The Subtle Art of Converting Customers Through Social Media Remarketing

Social media remarketing is all about repurposing shopper behavior for better conversions. Here's what experts have to say about it. Read on

If you’re running a business online, you might have encountered customers that poke around a bit, fill up the shopping cart, and wham they’re gone, no conversion!

It may be frustrating at times, but with the help of social media remarketing, you can reach out to those customers and push them towards conversion.

As a buyer, you look at a product and do not buy it, but you see ads of the same product, nonetheless. These, my good people, are remarketed ads via social media remarketing strategy aimed at getting you to make that purchase.

You’re seeing them because social media remarketing ads contain information or products that were viewed in the past. Customers get reminded to keep those products or services in their minds by effectively using them.

Now, ask yourself this; how can I make the most out of social media remarketing campaigns? Assuming a hollow stare, the article will walk you through everything you need to know about remarketing and how you can outperform your competitors on the battlefield.

Let’s get started!

What Is Social Media Remarketing?

First things first!

It is simply a form of advertising to focus on people who have already visited a website or are in the customer database. With the help of remarketing ads, these users can be reached based on their previous online actions.

How does remarketing work?

Remarketing comes in two forms; Pixel-based and list-based. Let’s look at both along with pros and cons.

  • Pixel-Based

This remarketing technique places a JavaScript segment into a user’s web browser and records pages and products this person is viewing. Later on, this segment notifies the ad platforms chosen by the marketer to deliver ads to that user based on their browser history.

These ads remain to live for 30 days from when a person visited a website.

o Pros

  • Appropriate
  • Behavior-based
  • Specific to an individual page on your site

o Cons

  • It can be a tad complicated or tedious at times to implement JavaScript on various pages.
  • The lower number of users in the campaign at any specific time due to remarketing ads expiring when a person has been absent from the site for more than 30 days.
  • List-Based

List-based remarketing ads carry out a list of emails uploaded of potential or past customers. The chosen platform then analyzes people from that email list and shows ads specifically to them. Although multiple lists can be created, emails need to be erased manually from those lists.

o Pros

  • Gives the freedom of more customization since an advertiser decides who goes on to which list based on customers’ actions in the past

o Cons

  • Less convenient due to lists being managed manually
  • The probability of users having multiple emails across various social platforms

Should you care about remarketing?

Without a second thought, the answer is YES!

As an advertiser, your main focus is to surpass your perceived number of sales.

With the help of remarketing campaigns, you shrewdly remind customers who viewed products or services on your website to proceed further through the purchase medium.

Moreover, it can generate awareness by drawing users’ attention to features, announcements, and products consistent with a business.

The advantage of social media remarketing campaigns is that people can see the information is coming from a reliable source. This motivates people to share and discuss your content on well-known social platforms.

1. Target specific audiences

Doesn’t matter the ad campaign; a customer experience must align with the need of a specific audience. In other words, it would be highly inaccurate to hand over an ad featuring chicken-burger to a devout vegan.

A grand social media strategy demands thinking into innovative ideas that will attract a group of customers. Instead of widening the remarketing radius, try dividing audiences into interest-based groups. This enables you to create messages and ads that appeal to each group.

On Facebook, businesses can create custom audiences based on people who:

  • Visit their website
  • Visit specific pages
  • Haven’t visited for a while
  • Visit certain pages but not others
  • Or a combination of four options

You can form a better customer experience by serving highly compatible content to customers. More specific the targeting, better the personalized experience. This boosts ad engagement and pushes the bottom line.

Remarketing Ads Examples

There are various types of remarketing ads that can be run successfully. The importance to the viewer will be pivotal in determining how compelling they are. For example, a person browsing for shades should be served ads with sunglass options, a person looking for jeans should be shown ads for identical belts.

Other remarketing ads examples include:

  • Deserters: Show contents to those who took a turn during checkout.
  • Past customers: Display ads that showcase new or congratulatory products from those already purchased.
  • Deal seekers: Deliver ads that offer discounts to customers who go through the clearance section.

