With 7 strategies to redefine Facebook users, marketing results may be good enough to surprise you
Reprinted from cifnews
In Facebook operations, redefining users is a powerful way to achieve traffic conversion, which can motivate users to sign up, subscribe, download e-books, purchases, or other goals that you want to achieve through marketing.
Redefining users is generally very effective, because returning visitors obtained by redefining tend to show greater interest to the products, and the chances of clicking and converting after the first visit are higher. These odds also increase the frequency with which the target customer sees the ad.
Of course, redefining users is more than just presenting the same generic ads to previous visitors. There is a higher-end and more effective approach. The following seven "redefined users" suggestions help cross-border sellers to take Facebook marketing to a new level.
1.Redefine visitors of a specific page to show matching ads
Facebook sites are made up of different themes or modules. Each topic, module, and the related web page is attracting different visitors. Why do you want to show the same ads to all users?
In fact, Facebook users can re-target their target audience based on various themes or modules so that different visitors can be shown ads that are more likely to attract them.
Facebook users can segment readers on information sites or blogs based on their reading preferences. For example, the reader who reads an article about "How to increase their eBay sales" will receive an ad about how to increase sales; those who read about eBay templates will receive an ad related to the eBay template, and so on. This may seem cumbersome, but it is actually very simple. In the long run, it is definitely worth the effort.
【How to do it】
For sellers who are familiar with the Facebook audience tool, the operation is very simple. All you need to do is creating a Custom Audience that accesses a specific page, and entering a specific URL or tag in "URL" and "contains". In the example below, you’ll see a created user group with people who have read eBay template articles.
Now, users know what this group of people are interested in and what kind of ads they should send them. As shown below, users can prepare some eBay template related ads to send.
2.Redefine the visitors who want to know more.
Visitors who want to learn more are more likely to be converted than those who just browse the homepage for a few seconds and then leave. Therefore, users should assign higher costs and budgets to those who want more information, in the mean time subdivide them in a custom user community.
【How to do it】
This step is also very simple. First, the user must create a custom audience and then follow the example below to segment visitors by "How it works" or "Features" or "About" page.
These users want more information and therefore deserve more attention.
3.Redefine the visitors who query the quotes
One of the most powerful features of Facebook redefinition is the ability to create custom audiences for those who accessed the pricing page. The reason of redefining this group is that readers who browse pricing have a stronger purchasing intention and therefore are more likely to become paying customers. Users need to ensure that this part of the reader is kept, so they can categorize them and spend the most budget to ensure that they can get the user's information.
How to create such an audience
As with the example above, create a custom audience for those who access the pricing page.
4.Redefine users who are inclined but have not completed registration
The user has to set up a special category for those who have accessed the registration page but have not actually completed the registration, because they are very close to the conversion.
Users often find such a situation that the reader clicked the "register" button, but actually did not register. The reasons may vary, so users have to try to push the readers and eliminate their unnecessary concerns or insecurities so they can finally register.
How to create such an audience
This is as simple as the previous steps. Users only need to enter the URL of the registration page on the custom audience page and exclude registered readers to create a registration page audience.
5.Redefine users who search for the content you provide
If users use Google and Bing ads in their marketing strategies, they can make good benefit of these ads on Facebook. Specifically, users can use Facebook to define those readers who visit the site from search ads and what they are searching for.
Although it sounds a bit tricky, it is actually very simple. Users can use "ebay template", "ebay html template", "crate ebay template" and other keywords in search engine advertising. But unfortunately, the user's keywords did not reach 100% conversion rate. This is why the user can redefine the reader.
Users can segment website visitors based on what they are searching for and immediately “answer” their search on Facebook.
For example, suppose they are searching for “eBay listings” and they will see ads about eBay listings the next time they visit Facebook; if they are searching for “sell more on eBay,” they will see ads telling them how to sell more on eBay.
6.Redefine users by time
Sorting by time is actually one of the most basic redefinition strategies, but it’s not used quite often. Unlike the segmentation strategy mentioned above, here, users are not to focus on the page locations that readers visit, but the time they visit.
The user's goal is to spend more energy and budget on "hot" visitors who have recently visited your site, and reduce the cost on "unpopular" users who have not visited the site for a while.
With this strategy, users can keep redefinition ads consistently effective.
7.Exclude irrelevant users
As mentioned above, users can redefine to achieve more functionalities, not just to show the same ads to all visitors. But there is another strategy that most people have never thought of.
Users should not only segment effective visitors, but also try to exclude unrelated audiences with low conversion rates.
Users should be aware that not all site visitors are very interested in the products you offer, so there is no need for users to invest a large marketing budget for these unrelated users. For example, if a visitor primarily visits the site's job posting page, the user can exclude him from the redefinition list because they are obviously not interested in the product and should not be part of the redefinition audience (unless using job advertisements).
In addition, users can also exclude visitors who spend less time on the site, including the site's pricing page or the several major feature pages mentioned above, which have a very low conversion rate.
【How to do it】
Once this part of the visitor classification is confirmed, the user simply excludes them from the redefinition advertisement and spend his energy only for those who are valuable. Users can also segment these visitors directly into other audiences by excluding rul.
Effective redefinition can dramatically change Facebook's marketing situation and reasonably divide visitors into different custom audiences. By redefining strategies, marketing results may be good enough to surprise you.