Remarketing is a well-utilized marketing strategy that allows marketers to reach potential customers that haven’t yet converted or to reach existing customers who could convert again.
It is often more profitable than other marketing techniques since you can target prospects who have already shown interest in your products or services. It also allows for unique messaging specific to what the potential customer has already shown interest in. Platforms including Facebook, LinkedIn, Snapchat, and Twitter all offer remarketing capabilities within their social media advertising platforms.
Though they all have similar capabilities, the target audience each one reaches is unique.
There are a few different options for remarketing with Facebook Ads. You can upload a list of names, email addresses, phone numbers, and/or addresses you’ve collected from your potential customers and target them using Facebook’s custom audiences tool. The other, more ideal, options are to use your Facebook pixel to remarket to users who have performed a specific action on your page(s) or to use Facebook’s collected data to remarket to those who have interacted with your Facebook page, lead form, event, and more.
If you choose to remarket using the Facebook pixel, you can limit your audience to certain pages on your website, such as a particular landing page, or use every page to which the pixel has access. Facebook allows you to choose any action you have set up for your pixel for an audience as well as a default website visitors option. For lead generation, you will likely want to retarget those who viewed your page(s) but exclude anyone who converted.
Found Search Marketing has seen varying levels of success with Facebook remarketing. We tested a new remarketing campaign for one education client earlier this year and saw an impressive 49% lower cost per enrollment compared to a campaign targeting a lookalike audience for similar degree programs. We also tested remarketing for a different client in 2019 and saw a higher cost per lead compared to the non-remarketing ad sets.
This goes to show that no targeting is one-size-fits-all. We recommend testing remarketing with a small budget, and make sure to let it run long enough to optimize. We like to allow a new campaign to run for at least 3-4 weeks. After your test period is over, use your KPIs to determine if it is a success!
LinkedIn’s remarketing options have been increasing this year. In June, LinkedIn announced that they would be offering retargeting from lead-generation forms and video ads in addition to uploaded audience lists and website retargeting using the LinkedIn Insight Tag.
Remarketing on LinkedIn is similar to remarketing on Facebook. You can limit your website retargeting to certain webpages. If you are retargeting video viewers, you can set a certain percentage of video completion to retarget. For retargeting ads using lead-generation forms, you can include those who opened the form and exclude those who submitted it.
LinkedIn’s members have 2x the buying power of the typical website audience and 80% of LinkedIn users help influence business decisions. Remarketing on this platform has tremendous potential to produce new sales.
Snapchat offers remarketing options similar to Facebook and LinkedIn. You can retarget based on an uploaded list, ad engagement, or website event. Snapchat automatically creates a retargeting audience based on their standard events when the pixel is placed and the events are set up. It is even recommended to start with remarketing if you are using Snap Ads for lead generation to unlock the Sign-Up goal event.
Twitter also has similar remarketing targeting options as other social platforms. You can retarget from an uploaded list of potential customers, from engagement on your existing Twitter ads, or those who have visited your website using the Twitter pixel. Retargeting based on engagement includes those who saw your Tweet, those who Retweeted it, video viewers, link clicks, and more. The lookback window option is shorter than other platforms at only 15 days for organic impressions and up to 90 days for promoted engagements.
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Remarketing campaigns can help boost your return on ad spend when used wisely. Although the audience is likely to be of higher quality than other audiences, it is still important to watch performance just as closely as any other campaign. Each social network has its own reporting capabilities, as well as the additional data you can collect from your CRM, Google Analytics, and other platforms. Although each social platform has its similarities and differences, there is no one right platform to use for your remarketing campaigns. When you consider data availability, privacy concerns, target audience, and budget, you can find one or more that is right for your company!
More Information
Retargeting on Facebook
Retargeting on LinkedIn
Snapchat Pixel Custom Audiences
Tweet Engager Targeting
Twitter Tailored Audiences