Retargeting video ads. Perhaps you’re already using it as part of your online marketing strategy, or maybe you don’t even know what it is. Either way, there’s one thing you need to know — retargeting video ads works!
A retargeted ad is 76% more likely to get clicked on when compared to a traditional display ad. (1)
Targeting your audience on Facebook with video ads is no doubt a wise choice. Ad conversion rates are phenomenal on the site, particularly for businesses in the health, education, employment and job training, real estate, and B2B industries. Fitness advertisers garner a 14.29% conversion rate with video ads. B2Bs leverage a cool 10.63% rate with ad retargeting on Facebook. (2)
It’s always frustrating when a person comes into contact with your brand but chooses not to make a purchase. A person can show extreme interest in your product only to turn right around and never contact you again.
Much of the time, the only reason a person never comes back is because they forget about you. And unless you leave a lasting impression during the first interaction, there’s no reason for them to remember you. Retargeting is a great way to persuade your “window shoppers” to come back and make a purchase.
Retargeting Video Ads: Pixed-Based and List-Based
When retargeting video ads, you are inconspicuously keeping your brand in front of the lead. More importantly, you’re focusing your ad spend on people who have already shown an interest in your product or service. Important to note is that there are two primary types of retargeting: Pixel-based and list-based. Your objectives will determine which type is best.
Pixel-based retargeting puts a snippet of code into the browsers of those who visit your website. When they leave your site and visit other sites that allow ads, your targeted ad will be displayed to them.
List-based retargeting aims your ads toward people who are on your email list. You’ll use your contact address book to upload a list of contacts you want to target on a certain social media platform, like Facebook, and when they log into that platform, your ads will be shown to them.
How Does Retargeting Video Ads Improve Branded Searches?
People search for your brand on Facebook. Why not appeal to them through a retargeted ad before they even complete their search? This not only provides a better user experience, but it also puts your ad spend to good use.
1046% – this is how much branded search efforts improve when you deploy a retargeting ad campaign. (3)
Branded searches are extremely important to your entire online marketing agenda. When you put an emphasis on non-branded search tactics, you’re competing with a massive number of brands just like you trying to grab the attention of a single target audience.
When integrating retargeting with branded search tactics, you’re making sure that someone who is searching for your brand is shown a relevant ad. This person is likely someone who is already halfway through the sales funnel. They already know your brand and the type of product or service you sell and they want to know more.
How Does Retargeting Video Ads On Facebook Work?
There’s no denying you need to market your brand on Facebook. However, it’s apparent that social media marketing is more difficult than it ever has been. As more brands start advertising on Facebook, Twitter, and other social media platforms, this makes it much harder for your ads to stand out against the competition. A simple scroll through your own Facebook feed will likely reveal ad after ad after ad. If not carefully curated, your Facebook ad strategy will turn into a costly endeavor that translates into a poor ROI.
One of the best reasons to conduct a retargeting video ad campaign on Facebook is because of the platform’s underlying structure and its developers. Facebook in no way wants its users to feel uncomfortable because of ads. Developers ensure users have a pleasurable experience every time they hop on the platform by keeping ads somewhat to a minimum. More importantly, algorithms are used that ensure only exceptionally relevant ads are shown to users.
With a list-based campaign on Facebook, you have full control over who your ads show up in front of. With pixel-based, you can grow your email list.
Pixel-based and list-based retargeting on Facebook helps gain new customers, increase brand exposure, and maximize sales and profits.
Must-know Tips for Retargeting Video Ads on Facebook
Sign Up for Facebook Pixel
First and foremost, you’ll need to sign up for Facebook Pixel if you want to retarget ads on this social media giant. Facebook Pixel is installed on your own website so that it can track the traffic coming to your site. It will track who visits and what they do, like making purchases. Once you have Facebook Pixel installed and you have an account on Facebook itself, you can start retargeting users.
The next step in retargeting video ads on Facebook is to take a close look at your analytics. Let’s say you notice that most of your traffic tends to make a purchase from a mobile device. In knowing this, you can make the smart move of retargeting ads on mobile devices only. This allows you to achieve a stronger ROI by targeting customers on the devices they are most likely to purchase from.
To pinpoint which devices people are using to make a purchase, head on over to Google Analytics. Go to the Audience tab and click on Mobile followed by Overview. From here you can see your conversion rate. Now, look at how much of your revenue is stemming from mobile-based purchases. If this percentage is more than 50%, then go back into your Facebook ad account and turn off ads for desktop devices.
Target Users With Products They Have Already Shown an Interest In
Next, make sure you’re targeting users with products they’ve already looked at and not ones they’ve never shown an interest in. Research shows consumers are more likely to buy something they’ve already looked at versus something they’ve never seen before. To target them with products they’ve already seen, you’ll need to upload your product catalog and take advantage of Facebook’s dynamic retargeting ads program.
Offer a Discount
Time and time again consumers will fill up an online shopping cart only to abandon it. They think if they’re patient, they’ll be able to catch a better deal. This is quite smart of them because the truth is, patience tends to pay off.
To ensure they make a purchase, though, you have to meet them in the middle and actually offer a discount. You can do this with retargeting ads on Facebook. More than half of consumers will come back and make a purchase if they are offered a discount on the very product they had in their shopping cart.
When retargeting video ads to people who have abandoned their shopping carts, make sure to throw in a discount to sweeten the deal.
Grow Your Email List
Not all retargeting efforts are going to lead to a sale, but you can still use them to your advantage. When conducting a pixel-based retargeting ad campaign on Facebook, you can create ads that don’t insinuate you want the user to make a purchase. Instead, show them an ad that simply asks them to sign up for a newsletter. Even better, offer them something for free, like an eBook. Getting them to click on the ad and download the free eBook puts their email address on your contact list, which can be used to create a future list-based campaign.
Are you ready to target your audience through retargeting? With an agency on your side that excels in retargeting video ads on Facebook, you can enjoy higher conversions, a stronger ROI, and most importantly, you can spread brand awareness on a global basis.