In the ever-changing world of Facebook Advertising, it can be very confusing to pinpoint Ad Campaigns that will actually generate a measurable ROI for your business. If you are like me, or any of my small business clients, you don’t have the big budgets to burn until you identify what campaigns will actually deliver the results you need. However, if you have any budget for Facebook advertising (even if it is a small budget) you should invest that spend in a Re-targeting or Re-marketing Campaign.
Through Facebook’s custom audience pixel, you can actually track and advertise directly to Facebook profiles for members that have visited your site. Because these potential customers have already been exposed to your site/brand, they are much more likely to convert to a customer than a blanket awareness ad campaign – even if it is targeted well. Also, you can focus these ads to show frequently to visitors right after they visited your site so you have the chance to convert while you are fresh in their minds.
I have run a variety of retargeting campaigns (sample ad below), but on average the conversion rate of these ads tends to fall in the 5-10% range which is 2-3 times a very good general ad campaign. The cost per conversion also typically is about 1/4 the cost on a traditional conversion-focused ad campaign. Lastly, I have seen consistent click-through rates that are 3-5 times higher (sometimes more). All in all, this is the best opportunity for you to make a return on what you spend, and hands down beats the pricing of any other online marketing campaign I have done or that is available currently.
The key to this being effective does revolve around the idea that you do have consistent web traffic. So for businesses that don’t have a lot of traffic, you will need to run various other campaigns (whether on Facebook or another platform) to get enough traffic to retarget too. But that is an entirely different discussion.
If you have questions about re-targeting/re-marketing campaigns please don’t hesitate to contact us.
Sample of a successful re-targeting Facebook ad.
