Thursday, September 7, 2017

The most effective way to retarget your Facebook customers

Ok, so you’re sold on the idea of advertising your wares on Facebook (and if you’re not please see blog 1 of this series for all my arguments as to why you should be).

Now you want to know how to do it – right.

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Enter retargeting, the most effective way to advertise on Facebook.

But, what is it and why/how should you be doing it?

In a nutshell, retargeting is a form of digital advertising that is aimed specifically at shoppers who have already visited your site. As an approach, it is particularly effective because the target is already aware of, and has engaged with, your brand – which means they are more likely to do so again. It also means they have left a digital data trail which, when used properly, can tell you how to best entice them back.

For example, a shopper called Dave (my go-to name in any example) visits your store, he takes a look around, he even looks at a few of your products in more detail but then… he leaves.

Bad news for you but not entirely surprising considering that, on average, 97% of visitors to your shop will do exactly that.

If this was a rom-com it would be the point when you have to decide whether to make the mad dash to the airport and proclaim your love or risk losing your sweetheart forever.

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