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FACEBOOK RE-MARKETING
FOR ECOMMERCEEEE EEEEE EEEEE EEEEEE EE EEEEEEE
EEEE EEEEEEEEE EEEEE
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CONTENTS.
04 Introduction
05 What is Facebook Remarketing?
07 Companies who are doing it
08 How can you do it
14 Execution Plan
18 Pro tips
19 Conclusion
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ABOUT THE AUTHORS.
Praveen Kumar
Praveen is one of the co-founders of Live Chat Ninjas - a 24/6 live chat agents service for eCommerce businesses.
He’s the face of the company and pretty much works on the marketing part of it. Praveen loves to test various marketing methods and teach others about them.
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Dan Virgillito
Dan is a writer, blogging expert and also one of the co-found-ers of Live Chat Ninjas.
He loves helping startups hack their growth with content marketing and out-of-the-box strategies.
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INTRODUCTION
Out of sight, out of mind.
That’s how many businesses feel in the eCommerce universe that’s flooded with competing
messages, social media campaigns and pay-per-click strategies. Whatever they do (SEO,
Facebook Ads, content marketing, Instagram etc.), they can’t find a way to capture the
attention of people who’ve already visited their site.
The cart abandonment rate is high, as high as 80% for some. Adwords and Facebook ads
costs continue to rise on a daily basis. And the conversion rate? Ah! Don’t even talk about
it - it’s always low.
It’s no secret that eCommerce is a competitive field. Yet, some businesses manage to do well.
What separates them from businesses that starve? Answer: They never lose sight of
delivering relevant messages to the audience who’ve visited their site or interacted with them
in the past.
In other words, they’ve a competitive edge because of remarketing.
Put that coffee aside for a few seconds and think about this: what if you could ask your
visitors to complete the purchase of items they left in the shopping cart the other day? What
if you could make that little boy leave your competitor’s site and buy his favorite toy from
your online store instead?
Sounds intriguing, doesn’t it?
Remarketing makes all that possible, and when combined with social media, it’s a great tactic
to re-engage your site visitors and turn them into paying customers.
This book talks about ‘Facebook Re-Marketing’, and how it’s applicable to your business.
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WHAT IS FACEBOOK RE-MARKETING
Facebook remarketing is a tactic that enables you to
reach people who’ve already visited your merchant
website, showing them your social media ad and then
bringing them back to your site, which increases the
likelihood that they’ll become paying customers.
The benefits of remarketing range from lowering cost
per customer acquisition to improving overall
conversions. But perhaps the biggest upside of remarketing is that you use the ad to reach
those people who’ve already shown an intent to buy; this gives them a reminder of your
presence and an opportunity to complete the transaction.
BENEFITS
#1: Lower cost per click (CPC)
Remarketing on Facebook usually has a lower cost per click when compared to remarketing
on search engines. The reason for the lower cost is that Facebook traffic is supposed to be
less targeted than search engine traffic.
On search engines, users are looking for a specific product or service, and therefore they’re
asking for your service. On social media, you’re exposing users to an ad while they’re doing
something else, and therefore they might not be as likely to convert.
The result is that Facebook ads have a lower price point than search engine ads, because
technically, Facebook users aren’t looking for your product or service when they’re shown the
ad.
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#2: Higher Conversions
Converting first-time visitors into buyers takes time. If your industry is competitive, people are
more likely to browse multiple sites before completing a purchase.
In most cases, people visit your site, and then click away so they can compare your price with
someone else. Also, when they leave your site, some visitors may forget your name and you
end up losing a sale because they can’t find their way back to your site. Or maybe they missed
that one selling point that could have made the difference.
Remarketing to your website visitors who didn’t convert works to remedy those situations.
When those visitors see your ad on another site (e.g., Facebook), you become more
recognizable and that boosts your chances of completing the purchase cycle.
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COMPANIES WHO ARE DOING IT
9Five Eyewear - 9Five is an eyewear brand and one of our customers. I visit their website at least once a day. The result? Their Facebook ad appears in our News feed every day.
Empire Flippers - As I engage in a lot of activities related to eCommerce such as searches, content creation etc. These guys who’re targeting people interested in eCommerce showed up in our News Feed because I visited their website the other day.
OptiMonk - While writing this eBook, I’ve looked at websites that can help eCommerce store owners to reduce their cart abandonment rate. Some of the websites I looked at showed up in my News Feed. Crazy eh?
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The examples are endless. Everyone is using Facebook re-marketing, eCommerce stores,
SaaS companies and even website resellers. Why are you missing out? Why are you not
turning your website into a lead generating machine and retargeting the same people who
once showed interest in what you’re selling?
HOW TO DO IT
Facebook remarketing is a tactic that enables you to reach people who’ve already visited your
merchant website, showing them your social media ad and then bringing them back to your
site, which increases the likelihood that they’ll become paying customers.
Facebook remarketing works with the Custom Audience Pixel feature. Here’s a step-by-step
guide on how to create a Custom Audience Pixel that helps you track your website visitors,
match them with their Facebook profiles and add them as your Custom Audience.
STEP 1:
Login to your Facebook Ad Manger, here: https://www.facebook.com/ads/manage/
Click on “Tools” and then “Audiences”
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STEP 2:
Create your Custom Audience here by clicking on the “Create a Custom Audience” button.
STEP 3:
In the pop-up window, you can choose from 3 different types of Custom Audience. If you
have a list of emails that you believe are of your prospects or existing customers, you can
upload that list, and Facebook will try to match your emails with its database. However, this is
not an effective way to do remarketing as many lists will have poor match rate.
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To do it effectively, select “Website Traffic”, which creates a list of people who visit your
website or a specific page on your website.
STEP 4:
In the next screen, you need to accept Facebook Terms for Custom Audience from your mo-
bile app or website. Check that box and click on “Create Custom Audience Pixel”.
STEP 5:
Now, Facebook will generate a code that you need to copy and paste in your website’s
header, between <head> and </head> tags. If you’re using eCommerce platforms like Shopify,
BigCommerce etc. Here’s how to install the pixel
You might also want to read how to test the pixel to confirm if the installation went smooth:
Here
Once done, click on “Create Audience” button.
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STEP 6:
In the Create Audience screen, you can choose to track all the people who visit your website
or only people who visit a specific page, e.g. the checkout page. This way, you can target only
people who performed a specific action on your website, e.g. added an item to the cart and
proceeded to the checkout.
1. Choose to track all people who visit your website or only people who visit a specific
page.
2. Select the number of days you want this pixel will store the visitor data for (max. 180
days).
3. Give a name to this Audience.
4. Click on the “Create Audience” button.
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STEP 7:
This screen will confirm that you’ve created your Custom Audience and you’re good to go.
Congratulations!
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STEP 8:
You’ll be taken to the Audience page, where you can see the details of the audience you just
created.
WANT OUR EXECUTION PLAN & PRO TIPS?
Download the Full eBook here
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