Campaigns should be generated with specific characteristics so as to fulfill their objective: reaching people that are interested in your product. There are several kinds of campaigns according to the type of audience to which they are aimed, and in this article, we will briefly run through them.
Has it ever happened to you that you visit a website and then an ad follows you for that same product that you looked at? Yes, the classic example of this is that of travel companies. You look for a ticket and then your social media is flooded with ads inviting you to buy it.
This is what remarketing is all about. Segmenting audiences according to their behavior. By knowing who has visited our site, we can then chase them with ads.
Although it sounds a bit invasive, this type of practice is actually for the interested user, which is a good experience always and only when done correctly (by excluding people that have already made a purchase, limiting the frequency, and the timeframe).
If you really want to take a trip and haven’t made up your mind yet, it’s probable that when you do decide, you will have the ad on hand in order to click on and carry out the purchase in a less bogged down way.
For this kind of campaign, it’s important to keep the site funnel in mind. This implies getting to know the different stages through which a user goes before buying a product. At the top would be those who landed on your homepage, in the middle, first, those that looked at a category, and then those that looked at a product, and lastly, those that added it to their cart and finally, those who wound up purchasing.
Thanks to pixels, which are codes that allow us to follow up on user behavior on our website, we can target each one of those segments with a specific ad.
This means that if they were checking out a product, or if they added it to their cart, it’s best to show them an ad for that same product. This kind of audience has a very high conversion rate because they are people who are interested. All they need is a little nudge to finish the purchase.
Having access to segmented information about site audiences allows for prioritizing those who are closest to the purchase and efficiently distributing the budget in order to achieve better results.
Focus is also placed on the timeframe between when the user got on the website and the moment in which the ad is shown. The intensity with which a user is followed who visited the site 2 days earlier and added a product to their cart is not the same as someone who visited the homepage 30 days ago.
Cross-Selling / Up-Selling
Very related to remarketing, what this kind of campaign does is understand the behavior of the users and, once they have purchased, place them once again in the upper part of the site funnel.
Often, we hear the phrase “a happy customer is a faithful customer”. This is partly true, but actually nowadays there is so much competition that we can’t rely on a good experience to be enough of a reason for a customer to come back to our online store. With our campaigns we need to remind them that we exist and that we have relevant products to offer them.
Cross/up-selling campaigns have that objective: getting those who purchased from us to buy from us again. To achieve that, ads are shown to them for different products, but ones that are related to what they bought (cross-selling) or those that are similar to what they bought, but that imply an upgrade in price or quality (up-selling).
Once that audience clicks on our ad, we put them back into our website’s funnel. From then on, they will be a victim of our remarketing!
In the previous types of campaign, information is used about users that were on our website, meaning that they know our brand and have had some kind of interaction with it.
But this audience will run out at some point, which is why we have to generate more people visiting our site. And that is where prospecting campaigns come into the game. The objective is to increase the traffic to our website in order to feed the site funnel, and with that, our remarketing campaigns as well.
Although we have to reach people that don’t know our brand, they need to be potentially interested in what we sell, because if not, it would be a waste of money and effort. To be sure of that, there are two kinds of audiences we turn to: Broad audiences and lookalike audiences. These audiences combine with the different segmentations of the site funnel.
Let’s use an example. A persona moves and has to equip their entire house from square one. Just like everyone these days, the first thing they do is search internet businesses that sell the things they need. It won’t be necessary for them to keep having that proactive attitude the next day because ads for tables, chairs, and decorating objects will flood their social media. And they won’t only be ads from the businesses they visited the previous day, but rather from others that sell similar things.
That’s an example of how broad audiences work. Some brands targeted that person for having visited the sites and social media of other brands that sell products similar to the ones they offer. For that user, this is great. What they are needing will come to them effortlessly!
The other type of audience that is used to generate prospects is that of Lookalikes. This has to do with Facebook users that have preferences, interests, and behaviors similar to the ones the target audience we want to reach has. Along these lines, we can generate a Lookalike of those who visited our website’s homepage, of the ones who added a product to their cart, or of those who ended up making a purchase. Since the audience is similar to the people that have already shown interest in our store, it’s highly probable that they will be too.