If you’re reading this article, you’ve probably heard all sorts of things about Facebook’s ad
re-targeting technology. Let me tell you, most of the things you’ve heard are absolutely correct.
Perhaps you’ve heard that ad re-targeting enables merchants to bring customers back to their
shopping carts so they can buy something. That is absolutely true. It doesn’t work 100% of the
time, but it works enough to make quite a bit of a difference.
Similarly, ad re-targeting also enables merchants to drive people back to content pages that
would eventually convert customers into paying buyers. That part is true as well.
However, despite all the excitement about ad re-targeting technology, there is a secret sauce
that you cannot ignore. Seriously. If you understand how the secret sauce works, then you
would know how to craft together a more effective ad re-targeting campaign.
On the other hand, if you remain clueless regarding this element, chances are your campaign
would probably be hit or miss. Often times, it’s more of a miss than a hit.
What secret sauce am I talking about? Proven interest. That’s right. When people come to your
website, they have a proven interest. Ad regarding essentially gives you a tool to bring those
people back to your website.
However, here’s the problem. If you’re just going to bring them back to the home page, you’re
wasting your time. Real proven interest boils down to internal pages. That’s when you know
that this person is serious. That’s when you know that this person actually is engaged enough
with your content that they would go to internal pages.
I’m not just talking about one main page. I’m talking about secondary pages or other internal
pages. In fact, the deeper you get them into your website, the better the results. This means
that they have looked through other content, they’ve somehow figured out how everything
works, and they’re more likely to convert later on.
This is why if you’re running an ad re-targeting campaign, it’s really important to focus on
bringing back people who have gone into an internal page and not just the home page.
Two ways to re-target
Now that you fully understand that ad re-targeting is all about getting people who have gone to
an internal page to come back, there are two ways to re-target.
You can remind them to go back to where they left off. Maybe this is a purchase page. Maybe
it’s a shopping cart. Maybe it’s some sort of article that goes into a conversion page with one
click. Whatever the case may be, you just remind people to go back to your website and they
end up where they left off.
The other way you can re-target is to pull them deeper into your website. This is an often
neglected strategy when it comes to ad re-targeting, but this is actually quite powerful. You have
to understand that not anybody’s going to interact with your content the exact same way.
Some people will find themselves very deep into your site, others will find themselves in a fairly
shallow or common secondary page.
The key here is to pull them deeper from that page, but not necessarily driving them to a sales
page. In other words, you’re just going to be pulling them deeper into your content, but not
necessarily dumping them into a shopping cart, sales page, or any other type of conversion
This is how you get better sales. You condition the mind of the visitors so they voluntarily drill
deeper into your site until they eventually convert.
Maximize ad re-targeting’s results
How do you take your results to the next level? It’s very simple. Instead of pushing sales with
your content re-targeting, push your squeeze page. This is the page that recruits people to your
mailing list. It will be your mailing list that will do the heavy-lifting of converting that visitor into
Of course, if you already have people showing up at your shopping cart, then your ad
re-targeting should focus on bringing them back to the shopping cart. But outside of that, if
you’re dealing with people who stop short at content pages, push them to sign up to your
squeeze page and let your mailing list convert them eventually.