell Facebook to optimise for conversions because Facebook knows who’s likely to spend money after seeing an ad.
And they’ll show those people the ads more than other people who are just browsing and visiting websites.
So, that’s the second form of remarketing if you’ve got an eCommerce site.
Customer List Remakerketing
The other form of remarketing that most people aren’t aware of is where you use your customer list.
So again, if you’ve got a website that is like Shopify, where you have customers who’ve made purchases from you in the past, you can then take that customer list and upload it into Facebook and show those people in ad.
It’s a different kind of remarketing, but it’s essentially saying, “These people who visited my shop and made a purchase, I want to show them an ad.”
A great way to do this is when you have a new product or a new color or something new in the store, you get those people to come back and actually make a purchase.
So, there’s three different examples that you could use in your eCommerce store to remarket on Facebook. This will actually give you a really good return on investment, far better than your normal campaigns, and it’ll actually mean your overall results will improve.
So, I want to give you a different example now. I call this ‘sequence remarketing’.
This is how we remarket for new home builders.
They are different kind of industry new home builders. It’s a really complex buyer’s journey.
So, people are often in the market for a new home builder for anywhere from three months to actually two years depending on the type of homes people are building.
So, to give you an example, first home buyers will often make a decision on which builder they want to use within four to six weeks. Someone who’s built before who just recently has bought a block of land, might take on average about three months before they decide on which builder they want to build their house. But if someone’s living in a house and they’re going to knock it down and rebuild, there’s often less pressure on them to make a decision and actually start the building process. So, those clients could actually be doing their research for a really long time before they commit to a builder. And in some cases, that’s often a year to two years time from the time they start looking to the time they actually make a decision on which builder they want to choose to build their house.
So, remarketing for builders is quite complex and there’s a few different rules that we set up typically so that they get the best results.
The first one is this, they’re often spending money on driving people to their website to show them their homes that they’re actually building.
So, if someone visits a website and they don’t download any of the floor plans or brochures from the website, and they don’t contact the builder using the contact forms on the website, you want to show them an ad that gets them into their email system at the very least.
So, it’s often a good way to target people who visited certain home designs and show them an ad to download the brochures or the floor plans, or the price list, or the specifications, or something like that.
Because that way those people are going to go on their email list.
If they’re on their email list, the builder has an opportunity to continue to communicate with them very cheaply over whatever the lifespan is of that person before they choose their builder.
So, that’s one way of remarketing.
Another way is often to show them an ad that actually gives some success stories of past clients.
So, one campaign that we really like is that if someone comes to the website and doesn’t convert, for the next 14 day time period, we show them six or seven different ads that show success stories.
People who’ve build a home and are really happy and it shows the finished product and perhaps even a video testimonial from those clients.
Because what it does is it means that those people who see those ads gain some confidence that this builder might be able to actually help them build their new home.
Finally, we also want to show them an ad that actually is a call to action, to book in a meeting with a sales consultant.
So this ad might run from 14 to 30 days.
So, as you can see, there’s a bit of a sequence here going on.
If people visit the website but don’t convert and don’t download a brochure, let’s show them a brochure for maybe just one or two days. They’ll see that brochure download and they can opt in and get on the email list. If they don’t do that, let’s show them some testimonials for the next 14 days so that they get some confidence that that builder can then actually build the home that they want. But if they don’t convert there and become a lead, then let’s give them a really strong call to action to meet with a sales consultant to discuss their building ideas.
That call to action in that sequence over a 30 day period where they’ve seen the website, downloaded the brochures, sent some testimonials, and now they’re getting a really strong call to action can often be compelling enough so that people become leads on any stage of that remarketing campaign for that new home builder.
So, you can see here that you can start to set in rules so that your ad show in a very specific time window with different messages that will actually appeal to your customers.
I’m sure there’s probably ways that you could implement that kind of remarketing campaign for your business type.
So finally, I wanted to share with you a real estate agency.
A real estate agency typically does a couple of things.
They generally sell homes, they rent homes, and they look after properties for investors.
So when you have a website like that that has different streams of services, you want to be able to remarket using Facebook advertising to those unique customer demographics.
So, I’ll give you an example.
On a real estate agency client of ours, we set up a remarketing campaign for people who had looked at houses for sale because what we know is most people that are looking to buy a new house have a house of their own to sell.
So those people, we want to show an ad for them to get a free appraisal, but we don’t want to show that ad to everyone that comes to the website because we’d just be throwing money away for people who are looking to rent a house or for investors who are wanting to lease their property.
Those people don’t want an appraisal to sell their own home (generally).
The renters don’t want an appraisal and the investors don’t want an appraisal.
So if we were showing a remarketing ad to people who visited the website anywhere, those ads would be wasted.
Instead, we would set up a rule to say, “Anyone who’s visited the pages that used the URL or part of the URL that has /for-sale, which lists all the houses for sale, we only want to show the appraisal ad to those people.
So you can set up a rule in Facebook ads when you’re doing remarketing so that people that visit those URLs or the homes for sale listings, show them an appraisal ad.
Likewise, anyone who looks at the property management pages on the website, so that might be the realestatecompany.com/property-management page, we want them to see an ad for them to book in a meeting with a property management consultant so that they can book that in as an investor to get that real estate agent to look after their property.
So you start to configure different rules for different products or services that you may have for sale on your website.
This does two things.
It means that your message is going to be a really good fit for the people that see the ad.
It’s also going to mean that you’re going to reduce your media spend or your ad spend on your remarketing campaigns because you’re now pinpointing the exact customer you want that ad to show to.
Now, these are actually fairly simple remarketing examples.
Some of our clients have far more products and services than just one or two. And so, you can do remarketing ads in such a way that are really, really clever.
So I wonder with your business, if you’re selling multiple services, whether or not you could see different applications for remarketing on Facebook using this kind of methodology.
Now I hope these ideas have given you some inspiration on how you could remarket using Facebook advertising for your business and actually get better results than perhaps you’re actually getting right now.
Or maybe this will let you think about planning a campaign that’s going to be a little bit different from what you may have implemented already.
With Facebook remarketing, the options are only limited by your own imagination.