Introduction to Social Retargeting

by Adrienne Erin. 0 Comments

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If you’re using social media to help boost your advertising, it’s more than likely that you’re familiar with retargeting. Retargeting can really help and it can be a great way to more effectively use your social media channels. Especially when talking about Facebook. If you’re not familiar with Retargeting, we’ll go through that and then outline some of the right things to do when retargeting using social media.

So, Retargeting – What Is It?

Retargeting is a way of attempting to get back those customers that didn’t convert into purchasers to come back to your site. It’s a clever way of utilizing cookie technology on the web to go after those customers that may have already visited your store online but never quite made a purchase. The type of customer that might put something in their basket but they never hit the checkout button. Retargeting is a way of getting back to these users and trying to persuade them to go back and press that checkout button. Retargeting can be a great way of improving your brand presence and eventually, make more sales.

It’s different on both Facebook and Twitter, mostly because of the different approaches they take to advertising. However, if you’re more heavily invested in one than the other, you needn’t worry, retargeting can be effective on both Facebook and Twitter.

Retargeting on Facebook

Facebook launched the FBX ad exchange in 2012 to better entice advertisers from all over the web to spend money with the network. Essentially, the FBX allows advertisers to collect data from users habits online and then use this in Facebook. Let’s say a customer’s e-mail address used with their GameStop account is “tom.jones@hotmail.com” and that’s linked to Tom Jones on Facebook. Tom Jones fills his basket online at GameStop with games for Christmas, but he doesn’t pull the trigger, that is, he doesn’t check out. With Facebook retargeting, GameStop can send him an ad asking him to come back to take them up on an exclusive Facebook-only offer. That in a nutshell is how retargeting on Facebook works.

You should consider how much you want to spend on this however, as advertising is of course how Facebook remains free for users. There are two ways to go about this on Facebook, you can either use the right-hand side bar that’s full of ads or spend a little more and have it appear in Tom Jones’ news feed. Obviously, the news feed is a little more lucrative and more effective. In fact, the news feed offer 197% higher return of investment compared to retargeting ads in the sidebar.

You might think that such a retargeting method is intrusive and some users will find it intrusive but, it’s all in what ads you use. If you were to use a poorly structured ad that feel generic and annoying, you’re not going to win back Tom Jones. However, if you cater a specific ad to Mr Jones, he’ll be more inclined to come back and checkout. For instance, if the customer is looking for Wii games, you could send him an ad for 3 for 2 on Wii games.

Retargeting on Twitter

Twitter does things a little differently but, it’s still the same sort of principle. Given the enormous brand recognition you can build on Twitter though, it’s worth investing your time in. Twitter’s retargeting is a little more technical and perhaps won’t convert into as many sales. To retarget on Twitter, you need to upload your date to Twitter’s servers, then these servers will scan through the cookie data and e-mail addresses of their uses linked to online accounts, for Amazon for instance. After that, Twitter will then serve these users your ads.

It doesn’t give you the same sort of flexibility but, it gives you the opportunity to take a good, hard look at your Twitter side of things. The ads you use on Twitter shouldn’t be obvious, or at all intrusive. After all, Twitter users are very different to Facebook users. Retargeting however, can turn these users on to your Twitter feed and if you’re heavily invested in Twitter, that should be a big advantage right there.

Twitter allows businesses to build strong relationships with their customers and offer quick, reliable customer service. The more users you have following you on Twitter, connecting with you, the faster and further your brand will spread.

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