When I click on the ad, I’m taken directly to a lead-gen form within Facebook.
This is incredibly effective in getting people to convert because it doesn’t force them to leave Facebook.
People don’t browse Facebook every day to see ads.
They browse it to interact with friends and family or read news articles.
So taking someone offsite is a big risk that can waste your ad spend and lower conversions.
That’s why lead ads are so successful. They don’t interrupt the process or habit of a typical Facebook user, yet they still allow them to get the lead magnet.
I’ve used these types of ads before.
They’re great for providing a clear-cut CTA that gets people to convert.
So why should you retarget people based on Facebook page engagement?
Because you know these users are active on Facebook, which means your retargeting efforts are going to be much more successful.
These hyper-aware users are likely always checking out new brands on social media.
It only makes sense to target them with Facebook Ads.
To get started with a lead-generation ad, we first need to create an audience based on page engagement.
Create a custom audience, then choose “Facebook Page” from the list of sources:
From here, you have a bunch of options to choose from depending on how specific you want to be in your retargeting.
For example, you can retarget anyone who engaged with a post or ad, someone who previously clicked on a CTA, or someone who saved your page or post.
Once you’ve selected a retargeting metric, you can save this audience and head to the Facebook Ads Manager to create a new lead-gen ad.
Select “Lead generation” as your marketing objective.
Next, select your ad format.
For this, I recommend using a single image, single video, or slideshow.
Carousels are often too complex for a simple lead-generation-focused ad.
Next, you need to edit the content and lead magnet on the ad.
This is the section where you start to create an offer or incentive for these retargeted customers to give you their email address.
For example, are you going to offer an e-book, white paper, coupon, or something else?
You need to give them a reason to fill out your form and click on the call to action.
Be sure to edit your form fields and optimize them to your needs based on that audience.
Be sure to limit your form questions in the next step to only grab the most important information.
You don’t want to overwhelm visitors or take up too much of their time.
The goal here is to collect leads in an easy, painless way.
Facebook’s page-based retargeting is one of my favorite ways to drive users back to my site or convert on lead magnets and products.
They’re often very engaged audiences who use Facebook differently than most users.
Instead of mainly using it to interact with family or friends, they actively seek out businesses on the platform.
Use this as an opportunity to convert visitors that wouldn’t convert on your site, or showed interest in your pages.
Frequently Asked Questions About Retargeting Strategies
What are some of the top retargeting strategies?
Retarget specific URL visits; retarget existing customers; and retarget leads based on-page engagement.
What is an example of retargeting?
Showing Facebook ads to someone who previously visited your website on their mobile browser.
Is remarketing worth it?
Yes, remarketing is worth the effort if you are able to execute a successful campaign. Targeting those who have interacted with your brand and come close to purchasing gives you a better chance of making a sale than by targeting an audience who has never heard of or interacted with your brand before.
Basically, you’re interacting with your leads at a later stage in the conversion funnel.
Can you run marketing and remarketing campaigns at the same time?
Yes, you can run concurrent campaigns.
Retargeting Strategies Conclusion
Most of your website traffic simply won’t convert on the first visit. They don’t know who you are, what you do, or even how you could help them.
So they just aren’t ready, or willing, to buy your product or service yet.