Retargeting on Social Media

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retargeting-on-social-mediaRetargeting is the process of targeting website visitors based on their interest or behavior, with ads tailored to their level of interest in your brand or business, across an advertising network. Retargeting allows you to place conversion tracking onto your website so you can track which users have come to your website via your social media ads.  With retargeting you can target existing customers, website visitors on Facebook, Instagram or Twitter. Retargeting helps you place your brand Top of Mind.

Facebook offers targeting options for retargeting visitors to your site, and visitors of Fan page with Custom Audience and Engagement Audience. Engagement Audience allows you to reach visitors who have previously interacted with Facebook content. Engagement Audience option is available within Custom Audience section in the Ads manager.

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Retargeting on Social Media works as visitors take the time to convert and visit your store a number of times prior to making a purchase. Here are four ways you can benefit from retargeting on Social Media.

Increased Conversions

You can  increase conversions by targeting visitors who visit a specific Landing page on your site. This can be done by choosing specific Landing Page in “Create Your Custom Audience” section. You can also choose to retarget email subscribers by uploading your list, increasing the chance of conversion exponentially. You can also target Email subscribers from a list by uploading the same to Custom Audience.

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Upselling your Products and Service

You can retarget existing customers with an offer that is designed to sell a higher priced product or service. You can also easily  target existing fans of your Facebook page.   Targeting existing fans and existing customers works out to be more cost-effective and provides a subscriber base that is more likely to convert.

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Expand Reach

Expand reach for your campaigns  by targeting Lookalike Audiences that can be created based on your fans or Custom Audiences. This can be easily done by choosing Lookalike audience option.

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Increased Engagement

Retargeted audiences spend more time on your site than first time visitors.  The retargeted audience spend increased time and are more engaged when you retarget them for a specific purpose.

To learn how to retarget on Facebook, click here.

5 Steps For Remarketing With Dynamic Search Ads

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Google’s Dynamic Search Ads are  best for advertising a select range of products. With Dynamic search ads brands are not required to further zero in on  Keywords, rather the search ads are automatically generated based on the product pages, that are updated.

Remarketing with Dynamic Search Ads can help you target the best-selling products to your key target audience who may have already visited your site. Google AdWords recommends maintaining a high quality feed for your best sellers.

Google Dynamic Remarketing Features
  • Google Auto Optimized Layout Feature: Merchants can choose from a pre-made list of ad templates and A/B test based on ad performance.
  • Google Product Recommendation Engine: Chooses ads for product ads based on what shoppers have viewed.
  • Google Real Time Bidding Algorithm: Determines bids for each impression.

With Dynamic Search Ads you can choose to go with Marketing objectives, that can be combined with remarketing campaigns.  You can choose the Marketing objective from sub-campaign types.

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Choose campaigns for Search Network only under the Campaigns tab.

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Within Search Network Tab Choose Dynamic Search Ads and enter Campaign Name.

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In the Dynamic Search Ads section, enter your domain and the language corresponding to the pages you want your ads to target.

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You can add an Ad group that allows you to spell out the lines you would like to use in the Search Ads, thereafter DSA’s automatically regenerates the Ad copy. You will be required to populate the URL where the product feed is hosted and the URL that you are going to use to track the campaign.

You can also choose to add different variations of ads to decide on the most effective creative.

If you would like to add more Dynamic Search Ads to the ad group of the campaign or to change rules, created:

  • Click the Ads tab from the ad group you created for your Dynamic Search Ads campaign.
  • Click the +Ad button (as seen below)

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There are recommended categories that you  may wish to opt for.  To add more categories, select the categories that you wish to add. By hovering over the dialog icon to the right of category name, You can see sample pages and ads for each category.

To target only certain webpages, select Use specific webpages (advanced). You can target the webpage URL that contains the page content for the products by including the page URL in the rules.

 Dynamic search Ads allow you to choose Marketing objectives, that can be combined with remarketing campaigns.  You can choose the Marketing objective from sub-campaign types.

 

Cart Abandonment – Infographic

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Cart abandonment occurs when shoppers add one or many items to their shopping cart, but leave before making a purchase. One of the fastest ways any online merchant can simultaneously increase revenue and the profitably of their marketing is to lower cart abandonment, thereby converting more shoppers into buyers.

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Five Ways To Reimagine Content For The Mobile Shopper

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Creating Content for engaging and retargeting the audience, can make all the difference to your campaign performance, from generating awareness to increasing conversions. As you have a large set of audience that may have visited your brand’s site, you may choose to select a sub-segment for retargeting depending on your campaign objective. To know more about Best Practices For Cross-Device Mobile Retargeting, Click here.

Here are five ways to create content for retargeting  and engaging the mobile audience.

Content With Choices

BuzzFeed video on Tasty “Chicken Wings – Four ways” hit nearly 44 million views in less than a day. Giving content choices for your mobile shopper within a mobile video increases the engagement.

Takeaway :  Mobile Video gives publishers and brands a chance to showcase choices in an engaging format.

Advertising : Add a Call To Action that allows users to interact either with a shoppable feed or links to advocacy program.

Content That Targets A Segment

Include content in your posts that retarget your site visitors with ideas that are likely to engage them for a purpose or an occasion.

Takeaway: Create content that will answer search queries for a segment. In the above example audience looking for Game Day party ideas will get a view of Gifts and Game Day treats at a go.

Advertising: Google’s RLSA can help you promote your content for engaging the users that have browsed your retail site, but have not purchased. For Cart abandons, targeting audiences with content campaigns based on intent or behavioral signals can repurpose content for relevant search queries.
Google’s Text messaging can help you reach audiences that may have looked up your offers and deals for special promotions,targeting them with a text messaging campaign to sign up for content updates can turn them into repeat visitors.

 

Content That  Converts

Create content that generates interest optimized for search queries. Instacart an online grocery site allows users to browse recipes for an occasion and add ingredients directly to the cart from any of the featured brands. This takes the user a step ahead in mobile shopper journey.

 

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Takeaway : Target and segment your content that is most likely to generate interest as seen in Instacart’s example for Game Day recipes. Include shopping options within the content which is a step ahead of user reviews as it allows users to add the ingredients at a glance and on the go.

Advertising: Facebook’s Social Media Posts from publishers provide a greater reach and obtain a higher number of viral impressions. Activate any enhancements that you have with offers that are likely to be popular for an occasion. Update the product Landing page with user-generated content that audiences are most likely to share.

Snackable content

Use content on your brand site that provides audience a number of options at a glance with bite sized content pieces as can be seen from Target’s Lookbook for Spring 2016.

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Takeaway : Target audiences with a context and engage with formats that are viewable at a glance and on the go.

Advertising: Instagram Video ads are known to deliver results for visually driven mobile consumer. Update the product Landing page with user-generated content that audiences are most likely to share.

Content With Value

Reengage and retarget audiences that have earlier visited your site for different occasions with a new value offer. Brands can promote gift cards with an offer for a special theme.

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Takeaway : Creating offers-led content can re-engage users who may have looked for gifts earlier. Segmenting your users based on the past purchase behavior can help you promote the content at the right time.

Advertising :If Your customers convert at a later stage, promote posts and Shopping Campaigns and Search Ads with offers and deals when they are most likely to click-through and convert. Use Dynamic search ads and layer RLSAs onto DSA campaigns for optimum results.

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