First, let's look at the problem that every advertiser faces
Running ads will bring quite a lot of users to your website, but very few of them, only a few percent, will end up buying from you. The users who don't buy then leave your site and, in the worst case, never hear from you again.
Another similar phenomenon is that someone has shopped with you before, but then you don't see them again for months or years after their purchase, somehow you are not destined to meet.
The solution to both of these phenomena is remarketing and retention advertising, which gives you a way to get people who have already made an enquiry to buy from you, or to get people who have already bought from you to buy from you more. But let's look at what it's all about in more detail below.
What are retention ads?
The "retention" type advertisements are commercials designed to retain existing customers, encourage new purchases or activate those already acquired. These ads are often personalised and are displayed based on customers' previous purchase history, interests or behaviour.
Retention advertising focuses on extending the customer lifecycle and strengthening the customer relationship. The content of these ads can include discounts, offers, loyalty programmes, product updates or new features.
These ads differ from the other types in that their aim is not to attract new customers, but to deepen relationships with existing customers and build long-term loyalty.
What are retarget ads?
Retargeting, or retargeting-type advertising, is an online advertising campaign that aims to reach users who have previously expressed an interest in a product or service but have not gone as far as making a purchase or taking a desired action (e.g. registering, subscribing to a newsletter, etc.).
The way retargeting ads work is very simple. Visitors to a website are tagged with a cookie when they visit the advertiser's website or a product page. The advertiser can then target users with this cookie information via other websites and platforms.
Targeting allows visitors to receive unique and personalised ads that remind them of previous content or offers and encourage them to make a purchase or take a desired action. Retargeting ads can be effective in increasing conversion rates and reducing potential customer attrition.
Facebook and Instagram retention and remarketing campaigns: How to get started?
First, it is important to understand that Facebook and Instagram offer different advertising formats and targeting options. You can use Facebook Ads Manager to create and manage ads on both platforms.
Here are some basic steps for creating successful retention and remarketing campaigns:
1. Create retention campaigns:
- Create a unique audience based on your existing customers, which you can import from your CRM system or email list, or use your website purchases within your Facebook system.
- Create personalised advertisements that showcase new products, promotions or discounts and encourage previous customers to buy again.
- Consider creating loyalty programmes or creating and posting valuable professional content, such as blog posts or webinars, that will increase customer engagement and trust and keep you top of mind.
2. Create remarketing campaigns:
- Create a unique audience based on visitors to your website who have not yet made a purchase or who have not returned for a while. You can do this using Facebook Pixel, which helps you track visitor behaviour and targeting.
- Create eye-catching ads that remind users of the benefits of your brand and the products they have previously viewed. It is important that the ads are relevant to the target audience and encourage them to return and buy.
- Use posts that build trust and interesting content to attract visitors back to your website.
- Use dynamic product ads that automatically display the most recently viewed or interesting products in your ads.
Optimise campaign performance
To increase the success of retention and remarketing campaigns, it is important to monitor and analyse the performance of your ads. With Facebook Ads Manager, you can monitor conversion data and ad effectiveness. If necessary, you can adjust ad settings or target audiences to improve campaign performance.
How to use your social content for retargeting and remarketing campaigns?
For retention campaigns, it can be an effective form of advertising if you also start promoting your continuously posted content to your retarget and retention target groups. This is an effective solution because it means that your potential customers and existing customers are constantly seeing new content, and you don't become boring for them.
Think about how much more exciting it is when they see different content you've created, rather than just catalogue ads, products or the same ads over and over again.
On the one hand, this will help you increase the loyalty of an existing customer, as they can track your social media activity and, on the other hand, you can make sure that all your messages reach them through an ad. On the other hand, you can provide your potential customers who are already interested in your product with new and more professional information and interesting facts through your posts.
Promote all your existing content to remarketing and retention audiences, fully automatically
Imagine that every single post you make on Facebook or Instagram is fed into a self-serve advertising system, and all your content is seen by your interested and engaged customers. As you make more and more posts, they all appear to them, and after a while, the content that has generated the most re-purchases or purchases appears to them.
If you're posting 2-3 times a week, imagine how difficult it would be to track the performance of these posts after a few months, and to constantly highlight and advertise newer and newer posts.
This is where the Infinite∞Ad system, which can monitor your Facebook and Instagram posts and trigger all your content, monitor the reactions and purchases, and stop those that are not performing properly. All this in a completely self-service way.
Summary
Facebook and Instagram retention and remarketing campaigns allow advertisers to reach their audience in a targeted way and increase customer retention and revenue. To create successful campaigns, it's important to consider the needs of your target audience, design personalised ads, and continuously monitor and optimise campaign performance. If you want to automate the whole process, use Infinite∞Ad 's system, contact us using the links below or the chat in the bottom right corner.
