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Are You Ignoring 96% Of Your Prospects?

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Last updated on June 10, 2020

96% of people who first come to your website will not buy. So what can you do to re-engage them?

They come to your site, click around, check out the prices, collect a bit of information, maybe read a testimonial or two then leave. They disappear into the Google or Facebook blackhole never to be seen again. To stop these visitors from falling into a blackhole, you need to create a remarketing campaign.

Remarketing (also known as retargeting) is where you run an advertising campaign to bring visitors back who did not purchase on their first visit (which is most people).

When a visitor comes to your website, a cookie is placed on their browser, and this cookie captures all the data about their interactions with your website. The data is stored as hashed data, which means you could not look at this data and see all their personal details.

To give this some more context, if someone searched for your product or service on Google, then clicked and came through to your website, you can install Facebook pixel code which captures this information and allows you then to use Facebook to remarket to this audience, sometimes for a much lower price than using remarketing through Google Adwords.

Not All Visitors Are The Same

Certain interactions are worth more than others, like a visitor who adds a product to a cart are higher value interactions compared to someone who just visits a homepage for a few seconds and leaves the website.

The great thing about Facebook is when you have the pixel code installed correctly you can create custom audiences, where you can create separate ‘buckets’ based on actions they took.

Note: I will do another post about creating custom audiences as there are some powerful things you can do with exclusions and some creative ways to run your remarketing campaign like an email autoresponder but way more powerful.

When people have taken the time to click on your ad (and be taken off Facebook), go to your website, and they don’t buy, what could some of the reasons be that stopped them from buying? Something got their interest so we need to think this through.

The timing may not have been right, they don’t have an urgent problem, they could be at the start of their information gathering stage, the website experience could have been bad due to lack of testimonials/poor navigation/slow loading/not being mobile friendly, the price may not be right for them, and so many other reasons.


Tip: You can use a service like Hotjar which allows you to install code on your website and records information on how people interact with your website. You will quickly see where people are clicking, how they are scrolling, then give you ideas about how to reconfigure the page to get better conversion.


Majority of advertising campaigns are set up to try and convert the 4% that will buy, and neglect to market (or remarket) to the 96% that left your website.

Remarketing is where the money is. They are a warmer audience. You have invested money into your advertising and now you need to use the information you purchased.

What things could you create within your remarketing campaign to keep within their awareness?

Let’s put this into a practical example because we talk to our clients all the time about remarketing, as they know very little about it, and most often do not have a strategy to create an effective remarketing campaign.

Put yourself in the customer’s shoes, and picture yourself walking into a high end electrical store like Bose.

Something may have brought you into the store or you may have been walking past but an advertisement or display in the window grabbed your attention.

You walk into the store and browse around. You start looking at the noise cancelling headphones and try out a couple of the demonstration headphones on display. A salesperson approaches you and tells you a bit about them. You thank them then leave the store, never to be seen again.

What things could have been done differently to move the customer along the buying cycle, from being a browser to purchasing a product?

The store could be running a competition to collect customer details, they could run a survey with the chance to win something, they may have a special offer or trial, they could inform the customer that they have a lot of new deals about to be released and ask for their email address so they can send the details to them as soon as they are released.

These actions would allow them to remarket to the customer. But the remarketing needs to be designed to move them along the customer journey, by offering education, reviews, trial offers, special discounts.

If someone comes to your website, clicks around on 3 or 4 different pages, and spent about 1 to 3 minutes on average looking through the site, then it would be time to set up your remarketing campaign. 

If you dig around and see what type of custom audiences you can create, you will be amazed at the type of actions that are tracked. As mentioned above, you can even track the top 5%, 10% and 25% percentiles based on the time people spend on your website, with the top 25% being potentially higher quality.

With Facebook you need a min of 100 people (the more data points you have the better. A list of around 1,000 people works much better – but start where you can) in your remarketing list to give your ad enough reach to start spending money.

Let’s move into an example of how to use remarketing campaign you could create.

You may have created a custom audience for people that visited the headphones page on your website for example. The ad could say, “Still looking to give your ears the most pleasurable experience of their life?”. You could simply create a carousel using 3 images of the different types of headphones.

At this stage you don’t have to make a special offer or discount – you just want to remind them at this early stage and stay in their awareness.

Familiarity Increases Action

People are more likely to interact with something familiar, so when faced with a tonne of unfamiliar ads, then your remarketing ad pops up, there’s a much higher chance of them clicking your ad.

If you have an ecom store, you can set up something called Dynamic Remarketing Ads. These ads automatically show products that people have previously shown interest in, rather than showing random general products.

Your second retargeting ad in you campaign can be more direct. You could show them an offer or coupon to get them to take action.

You can retarget people up to a maximum of 180 days.

An advanced strategy is to create remarketing campaigns to perform like an email campaign, sending different messages over a period of time. Show ad 1 to people who visited in the last 3 days. Then show ad 2 to people who visited in the last 7 days etc right up to 180 days.

Without going into the detail about custom audiences at this point, make sure you set up general retargeting list for max 180 days for a start.

Then create a non buyer retargeting list. Go to audiences, then choose website traffic, then select the ‘people who have visited specific pages’ and put in the URL of your sales page (or specific page you want to create an audience for which could also be ALL WEBSITE VISITORS) and EXCLUDE people who reached the purchase confirmation page (the final page that people arrive at after successfully completing a purchase)..

This is a great place to start.

The next stage for you to start thinking about is how to remarket to people who made a purchase, because they have proven to spend money, and  if people love what you are selling, the chances of them buying again are very high.


If you need help to get clarity and direction with your marketing (or to set up your remarketing!) then book in a free 20 call.

We can talk about what you want to achieve, then give you some advice about the best approach to take. If we can help further – great – if not – we can point you in the right direction.

About the Author

Clint has over 15 years of digital experience. He's passionate about digital marketing and on a continual quest, searching for the best tactics and strategies, to help businesses find clarity and direction to grow their businesses.

Clint Gray