With over 2 billion monthly active users on Facebook, the question for businesses is no longer whether they should advertise on the platform, but how. With such a large base of users and a wealth of information available about them, advertisers are continually presented with ways to segment audiences and find new customers.
Facebook advertising can be particularly effective for e-commerce businesses, as it allows marketers to showcase products and prequalify users by including product details and prices.
But what happens after your campaign ends? What happens to those users? Let's look at the various stages of the sales funnel—and how Facebook advertising fits in.
With pay-per-click search ads, advertisers typically target users in the "intent" stage, when they are actively looking for a solution to a problem. This tells us that those users' "awareness" and "discovery" phases took place some other place or some other way.
Advertising on Facebook allows marketers to lead users into the "awareness" stage, and all the way through to the "buy" phase. How? With remarketing, which on Facebook is known as retargeting.
When we think about remarketing, we typically think of ads that target users who left a website before completing their purchase. However, there are other behaviors that can be used for remarketing.
Facebook's Custom Audience tool within its Business Manager is an excellent way to narrow the focus of your ads based on key actions users have taken.
So here are four types of Facebook retargeting that can help you increase your e-commerce revenue.
1. Video Retargeting
On Facebook, 76% of users discover new videos through their News Feeds, and with nearly half of the world's population on the platform, it's clear why more and more businesses are turning to the power of video.
You put a lot of time and effort into your videos, so you want to ensure the people who view them convert. Using Custom Audiences, you can retarget users based on whether they watched your video and how long they watched it.
Why It's Valuable
Video ads are often used to lead people into the "awareness" phase of a sales funnel. Prior to this, there typically hasn't been any behavior or engagement that would qualify the person to be a potential customer.
Videos on Facebook are set to autoplay, so anyone who scrolls by your video will likely see a few seconds of it. But that doesn't mean they engaged with your content. When you choose how much of the video is meaningful to your business from a lead-qualifying standpoint, it allows for more accurate retargeting.
For example, you could retarget people who have watched more than 50% of your video. If they were engaged long enough to watch more than half of it, they probably saw value in your product and so are more likely to purchase it.
- Pro tip 1: Add subtitles or text overlays to your Facebook videos, because over 85% of video views happen without the sound turned on.
- Pro tip 2: You can also retarget people who engage with your Facebook Live Videos.
How to Set It Up
- Create a Custom Audience.
- Choose Engagement on Facebook.
- Select Video, and choose the audience dimension based on how much of your video they watched.
2. Retargeting Based on Engagement With Facebook Page
This remarketing method is excellent if you see users engage with your Facebook Page, but not convert on your website. These are people who are in the "awareness" or "discovery" phase.
Why It's Valuable
This is one of the best uses for retargeting because it covers a wide array of people who are familiar with your brand and who have enough interest in it to engage with your Facebook Page. These could be people who have seen your products but not purchased, or past customers who advocated your brand.
Using the Custom Audiences function, you can target anyone who has engaged with your Page, including those who have...
- Visited your Page
- Liked or commented on your posts or ads
- Clicked your call-to-action
- Sent you a direct message
- Saved your Page or any of your posts
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