How repurposing content creates successful retargeting ads

Learn how content repurposing for retargeting ads on Facebook and Google can multiply leads and grow your business.

Repurposing content to create retargeting ads has never been more important. Do it well and save your business time and effort while ensuring no single piece of marketing content is wasted or underutilised.

A perfect example is our Marketing Checklist. Thanks to Facebook retargeting ads, hundreds of old website visitors are still downloading it every month. Success in action. Let’s find out more.

Why repurpose content?

Over the last few years, content repurposing has become an increasingly important SEO strategy, particularly where Facebook and Google Ads are concerned. It saves time while maintaining quality, and it’s a skill you’ll reach for often once you have it in your arsenal.

77% of marketers repurpose content on Facebook and Instagram, with 69% repurposing to advertise on Google.

So, in terms of keeping pace with competitors and staying on top of the most cutting-edge marketing trends, it’s an absolute must right from the get-go. Beyond this, the main benefits of repurposing are:

• You can increase your business’s reach, sharing across more channels to widen your audience.
• You can reduce costs, spending less time and, therefore, money on creating new content and more on improving, adjusting or optimising previously created content.
• It will support your SEO process, increasing opportunities to create backlinks and boost your domain rating on channels like Google Ads.
• It will give customers more reasons to visit your site, ideal when studies have shown that people visit a site on average six times before making a purchase.
• You can build brand awareness and brand trust with consumers by raising your visibility and profile.

What is a retargeting ad?

A retargeting ad is a piece of repurposed content reshared in a different format (the exact format will depend on the channel you’re using to reshare). The end goal? To expand a business’s reach and increase its overall brand awareness.

If you’ve ever taken an old blog post and turned it into a fresh, stylish new infographic, then you know what it means to repurpose content.

The key to a successful retargeting ad is its suitability for the platform you’re aiming it at. What generates interest and engagement on Instagram might not work so well on Facebook. Plus, the content should add value to the customer’s life. The best retargeting ad copy is meaty, salient information. Adjusted and repurposed should never equal watered down.

How to use retargeting ads

There are two types of retargeting ads – pixel-based and list-based. Both have plenty of advantages, but one might be more suitable than the other depending on the content you’re retargeting.

Pixel-based retargeting (re-displaying your material to any anonymous site visitor) is timely. Targeted to a particular page on your site, and behaviour-based, making the customer journey easy to track. Meanwhile, list-based retargeting (which works for customers whose details you already have on your database) is highly customisable. This is because you’re actively choosing which of your consumers go on which lists.

For both Facebook and Google Ads, the set-up for retargeting ads takes time. But it’s such an invaluable resource that you’ll be glad to have done the boring bits! Once you see a potentially considerable increase in your business’s marketing success.

How to set up retargeting ads on Facebook

Setting up Facebook retargeting ads is a seven-step process, though some of the steps would be the same if you were creating a piece of marketing content from scratch and sharing it:

1. Either gather data groups from pixels on your website or create a list of existing contacts.
2. Upload the list to Facebook’s ‘Audience Manager Function’.
3. Determine the destination URL.
4. Put the ads into segments for specifically targeted audiences.
5. Set your budget.
6. Create your ad.
7. Track your campaign’s progress.

How to set up retargeting ads on Google

The three basic steps for setting up a Google retargeting ad are:

1. Set up a campaign on either the Display network or the Google Search network.
2. ‘Tag’ your website and include any traffic information you want to monitor and track.
3. Create a retargeting list.