You should never ask someone to marry you on the first date, right? After how many dates would you consider talking about marriage?
Your answer to the questions above should tell you how important retargeting is to your overall business success and digital advertising strategy.
Now, let’s keep this “dating to marriage” word picture in our heads as we talk about these next 3 retargeting audiences you should test.
Three Facebook Custom Audiences You Should Test…
#1 People Who Have Viewed Your Product Page Two or More Times
This is what we call a “VC 2X” audience. They are people who have triggered the view content event at least 2 times in the past x amount of days.
Imagine going on a date with someone 2 times and then telling them the same story you told them on the first date on your 3rd date!
The person on the other end will likely be bored, ignore you, and think about something else.
This is not good for us, right?
We need to work just as hard to grab their attention on the third date as we did the first, with new stories, new angles, etc.
This carries over to retargeting the VC 2X audience.
Although they are much warmer and likely to convert than someone who has only seen the product page once, we still must give them a good reason to click again, come back, and purchase.
#2 People Who Have Purchased Two or More Times
These people are extremely likely to buy your next product. We call them “PUR 2X”
Think about it, they have already trusted you enough to give you money twice, and you delivered.
Keep delivering to these people and you’ll have a very successful business for a long time.
Plus, once you have enough data, you can create a lookalike for these people. The PUR 2X lookalike audience is one of the most profitable audiences I test for my clients.
#3 People Who Visited Your Website And Stayed For A While
These people are called “WVTS”, which means website visitors by time spent.
You want to start with the top 25% of visitors. These are people who fall within the top 25% of all your website visitors based on how much time they spend on your website.
I feel like I just explained my explanation. 😂
Anyways, Imagine you go on a dinner date with someone. It’s a nice date, and you decide that you don’t want it to end just yet, so you decide to go get some ice cream and maybe even watch a late-night movie.
That person is now at a different level of intimacy than the person whos date just ended after dinner, right?
Treat the “WVTS 25%” audience like the person you went on a long, fun, romantic date with. They already know who you are. You likely just need to make another ask to have then check you out again. Be creative.
What are some audiences you target when you’re retargeting? 👇