According to Cecilia, real marketing is a seriously underrated part of the various tutorials (or is it too important, so people don't want to be in the free tutorials?). )。

Retargeting is aimed primarily at audiences who have already interacted with your ad/website, increasing their loyalty to your brand through long-term, recurring ad marketing to achieve secondary or even multiple conversions.

Retargeting can help you take advantage of the data accumulated by various campaigns (which you bought with Facebook) and is the most effective way to double your ROI.

There are two important reasons.

First, traffic attracted by cold traffic campaigns often doesn't convert for the first time.

FB ads attract less traffic conversion than search engines do. And these people didn't know anything about your products or websites before.

In other words, they don't trust you subconsciously. Coupled with the possibility that your dear strength is not enough, the product is not good enough, resulting in insufficient flow stickiness, easy to lose.

Another reason is thatNiney-one percent of Facebook ad-generated transactions are mobile-based, and mobile tasks are easily interrupted.

For example, a sudden call from a cell phone, such as finally lining up at the coffee counter, such as at a clinic is finally called... You might have been browsing your web, and at this point people tend to interrupt your phone tasks immediately and leave everything behind.

The information on the Internet is vast and disproveable, and unless your advertising ideas are appalling and your products are innovative, it's hard to grab an audience for a one-off imppressonscarce attention。

Retargeting is to implant a brand impression into the audience's mind through multiple identical/similar scenarios, or to help people wake up broken memories and motivate them to complete unfinished business. 

In general, there are two types of campaigns: one isSeasonal.One isLong term.of the .

Seasonal promotion mainly to a variety of festivals, special themes.

For example, Christmas, Black Friday, or the brand's 3rd anniversary, new product launches and so on.

This is a time when consumers are willing to buy strongly, coupled with the fact that your audience already has an impression of your brand, and if you launch the right deal, it's easy to drive conversions.

Long-term retargeting campaign,It often complements the cold traffic campaign.

Attract to cold traffic first with PPPE, traffic, or video ads, and immediately retarget works best in the days before they're most impressed with your ad.

Retargeting is mainly throughCreate a dynamic audienceComplete.

Facebook can set up 5 types of custom audiences out of a total of 55. Once these custom audiences are created, they willAutomatic updateslist, make sure the dataReal-time accuracysex.

The long-term promotion of realgeting should be imagined as oneDynamic "process": Keep attracting your audience to your funnel, and gradually convert to the bottom of the conversion funnel. Students who are not familiar with the conversion model can take a look at my previous article:FB ad optimization strategy】：

So the audience can create a separate Custom audience based on where they are at funnel. Examples include Video Viewer, Web Visitor, ATC, Initiate Checkout, Purchase...

Advertising ideas and offer offers for different custom audiences need to be targeted.

Most purchase conversions take place within 3 or 4 days of visiting your site, so this time window should provide the best offer.

Second, you can set 5 to 8 days, 9 to 12 days of time window, the value of the offer can be gradually reduced (such as the promotion of relatively low-cost products),Lower the conversion threshold。

Seasonal and long-term retargeting, both campaign audiencesYou can't cover each other, but you can complement each other。

Seasonal promotions should remove long-term audiences.

And those who gradually fall out of the time window of realgeting, their willingness to convert is very low, but it is not a complete cold traffic, abandoned a pity.

We can load them into the seasonal retargeting list and have a big heart shot every New Year's Day, which may work well.

For different audiences, the type of ad needs to be adjusted accordingly.

In the case of video ads, for example, those who watch most of the video but don't visit the site are a little interested, but not completely attracted, indicating that the products promoted are not attractive enough to them. The next time you retargeting, you need to change the relevant product, or improve your advertising ideas.

For those already ATC, there is no check out audience. They may be hesitant about price (generally price), and your realgeting ad will need to offer a bigger discount.

If you still don't impress them, it could be your websiteSecurity.Not convincing enough to consider the site's social proof, such as adding a product review, or highlighting Free return in an ad, and an unconditional refund if you are not satisfied with the product.

For those customers who have already purchased the product,It is not recommended to retarget immediately！

Wait about five days, a week, and then retarget, and they'll have "Wow! Launch a new product "surprise, not "Hmm!" And lie to me about the feeling of being forced.

In general, retargeting ads are not recommended for video, static, high-quality single images, or carousel ads that are easier to convert.

Audiences who are already known about your product, dump them directly and tell them that the value and deal offer is more intuitive (though not absolutely, you can test it to decide which form works better).

Because of our retargetingThe audience is relatively smalland has been screened, so there are generally no more restrictions on them.

For example, age, gender, where your ads appear, and so on, use the default settings. A/B test groups also need to be reduced. 

In addition to PPPE, retargeting's campaign goal is generally to buy conversions, which are expensive for potential customers and often fail to bid on these advertising spaces if your budget is low, which can affect the effectiveness of your ads.

For small sellers with limited funds, it is recommended that the daily budget be set to at least 3 to 5 times cost of Cost Per Conversion.

For example, if it takes 15 knives to convert a sale, then the daily budget should be at least 45 knives, with the goal of 20 to 35 conversions per week, so that you have enough data to train your pixel.

Note: There is also a sword-walking strategy that targets Reach, with the aim of reaching as many retargeting audiences as possible at an ultra-cheap price. It's well worth a try!

Retargeting is oneA long-term process is a process that gradually helps your audience build trust in products and websites.

A consumer may need to visit the site several times to make up their mind to convert.So, with budget's permission, let campaign fly a little longer! 

In the process of retargeting, targeted strategies are important. Constantly adjusting and optimizing your advertising program based on your audience's response, waiting for the accumulation of data and moving closer to your goals, is the most testing place for patience.I hope everyone can keep the clouds open to the moon.