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5 Facebook Remarketing mistakes every marketer must be aware of
26 February 2020

5 Facebook Remarketing mistakes every marketer must be aware of

People visit your website or Facebook page for mainly three reasons, they want:

  • information about you
  • to contact you
  • to buy from you

More often than not, buying decisions take time. But, by repeatedly showing them what they are uncertain about, the chances of them changing their mind is higher. Which is why you should aim at running re-targeting ads, regardless of the nature of your business.

In fact, Retargeted visitors are 3 times more likely to click on an ad than people who have never interacted before.

But an important aspect of having a successful retargeting campaign is to avoid crucial mistakes. Here we have outlined some of the common Facebook Retargeting mistakes that you must avoid to start seeing real profits.

  1. Not breaking up your audience into segments:

This mistake is often made by many marketers which reduces the relevancy of your remarketing campaigns.

Segmenting your website audience based on their actions taken on your website will help you adapt your remarketing ad or landing page accordingly.

Make sure that you exclude people who have actually made a purchase. Otherwise you will end up inviting the person back to buy the product that they have already purchased.

  1. Using the same ad copy for all users:

Showing people the same ad all the time will just result in people ignoring your ad. This is known as ‘banner blindness’ and is a common phenomenon.

With remarketing, you aim to reactivate your past visitors so crafting fresh and updated ads are the best option. Be sure to test how often you need to be changing the ad images as there is no set formula which will work.

  1. You haven’t set Frequency caps on how often your ad is seen:

Frequency is the average number of times a user sees your ad over a given period of time.  Setting it too high or low can go against your remarketing strategy.

You don’t want people to ignore your ads or negatively associate your ad with your business. By placing a frequency cap on your ads you’ll decrease the chances of making your bounced traffic feel overwhelmed.

There’s no set amount of times you should show it or the specific length of time you should continue to run your ad. The frequency you show your ad will be based on the type of company you have.

  1. You haven’t set up a conversion pixel on your post-conversion page

The conversion pixel was created by Facebook for a reason. The Facebook conversion pixel is a tiny yet powerful tool that will help you to know where your conversions are made and where do they come from, which will help you to further optimize your campaign. Our recommendation is to put the pixel on each page of your site and measure different types of actions.

  1. Don’t focus on high CTR

High CTR might feel good in the moment, but it doesn’t feel so good after you compare it with your conversion rate and find out that it makes up only 5% of your overall CTR, which essentially means that you are running your budget dry and yet you are not seeing a good return on investment.

High CTR without conversions might mean that your ad is attractive but that your product is not appealing enough, or maybe that your product does not fulfill the expectations of your visitors in relation to what they saw in your ad. Anyways, High CTR without conversions should tell you that there is potential, but that there is something that needs to be fixed as well!

Take note of the above mentioned remarketing pitfalls and avoid them. Facebook remarketing is a fantastic way to reengage your website visitors and reap the profits through these campaigns.

 

 

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