Facebook Remarketing - The Essential Knowledge Base

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Page 1: Facebook Remarketing - The Essential Knowledge Base
Page 2: Facebook Remarketing - The Essential Knowledge Base
Page 3: Facebook Remarketing - The Essential Knowledge Base

I. What is Facebook Remarketing?

-  Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.

-  Remarketing (or Retargeting) would simply mean the action of re-marketing or re-engaging your visitors and customers with highly targeted ads based on their recent interaction with your product or service when they leave your website without buying from you

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How is Facebook Remarketing generally used?

- There are two retargeting platforms on Facebook: Facebook Exchange (FBX) & Website Custom Audiences (WCA) - The core difference: FBX => third-party (DSP); WCA => do the work entirely on your own in side Facebook

Website  Custom  Audiences  (WCA)  

Facebook Exchange (FBX)  

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Why Facebook Remarketing?

Intent to purchase

Cost effective

Brand exposure

Motivate future sales

Improve conversion rate

Bring your customer back

Reduce loss

Audience targeting

Amazing benefits

Reach where customer are

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Shocking Facts There are some amazing eye opening facts that will show you why you

have to use Facebook remarketing to market your business.

96% of individuals leave a website before converting

43% of companies use retargeting to i nc rease b rand awareness

49% of individuals visit a site 2-4 times before they make a purchase

R e t a r g e t e d c u s t omer a r e 70% more likely to complete a purchase than s omeone who has no t been remarketed to

11% of brands use remarketing to gain their competitors’ customer

56% of companies use retargeting to gain customer

30% of remarketing c l i c k s l e a d t o purchase

More half of the respondents plan to spend more on retargeting in 2014 following to “The Retargeting Barometer Report by Chango

57% of remarketing emails get opened

*Source: http://bit.ly/1PCMoDm

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II. Are businesses using Facebook Remarketing?

-  Founded in 2010, New York

-  Selling apparel, furniture, home items and garden items.

-  7 million products

-  6 million visitors/per month

-  Over 10 millions members

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II. Are businesses using Facebook Remarketing?

-  Founded in 1986 in Reno, Nevada. Headquarter is in Wyoming.

-  Selling products related to outdoor

and adventure recreation.

-  They offer discounted products from over 3,000 name-brand manufacturers.

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-  2010, Serbia

-  Developing mobile and browser-based games.

-  One of the Europe’s fastest growing computer game companies.

-  88 employees => 64.12 million euros in 2013

II. Are businesses using Facebook Remarketing?

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II. Are businesses using Facebook Remarketing?

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III. Highly effective Facebook Remarketing Tips

Who to retarget to

Don’t target everyone who visit your website

with the same retargeting ads

Be consistent with offer & landing page

“What are you offering in your advertisement and what is presented on your landing page?”

Test, test and test

There is not straight line to success.

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IV. Shocking Facebook Remarketing Case Studies

-  There are more than 14 million consumers from 27 countries u s i n g web s i t e a n d mob i l e application to find products and services.

-  Website Customer Audience => 10x more likely to purchase.

-  Lookalike from WCA had a 50% higher lifetime value.

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-  Sierra wanted to increase its website conversion and business.

-  Used Pages, Offers, Customer Audience, Lookalike Audience and Conversion Tracking

-  Received 2x higher CTR, 3.6x for brand value, 65% of growing their fan base after year using Facebook Advertisement.

IV. Shocking Facebook Remarketing Case Studies

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-  It launches games for Fb, IOS & Android and having 12 million active users. But they want re-engage them to play “Top Event” game.

-  3x greater return after 2 months

and 9,000 installs every day

IV. Shocking Facebook Remarketing Case Studies

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V. Facebook Remarketing Dos and Don’ts

Call to action

Be creative

Audience Segment-

ation Limit Ad

Test Everything

Optimize Conversion

Analyze behavior

Keep bidding high

DOS:

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V. Facebook Remarketing Dos and Don’ts

DON’TS:

Don’t forget to optimize the landing

page

Don’t underestimate lookalike audience

Don’t focus on CTR only

Don’t follow customer

everywhere

Don’t forget to target the

cart abandonment

Don’t forget to define

your business objective

Don’t show only

two or three ads

Don’t fail to

measure success

Don’t show too much impression

Don’t forget to refine

your target audience

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VI. CONCLUSION

-  Facebook Remarketing is a great way to reach people who have special interests into products and services.

-  Two ways to use Facebook Remarketing: FBX or WCA

-  There are many benefits being experienced by famous brands in the world in general and that in Vietnam in specific.

-  There are some things that you need to be focus on if using Facebook Remarketing

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THANKS FOR LISTENING!