{"id":864,"date":"2018-01-24T20:40:25","date_gmt":"2018-01-24T20:40:25","guid":{"rendered":"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/?p=864"},"modified":"2020-11-11T20:48:59","modified_gmt":"2020-11-11T20:48:59","slug":"competitors-teach-facebook-retargeting","status":"publish","type":"post","link":"https:\/\/www.cartstack.com\/blog\/competitors-teach-facebook-retargeting\/","title":{"rendered":"What Your Competitors Can Teach You About Facebook Retargeting"},"content":{"rendered":"

It may not be the <\/b>only <\/i><\/b>ad retargeting platform, but Facebook is still the most popular one. The sheer amount of information that Facebook has on on users makes it a \u2018no-brainer\u2019 for online sellers looking to test marketing messages with different audience segments. <\/b><\/p>\n

In our previous <\/b>guide to Facebook retargeting<\/b><\/a> post, we outlines some of the various reasons why retargeted website visitors are 70% more likely to convert, and how to get started with your own retargeting campaigns.<\/b><\/p>\n

However, with every other brand seemingly testing the same waters, it can be difficult to gain user attention and drive them down the sales funnel.<\/b><\/p>\n

This post will tell you what you can learn from your competitors when it comes to building successful Facebook retargeting campaigns.<\/b><\/p>\n

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Mobile Retargeting FTW \u2014 or is hybrid better?<\/span><\/h2>\n

Mobile advertising is no news, but it will increasingly play a central part in retargeting strategies. Any company looking to make the most of Facebook retargeting, needs to be take mobile into account. It\u2019s where the next brand big hitters are being made.<\/span><\/p>\n

Unique mobile opportunities like ads that open into a Messenger chat or geo-located ads can help your brand make the most of mobile advertising. Think about the smaller, more agile mobile experience, and tweak your ad copy accordingly. Mobile advertising is all about heightened, condensed messaging. Use <\/span>AdFox<\/span><\/a> to get tips straight from the competition.<\/span><\/p>\n

Investing in mobile-only ads might be the way to go for brands who have a strong mobile experience and who\u2019ve invested in perfecting their mobile sales funnel.<\/p>\n

AdEspresso actually recommends a hybrid combo<\/span><\/a> where you target on mobile for awareness, then retarget on desktop for sales. That certainly makes sense right now, but as the mobile experience develops, we probably won\u2019t see such an emphasis on desktop being the primary \u2018sales\u2019 platform.<\/span><\/p>\n

Look at your user and sales data, industry trends, competitor strategies, and choose whether you want to go mobile-only or hybrid. Just don\u2019t pin all your hopes on desktop.<\/p>\n

Skyscraper their ideas & steal their fans<\/span><\/h2>\n

The <\/span>skyscraper method<\/span><\/a> is popular in the SEO and content world, but it can definitely be used for Facebook ads too. By researching the competition\u2019s ads on Facebook, you can start to build a picture of the sort of messaging and stories others are putting out there. All you have to do it is to 10X them and go one level up. <\/span><\/p>\n

And don\u2019t just stay in your niche either \u2014 straying further afield can help you unearth new storytelling methods. <\/span>Buzzsumo<\/span><\/a> is a good content research tool to help widen your niche knowledge.<\/span><\/p>\n

This post<\/span><\/a> also suggests you create a custom audience that targets the fans of your competitor\u2019s Facebook Page. You can also target people\u2019s interests and find your competitors and lookalikes there.  A nice, simple, and easy thing to do \u2014 and a great way to find a group of potentially high value prospects and leads.<\/span><\/p>\n

Sequences are HOT<\/span><\/h2>\n

All the big brands are doing it \u2014 have you noticed? <\/span><\/p>\n

If someone is interested in healthy living, cooking,  Whole Foods, etc then don\u2019t slap them in the face with an ad for your veg subscription box. No, show them some aspirational content like a video, juicing guide, or some funny gardening stories. <\/span>It\u2019s all about getting into people\u2019s minds, not just their pockets.<\/b><\/p>\n

Ad sequencing should then be mapped onto a strong sales funnel. Chanel and other perfume brands regularly target people with ads that offer them a sample of their latest fragrance for free. All customers need to do is to sign up via chatbot or input their personal details via a small form. It\u2019s the ideal incentive for data capture, and then you have a whole engaged audience segment you can retarget with personalized messaging.<\/span><\/p>\n

Landing pages on your store are also a savvy Facebook marketing tool. Make sure that the ad experience is mirrored in the actual store and sales experience too.<\/span><\/p>\n

Always Explore The Latest Formats <\/span><\/h2>\n