Artificial intelligence has really transformed the state of digital marketing. A growing number of marketers are using AI to connect with customers across various platforms. This includes Facebook.
There are a lot of great reasons to integrate AI technology into your Facebook marketing campaigns. One of the benefits is that you can use retargeting. AI algorithms have made it easier to reach customers that have already engaged with your website. These users might be a lot more likely to convert, which will help you grow your sales and improve your brand image.
AI Can Help Improve Your Facebook Marketing Dramatically with Retargeting
Untapped resources that come from engagement can lead to a better understanding of Facebook retargeting. SAAS SEO agency shared some recommendations that are solid, and a great starting point for any business. To understand Facebook retargeting with AI technology in-depth, take these tips to heart when organizing your resources.
What is Facebook Retargeting?
On average, each Facebook user clicks on ads at least eight times per month. These are considered to be high intent clicks from the biggest advertising platform in the world. Even the most successful marketing and advertising campaigns miss consumers on their first run.
Retargeting uses Facebook campaigns most essential tools to target specific people based on their most relevant data. This is one of the best ways to use data to improve your social media marketing strategies.
The data used is recycled from previous information attached to your old advertising. This includes information from apps, customer files, engagement and offline activity. Anything that has a metric attached to an individual can be used with Facebook retargeting.
How Can It Help Your Business?
There will always be missed opportunities before, during and after a marketing campaign. Reinvesting the data gained from the previous campaign prevents you from starting completely over. Instead of starting from scratch, you?ll gain a clear insight into what gets consumers to cross the finish line at checkout. Retargeting is meant to be a powerful tool that thrives on previous data that would otherwise go unnoticed.
Retention comes into play, but doesn?t make up the entire story of retargeting on Facebook. You can run a retargeting campaign and only look into new consumers. It?s flexible, and meant to enhance your business based on your specific needs.
The Different Types of Retargeting
The two main types of Facebook retargeting are list-based and pixel-based. Each serves a purpose, with their own specific pros and cons.
Pixel-based retargeting uses JavaScript code to attach a cookie to each unique person that visits your website. After the visitor leaves, the cookie sends its data to your ad provider for a personalized experience. This is the most common type of retargeting used on Facebook, and is often used in other parts of the internet. Microsoft has shown favoritism to pixel-based retargeting by using their own modified version.
List-based retargeting is a limited but fascinating concept. It uses the data you already have on hand to create a specialized list that Facebook uses to show ads. This method works on many of the major social media platforms, but has shown significant advantages on Facebook. Since list-based targeting uses email lists as its base, companies are at the mercy of that particular resource. An outdated or inaccurate email list will lead to low quality retargeting efforts.
When relying on list-based retargeting, a larger email list is not always a guaranteed win for a company.
Upselling and Cross Selling
Even when the customer is happy, proving the value of an upsell is an ongoing process. This led to a rise in cross selling, but was only beneficial to companies that had the resources. As you reconnect with old and new customers, upselling or cross selling becomes part of the closing process.
Both methods are difficult, but become trivial once you have the data to back up your new campaign. Most companies see an increase in profits in a short amount of time. This makes Facebook retargeting a valuable way to test drive upselling and cross selling methods.
Brand Awareness
Brand awareness is the golden goose that all businesses constantly chase. Once you have a notable brand, it becomes the identity of your entire company. Protecting the brand is important, and sometimes entire marketing campaigns are launch to reinvigorate the company image. So, how does Facebook retargeting work its way into this?
Facebook lookalike audiences became a thing when companies wanted to reach new customers with similar interests and habits as their current best customers. Creating a lead that finds this new audience is possible when brand awareness reaches its peak. If you want to keep brand awareness high, then Facebook retargeting does all of the tough work while increasing your reach to new consumers.
Improve Conversions
Conversions are hard to pull off without a specific time investment. All of that goes to waste if you?re not positioning yourself to use previous data to convert customers. No matter how visitors arrive to your website, their presence is proof that there is an interest to purchase a product or service.
If they leave without making a purchase, it?s up to you to figure out why. A lost sale is not the same as losing a customer. Being able to convert that customer into an actual sale is a major strength of retargeting. And even if it?s unsuccessful, you?ll be able to use the additional data to convert another customer.
Influence Buying Decisions
When a consumer becomes firm in their buying decision, then your influence gains a significant bump. At this point your retargeting is directly influencing the buying decisions of individuals or groups. You?ll see a visual representation of this with online feedback and testimonials. All of the positive information provided comes from consumers that are satisfied with the entire sales experience.
Even the negative feedback plays a role, and can serve as the proof you need to reuse data to improve a weak point in your marketing. When a company puts effort into retargeting their ads, they gain monumental increases in customer conversions, ad recognition, clicks, sales and branded searches.
Remarketing Vs. Retargeting
Learn the difference between retargeting and remarketing. Retargeting gains the attention of interested customers that never purchased your products or services. Remarketing leans more towards gaining the attention of inactive or lost customers. Don?t make the mistake of running a retargeting campaign when remarketing would work better. The good news is that the data used from one is still essential for the other. An email list with decent accuracy can be a valuable asset for remarketing or retargeting.
Making the Right Choice
Facebook retargeting should be a priority with how you manage your data collection. Embracing its use will optimize the most important part of your business. Once you get the hang of things, your ROI will reach a whole new level.
