Mistakes in remarketing - they happen to all of us - there is no person who is best at everything. It's not a bad thing, as long as we try to learn from them and stop duplicating them.
Many people are not aware of them. Some know they are doing something wrong, but don't try to get to the root of their problem. Still others know what the problem is, but duplicate it because they don't want to look for a solution.
The only rational way out of this situation is to continuously educate ourselves and look for gaps that we can fill and make our work more efficient.
From this article you will learn that:
- Remarketing activities are worth implementing
- The 3 most common mistakes made with remarketing are:
- Missing or misaligned Facebook Pixel - Before you do anything, it's important to make sure Pixel is properly installed.
- Unclear advertising message - maintain consistency in your messages, be straightforward about what you are advertising and why it is worth having.
- Inundation with ads - An ad displayed 20 times to the same person will not make them change their decision and convince them to buy a product or service.
- Facebook Pixel is just a string of digits placed in the code of the website
- Dynamic remarketing is a step forward to increase sales
Why you should reach for Facebook remarketing
Customers rarely make a purchase by being on any website for the first time. Usually, before they make any purchase, they need to get to know the brand and its products, learn more about it.
Someone who has already had exposure to a brand - visited the site, got free materials in the form of an e-book, for example, used a free version of a tool - will be more likely to make a purchase than someone who sees the brand for the first time.
Remarketing is an activity aimed at that audience which has already dealt with the brand and is aware of its existence. It also reaches people who, for example, abandoned the shopping cart, in order to convince them that it is worth returning and finalizing the purchase.
This means that remarketing focuses on convincing audiences to buy products or services, rather than building brand awareness. In such ads, the cost per purchase is much lower, and often several times more people take this step than in other (non-remarketing) campaigns.
Mistakes made when remarketing on Facebook.
Remarketing activities are designed to remind potential customers about your product. By reconnecting with your audience you convince them of your brand, your product, dispel their doubts. It's remarketing that keeps them coming back to your store and finalizing their purchase.
If you are a seller and you do not focus on such activities - you are making a huge mistake!
This is one of the more EFFECTIVE forms of advertising.
What are the 3 most common mistakes made when remarketing on Facebook?
1. missing or misaligned Facebook Pixel
Installation and correct configuration is definitely a must have. Especially for remarketing activities.
Pixel is a tool that tracks the user of your site. It has many practical applications. For example, you can exclude people who performed a specific action on your site (e.g. purchase, add to cart, leave contact information)
It allows you to target ads to audiences who have not yet bought your product, but had it in their shopping cart.
Did you happen to see an ad for a product you've already bought?
This is what happens with an incorrectly configured Pixel. You lose money to display ads to people who already have your product and are unlikely to be interested in buying again.
2. unclear advertising message
Remember that remarketing reaches people who have already interacted with your product. So don't re-present it, but focus on showing its advantages and differentiators. Convince the recipient that it's worth having, but in a specific and brief way.
Keep the style of the ads consistent with the overall campaign. A retargeting ad should remind you of the product. By doing it in a completely different style you will take a step back and instead of a reminder, you will have to re-present the product.
Focus on your target audience and tailor your advertising message to them. You'll choose a different narrative when advertising to seniors, and a different one for students aged 19-25.
3. inundation with advertisements
You need to know moderation. If someone seeing your ad 15 times hasn't bought your product, it's unlikely that on the 16th they'll be convinced.
Of course - it's a good idea to show yourself to your audience as often as possible. That's how you build brand recognition.
However, after a while, instead of building recognition, we may start to build discouragement, so keep the upper limit of ad impressions at a maximum of 10-12.
What is the Facebook Pixel?
A Facebook pixel is nothing more than a piece of code that is placed on a website.
Its job is to track the user as they move around the site and record the actions they take.
It allows you to report on conversions, build audience groups (including for remarketing) and generate statistics on how people use your website.
Dynamic remarketing - how is it different?
Dynamic remarketing, as the name suggests, is marketing that adapts to a specific audience.
This means that each potential customer will be reached by a different advertising message - tailored to his interest. In practice: if there are a lot of products in an online store, and a given user was interested in only some of them, the very ones that caught his attention will be displayed to him in ads.
To prepare such an advertisement, simply add product catalog and set up the campaign once, and it will search for the recipients of each product - it will always have the current price and availability information.
Time to act
You are already familiar with the concept of remarketing and you know it's worth it because it reaches people who already know your brand in order to convince them to buy your products or services.
You know what mistakes are most often made in remarketing.
By avoiding them you will improve the results of your campaign, while reducing the costs you incur for promotion.
Understand how the Facebook Pixel works and for what purpose it is installed on the website.
You know what dynamic remarketing is, how it works and why it is worthy of attention.