#Remarketing – Strategy 4: Re-engagement

In this article we are going to look at using Remarketing to re-engage old visitors to our website.

This is based on the principle that to keep brand awareness, and to form brand loyalty, your web visitors need to be continually seeing and interacting with your brand in a positive way.

So, we can make the assumption that those who haven’t been on your website in quite some time, are those we are most in danger of losing as ‘brand fans’.

However to keep the cycle going, and to keep those who haven’t been on our websites in a while coming back for more, we can add them to a custom audience and target them directly with ads to get them back on our website, and just like all the other strategies…

It is easy to set up

Note: To do this, you must have already placed your retargeting pixel on your website, which we covered in the article ‘Placing your Retargeting Pixel’ (luckily you don’t have to do it again!)

So after you have your retargeting pixel on your website…

> Login to your Facebook Ads Manager
> Select Audiences (down the left hand side)
> Select Create Audiences > Custom Audience
> Select People who haven’t visited in a certain amount of time of…

Facebook Remarketing Strategy

Then you can decide how far back you want to go, so in this example we’ll collect people who haven’t visited in the last 30 days…

Facebook Remarketing

Now, this strategy of getting old visitors back on your website is only going to work if your website is updated regularly with new content that provides value to your customers, and the ads we run to these people may be more effective in converting these old visitors back into fans if we do some Native Advertising (where we run ads to content rather than a sales page) this then runs full circle back to Strategy 2, where we can target based on interests.