It’s so annoying - no matter how hard you try, it’s inevitable that the majority of people that visit your website will leave without taking the action you’re encouraging them to take. It’s even more frustrating when you consider the cost of getting people to your site in the first place. Whether it’s signing up to a newsletter, submitting a contact form, or purchasing your products, we know it’s a step that only a small % of people will take.

Once your visitors have left your site, you may hope that they will return, but believe me – hope is not a strategy.

When people leave your site, it could be for a number of reasons; the phone rings, the boss walks in, the traffic lights turn green – the list is endless. What if there was a way for us to go back to those people, and remind them that they visited your website, but they didn’t do what they came to do?

Facebook Retargeting is a technique where you can show an ad to Facebook and Instagram users that have previously visited your site, or even a specific page, or set of pages. For e.g. if you have an ecommerce website and someone enters your check out, they are likely to be on the URL ‘yourwebsite.com/checkout’ but if they never reach the thank you page URL, let’s say, ‘yourwebsite.com/thank-you’, we know that they have started the buying process, but not completed it. This data is all detected and provided by the Facebook Pixel, but that probably requires its own article so let’s slide past that for now…

 

Here is an example of a successful retargeting ad based on the example above, and this is shown to people in exactly the same scenario.

 

Because these visitors have already been on your site, they’re much more susceptible to marketing because let’s not forget, if someone visits your website, they’re there for a reason.

 

In short, don’t just let your potential customers walk away without calling them back later – this campaign can be one of the cheapest and highest converting campaigns to have in your armoury. Don’t hope.

 

If you want to find out more about retargeting, give us a call on 01275 390646.

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Mark Picton

A Google certified individual, and highly experienced digital marketeer, delivering online marketing throughout the UK and Europe.