2. Simplify Ad Messaging and A/B Test

Nothing makes it easier for customers to avoid ads faster than jumbled messaging. Concentrate on delivering spectacular advertisements with persuasive CTAs. Focus on delivering decisive advertisements with minimal replication and simple design so the audience grasps your message quickly and acts accordingly.

Digital marketing is not a one-time drill and moves on; it’s something that craves constant experimentation and optimization.

Examine A/B testing. An ad or a fragment of content is replicated in this testing but with one modification. Then the original is compared with the duplicate to see which performs better than the other. A/B testing is comprised of these elements:

  • CTA buttons
  • Ad copy
  • Images
  • Email subject lines

This testing is a crucial factor of social media remarketing strategies. To take full advantage of A/B testing in your campaigns, generate two copies of your ad and execute them in parallel to where one outperforms the other. Discard the loser, invent a new alteration of the winner, and repeat to keep advancing gradually.

Continuous enhancements give insights into audiences’ responses to particular messages and allow you to make better decisions for your ad campaigns.

3. Implement various methods to construct custom audiences

Not a single social media remarketing strategy is a glorious success without compiling an ideal customer profile (IPC).

IPC is an essential function of B2B marketing. It can and should be implemented by D2C (direct-to-customer) brands to compose a clearer picture of the target audience.

Complete knowledge of your ideal customers ensures that any data gathered can be advantageous for personalized ad campaigns.

Take a look at these two examples of how to collect data from known sources to build custom audience segments:

  • Exporting customer info from CRM and formulating lists based on email addresses, phone numbers, and various attributes.

As mentioned above, it’s good to personalize ad campaigns to ensure audience engagement, improve customer experience, and expand customer lifetime value (LTV).

  • Establishing custom audiences based on people’s interactions with posts, social profiles, and ads.

For example, on Facebook, businesses form audiences based on engagements with ads, followers, Instagram profiles, and sent messages.

4. Use agile software to track and evaluate remarketing efforts

We get it. It can get a tad difficult and frustrating when tracking and comparing remarketing efforts across multiple campaigns.

We have business growth platforms, as they’ve been proven to handle ad campaigns by taking full advantage of data and AI-driven technology to maximize ad spend and restrict costs.

Moreover, milking these platforms’ data-driven methods makes it simpler to track, analyze, and continually enhance social media remarketing campaigns towards pressing marketing objectives. It also eradicates time wastage in collecting reports from multiple sources and dashboards.

5. Campaigns timing depending on your goals

It’s critical to think of the timing of your campaigns to sidestep ad fatigue and still attain your goals. It’s a fragile balance best defined by the audience, offer, and desired outcome.

For instance, a campaign with time-limited offers should distribute ads without repetition caps to audiences who show interest.

If brand awareness is the focus, keeping the ad frequency cap to 4 or 5 per month helps keep the audiences from feeling submerged.

6. Invent ads that reflect your business

You want the audience to see your ads and instantly identify your business. Other businesses are selling the same products and services as yours, and it’s challenging to stand out. Innovation and creativity are the key ingredients for your remarketed ads –a hot sauce for your business.

Your style should be the blueprint of your business. You want people to see your ads and recognize your business without a second thought. This is important when it’s time to decide.

If someone is accustomed to your brand, they’ll probably prefer it over your competitors. By constructing that brand familiarity among your audience, you willfully encourage them to convert.

The takeaway, create ads that project your business to see better results with your social media remarketing campaigns.

Over To You!

When setting up social media remarketing campaigns, it’s imperative to remind yourself that it should be exclusive to the organization and audience and customized to marketing objectives. Know that this is an around-the-clock effort and requires continuous testing and refinement.

Don’t give up if the results are not what you had in your puny brain. Slowly they will improve. The more time you spend studying your audience’s behavior and how they respond.

These remarketing campaigns sure are a great way to help leads convert. You don’t want to miss out on conversions for your business.

At (company name), we can get you the results you strive for. Our dedicated experts can help you bring in conversions for your business.

Give us a call today and see how we can be of assistance.


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