Retargeting

When 100 visitors enter your online store, 97-98 of them will usually leave without buying anything.

This is obviously really bad. You can try to get 100 new visitors to your site and make another 2-3 sales. But it's actually easier to see if some of those 97 people can be persuaded to buy from you anyway. Unfortunately, many of them have forgotten about your website. They've probably been to many websites with similar products.

To make sure they don't forget you, it can be useful to expose them to ads that remind them of your webshop. Facebook retargeting is a really powerful tool here.

It works by installing a Facebook pixel on your website. Once it is present on the page, Facebook will intercept all visits from their users who are logged into Facebook. That's about 3 million Danes, so that's quite a lot.

Facebook now knows exactly which products your users have seen. You can now choose to set up retargeting ads. They will be shown to visitors who have visited your page. You can choose different models for retargeting. For example, you can just run one specific ad to all of them. Or you can show them ads for exactly the products they have viewed.

You can set your ads to appear on both Facebook and Instagram.

Probably the biggest advantage of retargeting is that you are advertising to someone who already knows you. It's usually easier to get them to buy something if they already know about your webshop.

You can set up Facebook retargeting quite precisely so that, for example, you only target ads to users who have added an item to their basket. Or users who have viewed a specific page (could be users who have viewed your shopping cart - they are usually more ready to buy than users who have not gone all the way to the shopping cart).

Google also has a version...

It's not just Facebook that has seen the light when it comes to retargeting. Google has created a similar solution, simply called "Remarketing". Here you have slightly different options, but the concept of advertising to people who have visited your website is pretty much the same.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.