Why Creepy Facebook Retargeting Works

You’re in the market for a new pair of shoes. You’ve browsed through a handful of sites and settled on one specific pair. But, after weighing your options and determining that right now just isn’t the time to hit “buy,” you abandon your cart and go on with your day.

Then, something strange begins happening.

The exact pair of shoes you were seconds away from purchasing have been slipped into your Facebook newsfeed, right alongside all the regular updates from your network.

In seeing the shoes again, you change your mind and finally make the purchase.

Thanks to Facebook and the retailer who used their retargeting ads, you’ve been converted from a perspective buyer into a paying customer.

According to research conducted by Adobe, retargeting ads can boost response up to 400%. In addition, conversion rates are 70% higher with targeted ads.

How do Facebook retargeting ads work?

There are two types of routes to take when it comes to Facebook retargeting ads: Facebook Exchange and Custom Audiences.

Facebook Exchange pairs with a third party demand-side platform (DSP) to target people who have already shown they have a vested interest in what you are offering. When browsing your site, users get a cookie. If a conversion doesn’t occur, then the demand-side platform places a real-time bid to serve your already pre-determined ad when that user visits Facebook.

If instead you want to target a specific group, say those who visited your site but are between the ages of 15-30 and live within the Denver area, Custom Audiences can provide that. In addition, while it does require placement of a “Facebook pixel” on your site, a DSP isn’t needed and, unlike Facebook Exchange, ads can be viewed across all types of browsers – including mobile.

 What are the benefits?

 You can hone in on an audience that is already interested in what you’re offering.

Speaking to an audience you know has already visited your site and entertained the idea of signing up for your newsletter or making a purchase, tends to have a much higher payout than targeting those who don’t know you or what you’re offering.

So instead of just letting this lukewarm prospect go cold, retargeting ads can spark that recognition and get them to take the action step that you need.

 Customers can share your ad, increasing your reach without any additional effort on your part.

 Why choose Facebook retargeting ads over Google retargeting ads? Facebook has the added benefit of being a social platform and everything that goes along with it.

Customers who like you and what you offer have the ability to share your ad with their network, which will expand your reach without any additional effort or money from you. In addition, you will have the opportunity to interact with any potential customers who leave comments or questions on your ad.

You will have access to an extremely large Facebook user base.

 With over 1.5 billion active monthly users as of September 2015, the vast majority of your targeted audience is using this social media platform on a regular or semi-regular basis. That means you don’t have to question if the person you’re hoping to convert will later see your ad – chances are they will.

You can retarget people who have previously visited your app.

 If your hope is to speak to people who have visited your app, not just your website, Custom Audiences has this extremely beneficial added feature.

When this feature launched in early 2014, Facebook reported one notable success story:

“…financial site Seeking Alpha saw its average cost per install fall by 28% when retargeting mobile app install ads to those who previously came to its site.”

 Are you interested in utilizing these types of ads in your own marketing strategy? AppJaxx can help make it happen. You can find us at www.AppJaxx.com or email us josh@appjaxx.com