Posted on 12-03-2019
Facebook video-advertising has a new feature: remarketing people that watched (a part of) your Facebook video-ad. Tests of our innovation team show that this technique increases the conversation rate with 41.3%!
You may have heard of cookies and pixels before. Google works with cookies. Facebook works with pixels. A pixel is a piece of code on your website, that recognises and remembers your website visitors. This information can be used within Facebook to show ads to your website visitors that didn’t convert.
With remarketing you approach your website visitor again, only this time at a different platform, with a different message, at a different time.
Your website visitors may not be ready to make a decision yet. Or maybe they’re not convinced of your offer yet. But these group of people should not be considered lost! In fact, they already showed interest in your gym. These are the ones you want to keep close!
So with a Facebook pixel on your website you can show specific FB ads to website visitors that didn’t convert. This is the classic kind of Facebook remarketing we have been using for our clients for a while now.
But now Facebook has a new option for remarketing with video ads: retarget people that watched (a part of) your FB ad video. Even the ones that didn’t click on your link to visit your website! These people are interested in your offer too, but couldn’t be used for Facebook advertising before. Up until now!
But not just by retargeting your whole video audience. We tested the results between people who watched the entire video and people who watched only a part of the video. We also tested what content the second ad (the one you use for the remarketing) should have for the best results.
1 - Length of video watched - There was a clear minimum of time that people should watch the video for the remarketing to work.
2 - Retargeting ad message - The second ad you show within several days has to be different from the first ad. Otherwise people won't notice it. It could be a testimonial from one of your current members, the free start-info of your offer or the same ad as the first one, but with a scarcity element (only 4 more days left!).
Before you start creating a campaign, you should check if your reach is big enough. For this remarketing technique to work, your reach should not be too low. And of course, you need a video to work with. In our first innovation of this year we shared a video for FB advertising that our clients can use.
The length of your video, the minimal time people watched it, the content of your second ad and the time between showing both ads can make a big difference for your success. In Facebook you can continuously monitor, test and adjust your campaign based on the results you get. The results we got from testing this with 20 clients will be implemented in the HPM strategy for all of our clients.
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