It is believed that remarketing shows ads to interested users. But this is not always the case, because interests or visiting a site are not an indicator that a person is potentially ready to buy. The remarketing funnel allows you to filter the audience as much as possible, optimize the budget and increase the conversion of ads.
Traditional remarketing allows you to show ads to people who have already visited your site. Such ads “catch up” with users on other sites and increase the likelihood of a purchase. Facebook adds to this the ability to show ads depending on interests, engagement, similarity to a certain audience, etc.
Despite such broad opportunities, businesses face two problems:
- it is not a fact that you will be addressing a truly interested audience;
- People are tired of advertising on social networks and often perceive it as annoying information noise – so it is difficult for a brand to reach them.
I will share a working life hack from my practice on how to solve both of these problems. The essence of it is that we use a set of activities and tools that work as a funnel for filtering the target audience:
- a campaign consisting of several steps is being thought out;
- First, a broad audience is selected that meets certain parameters;
- then it moves through the funnel, and some users are eliminated;
- at the exit, only the most interested audience remains;
- The advertising budget is reduced, but its effectiveness increases, since the ad is shown only to a truly target audience.
Goals:
- select the most relevant audience for displaying advertisements;
- get additional leads;
- test new promotion tools.
- to overcome the barrier of mistrust in advertising and break through the information noise created by competitors.
Stage 1: Launch activities to the widest possible audience
As a hypothetical example, let’s consider a children’s goods store and a campaign dedicated to baby food. It is difficult to target interests in this case – it is unlikely that the target audience will be interested in “baby food”. Therefore, we choose the widest possible segment with only two restrictions:
- by language;
- by geography;
- by gender – in this example, female
The advantage of a wide audience is that advertising for it is cheaper. The narrower the segment, the greater the competition and the higher the rate the advertiser is willing to pay. After all, here, as in the case of contextual advertising, the auction principle works.
For this audience, we show videos with the most neutral message possible. The conditions are as follows:
- the author or presenter is a pediatrician or independent expert, a consumer who is not connected in any way with your brand;
- presentation format – review or educational video, answers to common questions: for example, how to properly feed infants, what types of formulas are there;
- product – present as unobtrusively as possible, for example, the frame contains brand colors, food jars or patterns in the background, use any branded paraphernalia, the main thing is to keep it to a minimum ;
- duration – no more than 30 seconds, so that the user does not get bored.
With this video, we “hook” users who are interested in baby formula. These are the Facebook users who will move on to the next stage of the funnel.
Step 2: Create an interactive test to engage your audience
Next, in the Facebook advertising account settings and the “Audiences” section, we set up remarketing for those who watched the video.
We will invite them to a landing page with a special test. For example, “Check how many mistakes you make while breastfeeding your baby?” If the topic allows, create topics with a fun name and message. This will increase the likelihood that the test will get viral coverage.
How to best implement the test
- Create a website on WordPress — such constructors usually have many ready-made templates. When creating a test, use a light manner of presenting information and humor. The main thing is that it is in moderation.
- With the help of a programmer, create a test on the site. It is important that the results do not contain ratings that could offend or disappoint the user. After all, we will try to “warm up” the entire audience that will take the test.
- Place the Facebook Pixel code on your website. This way we can build a remarketing audience.
- Here again, we do not advertise the product directly, but we can show it more clearly. For example, you can insert logos or product images in photo illustrations, as an element of collages. This way you will better acquaint users with your product line. The main thing is not to forget that the goal of the landing page is to arouse the user’s interest and carefully integrate your brand into it. The site should not turn into an advertising page for your product.
Next, we will target those who went to the landing page with the test.
Step 3: Launch the giveaway
So, we have the audience that we filtered out in the previous step. Now we can select it in the Facebook advertising account settings:
We will offer these people participation in a drawing of baby food. It is better to present this offer in the form of a banner with an image of your product. The essence is as follows:
- the draw is announced on behalf of the brand;
- the condition is to like and write something in the comments, for example, the most original words with which they will feed the child instead of “for mom, for dad”;
- The winner is selected at random and receives a package of baby food – since this product may differ depending on the age of the child, the finalist chooses the type of food himself.
This stage allows you not only to filter users once again, but also to tell a wider audience about yourself. Perhaps, over time, they will mature to the point of purchase, already knowing about your brand.
Step 4: Launching the Chatbot
For those who participated in the drawing, we launch a chat bot, which can be configured using the ManyChat service . The $10 tariff is suitable for this purpose. The bot will automatically collect a database of competition participants.
The bot will write a personal message to everyone who left a comment with a link to your site. For example, something like this: “Thank you for participating in the giveaway! We wish you to win. And if you want to try our products right now, visit the site.” This way, we can increase the traffic of our site, consisting of potential buyers.
Step 5: Selecting the Winner
The winner of the drawing will be selected at random:
- upload to the table the names of everyone who left a comment and a like;
- Choose a winner .
You can ask the user to take a photo with the received prize. A happy winner holding your product in his hands is an additional plus of brand recognition and loyalty to it. Especially for friends and relatives of the winner. Additionally, you earn a reputation as a company that gives away products, and does not impose advertising, like other market players.
Summary: What does a remarketing funnel give?
- Social media users are constantly exposed to advertising. Because of this, they have learned to ignore it, so it is difficult for a brand to break through this “selective blindness.” Another problem for businesses is that Facebook’s targeting tools do not always reach the entire target audience. The remarketing funnel solves both of these problems.
- To set up a remarketing funnel, you need to divide advertising activities into several stages. At each of them, we will filter out part of the audience, leaving only the most interested ones.
- By focusing on a narrower, yet more targeted audience, a business can spend less on advertising while still achieving higher conversion rates.
- The multi-stage funnel gradually “warms up” users. According to the seven-touch rule, the more a user comes into contact with a company’s mention, the higher the probability of a purchase. And winning a competition can even turn a user into a brand advocate.
- Even though we filter out a portion of the audience, other social media users will also learn about the brand. For example, friends and relatives of those involved in the funnel. The inner circle sees likes and reposts that relate to the product. This may also spark their interest in your brand.
By employing these tactics and utilizing social media marketing services, you can effectively set up a remarketing funnel that improves your brand’s visibility and conversion rates.