At the time of this podcast episode going live I’ve just opened the next live round of my Facebook Ads for Online Stores course and I can’t wait to teach another group of awesome online store owners how to run their own Facebook ads.
In this episode I want to talk about retargeting ads for e-commerce and why they’re so good.
According to Business Insider it turns out that 97% of people who visit your website for the first time leave without buying anything.
That’s quite a drop, and unfortunately it’s something that you can’t do much about.
Unless you can bring them back to your website.
That’s exactly what retargeting is. A retargeting campaign is a campaign to remind website visitors of your products and services after they leave your website without buying.
Tune in to learn more 🎧
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Facebook Ads Checklist
Inside this FREE master template I’ll show you exactly what you need to create and setup before you can start your ads.
Transcript
Welcome back to the podcast.
At the time of this podcast episode going live I’ve just opened the next live round of my Facebook Ads for Online Stores course and I can’t wait to teach another group of awesome online store owners how to run their own Facebook ads.
In this episode I want to talk about retargeting ads for e-commerce and why they’re so good.
According to Business Insider it turns out that 97% of people who visit your website for the first time leave without buying anything.
That’s quite a drop, and unfortunately it’s something that you can’t do much about.
Unless you can bring them back to your website.
That’s exactly what retargeting is. A retargeting campaign is a campaign to remind website visitors of your products and services after they leave your website without buying.
You can retarget them through a number of platforms, but I’d like to talk about Facebook ads today.
There’s quite a bit of research out there on how many times someone needs to see or hear your message before they decide to purchase. It’s anywhere from 7 to 12 times. This means that before someone buys they’ve seen something from your business between 7 and 12 times.
It’s your job to get in front of people, but also to keep being seen.
That’s why retargeting ads are so powerful.
When I teach my students, the first thing they learn is to run a retargeting ad. In fact, I have a free guide that shows you exactly how to set up your first retargeting ad.
You can download this guide from newschoolofmarketing.com
The way I see it is that your retargeting ads are aimed at the low hanging fruit. It gets you in front of people who are already interested in what you offer because they’ve made the effort to go to your website and if you have enough traffic going to your website you can get even more specific and target people that have added to cart but not completed their purchase.
Retargeting is a bit like dating.
If you go up to a random person you don’t know and ask ‘will you marry me?’ they’re probably going to say ‘no’ (or run in the opposite direction). They might even get agitated and smack you.
But if you ask a random person ‘hey, I really like your style, would you like to have a coffee?’ they might say yes. Might, because honestly…
If you do go on a coffee date and the date goes well, you’ll probably go on a few more dates, you get serious and eventually pop the question.
Your chances of getting a ‘yes’ to the marriage proposal are much higher now.
As with dating, the key to retargeting is to build a relationship and build trust.
Of course there’s a fine line between retargeting and stalking so remember the numbers… you need to be seen by your customer between 7 and 12 times before they are likely to purchase.
Be seen, but don’t be pushy. Vary your content from sales posts to educating them, entertaining them and focus on building the relationship.
The options in Facebook are endless but starting with one specific campaign can help you get started on actually running ads that convert.
If you’ve built a steady following on Instagram or Facebook and your audience regularly engages with your content, you really should run ads to get them to take the next step. You can use your social engagement audiences to create custom audiences inside of Facebook ads manager, so that you’re not just seen once by your Instagram or Facebook followers but you can show them more by specifically targeting them.
The ads I often run for my clients are retargeting ads to their website visitors or people who have taken a specific action like adding to cart of initiating checkout, but I also run ads to people who have engaged with their social media, or people that have sent DMs on Instagram.
What I love about Facebook and Instagram ads is that it can work as an extension of the work that you’re already doing by posting on social media.
I see the most success with clients that have both a strong social media presence and then add in Facebook and Instagram ads to keep front of mind with their audience.
In case you didn’t know, here’s a recap.
In most cases your website visitors won’t purchase from you the first time they visit your site.
Especially if they don’t know who you are, what you do or how you can help them.
They’re simply not willing to hand over cash to the ‘unknown’.
So the majority of your website traffic will leave and one of the only ways to get them back is through retargeting.
Retargeting ads can be super powerful and once you start running some you’ll find that you’re able to convert a few people that had dropped off the radar.
