Facebook Retargeting: Why it's Important for SMBsHave you ever done research or shopped for a product online and then realize that the ads on your computer start to talk to you about what you were interested in? I once searched for a pair of snow boots on Amazon: beautiful, but completely unnecessary in the desert climate in which I live. I was then repeatedly reminded of said boots over the course of a month and although I tried to fight it, they now live in my closet. Why? Because retargeting works. Today’s digital tools have the ability to process our digital footprints almost as fast as we surf the web, predicting what we might do next and what we may be interested in purchasing. This is a huge benefit for small business owners looking to convert more customers without breaking the bank.
What is Facebook Retargeting?The ability to gather purchase intent data from user interactions on websites outside of Facebook (SMB website, directories and more) and create targeted Facebook ads based on that customer intent.
What Can Facebook Retargeting Offer SMBs?Facebook’s greatest value comes from both the size and engagement of its user base. With a billion people devoting 15% of their online time to the social network, Facebook retargeting allows you to reach your users on virtually unlimited inventory. As Jermyn Toh explains in his article, “Quick Guide to Retargeting on Facebook Website Custom Audiences,” there are several ways small business can use Facebook retargeting to drive traffic to your business and convert more customers:
- Reach out to visitors who visited certain sections or content types in your site with similar/related content to encourage revisits.
- Reach out to visitors who visited a particular section or page of your website but did not complete an action like purchase or sign-up.
- Send a thank-you or welcome message to visitors who completed a desired action such as purchased a product or signed up for a new service.
- Reach visitors who bought a particular product with related products or accessories to cross-sell.
- Reach out to visitors who have not visited your site in a while.