4 Common Myths About Facebook Remarketing

Facebook remarketing strategies are often overlooked by retailers who may be uneasy about using Facebook advertising. The platform has had its fair share of scandals and many retailers have subsequently had many misconceptions regarding the platform and how it uses data, so we fully understand that many retailers are wary.

However, whilst there are many valid concerns about using some features on Facebook, there are also some common myths that we hear often. Here are 4 myths about Facebook remarketing:


Myth 1: Remarketing Is Too Expensive for My Store

Remarketing is actually an incredibly effective strategy in improving your ROI.

You can target existing customers, website visitors and those who’ve added to cart specifically. These targets are naturally more likely to convert compared to cold audiences - ensuring a high ROI.

While Facebook advertising may seem expensive initially, it is in fact a cost effective way to optimise your store in a number of different ways, including helping to expand your customer base, increasing website traffic and boosting conversion rate.


Myth 2: Remarketing Will Drive Away My Customers

Customers don’t like to be bombarded with too much at once, which is why it’s important to ensure you’re targeting customers with a limited number of ads at a time.

According to a study taken by eMarketer, 30% of consumers show a positive reaction to remarketing ads, while only 11% felt negatively about them.

Remarketing campaigns only target customers who have engaged with your store in the past, and so they are actually more likely to interact with ads as they will already be familiar with your brand. As long as you monitor the frequency of the ads that are being shown, and turn off any that are reaching the same customers over and over again, you shouldn’t drive away any customers.


Myth 3: Remarketing Will Take Up Too Much of My Time

Setting up specific audiences, catalogs and tracking pixels can take up your time, but this is only necessary when first setting up the campaign.

Once this is all set up, products shown will be dynamic and specific to each customer, and will be automatically updated regularly - meaning you’ll spend less time as the campaign goes on. So while it may take time to set up initially, once your ads are up and running they’ll be updated regularly.

There is also the option of working with a marketing / optimisation agency who can help set up, launch and run your remarketing campaigns for you, which will save you time.


Myth 4: Remarketing Doesn’t Respect My Customers Privacy

A rather common concern regarding remarketing campaigns is that they abuse users’ and customers’ privacy. The truth is, whilst Facebook does store data such as IP addresses and click data, remarketing pixels do not store information such as names, ages and addresses.

Instead, pixels use cookies to target those customers who have previously engaged with your site. With the new GDPR laws, protection of users will only be further strengthened. If you’re unsure, you can ask visitors to opt in to tracking when they land on your site.

Of course, Facebook has had a few scandals regarding data, which is why it’s understandable that many retailers are cautious of using the platform for advertising. However, as long as you use the advertising platform responsibly, your customers should remain happy.


Summary

Remarketing on Facebook comes with its fair share of concerns for many.

With a better understanding and more knowledge of how to implement effective remarketing strategies on Facebook, you will be able to utilise the full power of Facebook’s dynamic remarketing tools and features.

If you want to find out more about how to launch a successful Facebook remarketing campaign for your store, just get in touch with our team and we’ll be happy to help.

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