It’s been 2 years since the COVID-19 Pandemic outbreak happened on the global scale. This pandemic has greatly impacted and changed the lives of many, especially in the digital world. Online behaviour has changed dramatically depending on the virtual world to communicate, work and shop through online platforms.
It’s definitely good news for the e-commerce industry, this situation helped generate more sales and revenue than ever while at the same time the industry is also getting even more competitive in the ad market. Everyone is trying to grab their market share through different effective digital advertising strategies.
As a business owner, how should you react to the market trend and how to improve your digital advertising strategy to stay competitive in the market and generate more revenue in this digital era?
One of the answers would be definitely REMARKETING. The word that almost all digital marketers & advertisers heard a lot of times and are familiar with. The most vital part of remarketing in the e-commerce industry would be remarketing/retargeting website audiences, people who had visited your website, added to cart, initiated checkout and even purchased your products on the website in the past.
How to do Remarketing to these Website Audiences?
Facebook Website Custom Audience. By creating different segments of website custom audiences on Facebook and utilizing them on the remarketing campaigns for effective strategy and generating the best results.
How does Facebook Website Custom Audience work?
By installing a Facebook Pixel on the website, it enables tracking on the website to track people who visited and took actions (add to cart, checkout, purchase) on the website.
With the help of Facebook Pixel, it is then possible to create website custom audiences based on different segments users from the data collected by the pixel up to 180 days.
For instance,
1. Past Website Visitors
2. Abandoned Cart Audiences
3. Registered & Signed-Up Audiences
4. Purchased Audiences
Why Should You Really Start Using Facebook’s Website Custom Audience?
1. Highest Potential Audience to Convert.
These are the hottest custom audiences that have the highest potential to convert. Studies by Rakuten Marketing have shown that shoppers are less likely to make impulse purchases with an increase of average customer visits more than 9.5 times to a brand before making the final decision to purchase.
2. Repeat Customers Tend to Buy More & Spend More.
Another crucial thing about remarketing is that it will also help to reach past and existing customers that purchased from you before.
A repeat customer has a 60% to 70% chance of converting – (Paul Farris, Marketing Metrics)
Based on a new report by Manta & BIA/Kelsey, repeat customers typically have a higher tendency to buy & spend at a higher value compared to new customers. These repeat customers are more familiar with your business thus they generally are more willing to spend more on the products/services offered.
Therefore, with the right strategy, applying Facebook Website Custom Audience can help you achieve better results with a higher conversion rate to bring positive revenue to the business.
3. Find New Customers Who are Similar to Your Existing Customers.
Another powerful strategy that you can use with Facebook Website Custom audiences is combining into your lookalike audience strategy.
In the previous article, we explained numerous times on the strength of Lookalike Audience. Combining the lookalike strategy with Facebook Website Custom Audiences. Applying different segments of the website custom audience can help you to create lookalike audience that has similar behaviours such as Add to Cart Lookalike Audience, Top 25% Website Visitors Lookalike Audience, Purchased Value Lookalike audiences which could definitely help to expand and reach more audience who have similar behaviours and higher potential to convert.
Facebook Website Custom Audience is definitely a must for e-commerce or businesses that utilize online traffic to capture leads or sales conversions. Now that you know about it… Are you going to try it? What are the results? Feel free to share with us in the comments below!
If you would like to learn more on the full utilization of the features on the Ads Manager to run a professional Facebook Advertising Campaign for your business, Sign up to our Facebook & Instagram 2 Days Hands-on Advertising Workshop!
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